Coffee Industry: Prices Down & Consumption Up

Coffee Industry: Prices Down & Consumption Up

Coffee Production in the US: Market Summary

Coffee Production in the US: Market Research Report
Coffee Production Market Research Report | NAICS 31192a | Nov 2011

Coffee perking up

Americans love their coffee. So although the US Coffee Production industry has been somewhat hampered by recessionary effects, demand has continued steadily and kept revenue growth up. Recent research into coffee’s health benefits has also contributed to this growth. In the next five years, the industry will be primarily aided by expected declines in raw coffee bean prices and a still-high level of consumption. Spending on specialty coffees and increased availability of coffee at supermarkets will also support growth.

Los Angeles, California (PRWEB) November 28, 2011

Expected declines in raw coffee bean prices and a high level of consumption will drive the Coffee Production industry growth over the next five years, according to IBISWorld, the nation’s largest publisher of industry research. Through 2016, the world price of coffee is anticipated to gradually decline at a 0.4% average annualized rate. Likewise, IBISWorld expects soft consumer and business confidence and low disposable incomes to rebound slowly during this time. Leading indicators of global economic activity are forecast to recover, and a weak dollar will boost industry exports. As a result of these trends, revenue is projected to increase 0.1% in 2012 and grow at an average annualized five-year rate of 0.7% to total $9.1 billion in 2016.

According to IBISWorld analyst, Agata Kaczanowska, the changing landscape of consumer dietary patterns and the increased emphasis on healthy living and lifestyles are driving Coffee Production industry growth. Backed by the scientific community, coffee manufacturers aggressively promoted the various health benefits of coffee consumption. In addition, “the rapid expansion of coffeehouses and their associated social aspects also renewed demand and drove industry growth over the five years to 2011,” says Kaczanowska. Despite the global recession, rising unemployment and waning consumer confidence, industry revenue is expected to increase during the five years at an average rate of 3.2% per year to $8.8 billion. Because coffee bean prices have risen recently, revenue is projected to decline slightly in 2011, dropping 0.5% as a result of lower consumption in response to the increased prices.

The high level of value added during production has enabled the Coffee industry’s major players to realize high profit margins and do well despite high unemployment and saving rates in the past five years. Major players in the Coffee Production industry include; The J. M. Smucker Company (Folgers, Millstone), Kraft Foods (Maxwell House, General Foods International Coffees, Starbucks (under license), Seattle’s Best (under license), Yuban (under license), Nestle SA (Nescafe, Taster’s Choice, Coffee-Mate), Green Mountain Coffee Roasters and Starbucks Corporation. The strong brand loyalty that the major players command has also contributed to high profit margins and sales growth. A mature market and domestic volatility in supply have led to an increase in international trade participation. In 2011, coffee imports are estimated to increase 50.9% to $1.9 billion, comprising a 19.7% share of domestic demand. Export volumes are expected to increase by 24.7% in 2011 to $1.1 billion and account for 12.0% of industry revenue.

Population growth in the United States is forecast to balance out a gradual decrease in per capita coffee consumption. The Coffee industry’s ability to adapt to changes, like the rise of the ethical consumer and the increased awareness of fair-trade and organic coffee production methods, will largely impact future demand and consumption. To this end, IBISWorld projects that industry revenue will grow at an annualized rate of 0.7% over the five years to total $9.1 billion in 2016. Meanwhile, projected declines in coffee bean prices over the next few years should translate into lower industry costs and lead to higher profit margins.

For more information, including latest trends, statistics, analysis and market share information, download the full report from IBISWorld on the Coffee Production industry.

About IBISWorld Inc.

Recognized as the nation’s most trusted independent source of industry and market research, IBISWorld offers a comprehensive database of unique information and analysis on every US industry. With an extensive online portfolio, valued for its depth and scope, the company equips clients with the insight necessary to make better business decisions. Headquartered in Los Angeles, IBISWorld serves a range of business, professional service and government organizations through more than 10 locations worldwide. For more information, visit or call 1-800-330-3772.

Can Starbuck’s Coffee Fix the Economy?

Coffee Fix: Starbucks Pushes Small Business Loans
Posted by: John Tozzi on October 18, 2011

      Howard Schultz is giving new meaning to “start me up.” The increasingly activist Starbucks Corp. chief executive officer is taking donations online and through Starbucks cafes to create a small business lending fund. The company will donate $5 million in seed money to give the project, umm, a jolt.

