Monday, 24 October 2011

Starbucks is Beginning to See the Light


Starbucks Sees the Light

Posted on October 24, 2011 at 12:50 PM
In spite of the wide variety of “roasts” offered by Starbucks, there has been very little discernible difference between them, since most of the taste was burnt-out by over-roasting. Preferrring one of their burnt roasts over another was a ridiculous pose, like people admiring the emperor’s “new clothes”. Finally, Starbucks has decided to roast some of its beans in the northern European styles: light and medium. A recent article on Starbucks' new Blonde Roasts in the Washington Times erroneously asserts that roasting coffee longer makes it stronger. Strength of coffee depends on the amount that one uses when brewing it–the ratio of coffee-grounds to water. I have long been an admirer of Gevalia Stockholm Roast, strongly brewed, as well as of the fragrant lighter roasts offered by that venerable Swedish purveyor. And now, Starbucks, a company whose original shop across from Pike Place Market I visited often in the mid-1970s during my time at Cornish School of Art, has at last decided to produce coffee that appeals to the northern palate, thereby truly “celebrating diversity.” I am looking forward to the result!
©M-J de Mesterton


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