Ah, coffee. To brew it is a ritual that can elevate any morning or afternoon cup into a spiritual experience. At least that’s what our coffee buyer Synthia Chee believes. “Coffee is a deeply personal experience: picking the right coffee and choosing a brewing method—the entire process is as unique as the person drinking the coffee,” says Synthia.
Whether you love a cup in the morning as a necessary jolt or you’re simply looking to discover new blends, we’re giving you five more reasons to love our World Market® Coffee.
1. We have NEW Direct Trade coffees
Our new Direct Trade coffees are coming at a time where people want to know where their food is coming from and if it is sourced ethically and responsibly. We are proud to offer Direct Trade coffees that foster direct relationships with the farmers and small producers, and in turn help their communities.
If you’re a little confused, we don’t blame you. Direct Trade Coffee often gets lumped into Fair Trade Coffee, yet there are several distinctions between the two. The former allows for collaborative relationships between independent farmers and roasters, whereas farmers have little to no contact with roasters of Fair Trade coffee and cannot give direct feedback, often making quality control difficult between batches.
“We think long-lasting, quality relationships between farmers and roasters make for a more exceptional coffee tasting experience, not to mention that it helps meet the needs of the farmers and their respective communities,” says Synthia.
2. Five words: 100% top-tier Arabica beans
Sip on this: Every coffee in our new Direct Trade program is made up of 100% premium Arabica beans, each one carefully picked and roasted to perfection in small batches. “Not very many people know this, but back in the day, World Market used to roast our own coffee in Oakland—that’s how devoted we were and still are to our World Market Brand Coffees and our coffee-loving customers. We’re proud to continue our commitment to quality coffee.”
3. We’ve added new coffee regions and new recipes to the bag
Our Mayan Blend features beans from Mexico, which is a new country of origin for us. “Also, we’ve added beans from Ethiopia in our Moka Java coffee, which now is a mix of Ethiopian and Indonesian (Java) beans. (Previously, the Moka Java was a mix of Yemeni and Indonesian beans; the new addition of the Ethiopian beans brings out brighter notes than our previous blend.)”
We have also adjusted our recipes for two of our coffees: Our Salted Caramel coffee is an update to an oldie but goodie (the old Crème Caramel), and what was once our Vanilla Bean coffee has a richer vanilla aroma and flavor since we switched to Tahitian Vanilla Bean.
4. Here’s the buzz: $8.99 for Direct Trade Coffee
Coffee can be really exciting, and the joy of discovering new coffee shouldn’t come at such a high price. “We really want people to taste the world, one cup at a time, and to be able to do this at a price they can live with. We want you to discover the bright and winey flavors that come from Tanzanian coffees; the earthy and full-bodied coffees that Sumatra is famous for; and the wonderfully bright acidity from Costa Rica,” says Synthia.
5. Specialty brewing methods work well with our Direct Trade coffees
Our Direct Trade coffees are best enjoyed using specialty brewing methods like the French Press or a Chemex. Synthia learned this firsthand on a trip to Costa Rica, where she stumbled upon a quaint cafe in Monte Verde and experienced the same coffee using different brewing methods.
“The French press coffee was well-rounded with a full body and had a syrupy mouth-feel; the metal filter allowed the bean’s natural oils and sediment to stay in the cup. The coffee prepared with the Chemex had a smoother texture and purer flavor; the paper filter that was used in the Chemex was up to three times thicker than a standard drip-coffee filter. Its acidity was more pronounced, yielding stronger citrus notes. Finally, the automatic drip coffeemaker fell right in between the two (methods), resulting in a less intense cup than the French press.”
Get your java on with World Market® Coffee!