The coffee culture in the United States
It was not until I moved to the U.S. that I started drinking coffee regularly and was in what they call in "the Netherlands" koffieleut ', which literally means coffee celebrities. "Even though the average European drinks more coffee years than the average American, the cultural significance and its impact on the average European seems to me less than the average for Americans. After all, coffee is a cultural obsession in the United KingdomStates.
Chains with thousands of branches like Dunkin 'Donuts and Starbucks dominate the daily life of the road in the United States. the morning), especially in the morning (90% of U.S. coffee consumption in millions of cups of white foam, with bold pink and orange logos bob on the streets in morning rush hour on the train. Drive-in coffee Saving Grace the 'sound of army helmets and tattooed construction workers. During the lunch break, men and women in business savvyDresses duck in coffee shops.
Students chill out from early afternoon until late evening on comfy couches and coffee lounges around campus. Police officers clutch coffee cups while guarding road construction on the highway. In short, the drinkers in the United States can be found almost anywhere you go coffee.
This mass-psychotic ritual causes Americans associated with Europe, especially with cars that oddly do not contain cup holders (an Americanthis is like selling a car without tires), or the unbelievably petite cups of coffee European restaurants serve, so small that my father-in-law had to always order two cups of coffee. And 'I am convinced that the ease agitated and obsessed nature most of New England "consume" that can be blamed on the monster-size cups of coffee. not without reason that the "word" coffee qahwa derived from Arabic "'what you do not sleep." The Arabsof coffee beans cooked in boiling water until now, since 9 century and drank the stimulating extract as an alternative to alcohol forbidden to Muslims.
These days coffee is about oil as the most valuable (legally) traded good in the world with a total trade value of $ 70,000,000,000 th Interestingly, only reached $ 6,000,000,000 coffee-producing countries. The remaining 64 billion is generated as a value for the consumer countries. Small farmers growOf world production. Coffee 70%, mainly grow two kinds of coffee beans: Arabica and Robusta. Over 20 million people worldwide are directly dependent on coffee production for their livelihood.
Table 1: Production in 2002 / 3
Country% 70% Arabica
30% Robusta
Brasil 42.03% Arab / Rob
Colombia 8.88% Arabica
Vietnam Robusta 8.35%
Indonesia 4.89% Rob-Arab
India 3.74% Arab / Rob
Mexico 3.54% Arabica
Guatemala 3.1% Arab / Rob
Uganda 2.53% Rob-Arab
Ethiopia Arabica 2.44%
Peru 2.24% Arabica
Table 2: consumption in kg% 2001/2world consumption (2001) per capita
USA 30.82% Finland 11.01
Germany 15.07% Sweden 8.55
Japan 11.47% Denmark 9.71
France 8.89% Norway 9.46
Italy 8.59% Austria 7.79
Spain 4.90% Germany 6.90
Great-Brittain 3.63% Switzerland 6.80
Netherlands 2.69% Netherlands 6.48
Although the consumption of> Coffee in the world per capita is declining (in the United States fell from 0.711 to 0.237 liters to 1960 liters at present), world consumption is still increasing because of population explosion. Considering that coffee consists of 1% (Arabica), 2% (Robusta) or 4.5% -5.1% (instant coffee) caffeine, the average American consumes at least 200 to 300 mg (the maximum recommended daily dose ) of caffeine a day through the consumption of coffee alone.
L 'I often place a cup of coffee is down to the Starbucks in Stamford, Connecticut. The entrance is on the corner of Broad Street and Summer Street, the simple to the main public library with its pediment and slim Ionic columns on the left. The location next to the library harmonizes with Starbuck's marketing plan. At the entrance to the cafeteria, a life size glass window curves around to the left, with excellent views of pedestrians on the sidewalk voyeuristic.How to connect you directly in the living room with shelves stacked on the back. Velvet armchairs face each other with a table in the middle, so intimate seating areas. The velvet chairs near the window are the main places that people are unhappy Goal prey on a wooden chair. On the back of the rectangular room, long is the coffee bar and a small Starbuck's gift shop. There is a dark wooden table with outlets suitable forPosting on laptops and spreadsheets, inform the residential area in the coffee bar.
Since I have been cranky for weeks I hesitate to a regular black coffee. It 's very easy to get disgusted served with a food or beverage of choice in the United States because of the overwhelming portions. The smallest cup of coffee is a dimension of 'high' (12 oz = 0.35 liters), after which "the choice between a" (16 ounces = 0.5l.) And a "Venti (20 oz = 0.6 The big..) A half liter of coffee seemsa bit 'over the top, and it seems absolutely absurd, in my opinion in Europe. I finally end up choosing an espresso 'solo'.
