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Quick Coffee Facts
"Today, Starbucks represents less than 7 percent of total coffee consumption in the U.S."
Coffee consumers spend on an average of $4.08 for specialty coffee and tea,
up from $3.81.
“Coffee shops make up the fastest growing part of the restaurant business” - vice president of NPD Group.
Grabbing a cup of coffee is the No. 1 thing Americans do in the morning.
Top 10 Cities With The Most Coffee Restaurants Per Capita The top 10 cities with the most coffee restaurants per capita, according to the NPD Group:
Anchorage, Alaska: 2.8 coffee shops per 10,000 people Seattle-Bellevue-Everett, WA: 2.5 shops San Francisco, CA: 2.2 shops Bellingham, WA: 2.1 shops Portland, Ore.-Vancouver, WA: 2 shops Bremerton, WA: 1.9 shops Boulder-Longmont, CO: 1.8 shops Olympia, WA: 1.8 shops San Luis Obispo-Atascadero-Paso Robles, CA: 1.6 shops Santa Rosa, CA: 1.5 coffee shops per 10,000 people
Top 10 cities with the greatest number of coffee shops:
The NPD Group says the top 10 cities with the greatest number of coffee shops are:
Los Angeles-Long Beach, with 801 shops Seattle-Bellevue-Everett, with 628 Chicago, IL, with 568 New York, with 525 Portland-Vancouver, with 419 Minneapolis-St. Paul, MN, with 384 Washington, D.C. area, with 379 San Francisco with 373 San Diego with 344 Orange County, CA, with 326 coffee shops
“Most of your Northwest cities have a very high concentration of coffee-drinking”
Did You Know?
27% of U.S. coffee drinkers and 43% of German drinkers add a sweetener to their coffee.
The world's largest coffee producer is Brazil with over 3,970 million coffee
trees. Colombia comes in second with around two thirds of Brazil's production.
Hard bean means the coffee was grown at an altitude above 5000 feet.
Arabica and Robusta trees can produce crops for 20 to 30 years under
proper conditions and care.
Most coffee is transported by ships. Currently there are approximately 2,200 ships involved in transporting the beans each year.
The popular trend towards flavored coffees originated in the United States
during the 1970's.
An acre of coffee trees can produce up to 10,000 pounds of coffee cherries. That amounts to approximately 2,000 pounds of beans after hulling or milling.
Central and South America produce approximately 2/3 of the world's coffee
supply.
Top 3 Coffee Brands
Starbucks McDonalds Dunkin Donuts
Production & Farm Prices Expected to Increase
Hawaii coffee production is estimated at 6 million pounds per year. Farm prices are anticipated to average $3.50 - $4.50 per pound. Farm value is expected to total around $25 million each year.
World Coffee Production
World coffee production is estimated at 120 – 130 million bags per year.
Brazil's coffee production is estimated at 35 - 40 million bags per year.
Vietnam's coffee production is estimated at 12 - 15 million bags per year.
Mexico's coffee production is estimated at 4 - 5 million bags per year. ***Total coffee supply in producing countries is forecast at 135 - 150 million bags per year.
World Coffee Exports World coffee exports are estimated at 85 - 100 million bags per year. World Coffee ConsumptionWorld coffee consumption is estimated at 110 - 125 million bags per year. US Imports Total US imports are estimated at 5 - 7 million bags per quarter. U.S. Roasting Estimated roasting ranges from 4 - 5 million bags per quarter. U.S. Retail Prices Average retail prices range from $3.3 per pound to $4.50 per pound.
COFFEE CONSUMPTION IN ITALY
Italian Coffee Consumption
14 billion espresso coffees are consumed each year in Italy. Italians consume approximately 3.7 Kg of coffee per capita. It is estimated that over 270,000 people work as baristas, and over 55% of
these baristas have 10+ years of experience. The vast majority of baristas are of an older age.
Drink Distribution Cafe Bars average sales of 230 cups a day:
59.8% are sold as espressos 13.5% are sold as cappuccinos 12.3% are sold as correttos 9.9% are sold as macchiatos 4.5% are decaffeinated coffees
Coffee Bar Locations
31% of bars are located in Piemonte, Liguria, Valle D'Aosta, and Lombardia 25.2% are located in Trentino, Friuli, Veneto, and Emilia Romagna 22.5% of bars are concentrated in Toscana, Marche, Umbria and Lazia 21.3% of bars are located in the largest region encompassing Abruzzi-Molige,
Campania, Puglia, Basilicata, Calabria, and Sicilia.
Famous Cafes in Italy
Rome - Greco and Aragno Napoli – Gambrinus Florence - Giubbe Rosse and Gilli Venice - Florian and Quadri Padova – Pedrocchi Trieste - Tommasco and San Marco Torino - Il Piatti, il San Carlo, Il Fiorio, il Baratti, and il Milano.
