As I prepare for my trip to Kona in November, I am paying close attention to the weather in Hawaii, especially hurricanes, which may affect the crop. I have been assured by the growers in Kona that Hurricane Flossie caused no damage, and my team continues to monitor the weather closely.
My relationships with coffee growers across the world’s production regions are essential to ensuring the unsurpassed quality of Gevalia coffees. Each region’s growers contribute to that location’s coffee history, and every farm and grower plays a unique role. As we prepare for the 2007 Kona Coffee Cupping Competition, I am compelled to share the special story of the Kona growers and their crop.
In Kona, the growers have been the driving force behind the coffee crop since the first coffee tree was planted in Hawaii in 1813. Although the first tree was short-lived, the local farmers realized the potential of growing coffee in the local soil, which is richly enhanced by volcanic nutrients and minerals. By 1828, coffee seeds had been transported to the Kona coast, and the coffee trees were flourishing. The taste of the beans was unprecedented, and Kona coffee quickly gained a superior reputation that went far beyond the island. With the burgeoning crop and the powerful combination of Kona’s rich volcanic soil, determined families of farmers and ideal climate conditions, coffee acreage increased at a rapid rate and the Kona coffee industry was born.
What I enjoy even more than the story of the farmers and their commitment to producing the first Kona beans is the source of support behind Kona’s farmers. Just as the Gevalia coffee story is tied to Sweden’s royal family, the success of the Kona bean is due largely to the foresight and philanthropic efforts of Princess Bernice Pauahi Bishop of Hawaii, the last direct descendant of King Kamehameha the Great. The majority of Kona coffee is cultivated on land owned by the Kamehameha Schools Bishop Estate (KSBE), a trust implemented in 1884 to fulfill Princess Bernice’s request to utilize her land to generate income solely for the Kamehameha Schools, which today is the largest independent school system in the United States. Princess Bernice’s estate trustees implemented a long-term agricultural leasehold system, whereby the Kamehameha Schools continue to flourish today and the Kona growers continue to have access to the world’s richest volcanic soil.
I love the story of Kona’s beginnings and the special role it plays in the Hawaiian community, and I am reminded of this great history every time my plane touches down in Hawaii for the Kona Coffee Cupping Competition. This year’s event is scheduled to be held November 7-8. I look forward to seeing you there.
I would also like to thank you for all of your comments and inquiries. I was recently asked how long David must train to become a Master Taster, and the answer is that most Master Tasters usually require between five and seven years of training to attain the Master Taster title. Please keep your comments coming - I look forward to your questions.
Monday, August 27, 2007
Monday, August 20, 2007
Passing the Torch: The Tradition of the Gevalia Master Taster
I am often asked how one attains the title of Master Taster. And I always respond in the same way: coffee is an art for which one must feel passion.
I began my professional career as a photographer, which was my profession for seven years. Although I enjoyed it, I knew it was not my permanent career and continued to explore other fields. In the early 1960s, I trained as a First Tenor with the Royal Swedish Opera Company and was offered a contract. However, in a stroke of good luck, I discovered coffee at the same time, and after exploring the art of images and the art of singing, I found that the art of coffee was my passion.
My mentor was a Master Taster named Arne Roslund, who guided me through the process of becoming a Master Taster. With passion in-hand, my next task was to hone my senses of taste and smell. Through many days of Triangle Tests, bean examination and cupping, I began to learn how to taste. People are always amazed when I tell them that I achieved the rank of Master Taster after seven years of tasting. But I always tell them that cupping is a profession that requires years of careful observation and constant learning, and that becoming a Master Taster only happens after a matter of years.
In addition, the honor of being named Master Taster can only be bestowed by one who already holds the title. I was honored to be named Master Taster by Arne.
Now, over four decades later, I am getting ready to hand my tasting spoon to the next generation of tasters. It is now my privilege to share the timeless skills needed to become a Master Taster with David Holfve, who has joined Gevalia to learn the art of cupping. David has a keen sense of smell and an enthusiasm for the work, but more importantly, I know he will become Master Taster because he possesses that which trumps all other qualities needed in a taster: David has the passion for coffee. It is an honor to present him with his own tasting spoon.
I began my professional career as a photographer, which was my profession for seven years. Although I enjoyed it, I knew it was not my permanent career and continued to explore other fields. In the early 1960s, I trained as a First Tenor with the Royal Swedish Opera Company and was offered a contract. However, in a stroke of good luck, I discovered coffee at the same time, and after exploring the art of images and the art of singing, I found that the art of coffee was my passion.
My mentor was a Master Taster named Arne Roslund, who guided me through the process of becoming a Master Taster. With passion in-hand, my next task was to hone my senses of taste and smell. Through many days of Triangle Tests, bean examination and cupping, I began to learn how to taste. People are always amazed when I tell them that I achieved the rank of Master Taster after seven years of tasting. But I always tell them that cupping is a profession that requires years of careful observation and constant learning, and that becoming a Master Taster only happens after a matter of years.
In addition, the honor of being named Master Taster can only be bestowed by one who already holds the title. I was honored to be named Master Taster by Arne.
Now, over four decades later, I am getting ready to hand my tasting spoon to the next generation of tasters. It is now my privilege to share the timeless skills needed to become a Master Taster with David Holfve, who has joined Gevalia to learn the art of cupping. David has a keen sense of smell and an enthusiasm for the work, but more importantly, I know he will become Master Taster because he possesses that which trumps all other qualities needed in a taster: David has the passion for coffee. It is an honor to present him with his own tasting spoon.
