Coffee Master Notes
Alyce Veldman
History of Coffee
800-900 A.D.
Kaldi noticed his Goats were energetic after they ate coffee cherries and tried them
himself
The Monk and his Religion saw Kaldi and his dancing goats grew curious and picked
some berries from the same shrub and brought back to the monastery.
He crushes the berries and adds some boiling water.
The Monk shared his findings with others and hailed it as a gift from the Lord.
1000
Arabian traders brought coffee across the Red Sea into Yemen (Arabia)
Beans were first roasted and cultivated on plantations
Created a drink called Qahwa (prevents sleep)
1300
Coffee spread with Islam as a drink to ward off evil
Boiling their coffee beans to prevent them from sprouting anywhere outside of Arabia
1450-1650
First cafes appeared in Constantinople (Istanbul)
Believed to be an Aphrodisiac (Like Drugs)
Women could sue their husband for divorce if not provided with enough coffee (Under
Turkish Law)
1690
Unboiled coffee beans were smuggled by Dutch out of Arab port of Mocha
Coffee began to be cultivated in the city of Java
1714
Dutch king gave the coffee tree to the French king, Louis XIV
Naval officer stole a coffee sprout, which became the father of Arabica Trees
1727
After an affair with French Governor's wife, Brazilian Lieutenant Colonel Francisco de
Melo Palheta was secretly given coffee seeds concealed in the farewell bouquet, which
would turn Brazil into a world-leading coffee producer.
1900-1910
R.W.Hills developed a process that removes air from coffee packages
(vacuum-packaging) to keep the beans fresh much longer
Espresso was invented by Luigi Bezzera, an Italian businessman as method of giving
workers shorter coffee breaks.
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Ludwig Roselius and Karl Wimmer, german coffee importers accidentally discovered
Decaffeination when one of their shipments from Nicaragua were soaked in seawater.
The importer’s researchers discovered how to extract caffeine using solvents and steam.
Japanese-American chemist Satori Kato created a soluble blend of coffee.
Dresden resident,Melitta Bentz invented the first coffee filter by using her son’s school
blotting paper and she cut it into circle, placed it in a metal cup with holes poked in the
bottom, added ground coffee and poured hot water. The reason was to brew an ideal cup
of coffee without bitterness that can result from overbrewing.
1933
Dr. Ernesto Illy invented the first automatic espresso machine.
Known as the “Father of Espresso”
Belief “The perfect shot of coffee must paint the tongue”
1945
Achille Gaggia developed a machine that used manually operated piston pumps and
water to extract brew at higher pressure.
For the first time, “crema” appeared on a shot of espresso
1948
Cappuccino means “Little Hood”
1966
Alfred Peet started artisanal coffee roasting in the US. He opened his own coffee shop,
Peet’s Coffee and Tea in Berkeley, California. He developed an appetite for
dark-roasted coffee among enthusiastic academics and discerning coffee drinkers thirst
for more flavor.
He mentored 3 Starbucks Founder in his roasting style
Jerry Baldwin (English Teacher)
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Zev Siegl (History Teacher)
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Gordon Bowker (coffee journalist)
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1971
Mentored by Alfred Peet, three men founded Starbucks
Named after “Starbuck” from Moby Dick
Merely sold coffee beans in Pike Place Market, Seattle, Washington.
