Do you actually know anything about the coffee you buy in your supermarket? Who has grown it? Where in the world is it grown? Is it hand-picked or picked with a machine that can destroy the tree? If the cherries are hand-picked, do the employees get paid fair wages? What does your coffee taste like? Does it taste fruity, nutty, or can you taste chocolate? Have you ever even thought of these things?
Do we demand enough when it comes to coffee, in terms of quality and production?
When you, as a consumer, buy speciality coffee you are buying quality in relation to both the cultivation and the production of your coffee.
The farmer who grows specialitly coffee picks only the red, ripe cherries, while many of the other farmers pick also the green (unripe) and possibly the black (overly ripe) berries. The farmer who grows specialitly coffee sorts his coffee beans and sells only the healthy, quality coffeebeans as speciality coffee. When speciality coffee is grown and dried the coffee beans are sorted, so that the defective beans are taken sorted away from the other ones. Defective beans are not sold as speciality coffee, but are on the other hand often sold as conventional coffee. The coffee you can buy in your regular supermarket.
If the coffee beans are not of the best quality it is possible to hide the taste of the beans themselves by roasting them more. When the beans are over-roasted you can taste more of the actual roasting and less the beans themselves. This is the way much of the conventional coffee is roasted.
Although not all speciality coffee is certified e.g. Rainforest alliance or Fairtrade, there is generally more accessable knowledge about where coffee comes from, than for conventional coffee. The buyers of speciality coffee generally strive to know as much as possible about their coffee, its origin, the cultivation and how it is processed, which region and which farm the coffee comes from. This way there is often a better traceability of the coffee.
How the coffee is grown and the quality of the coffee beans naturally has great influence on its taste. The buyers of speciality coffee are bying speciality coffee primerily for its superior quality. How fresh your coffee is also highly important. When you buy conventional coffee in a supermarket it may have been sitting on the shelf in the supermarket for several months. It can also have according to the packaging, yet a long time to go. But actually coffee gets bad rather fast. You will not get sick from drinking old coffee, but it definatly doesn't taste as good as fresh coffee. Even though the coffee is well packed in air tight packaging, it can co stale very fast - especially after opening. Coffee is actually a product which is best when freshly roasted.
Coffee is a product we should enjoy and not just drink for the caffine. Our coffee is always freshly roasted. We exclusively buy speciality coffee - only quality coffee.