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The East London

Coffee Company

There are many independent coffee roasteries around South Africa and the number is growing daily. Coffee lovers now have a feast of options.

Why is this important to me?

In addition to being able to source freshly roasted beans, we are also now able to enjoy the depth of interesting knowledge and information to expand our enjoyment. Some might call this an over-complication of a relatively simple thing, others might turn it into an new and exciting hobby. Whether you are a coffee lover who is happy to put your faith into the roasters ability, or one who wants to start designing your own speciality coffee, this is really up to you.

In addition to the single origin speciality coffee that are now available, there are also the interesting blends.

What is artisanal coffee roasting?

In the old days, many products were made by hand. Be this a piece of furniture or an Italian salami. These products were made with love and care, by an artisan, considered skilled in his craft.  Recipes and skills were passed down the family tree. As consumer demand increased and big-business got involved, the smaller mom-and-pop store literally got swallowed up. Making a good quality product which could compete with the massive factories was no longer economically viable.

What has also happened was that shareholders demanded the highest possible return on investment and the economics of production in a competitive environment have become more important than flavour and quality. Let’s take mass produced salami as an example. There is no factory that likes wastage, what is really inside that salami? It might taste good because it has added MSG (monosodium glutamate), it might contain shredded hoof or meat ingredients you wouldn’t normally eat, remember the international horse meat scandal? I am exaggerating a point but you get where I am going.

If you were baking bread or perhaps a chicken pie at home, there would be no added chemicals. It would be a completely natural product with a few herbs and spices. There would be no ingredients with scientific names. Other than the obvious advantage of freshness, something which cannot be guaranteed elsewhere, artisan coffees, like your home made products, are selected, blended and roasted by someone who cares. A human being who loves coffee and loves it when you find enjoyment when drinking it.

Passionate about coffee?

Having good coffee at home

This is actually easier than you think. Here are your options:

1. Use a Bialetti stove-top pot or perhaps a bodum or a French Press to produce your own espresso. This is the cheapest option and you will be more than satisfied with your brew. 2. Buy a pod machine for your kitchen. This will appear economical initially, but over time, this is your most expensive option. The pods themselves can cost anything around R 10 per cup, as compared to the R 1 or so of ground coffee. If you have say 4 cups per day, the difference could be as high as R 10 000 PLUS per year.

3. A modern automatic bean-to-cup coffee machine. The good quality machines with a milk frothing option range in price from a little under R 10 000 to as high at R 25 000 for machines suitable for large offices and guest areas.

Jura coffee machine for hire

Dictionary: Artisan: A person skilled in an applied art; a craftsperson; a person or company that makes a high-quality or distinctive product in small quantities, usually by hand or using traditional methods.

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