The Specialty Coffee Industry at a Crossroads: Between Natural and Flavored Coffee
The specialty coffee industry is currently embroiled in a heated debate between proponents of natural coffee and those who support flavored or processed varieties prepared with other substances. This divide was especially noticeable at this year’s World of Coffee and Expo events, where participants expressed their strong preferences through stickers, t-shirts, and discussions at cupping tables.
The Debate Between Natural and Flavored Coffee
The prestigious “Best of Panama” competition, an important event in the coffee industry, excluded flavored coffee entries this year, highlighting the ongoing conflict. The organizers of the competition aimed to maintain the integrity of showcasing the distinctive characteristics of coffee origins without external flavor influences. This decision was met with mixed reactions, reflecting a broader industry debate about authenticity, flavor manipulation, and market competitiveness.
Karl Wienhold, a researcher and PhD candidate at the University of Lisbon, commented: “When a group of people runs their own organization and sets their own rules, they can include or exclude whatever they want. Those who disagree can stop engaging with the organization. It’s not as if flavored coffee has become illegal.”
Opinions on Flavored Coffee
Supporters of flavored coffee argue that these innovations offer exciting and unique flavor profiles, giving lower-scoring coffees a chance to compete better. However, critics see it as an additional processing step that can make the coffee taste artificial and compromise the purity of traditional coffee profiles.
Alberto Berchmans Perangin Angin, General Manager of Opal Coffee Indonesia, said: “Flavored coffee is a derivative product of coffee itself. It can elevate the value of coffee but also affects the originality and authenticity of coffee beans.”
Miguel Hoyos Uribe, CEO and Founder of Flor a Fruto in Colombia, added: “Allowing food to be prepared alongside coffee beans can create unique flavor profiles, but this requires full transparency from producers to inform customers about the methods used.”
Market Transparency and Added Value
A major point of contention is the transparency of the methods used to create flavored coffee. Critics argue that co-preparation with other substances or the addition of artificial flavors could pose health risks and undermine the natural essence of the coffee bean. Calls for market transparency and consumer accountability have been raised to ensure that information regarding production processes and ingredients is available to buyers and consumers.
The market value implications of flavored coffee have also stirred debate, with concerns that the increasing demand for these products could overshadow traditional varieties based on natural or heritage characteristics, potentially devaluing premium single-origin coffees.
Karl Wienhold noted: “Using the concept of ‘heritage’ sounds to me like a unique claim to authenticity based on generational wealth and the authority to decide what real specialty coffee is, regardless of consumer preferences.”
Broader Challenges in the Industry
While the debate over natural versus flavored coffee is important, there are more pressing issues facing the coffee sector today, such as sustainability, climate resilience, supply chain transparency, and farmer livelihoods. Excessive focus on this debate risks overshadowing critical issues that affect the entire coffee value chain.
Karl Wienhold emphasized: “Not allowing flavored coffee into your private club because it kills the vibe you like is one thing, but creating a whole campaign against it seems kind of petty. Almost half of the world’s coffee farmers live in poverty, and here we are arguing about whether mixing stuff with coffee to make it taste different is good or not.”
Miguel Hoyos Uribe pointed out another pressing issue: “The generational shift is not helping farmers stay in agriculture. People prefer to be Instagram influencers, YouTubers, or engage in any other activity rather than doing hard work for low pay.”
Conclusion
While the debate between natural and flavored coffee continues to spark dialogue within the specialty coffee industry, it is essential to consider both sides of the argument and address the broader challenges facing the sector. Ensuring sustainability, supporting producers, and promoting ethical sourcing practices are vital for the long-term viability and prosperity of the specialty coffee industry.