Miscellaneous Information
The average price for coffee in Italy is $8.22 per kilogram. Blends on average consist of 51% Robusta and 49% Arabica.
COFFEE TYPES & COFFEE BREWING
Coffee Types & Coffee Making There are 6,000+ species of the coffee plant split into 25 major types Two species dominate commercial production: Arabica (Coffee Arabica) and Robusta (Coffee Canephora) World coffee production is split 60% Arabica and 40% Robusta Arabica is a large delicate bush that grows at elevations of 600-2000 meters above sea level in Latin America, Central and East Africa, Asia and Oceania Because Arabica is difficult to grow, the beans are more expensive than Robusta beans Arabica can be drunk pure or in blends with Robusta where it contributes acidity and body to the blend Robusta is a hardier bush or tree that grows from sea level to 800 meters and is grown in West and Central Africa, South East Asia and South America Robusta is more strongly flavored than Arabica and gives blends body and “kick” The person who actually makes the coffee in a café or restaurant is called a “barista” Proper coffee making requires the barista to make very precise measures of coffee amounts, water temperatures and pressures, and brewing times (e.g. 22-28 seconds)
Coffee Brewing Good coffee brewing requires a balance of:
Correct grinding of the coffee blend The coffee blend used The espresso machine used The skill of the barista.
COFFEE & HEALTH
Coffee Health Issues
Coffee contains caffeine which can lead to caffeine-induced anxiety including
agitation, jitteriness and irritability
Large doses (over 200 milligrams) of caffeine can disturb sleep, and can lead to headaches
Caffeine is also a diuretic and can cause dehydration
Extensive international research has shown no evidence of a linkage between
caffeine intake and cancer, cardiovascular disease or any other function including pregnancy though moderation is still recommended for pregnant women.
Recent research suggests that people with a high coffee consumption (7+
cups a day) have a far lower risk of developing Type 2 (adult onset) diabetes
COFFEE TRIVIA
Coffee Trivia
The United States is the world's largest consumer of coffee, representing one-third of all coffee exported. More than half of the United States population consumes coffee. The typical coffee drinker has 3.4 cups of coffee per day. That translates into more than 450,000,000 cups of coffee daily.
The largest coffee importer center in the U.S. is located in the city of New
Orleans, LA.
ALL coffee is grown within one thousand miles of our Earth's equator between the Tropics of Cancer and Capricorn.
The coffee tree produces its first full crop when it is about 5 years old.
Thereafter it produces consistently for 15 or 20 years.
A mature coffee tree will produce 1 POUND of coffee per growing season.
ONE POUND of ground beans makes about 50 cups of coffee.
It takes 2,000 hand-picked Arabica coffee cherries to make ONE roasted pound of coffee - or approximately 4,000 beans.
Coffee grows in more than 53 countries and is the second largest export in
the world after oil.
Brazil grows approximately 35% of the world's coffee.
Colombia is the world's second largest Arabica coffee producer.
Green coffee is a major import of the United States; about two-thirds of the total comes from Central and South America, with Brazil and Colombia the two largest suppliers.
EMERGING COFFEE TRENDS
Emerging Coffee TrendsStarbucks is embarking upon a strategy of locating outlets within popular locations, e.g. Commonwealth Bank branches, Borders bookshops The co-location strategy has been very successful for Starbucks in America with outlets located in Wells Fargo banks, Barnes and Noble bookshops and supermarket chains The home market is growing fast with Illy (a major brand) saying that its home sales are now larger than its café sales The major industry players, e.g. Segafredo, are increasingly focusing upon the home market with distribution through delicatessens and supermarkets Many brands are trying to lift their brand image, e.g. Douwe Egberts, which struggled with its Piazza D’Oro brand, has created a new blend and brand in conjunction with celebrity restaurateur Stefano Manfredi Consumers are increasingly focusing upon the ‘cult of the ingredient’ with familiar flavors being redefined in terms such as purity or provenance The cult of the ingredient has also lead to a growth in the customization of products at the point of consumption, e.g. specialty coffees Flavored coffees are popular in America but not in Europe which has strong coffee drinking traditions Coffee flavor trends are believed to mirror ice cream flavor trends with vanilla the current favorite
WORLDWIDE COFFEE FACTS
World & General Facts
Coffee is the most popular beverage worldwide with over 400 billion cups consumed each year.
Coffee, as a world commodity, is second only to oil.
Only about 20% of harvested coffee beans are considered to be a premium
bean of the highest quality.
The 4,400 Arabica coffee cherries it takes to make a roasted kilogram of coffee are normally picked by hand as they ripen. Since each cherry contains two beans, it takes about 8,800 Arabica beans to make a kilogram of roasted coffee.
Coffee sacks are usually made of hemp and weigh approximately 60 kilogram
when they are full of green coffee beans. It takes over 600,000 beans to fill a coffee sack.