Monday, August 13, 2007
My Favorite Regions
How many of us search for the “perfect cup of coffee?” From people I talk to around the world, it seems the answer is all of us.
In over three decades traversing the globe in search of the best beans for Gevalia, I have found, much to my delight, that there are several ways to make the perfect cup of coffee. “Perfect” can come from many sources, and from a single bean or a blend. Here are my top sources for the perfect cup:
- Antigua from Guatemala: single beans, simply perfect in the cup
- Kenyan: a wonderful black currant flavor in every cup
- Kona: the best of region and bean; a beautiful taste from a beautiful region
As you can see, I have a “perfect” cup from just about every coffee region in the world. In my travels, I continue to be amazed by the unique tastes that each region offers. By surveying and perusing each regional crop, I have been fortunate to become close with farmers committed to producing only the best beans. It’s this commitment that delivers the unparalleled tasting experience I have found in each of these regions.
As all of you continue on your quest for your perfect cup of coffee, I will strive to deliver the perfect cup of Kona coffee to you. Even though the competition is still over three months away, I am observing the climate and working with the growers to ensure the best coffee possible in each and every cup that makes its way to you.
In over three decades traversing the globe in search of the best beans for Gevalia, I have found, much to my delight, that there are several ways to make the perfect cup of coffee. “Perfect” can come from many sources, and from a single bean or a blend. Here are my top sources for the perfect cup:
- Antigua from Guatemala: single beans, simply perfect in the cup
- Kenyan: a wonderful black currant flavor in every cup
- Kona: the best of region and bean; a beautiful taste from a beautiful region
As you can see, I have a “perfect” cup from just about every coffee region in the world. In my travels, I continue to be amazed by the unique tastes that each region offers. By surveying and perusing each regional crop, I have been fortunate to become close with farmers committed to producing only the best beans. It’s this commitment that delivers the unparalleled tasting experience I have found in each of these regions.
As all of you continue on your quest for your perfect cup of coffee, I will strive to deliver the perfect cup of Kona coffee to you. Even though the competition is still over three months away, I am observing the climate and working with the growers to ensure the best coffee possible in each and every cup that makes its way to you.
Monday, August 6, 2007
Background of the Beans
It’s amazing how much work goes into your cup of coffee. The harvesting, preparation, shipping, roasting, cupping and packaging all play important roles in coffee production, but none is more important than working with a superior bean from the outset.
Most people are always taken aback when I show them raw coffee beans. This is because they’re green, and in our minds, coffee beans are the deep brown color that we buy as grounds or whole beans in the market. In over three decades at Gevalia, I have traveled the globe to find the best beans for our brand. I’m always on the lookout for beans that can be included in a Gevalia blend, or can be featured alone as a Gevalia Select Varietal coffee. What’s the difference? At Gevalia, our blends are composed of seven to eight beans, whereas our Select Varietals are produced from a single bean and only available for approximately four months, when the bean is at its peak production time. This is the case with Kona coffee, which is made from a single bean into the Gevalia Select Varietal Kona Coffee.
People are also surprised when I tell them about the manner in which coffee grows and its similarities across all regions. The coffee seed and plant are biologically the same across all regions, but what produces different coffees is how and where they are grown. The most important factors in coffee production include altitude, climate and soil conditions. For example, in Antigua coffee grows at 1,400m (4,593ft) above sea level. There is a Kenyan coffee that grows at 2,000m (6,562ft), and the highest coffee in the world grows in Ethiopia, at approximately 2,500m (8,202ft). For Kona, the altitude is only 400m (1312ft). Kona coffee grows in rich soil that is formed primarily by lava and volcanic ash, and grows successfully due to all the nutrients therein.
One needs to keep in mind that maturation of the bean takes longer at higher altitudes. It is also true that more mature beans, such as the Ethiopian bean, provide a much fuller aroma than low-ground coffee.
When you pour your cup of coffee in the morning, you will now know that it began as a green bean, and was influenced by its growing climate and altitude on its way to your cup.
Most people are always taken aback when I show them raw coffee beans. This is because they’re green, and in our minds, coffee beans are the deep brown color that we buy as grounds or whole beans in the market. In over three decades at Gevalia, I have traveled the globe to find the best beans for our brand. I’m always on the lookout for beans that can be included in a Gevalia blend, or can be featured alone as a Gevalia Select Varietal coffee. What’s the difference? At Gevalia, our blends are composed of seven to eight beans, whereas our Select Varietals are produced from a single bean and only available for approximately four months, when the bean is at its peak production time. This is the case with Kona coffee, which is made from a single bean into the Gevalia Select Varietal Kona Coffee.
People are also surprised when I tell them about the manner in which coffee grows and its similarities across all regions. The coffee seed and plant are biologically the same across all regions, but what produces different coffees is how and where they are grown. The most important factors in coffee production include altitude, climate and soil conditions. For example, in Antigua coffee grows at 1,400m (4,593ft) above sea level. There is a Kenyan coffee that grows at 2,000m (6,562ft), and the highest coffee in the world grows in Ethiopia, at approximately 2,500m (8,202ft). For Kona, the altitude is only 400m (1312ft). Kona coffee grows in rich soil that is formed primarily by lava and volcanic ash, and grows successfully due to all the nutrients therein.
One needs to keep in mind that maturation of the bean takes longer at higher altitudes. It is also true that more mature beans, such as the Ethiopian bean, provide a much fuller aroma than low-ground coffee.
When you pour your cup of coffee in the morning, you will now know that it began as a green bean, and was influenced by its growing climate and altitude on its way to your cup.
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