Sitting in one of the state "against the back wall, unable to obtain a primary place, I pretend to read my book while eavesdropping on the conversations around me. Three middle-aged men sit in three ash gray velvet chairs and talk aloud. A lively dialogue develops, exchanged with half roaring, half screaming, and laughter. make fun of a colleague in his absence and thenclench their brows in concern while discussing the teeth of a daughter of men. Two African-American women sit at a table opposite the reading table in the dim light, one with a yellow headscarf with black African motifs. Near the entrance, in the sitting area next to the lively conversation, a vagabond in Solitaire. One by one the cards that have a rounded upper back above the other, as if he tries to stay together. He made a couple ofExchange for a small coffee to feel dollar, in the heat of the room, the desire for a cozy living room and experienced a feeling of intimacy of their homes.
This is a bright, sunny autumn day, a typical New England Indian summer. The sun's rays shine through the color, flickering foliage, and throw a puzzle-shaped shadow into Starbuck's window. Autumn turns her colorful kaleidoscopic lens. The green ash tree near the sidewalk resembles, with its multicoloredThe colors, a bit 'a bronze statue: its stem sulfur bronze, its foliage intermittently copper green and gold and iron nitrate. On the other side of the cross walk the top of a young red oak and red fire. These are the impressions of the autumn leaves aspiring to be "famous" Connecticut in the United States.
In the world of marketing and entrepreneurship, Starbucks is a success story. 'S one of those stories of' excellence 'as a case study in business school taught. Founded in 1971,It 'really began its incredible growth under Howard Schultz in 1985 and currently has 6,294 coffee shops. But what success looks like? A great cup of coffee at Starbucks is much more expensive compared to Dunkin 'Donuts: $ 2.69 from $ 3.40 for a Starbucks'' Twenty. But while Dunkin 'Donuts offers only a limited selection of flavors such as coffee, hazelnut, vanilla, caramel and cinnamon, you will find exotic quality beans at Starbucks like Bella Vista FW TresRios Costa Rica, Brazil Ipanema Bourbon Mellow, Colombia Nariño Supremo, Organic Shade grown Mexico, Panama La Florentina, Arabian Mocha Java, Caffè Verona, Guatemala Antigua Elegant, peaberry New Guinea, Zimbabwe, at the age of Sumatra, Special Reserve Estate 2003 – Sumatra Lintong Lake Tawara, Italian Roast, Kenya, Ethiopia Harrar, Ethiopia Sidamo, Ethiopia Yergacheffe and French roast. Sun Starbucks offers luxury coffees and high quality coffee dining, reminiscent almostChic cafes I visited in Vienna.
Now and then, I smiled shamefully and think back to my endless hesitation choosing between the only two types of coffee in most Dutch stores: red brand and the brand of gold. Even today I have no idea what the real difference between the two, apart from the color of the pack: red or gold. Not surprisingly, Starbucks appeals to the laptop kind of people: consultants, students, intellectuals, the middle class,and a Starbucks coffee is a white-collar coffee, while a Dunkin 'Donuts coffee is a blue-collar coffee. In Dunkin' Donuts is Joe the plumber, Bob the barber, and the truck driver to run in Mac But what it runs very well that the white collar of the United States late on the purple velvet chairs?
I imagine their working days filled with repetitive actions and decisions within a playing field of well-defined responsibilities. Asmany of the players in these sectors spend the day with its routines for simply no other reason than the chance to enjoy their daily 30-minute flight to Starbucks intimacy where, for a brief moment of the day, you return the illusion of human warmth and exotic associations of resisting the cold of high finance?
For 15 minutes you're back is important in the deep, soft pillow of a velvet chair and randomly, and unfortunately, this moment of absolute randomness, pull a bookon the shelves. While in the background, muted shades of country blues sound, with its recognition of deep human suffering, a fire of folk with the main link with nature and tradition, or of merengue reviving the passionate memories of adventure and love that you receive the window and think beyond the simple, volatile reflection at the moment, enhanced by chewing the physical effect of half a liter of coffee, soup, water football, which begins and satisfactionMuffins, donuts, cakes, biscuits, croissants or bagels.
It is, above all, that bodily ecstasy caused by a combination of caffeine, sugar and the salivating Pavlov effect. You remember the struggling musician behind the counter take your order, the amateur poet as you pay for coffee and make a suggestion overview U.S. dollars, feeling transcendental bound in your flight from reality. Gazing, with poems attached to rap the first sip of coffee in advertising andthe board and think boldly: you are right, they are so right! and what do I care? Why should I care?
But then you look at the clock and make you really run again. clap "Good, bad, gotta go!", or people start because they have so much time away from your desk. And while you whisper to the door, which opened in autumn blows in the face, the final extinction of the blues, such as the Hammond organ solo: "I throw my troubles out the door, I need itmore. "
Coffee in the U.S. is a subculture that massively floated to the surface of the consumer society. Starbucks is more than coffee, is more than just another brand on the market, is to live a social-political statement, a sort of perception, as it wants, in other words, there is a culture. Starbucks is the alternative to Coca-Cola and so much more than just coffee: it's chocolate, ice cream, frappuccino, travel mugs with exotic prints, cups and liveMusic, CDs, discounts on exhibitions and support for volunteering.