Citrus has been added to coffee for several hundred years.
Our sense of smell, more than any of our other senses, makes our final judgment on coffee.
Coffee, along with beer and peanut butter, is on the national list of the "ten
most recognizable odors."
Coffee lends its popularity to the fact that just about all flavors mix well with it.
Nomadic tribes preserved the coffee cherries to transport them long
distances.
Coffee trees produce highly aromatic, short-lived flowers producing a scent between jasmine and orange. These blossoms produce cranberry-sized coffee cherries.
Coffee beans are similar to grapes that produce wine in that they are affected
by the temperature, soil conditions, altitude, rainfall, drainage and degree of ripeness when picked.
Before roasting, some green coffee beans are stored for years, and experts
believe that certain beans improve with age, when stored properly.
The vast majority of coffees available to consumers are blends of different beans.
Coffee is generally roasted between 205° C and 220° C. The longer it is
roasted, the darker the roast. Roasting time is usually from ten to twenty minutes.
After they are roasted, and when the beans begin to cool, they release about
700 chemical substances that make up the vaporizing aromas.
Over-roasted coffee beans are very flammable during the roasting process.
After the decaffeinating process, processing companies no longer throw the caffeine away; they sell it to pharmaceutical companies.
Commercially flavored coffee beans are flavored after they are roasted and
partially cooled. Then the flavors are applied, when the coffee beans' pores are open and therefore more receptive to flavor absorption.
Studies tell us the human body will absorb only 300 milligrams of caffeine at
a given time. Additional amounts are cast off and will provide no additional stimulation. The human body dissipates 20% of the caffeine in the system each hour.
Roasted coffee beans start to lose small amounts of flavor within two weeks.
Ground coffee begins to lose its flavor in one hour. Brewed coffee and espresso begins to lose flavor within minutes.
Fruit-based flavors all mix well with coffee.
Irish cream and Hazelnut are the most popular whole bean coffee flavorings.
Regular coffee drinkers have about one-third less asthma symptoms than
those non-coffee drinkers. So says a Harvard researcher who studied 20,000 people.
Africa & Arabia The most widely accepted legend associated to the discovery of coffee is of the goat herder named Kaldi of Ethiopia. Around the year 800-850 A.D., Kaldi was amazed as he noticed his goats behaving in a frisky manner after eating the leaves and berries of a coffee shrub. And, of course, he had to try them! Raw coffee beans, soaked in water and spices, are chewed like candy in many parts of Africa.
The Arabica is the original coffee plant. It still grows wild in Ethiopia. The Arabs are generally believed to be the first to brew coffee.
In the 14th century, the Arabs started to cultivate coffee plants. The first commercially grown and harvested coffee originated in the Arabian Peninsula near the port of Mocha. The first coffee drinkers, the Arabs, flavored their coffee with spices during the brewing process. It was the early 1400's, and with alcohol forbidden by the Koran, coffee soon became the replacement beverage. In the ancient Arab world, coffee became such a staple in family life that one of the causes allowed by law for marital separation was a husband's refusal to produce coffee for his wife. A four verse poem to coffee was written in Mecca in 1511. It was one of the first.
America (North & South) In 1670, Dorothy Jones of Boston was granted a license to sell coffee, and so became the first American coffee trader. The founding fathers of the U.S., during the revolution, formed their national strategies in coffeehouses. The heavy tea tax imposed on the colonies in 1773, which caused the "Boston Tea Party," resulted in America switching from tea to coffee. Drinking coffee was an expression of freedom. In early America, coffee was usually taken between meals and after dinner. In the year 1790, there were two firsts in the United States; the first wholesale coffee roasting company, and the first newspaper advertisement featuring coffee. By 1850, the manual coffee grinder found its way to most upper middle class kitchens of the U.S. The Civil War in the United States elevated the popularity of coffee to new heights. Soldiers went to war with coffee beans as a primary ration. In 1900, coffee was often delivered door-to-door in the United States, by horse-pulled wagons. Coffee represents 75% of all the caffeine consumed in the United States. The average annual coffee consumption of the American adult is 26.7 gallons, or over 400 cups. The modern day espresso street vending cart evolved from a Boeing Company shuttle cart, purchased from surplus, and was first utilized to serve people espresso at an arts and crafts fair in Edmonds, Washington. Hawaii features an annual Kona Festival, a coffee picking contest. Each year the winner becomes a state celebrity. In Hawaii coffee is harvested between November and April. In 1727, as a result of seedlings smuggled from Paris, coffee plants first were cultivated in Brazil. Brazil is presently by far the world's largest producer of coffee.
Japan
Japan ranks Number 3 in the world for coffee consumption. In Japan, coffee shops are called Kissaten.
Iced coffee in a can has been popular in Japan since 1945.