Geography
Elevation
High Elevation (3000-6000 feet)
Special microclimates
● Temperature
● Sunlight
● Rainfall
● Slower growth
a. Yields more complex flavors
● Smaller beans
● Denser beans
a. Allows for darker roasting
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Low Elevation
● Robusta Beans
● Grows bigger, faster and less dense
Growing Regions
Latin America
● Flavors: nutty, cocoa, crisp, bright and acidic
● Guatemala
a. Name means “Land of Trees”
■ Rich volcanic soil
● Costa Rica
a. Name means “Rich Coast”
b. Rich volcanic soil
c. First Farmer Support Center in San Jose
Africa/Arabia
● Flavors: Floral and Citrus
● Ethiopia (birthplace of coffee)
a. Where Kaldi and goats discovered coffee
b. Coffee is a deep tradition
■ Hour long coffee brewing and drinking ceremony
● Kenya
a. Rich volcanic soil
b. Coffee in Swahili is “Kahawa
Asia/Pacific
● Flavors: full bodied, spice, herbal, earthy
● Produce mostly Robusta
● Indonesia
a. Over 17,000 islands
b. 90% Robusta
c. Features Muslims, Buddhists, and Hindus
d. Kopi Luwak poops most expensive coffee in the world.
e. The coffee anchors many blends such as Christmas and
Anniversary.
Agriculture (growing crops,fruits,vegs)
Robusta vs. Arabica
● Arabica is less resistant to diseases
● Arabica is 60% of the world's production
● Arabica has more refined flavor
● Grows best at high altitudes
● Approximately 1% caffeine by weight
● More refined flavor, elegant body and acidity
Types of Arabica Trees
Bourbon
● High maintenance
● Low yield
● Better coffee
● Ancestor of Caturra and Catuai
Typica
● High yield
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● Susceptible to disease
Caturra
● Resilient to disease
● High yield
● Short lifespan
Catuai
● Resilient to disease
● High yield
● Small beans
Tree Facts
Coffee trees are evergreen shrubs
Produces fruit 9 months after flowering
● Bean is used for planting
From Seed to Plant
Two weeks after sowing the seed germinates
Six weeks a cotyledon, or “matchstick”, rises from the soil.
Two Months the cotyledon splits into two embryonic leaves.
● Now transferred to a nursery where it’ll spend its first year of life
monitored for plant size, leaf color, plant structure, and distance
between branches.
4 months the trees will grow their first branches.
About one year the tree is developed enough to transfer to the field.
Three to four years, sometimes earlier, the trees produce the first sellable
cherries.
Formation of Cherries: Flowering, Ripening, and Harvesting
Flowering: Happens once a year typically after heavy rainfall
Ripening: After the flowers fall off the green cherries form and ripen to a
deep red color which goes hand-in-hand with the development of the coffee
bean.
Harvesting: Because of the elevation Arabica coffee is hand picked.
Layers of Coffee Cherry
Outer Skin
Pulp (the fruit part)
Mucilage
Parchments
Silver Skin
Green Bean (which is made into coffee beans)
Processing Methods
Washed
● Most common
● Cleaner bean
● More acidic bc of fermentation
● Fruit is fermented to remove mucilage
Semi-washed
● Big Body, herbal, earthy flavors (think Sumatra/Komodo)
● Rinsed instead of fermented
Natural/Sundried
● Fruity taste
● Dried with fruit/pulp still on the bean, then removed
Sorting and Bagging
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Color and density sorted
● Removed debris and defective beans
Sourcing and Buying
Starbucks Shared Planet
As a large coffee corporation Starbucks has a large impact on environment
where coffee is grown and the people growing it
Types of farms
Smallholder Farms
● Single tract of coffee producing land
Cooperatives (Co-ops)
● Organization of coffee farms
● Each farmer is a shareholder
● Typically centered around processing equipment
Estates
● A farm that has processing equipment
Exporter
● Independent organization
● Serves as “middle-man” between farms and buyers
Components of Ethical Sourcing
1. Paying premium price for premium coffee
● Promotes farms to grow high quality beans
2. Provides Loans to farms
● Allows for financial support till harvest time
● Allows farms to buy equipment to produce more/better coffee
3. C.A.F.E (Coffee and Farmer Equity)
● Produce quality beans
