Mocha Memory Lane






Mocha Harazi coffee, Yemen

This lovely post by my old green coffee importer friend and mentor Bob Fullmer of Royal Coffee was great fun to read over my morning cup of dry-processed Yirgacheffe (thank-you Sweet Maria's). Bob, among his many talents, is the original coffee origin travel blogger - dating back to when such missives had to be handwritten on legal pads or typed and mimeographed.

Bob does a great job of talking about the realities of importing coffee from a place as difficult as Yemen. On the consumer end, I will certainly never forget walking into Starbucks Pike Place in 1977 - years before you could buy a brewed cup of anything in their stores - and being captivated by an aroma that seemed to be a combination of blueberry, wild strawberry, chocolate and wine, then seeing the employees behind the counter furtively sipping coffee from a plunger pot.   It was newly-arrived Arabian Mocha Sanani, and the sip they offered me changed my life and started me on the path to working in coffee.

Fast-forward to the early 80's and Starbucks, thanks to the marketing genius of co-founder Gordon Bowker, was offering educational marketing to its wholesale customers in the form of pieces like these:


As Mr. Fullmer points out, the availability of Yemen Mocha, due to trade embargoes, political strife and demand from Saudi Arabia, has always been iffy, forcing American fans to often do without for years at a time. Starbucks, as you can see from the pieces posted above, did its utmost to offer Mocha when available, and when it wasn't there was the inimitably-named Revolutionary Mocca-Java (RevMo in roaster speak), which combined carefully-chosen lots of Ethiopia Harrar (most often the Horse Harrar from another legendary Royal Coffee supplier, the late and much-missed Mohammed Ogsaday) with Estate Java.

The name for this blend might seem to be some sort of celebration of socialism to those unfamiliar with the nefarious ways of the coffee trade, but as Jerry Baldwin pointedly said "what's revolutionary is that [unlike just about any other roaster at the time] we tell you what's in it." Contrast that kind of painstaking authenticity with what my old boss at Allegro Coffee, Roger Cohn (whose grandfather founded Superior Coffee in Chicago) told me about their Mocha Java blend: "we did buy some Yemen Mocha once in awhile and I think we put 5 pounds in a 500 pound batch just so we could show Accounting there was some usage." Things weren't much better at Allegro itself at that time, which supplied an ersatz Mocha Java blend to supermarkets that was comprised of some particularly bad lots of Ethiopia Djimma and non-Estate Java that tasted like petroleum. All we roasters could do was write our own truth-in-advertising name for the blend on the roast log to piss off the boss: Mucho Jiva. Sadly there is still a lot of that blend available in many a supermarket.

While I stand by my characterization of much if not most of what leading Third Wave roasters have done as regressive rather than innovative, one area where they and the network of wonderful green coffee importers all of them - especially those who crow loudest about "direct trade"- depend upon have made huge leaps forward over the past 20 years is in the packaging and shipment of green coffee, and nowhere has this made a more pronounced difference than in deliveries from Ethiopia and Yemen. Gone are the days when buyers like myself, heartbroken at tasting dazzling preshipment samples of coffees that became baggy, musty shadows of their former selves on arrival, refused to buy coffees from these countries until they'd arrived in the U.S.

GrainPro bags and faster shipment with better temperature control are one aspect of this improvement in quality, but the other is certainly much better processing of dry-processed coffees in particular in Ethiopia. Yemen, meanwhile, is as troubled as ever and its coffees just as rustic and inconsistent as they were 35 years ago - meaning that for the better part of the past decade or more anyone who wanted to buy a really stellar stand-alone coffee in this style, or to assemble the best possible Mocha Java blend, would have been better-advised 9 times out of 10 to go with a choice dry-processed Ethiopia Yirgacheffe or (less frequently) Harrar.

The superiority of these coffees has not gone entirely unnoticed at Peet's, which has offered choice lots of Queen City Harrar and/or dry-processed Yirgacheffes under the Ethiopia Super Natural moniker in recent years, but while they've seen fit to use that coffee to turbocharge their recently introduced Big Bang Blend, their Arabian Mocha Java reflects some sort of fall-on-your-sword dedication to authenticity, combining baggy Yemen Mocha (also on offer straight) with Estate Java when far better (and cheaper) options for both the African and Indonesian components are available. Starbucks, meanwhile, recently offered a 21st century version of the old RevMo blend briefly in stores in 3 states, but otherwise the only chance to connect with that company's roast style and green coffee sourcing standards as they were "back in the day" is to pay double or triple Third Wave prices for the occasional choice lot at the Reserve roastery in Seattle or online.



Share this

Related Posts

Previous
Next Post »