Over 10,000 coffee cafes plus several thousand vending machines with both
hot and cold coffee serve the needs of Tokyo alone.
For reducing wrinkles and improving their skin, the Japanese have been known to bathe in coffee grounds fermented with pineapple pulp.
Australia & New Zealand
Australians consume 60% more coffee than tea, a six fold increase since 1940.
Europe (West & East) The British are sophisticated people, in almost everything except their choice of coffee. They still drink instant ten-to-one over fresh brewed.
It was during the 1600's that the first coffee mill made its debut in London. Lloyd's of London began as Edward Lloyd's coffeehouse.
Coffee as a medicine reached its highest and lowest point in the 1600's in England. Wild medical contraptions to administer a mixture of coffee and an assortment of heated butter, honey, and oil, became treatments for the sick. Soon tea replaced coffee as the national beverage. Coffee was first known in Europe as Arabian Wine. In the last three centuries, 90% of all people living in the Western world have switched from tea to coffee. The Europeans first added chocolate to their coffee in the 1600's. Before the first French cafe in the late 1700's, coffee was sold by street vendors in Europe, in the Arab fashion. The Arabs were the forerunners of the sidewalk espresso carts of today.
France Milk as an additive to coffee became popular in the 1680's, when a French physician recommended that cafe au lait be used for medicinal purposes. The first Parisian cafe opened in 1689 to serve coffee. Adding sugar to coffee is believed to have started in 1715, in the court of King Louis XIV, the French monarch. In the book, Trip Through Happy Arabia, a Frenchman documented his travels through Arabia. This was in the year 1716, and in it was one of the first documentations of the history of coffee.
The prototype of the first espresso machine was created in France in 1822. The French philosopher, Voltaire, reportedly drank fifty cups of coffee a day.
Scandinavia Scandinavia has the world's highest per capita annual coffee consumption, 12 kg. Italy has an annual consumption per capita of only 4.5 kg. Russia Frederick the great had his coffee made with champagne and a bit of mustard. Greece & Turkey Turkey began to roast and grind the coffee bean in the 13th Century, and some 300 years later, in the 1500's, the country had become the chief distributor of coffee, with markets established in Egypt, Syria, Persia, and Venice, Italy.
In Greece and Turkey, the oldest person is most always served their coffee first.
In 1554 in Constantinople, two coffeehouses opened. They did very well. Soon there were many.
Finely grinding coffee beans and boiling them in water is still known as "Turkish Coffee." It is still made this way today in Turkey and Greece or anywhere else Turkish Coffee is served.
Italy The Venetians first introduced coffee to Europe in 1615. In the later part of the 1600's, a cafe in Venice began serving beverages made from water and ice. It also served roasted coffee. The year was 1716 when Venetian coffee shop merchants began distributing leaflets exalting their new product: coffee. This may be the first example of advertising for coffee shops.
Bach wrote a coffee cantata in 1732. In the year 1763, there were over 200 coffee shops in Venice Italy now has over 200,000 coffee bars, and still growing. The first commercial espresso machine was manufactured in Italy in 1906. Espresso is to Italy what champagne is to France. In Italy, coffee and espresso are synonymous.
In Italy, espresso is considered so essential to daily life that the price is regulated by the government. The average age of an Italian barista is 48 years old. A barista is a respected job title in Italy. Italians do not drink espresso during meals. It is considered to be a separate event and is given its own time. Retail espresso vendors report an increase in decaffeinated sales in the month of January due to New Year's resolutions to decrease caffeine intake. Latte' is the Italian word for milk. So if you request a latte' in Italy, you'll be served a glass of milk.
COFFEE BUSINESS INFORMATION & FACTS
Sources “Australian Barista World Champion”, http://www.gilkatho.com.au/news/default.asp?cmd=view&articleid=83 “Beans means only part of today's COFFEE BLEND”, http://www.cafebiz.net “Café Direct – Types of coffee”, http://www.cafedirect.co.uk/products/coffee_types.php “Caffeine Scientific Summary Notes”, Australasian Soft Drink Association Ltd “Coffee cuts diabetes risk”, http://www.smh.com.au/articles/2002/11/08/1036308468854.html “Coffee quotes”, http://www.nwlink.com/~donclark/java/javaquot.html “The Cult of the Ingredient: Consumer Sophistication Drives Drinks Innovation http://www.industrysearch.com.au/features/drinks.asp “The New Rural Industries - A handbook for Farmers and Investors” - http://www.rirdc.gov.au/pub/handbook/coffee.html “WBC on CBS News!”, http://www.worldbaristachampionship.com/index2.lasso World & General Facts http://www.boncafe.co.th/trivia/coffeefacts.htm
http://www.nass.usda.gov/hi/speccrop/coffee.htm
http://www.investors.com/breakingnews.asp?journalid=26454032&brk=1
http://www.ncausa.org