New York Times columnist Joe Nocera today lauds Starbucks for supporting community development financial institutions, the nonprofit lenders serving small businesses and affordable housing in low-income communities. The coffee chain is donating $5 million and encouraging customers to pitch in at the checkout line as well. CEO Howard Schultz touts it as a way to help create jobs, without relying on Washington for help. Nocera writes.

With the government a nonfactor, Schultz began mulling other ideas. He knew that small businesses created most new jobs, but that many small businesspeople couldn’t hire because they had lost access to credit after the financial crisis. He thought about Starbucks’s involvement in microlending programs in some of the countries where it bought coffee. He wondered if there was some way that that could be applied to small business lending in this country. Finally, he thought about the nearly 7,000 Starbucks stores in the United States, and its tens of millions of customers. Surely, he mused, there must be some way to take advantage of Starbucks’s sheer size.

Last year Mark Pinsky, CEO of the group that will distribute the Starbucks funds to lenders, described in Bloomberg Businessweek how CDFIs work. They combine careful underwriting and lots of hands-on help for business owners to make good loans that get paid back, even though many of their borrowers aren’t considered credit worthy by mainstream lenders. Demand has only increased through the recession and limp recovery.

Starbucks is the latest big brand to get behind CDFIs. Financial institutions including Goldman Sachs have funded the lenders, looking to benefit from the halo effect of aiding small businesses. In addition to the money, CDFIs will benefit from the marketing oomph of one of America’s biggest consumer brands. That may be even more important for the industry, which as Nocera says, operate “mostly under the radar.”

For more, see Bloomberg View’s take on Schultz’s plan.

Hold the Presses: Coffee is Good For You

Delia Lloyd American journalist/blogger based in London

Ever have one of those mornings where you wake up, jump in the shower, turn on the radio and hear the best news you’ve gotten in ages? No, not world peace, but close.

Apparently, coffee is now good for you. It holds a host of physical — not to mention psychological — benefits which scientists are only now beginning to appreciate.

So snuggle up to your computer and grab a Latte or Cappuccino and enjoy…

In a household where our espresso machine holds a hallowed place, this is definitely grounds for rejoicing. I haven’t been this excited since I learned that sugar made a comeback.

So hear ye, hear ye: 5 reasons to drink (more!) coffee:

1. It reduces depression in women.

This just in. A new study out of Harvard University shows that women who regularly drink coffee — the fully caffeinated kind — have a 20 percent lower risk of depression than nondrinkers. This comes on the heels of previous research showing that the risk of suicide decreases with increased coffee consumption.

2. It lowers the risk of lethal prostate cancer in men.

But it’s not just the ladies who will benefit from more java. In another study out of Harvard (what are they drinking there? ahem!), men who drank six or more cups per day had a 60 percent lower risk of developing the most lethal type of prostate cancer, and a 20 percent lower risk of forming any type of prostate cancer compared to men who did not drink coffee. Given that prostate cancer is the most commonly diagnosed cancer in men, that’s nothing to sneeze at.

3. It may protect against head and neck cancers.

A study from the University of Utah showed that people who drank more than four cups of coffee a day had a 39 percent decreased risk of cancers of the oral cavity and pharynx combined, compared with those who didn’t drink coffee. Regular consumption of coffee has also been linked to a lower risk for brain tumors, reduced rates of colorectal and endometrial cancer, as well as liver cancer and cirrhosis.

4. It may ward off Alzheimer’s disease.

Several studies looking at how caffeine affects brain development in mice have confirmed that caffeine significantly decreases abnormal levels of the protein linked to Alzheimer’s disease. When aged mice bred to develop symptoms of Alzheimer’s disease were given caffeine — the equivalent of five cups of coffee a day — their memory impairment was reversed, according to a report issued by the Florida Alzheimer’s Disease Research Centre. Should these results be replicated on humans, it might suggest coffee as an effective treatment for this disease, rather than just a protective strategy.

5. It appears to stave off diabetes.

Numerous studies have shown that coffee may be protective against Type 2 Diabetes, although the precise mechanism is not well understood. An analysis in the Archives of Internal Medicine, for example, found that people who drink three to four cups of coffee a day are 25 percent less likely to develop Type 2 diabetes than those who drink fewer than two cups. In the U.S. alone, nearly 24 million children and adults — nearly 8 percent of the population — have diabetes. Type 2 diabetes is the most common form of the disease and accounts for about 90 to 95 percent of these cases.

