BUT I CAN BUY 1KG OF COFFEE FOR R149?
Anyone who has faced a customer has heard this before … “I can get it much cheaper!” When it comes to coffee this absolutely true!
Let’s forget coffee for a moment and let’s talk about cars. I can buy a four cylinder, 1800cc car for R100k or one for R900k. This might be factually correct but the latter is an Audi perhaps, and the other well… but yes, they are both four-cylinder vehicles.
As with cars, wine and whisky perhaps, coffee is not just coffee. The most flavourful beans are Arabica (Caffea Arabica). Start off with a bag on which the manufacturer proudly claims the contents to be 100% Arabica. One can then safely assume it will contain no Robusta (Caffea Canephora) and no chicory, these being low-cost extenders which add little value. Be cautious of marketing euphemisms such as “100% pure” or “Pure Coffee.”
Like our four-cylinder vehicles, Arabica also comes in different guises. A low-quality Arabica, one with poor characteristics and less flavour can be as much 75% cheaper than a premium, high grown Arabica.
Let’s do some maths. If one uses 10g of coffee per cup and pays R50/per kg more for your coffee this is a price difference of 50c per cup. Yes, it comes as a bit of a shock to pay say R300/kg for world-class coffee but at R3 per cup this surely still represents extremely good value.
“Quality isn’t expensive, it’s priceless.” – Mike Havrelock