● Everyone is supply chain must be paid fairly
● Fair Labor
a. Minimum wage
b. No slaves or child labor
● Environmentally friendly
a. Protect environmental resources
b. The earth provides us with coffee
4. Organic Coffee
● AquaMany of Starbucks’ coffee sources are organic
● Takes time and money to actually be certified
5. Conservation International
● Protecting the environment is protecting our future coffee
Fair-trade
Includes fair-labor and environmental standards
Starbucks is the largest buyer of Fairtrade certified coffee
● Not enough Fairtrade coffee in the world to meet demand
Earthwatch Institute
Third-Party organization found farms that implemented C.A.F.E practices:
● Saved money
● Yielded higher 25% more coffee for farmers
● Yielded better coffee quality
Farmer Support Center
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Located in San Jose, Costa Rica & Kigali, Rwanda
● Helps Farmers implement C.A.F.E
Social Projects
BLEND (Better Living, Education, Nutrition and Development)
Education Initiative in Guatemala
Co-op Cafe Timor (successful Co-op)
Red(™) Products
Quality
Three organizations
Farmer Support Centers (FSC)
● Supports farmers
Starbucks Coffee Trading Company (SCTC)
● Manages relationships with Exporters, Farms, and Co-ops
● Samples Coffee before and after purchase
Green Coffee Quality (GCQ)
● Manages product development
a. Cuppers sample coffee and development
● Predicts future needs
a. Forecasts coffee purchases a year in advance
Sampling Coffee for quality
Fewer than 15 people (cuppers) sample 100-600 coffees daily
3 samples of 3.5 grams of coffee (samples with grounds in the cup!)
Aged Coffee
First aged coffee was aged unintentionally while shipped by dutch traders
Asia/Pacific coffee can be aged
Sampled throughout aging process by GCQ
Decaffeination Methods
Direct Contact with Methylene Chloride
● Most common
Swiss Water ® Process Method
● Soaked in warm water to and run through carbon filter
Natural Process
● Uses carbon dioxide and ultrapure water
Roasting and Blending
Longer/darker roast
● More oil, fuller body and flavor, lower acidity
● Pyrolysis-process of converting starch into sugar and denaturing
proteins
Sealed after roasting
● Whole beans sealed with FlavorLock™ (good for 34 weeks)
● Pre-ground coffee with vacuum seal
● Heat, moisture, light and oxygen destroys oils/flavor
Arabica beans
● Denser and harder, which allow for better roasting
Process
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1. Green coffee loading
● Debris is removed and coffee is sorted
2. Batching
● Green beans sent to roaster
3. Roasting
● 400-650 lbs. of coffee roasted in heated drums
4. Color Analyzing
● Beans are machine analyzed for Color
5. Storage
● Stored in Nitrogen flushed Silos (prevents Oxygenation)
6. Post Roasting Blending and packaging
● Beans of different roasting curves are sometimes blending after
roasting in rotating drums (ex. Christmas Blend)
● Starbucks beans lose 18-25% weight in water during roasting
● Other commercial beans typically lose 10-14% weight
Roasting and Blending are two crucial steps in supplying coffee to consumers
It is a scientific art. It is methodically done, but there is no standard formula or method.
The Last Ten Feet
This section is not about studying. It’s about doing. So use your knowledge for good, and provide
better coffee for the world.
Starbucks Coffee Passport Information
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Four steps to tasting
○ Smell Coffee
○ Slurp coffee to cover entire palate
○ Locate where flavor is experienced on tongue
○ Describe the experience
Always compare two coffees to contrast their taste
○ This distinguishes the different flavors so you taste more than “just coffee”
Four elements of taste
○ Aroma
○ Acidity
○ Body
○ Flavor notes
Four Fundamental of Brewing Coffee
○ Proportion (Coffee to water ratio)
○ Grind (the size of the coffee grinds)
○ Water (Use pure water for a more accurate taste)
○ Freshness (Light, heat, oxygen and moisture ruin the flavor)
How to brew coffee in French Press
○ Add coffee (2 Tbsp for every 6 fl oz of water)
○ Add hot water just off the boil
○ Place filter/lid on top and let steep for 4 minutes
○ Press and enjoy!