Whether these studies will prove robust in coming years — or be cancelled out by some of caffeine’s adverse effects on things like sleep and high blood pressure — remains to be seen.

But I’m going to blithely hedge my bets and carry on enjoying my cuppa (or two).

Video: World’s Fastest Coffee Powered Car

In the rear of the Rover, a gasification thingamajig heats coffee grounds to about 1292ºF. At this temperature, the grounds produce something called syngas, which consists of hydrogen, carbon dioxide, carbon monoxide, and methane. This mixture is piped into the engine where it’s used to power the vehicle normally.

Could a bacon and eggs car be very far behind?

Built by the Teesdale Conservation Volunteers of Durham, England, the Rover managed to hit 66.5 mph, good enough for a Guinness Book of World Records entry.

Why Coffee Works

Source: ScienceCentral

There’s no doubt an afternoon coffee break often gives new energy to the weary. But scientists have only recently figured out why we start to feel worn out in the first place. Researchers at University of Texas Southwestern Medical Center in Dallas, identified a chemical change in the brains of rats that causes the transition between being awake and asleep. They say the chemistry is shared by all mammals, including people, and is triggered by prolonged neural (nerve) activity — being awake for a long period of time. The finding explains why coffee gives us a boost and may also provide more natural treatments for people fighting insomnia.

The researchers focused on the “arousal centers” – the regions scattered through the brain that regulate the smooth transition from being asleep, to waking up, to falling back asleep. Without these regions, our sleep patterns might be completely erratic and we could fall asleep at any moment.

The research team showed that under normal “awake” conditions these arousal centers release an excitatory chemical called glutamate. Glutamate is a neurotransmitter, a chemical that carries messages between brain cells. In the arousal centers it keeps the cells firing, so they interact and respond effectively to everyday stimuli. Through the course of the day however, these same neurons release a second neurotransmitter called adenosine. Adenosine is a natural sleep chemical that counteracts the effects of glutamate and quiets the cells down, essentially making them, and us, sleepy.

“Adenosine actually is increased when the nerve activity coming into the arousal center is present or active for a long period of time, which is what happens when you’re awake for a long period of time,” says psychiatrist Robert Greene who led the research team and was senior author on their recent paper in the journal Neuron.

Green and his colleagues found the relationship between continued neural activity, glutamate and adenosine by looking directly at individual rat neurons. They artificially stimulated the neurons with tiny pulses of electricity, creating a type of “activity” in the cells similar to how the brain would normally function. As time went by however, the cells responded less and less to the stimulation, as though they were getting sleepy.

Greene says coffee and other beverages that contain caffeine or theophylline, which is a comparable component of tea, work because they temporarily obstruct this natural sleep chemistry.

“When you have a cup of tea or a cup of coffee, you block the effects of the brain’s own fatigue factor, that’s adenosine, acting on the arousal center,” says Green but adds that there must be other brain mechanisms that make us fall asleep because even with a constant supply of coffee, “You still get tired and you still finally fall asleep. ”

Natural Insomnia Relief

But because adenosine is a natural brain chemical, the research team hopes these findings will lead to better and more natural treatments for insomnia.

“If someone is suffering from insomnia, then we can look at the adenosine system to see if something is going wrong there,” says Greene.

Joyce Walsleben, coordinator of the insomnia program at the Sleep Disorders Center at the New York University School of Medicine, says some sleeping irregularities are currently treated with adenosine and that this research is “highly promising” and could help to improve treatments. But she warns that because the research was observed at the cellular level and in rats, it is still only a “building block,” for future medications.

It’s “meaningless to people until a pharmaceutical company makes the next six [or so] moves down the line,” says Walsleben.

Greene plans to be part of those next moves. “Maybe we can manipulate the adenosine system – that is we can facilitate it in a way that induces us to fall asleep in a more natural way,” says Greene.

This research was funded by the National Institute of Mental Health and the Department of Veterans Affairs, and published in the April 21, 2005 issue of Neuron

Engineering researchers turn up the heat for cheaper coffee

David Riddell

A research project by a Waikato University engineering student may help hold back the escalating price of coffee. Cameron Kelly is now into the second year of his PhD and hopes to find a way to automate the coffee-roasting process.

“It’s certainly an opportunity whose time has come,” said Mr Kelly’s supervisor, Professor Jonathan Scott.

