The Three Waves
The history of coffee goes back several centuries when an Ethiopian goat herder discovered its energizing properties. However, it wasn’t until the 20th century that coffee drinking became widespread. Since then, three distinct waves identify the modern history of coffee.
In the first wave, consumers viewed coffee as a beverage to increase productivity at work. During the world wars of the 20th century, the military used it to keep their soldiers awake. Thus, the origin of the expression “a cup of Joe.”
In the second wave, the “Starbucks Empire” introduced different ways to drink coffee and its stores as places for people to meet and work while enjoying coffees from around the world.
Finally, in the 21st century, a third wave introduced the notion of coffee as the “new wine.” Like wine, coffee begins to be categorized and sold by country of origin (e.g., Colombia, Kenya, Vietnam, etc.), regions, and specific farms.
Highlighting Uniqueness
During the first and second waves, almost all coffee growers in Colombia sold their beans to The National Federation of Coffee Growers (Federacion Nacional de Cafeteros or FNC) — Famous for bringing to life the character of Juan Valdez and his loyal mule. The FNC would then consolidate the production and export it to countries around the world. Coffee beans from thousands of family-owned farms from different regions (elevations and climates) were mixed in bulk, losing all the distinct qualities innate to their growing conditions.
In the third wave, things shifted towards single-origin coffee. Highlighting the unique flavors and aromas that result from the coffee growers’ care, climate conditions, and even the surrounding vegetation.
Coffee from a single origin is therefore analogous to a single vineyard in the wine spectrum. The quality and character of single-origin coffee is premium, which helps explain its higher value.