Notes of tasting method
○ A french press yields coffee close to what professional cuppers taste
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Starbucks Company Timeline
1971
Starbucks opens first store in Seattle’s Pike Place Market.
1982
Howard Schultz joins Starbucks as director of retail operations and marketing. Starbucks begins
providing coffee to fine restaurants and espresso bars.
1983
Schultz travels to Italy, where he’s impressed with the popularity of espresso bars in Milan. He sees
the potential to develop a similar coffeehouse culture in Seattle.
1984
Schultz convinces the founders of Starbucks to test the coffeehouse concept in downtown Seattle,
where the first Starbucks Caffè Latte is served. This successful experiment is the genesis for a
company that Schultz founds in 1985.
1985
Schultz founds Il Giornale, offering brewed coffee and espresso beverages made from Starbucks®
coffee beans.
1987
Il Giornale acquires Starbucks assets with the backing of local investors and changes its name to
Starbucks Corporation. Opens in Chicago and Vancouver, Canada.
Total stores*: 17
*All store counts (except where otherwise noted) reflect the end of the fiscal year. Current store count
includes Starbucks Coffee, Seattle’s Best Coffee, Teavana and Evolution Fresh retail.
1988
Offers full health benefits to eligible full- and part-time employees, including coverage for domestic
partnerships.
Total stores: 33
1989
Total stores: 55
1990
Starbucks expands headquarters in Seattle.
Unveils Starbucks Mission Statement.
Total stores: 84
1991
Becomes the first privately owned U.S. company to offer a stock option program that includes
part-time employees.
Opens first licensed airport store at Seattle’s Sea-Tac International Airport.
Total stores: 116
1992
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Completes initial public offering (IPO).
Total stores: 165
1993
Opens roasting plant in Kent, Wash.
Announces first two-for-one stock split.
Total stores: 272
1994
Opens first drive-thru location.
Total stores: 425
1995
Begins serving Frappuccino® blended beverages.
Opens first LEED-certified store in Hillsboro, Oregon.
Announces second two-for-one stock split.
Opens roasting facility in York, Pa.
Total stores: 677
1996
Begins selling bottled Frappuccino® coffee drink through North American Coffee Partnership.
Opens stores in: Japan (first store outside of North America) and Singapore.
Total stores: 1,015
1997
Establishes the Starbucks Foundation.
Opens stores in: the Philippines.
Total stores: 1,412
1998
Extends the Starbucks brand into grocery channels across the U.S.
Opens in underserved neighborhoods through joint-venture partnership with Magic Johnson.
Launches Starbucks.com.
Establishes the CUP Fund emergency financial assistance fund for partners.
Opens stores in: England, Malaysia, New Zealand, Taiwan and Thailand.
Total stores: 1,886
1999
Acquires Tazo Tea.
Partners with Conservation International to promote sustainable coffee-growing practices.
Acquires Hear Music, a San Francisco–based music company.
Announces third two-for-one stock split.
Opens stores in: China, Kuwait, Lebanon and South Korea.
Total stores: 2,498
2000
Establishes licensing agreement with TransFair USA to sell Fairtrade certified coffee in U.S. and
Canada.
Opens stores in: Australia, Bahrain, Hong Kong, Qatar, Saudi Arabia and United Arab Emirates.
Total stores: 3,501
2001
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Introduces ethical coffee-sourcing guidelines developed in partnership with Conservation
International.
Introduces the Starbucks Card.
Announces fourth two-for-one stock split.
Opens stores in: Austria, Scotland, Switzerland and Wales.
Total stores: 4,709
2002
Establishes Starbucks Coffee Trading Company (SCTC) in Lausanne, Switzerland.
Launches Wi-Fi in stores.
Opens stores in: Germany, Greece, Indonesia, Mexico, Oman, Puerto Rico and Spain.