“If you ask people how much they spend on gasoline and how much they spend on coffee, coffee is the second-largest dollar volume commodity traded on the surface of the Earth, right after fossil fuel. Currently, roasting machines require skilled operators and the roasting process adds substantially to the cost of the beans. So you need only a little leverage to make money here.”

Automated coffee roasting was difficult to achieve because the beans varied considerably from batch to batch, Professor Scott said. “The timing of the different stages depends on the source of the beans, how big they are, and how thoroughly they have been dried.

“If you were to discover that having a certain amount of heat for a certain period of time gets you a great cup of coffee this week, you may not get the same result next week, because something’s changed.”

Professor Scott said he had videotaped several expert roasters at work.

“It seems they have to experiment a bit … if you ask them what they’re doing, it’s almost a subliminal skill.”

The skill of the roaster was vital because a 15-second error in a 15-minute process could ruin a batch, he said. “When people roast beans there’s a bunch of markers they look for.

“The domestic aficionado likes the smell but the commercial guys don’t get that because health and safety requires them to vent their systems outdoors.

“There’s a lot of divided opinion and hearsay but it all makes you feel that if there are so many different ways and they’re all generating drinkable coffee, it ought to be possible to automate it.”

While most coffee roasters tumble the beans in a horizontally rotating drum, the unit Cameron has built is based on a second principle, in which heated air blows up through the beans with sufficient force to lift and tumble them. This allows him to control the temperature to within a tenth of a degree, and to adjust it at different stages of the process.

Temperature measurement, Professor Scott suspects, will provide the most practical key to automated roasting.

“The beans contain a certain amount of water, so as you start to roast them they tend to sit a little above 100 degrees Celsius while the water evaporates, then the temperature takes off and the beans begin to change colour, then a bit further beyond that they crack.”

Cracking is much like popping corn.

Coffee beans go through two cracking points as they roast, almost doubling in size at the first crack, which happens about 190 Celsius. At this point the beans have a relatively light colour and delicate flavour, but if they are roasted further they continue to darken and crack a second time. While all this is happening, the beans go through phases where they’re responding differently to heating.
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In the early stages, as the water is being driven off, they are purely absorbing heat but then they get to a point where they are actually giving off heat of their own, because some of their components are burning. By measuring the temperature of the air arriving at the bottom of the roasting chamber and exiting the top, and knowing the flow rate, Mr Kelly can calculate how much energy the beans are absorbing.

“So you should be able to see the exothermic phase, when the beans are giving off their own heat, and perhaps that will give some useful signature.”

For now, Mr Kelly is measuring temperatures with thermocouples.

“But I’ve borrowed an infrared camera that should allow me to measure temperature very precisely,” he said. “To do that, I first need to see if I can get the control I want between the camera and the computer, and I’ll also need to put an artificial sapphire window into the side of the roasting chamber because the camera doesn’t work through glass.

“And that’s very expensive.”

Professor Scott said this area of research had a lot of speculation and not a lot of science. “There are lots of people who claim to have produced automated systems but they’re like a cruise control.

“You’ve still got to steer and you’ve got to decide what speed to set it at. So … the time has come for a coffee machine that will give us a decent drink without having a person attached to it.”

– Waikato

French Press 101

If you’re a coffee fanatic you probably use a French press coffee pot. It’s a simple design that makes great coffee quickly and easily.

Many consider coffee from a French press to be divine. It’s a rich creamy and full of coffee flavor. The reason? The coffee oils aren’t trapped in a paper filter or burned in a percolator. The coffee floats up lazily from the press and forms a rich, thick brew that tastes like a heavy cream in the mouth.

A French press requires coffee of a coarser grind than does a drip brew coffee filter, as finer grounds will seep through the press filter and into the coffee. Coffee is brewed by placing the coffee and water together, stirring it and leaving to brew for a few minutes, then pressing the plunger to trap the coffee grounds at the bottom of the beaker.

It all started…
The French press underwent several design modifications over the years. The first coffee press, which may have been made in France, was the modern coffee press in its most rudimentary form: a metal or cheesecloth screen fitted to a rod, and pressed down into a pot of boiling water. The coffee press was patented by Milanese designer Attilio Calimani in 1929. It underwent several design modifications through Faliero Bondanini, who patented his own version in 1958 and began manufacturing it in a French clarinet factory called Martin S.A., where its popularity grew. It was further popularized across Europe by a British company by the name of Household Articles Ltd., and most notably, the Danish tableware and kitchenware company, Bodum.
The modern French press consists of a narrow cylindrical beaker usually made of glass or clear plastic, equipped with a lid and a plunger, which is made of metal or plastic that fits tightly in the cylinder and has a fine wire or nylon mesh filter. The simplicity of the mechanism and its potential for attractive after-dinner presentation have led to a variety of more-or-less aesthetic designs.

The French press is also more portable than other coffee makers. Special versions for travellers also exist. They also have a sealed lid with a closable drinking hole. Some versions are marketed to hikers and backpackers. These people often do not want to carry a heavy metal percolator or a filter using drip brew.

Trend to larger cups

New Starbucks cups hold more liquid than human stomach

New Starbucks cups hold more liquid than human stomach

The trenta will fill you up. (Courtesy of Starbucks)

Andrew Mollenbeck,

WASHINGTON – If a 24-ounce iced coffee or tea just isn’t enough of a pick-me-up, Starbucks will soon offer customers a size larger than the average volume of a human stomach.

The “trenta” size, which is 31 ounces, will launch at area locations Tuesday.

Starbucks will only offer iced coffee and teas in the jumbo size, avoiding calorie-count shockers that would have saddled its Frappuccinos.

According to its own release, the trenta — 7 ounces larger than the venti — will have about:

  • 90 calories in unsweetened drinks
  • 230 calories in those will full flavor

The trenta size debuted earlier this year in selected markets in the South and Southwest. On July 12, the coffee chain will offer it in the Northeast.

Starbucks says consumer demand led to the cup size augmentation. By its books, 60 percent of iced tea customers order the 24-ounce venti.

Can Hot Coffee or Tea Cut Risk?

Coffee and Tea Drinkers Less Likely to Have Evidence of MRSA Inside Their Noses, Researchers Say

By Denise Mann
WebMD Health News
Reviewed by Laura J. Martin, MD

July 11, 2011 — Can drinking a steaming hot cup of coffee or tea reduce the likelihood of having MRSA bacteria lurking inside your nose? New research in the Annals of Family Medicine says these beverages have antimicrobial properties and drinking hot tea or coffee is associated with a lower risk of carrying MRSA bacteria within the nasal passages.

Nearly 2.5 million people have evidence of MRSA (methicillin-resistant Staphylococcus aureus) inside their noses. In the study, people who drank hot tea were 50% less likely to have MRSA in their nose, compared with people who did not drink hot tea. The same held for people who drank coffee vs. those who didn’t. Soft drinks and iced tea had no significant effect on nasal MRSA risk.

The more coffee or tea participants drank, the lower their risk for MRSA, says study author Eric Matheson, MD, an assistant professor of family medicine at the Medical University of South Carolina in Charleston.

MRSA often causes illness when it comes into contact with an open skin wound. People with weakened immune systems are at higher than average risk of having an MRSA-related illness. Hospital-acquired MRSA accounts for many fatal MRSA infections, and these bugs tend to be resistant to many antibiotics.

MRSA: How Much Do You Know About This ‘Superbug?’

Some Like It Hot

The study showed an association between tea and coffee drinking and MRSA risk, but does not show cause and effect. “The next logical step is to see if tea or coffee has any effect on people with MRSA,” Matheson says.

There are a few theories as to why tea and coffee — as long as it is hot — may help.

“Certain compounds in tea or tea-based extracts may have antimicrobial properties that can possibly destabilize and weaken this superbug,” he says.

Just don’t put your beverage on ice, Matheson says. “Some of these compounds may be destroyed when they are iced, as they are more soluble at higher temperatures,” he says. It may also be that some of the antimicrobial compounds are breathed in via the vapors from piping hot cups of coffee or tea.

“If you don’t drink coffee or tea and work in a health care setting, you may want to start and this may decrease your risk of carrying MRSA in the nose,” he says. “It couldn’t hurt.”

More Research Needed

“This is really a tease,” says Bruce Hirsch, MD, an infectious disease expert at North Shore University Hospital in Manhasset, N.Y.

“This is not a definitive finding or something that indicates hot coffee or tea reduces MRSA nasal carriage by 50%, but it is an intriguing clue and an interesting finding,” he says. “Because of the impact of MRSA, it should be explored.”

Still, Hirsch has no intention of making any changes to his coffee or tea habits as a result of this one study, he says.

Philip Tierno, PhD, director of clinical microbiology and immunology at the New York University Langone Medical Center in New York City, is a little more skeptical about coffee and tea’s ability to take on MRSA.