Total stores: 5,886
2003
Acquires Seattle Coffee Company, which includes Seattle’s Best Coffee® and Torrefazione Italia®
coffee.
Opens roasting facilities in Carson Valley, Nev., and Amsterdam, Netherlands.
Opens stores in: Chile, Cyprus, Peru and Turkey.
Total stores: 7,225
2004
Opens first Farmer Support Center in San Jose, Costa Rica.
Introduces Starbucks Coffee Master Program.
Opens stores in: France and Northern Ireland.
Total stores: 8,569
2005
Acquires Ethos Water.
Announces fifth two-for-one stock split.
Opens stores in: Bahamas, Ireland and Jordan.
Total stores: 10,241
2006
Launches the industry’s first paper beverage cup containing post-consumer recycled fiber.
Opens stores in: Brazil and Egypt.
Total stores: 12,440
2007
Eliminates all artificial trans fat and makes 2 percent milk the new standard for espresso beverages.
Opens stores in: Denmark, the Netherlands, Romania and Russia.
Total stores: 15,011
2008
Chairman Howard Schultz returns as chief executive officer and begins transformation of the
company.
Acquires Coffee Equipment Company and its Clover® brewing system.
Adopts new Mission Statement “To inspire and nurture the human spirit – one person, one cup and
one neighborhood at a time.”
Launches My Starbucks Idea, Starbucks first online community. Also joins Twitter and debuts
Starbucks Facebook page.
Opens stores in: Argentina, Belgium, Bulgaria, Czech Republic and Portugal.
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Total stores: 16,680
2009
Launches Starbucks VIA® Instant
Opens Farmer Support Center in Kigali, Rwanda.
Launches My Starbucks Rewards® loyalty program and Starbucks Card mobile payment.
Opens stores in: Aruba and Poland.
Total stores: 16,635
2010
Expands digital offerings for customers with free unlimited Wi-Fi, Starbucks Digital Network.
Seattle’s Best Coffee reinvents business strategy to extend brand’s reach.
Opens stores in: El Salvador, Hungary and Sweden.
Total stores: 16,858
2011
Launches first annual Global Month of Service to celebrate company’s 40th anniversary.
Opens first Community Stores in Harlem and Crenshaw neighborhoods.
Launches Starbucks® K-Cup® packs.**
Acquires Evolution Fresh.
Opens Farmer Support Center in Mbeya, Tanzania.
Launches Create Jobs for USA to encourage small-business growth.
Opens stores in: Guatemala, Curacao and Morocco.
Total stores: 17,003
** Keurig, K‐Cup, and the K logo are trademarks of Keurig Green Mountain, Inc., used with
permission.
2012
Introduces Starbucks® Blonde Roast.
Opens Farmer Support Centers in Manizales, Colombia and Yunnan, China.
Acquires La Boulange® bakery brand to elevate core food offerings.
Launches Starbucks Refreshers® beverage platform.
Acquires Teavana to transform the tea category.
Opens stores in: Costa Rica, Finland, India and Norway.
Total stores: 18,066
2013
Strengthens ethical sourcing efforts with coffee farming research and development center in Costa
Rica.
Starbucks ceo Howard Schultz reinforces company’s commitment to marriage equality at company’s
Annual Shareholders Meeting.
Come Together petition urges U.S. elected leaders to reopen the government.
Opens stores in: Vietnam and Monaco.
Total stores: 19,767
2014
Enhances iPhone app with shake to pay and digital tipping.
Launches Starbucks College Achievement Plan with Arizona State University to offer qualifying
Starbucks U.S. partners the opportunity to complete a college degree through ASU’s online degree
program.
Announces commitment to hiring 10,000 veterans and military spouses by 2018.
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Opens first Starbucks Reserve® Roastery and Tasting Room in Seattle.
Launches Starbucks Mobile Order & Pay.
Hosts first in a series of Partner Open Forums to discuss race relations in America.
Opens stores in: Brunei and Colombia.
Total stores: 21,366
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