“Tea and coffee do have antimicrobial properties, but antibiotics, which have massive microbial properties, don’t work at eliminating MRSA” he says.

Caffeine-Fueled Comparison

By Michelle Juergen for Entrepreneur Magazine

This is a great synopsis of successful coffee shops and their impact in their marketplace.
-Bob Koffee

Gourmet Coffee Bars: A Caffeine-Fueled Comparison – Whether a big chain or a tiny kiosk, great gourmet coffee shops get java drinkers juiced. A shop’s success isn’t determined by one specific factor; rather, it’s a combo of factors:

  • The right atmosphere
  • Culture
  • Philosophy
  • Coffee

Stumptown Coffee Roasters

First opened: 1999 in Portland, Ore.

    Type of shop: Coffee bars (and tasting annexes)
    Locations: Nine, with 11 by the end of the year, in Portland, Seattle and New York; scouting for a Chicago spot
    Customers: Creative types: musicians, artists, grungers
    Biz philosophy: Founder Duane Sorenson’s M.O. is to provide great coffee, educate consumers about it and treat employees well — no matter the cost
    Price of a cappuccino: $3 for 5 1/2 oz.
    Order this: A cup of Costa Rica Helsar Reserva coffee — a blend of molasses and cherry jam with notes of raspberry, strawberry and lavender
    The coffee cherry on top: Employee benefits include health care, a 401(k) and an on-duty massage therapist

Peet’s Coffee & Tea

First opened: 1966 in Berkeley, Calif.

    Type of shop: Typical coffee shop: tables and booths, often frequented by seekers of free Wi-Fi
    Locations: 193 in California, Colorado, Illinois, Massachusetts, Oregon and Washington
    Customers: Early-stage and hard-core do-gooders
    Biz philosophy: Quality and freshness (each type of coffee is individually deep-roasted in single-batch roasters), along with partnerships with global nonprofits to better coffee-growing communities
    Price of a cappuccino: $3 for 12 oz.
    Order this: Dark chocolate mocha Freddo (their signature ice-blended drink) or a handmade three-berry scone
    The coffee cherry on top: Twice-monthly guided coffee and tea tastings at local stores


First opened: 2007 in New York City

    Type of shop: Stand-up espresso bar
    Locations: Just one
    Customers: East Villagers (aka hipsters)
    Biz philosophy: Hole-in-the-wall space, minimal menu and eclectic design put the focus on aroma and taste and create a micro-community. Owner Jamie McCormick greets locals by name
    Price of a cappuccino: $3 for 8 oz.
    Order this: The olive oil cake is a customer favorite among Abraço’s seasonal, homemade sweets, savories and small bites
    The coffee cherry on top: Uses Counter Culture Coffee beans and food items are sourced from the local farmers market

Intelligentsia Coffee & Tea

First opened: 1995 in Chicago

    Type of shop: Coffee bars, and one café in Pasadena, Calif.
    Locations: Six in Chicago and Los Angeles (along with roasting facilities) and a New York City training lab
    Customers: Art-school grads and people who only own Apple products
    Biz philosophy: Providing the complete coffee experience — excellent brew, skilled baristas, coffee education and sourcing the best green coffee — in a sleek, minimalist-design atmosphere
    Price of a cappuccino: $3.50 for 6 oz.
    Order this: A Black Cat Classic Espresso (part of “Black Cat Project” to create the perfect espresso)
    The coffee cherry on top: Staff trained to be “the most knowledgeable and skilled in the coffee industry,” offering public tasting and education classes at each retail location

Blue Bottle Coffee

First opened: 2002 in Oakland, Calif.

    Type of shop: Varies by location: espresso bar, cafés, espresso carts and a coffee kiosk
    Locations: Seven in Oakland, San Francisco and Brooklyn, N.Y., two roasteries and three Northern California farmers market espresso carts
    Customers: Unpretentious hippies
    Biz philosophy: Founders tired of the “grande eggnog latte and the double-skim pumpkin-pie macchiato” and opened Blue Bottle for those interested in the distinct taste of freshly roasted coffee
    Price of a cappuccino: $3.25 for 6 oz.
    Order this: New Orleans-style iced coffee with a saffron and vanilla bean Snickerdoodle
    The coffee cherry on top: Coffee roasted in vintage roasters, ground and brewed one cup at a time and served in compostable cups; one location has a pricey Japanese siphon bar