Cauz Coffee

Cauz Coffee, never heard of? Me neither neither. Launched today as a branding exercise by a clothing company, Cauz Clothing. Never heard of them either.

Why buy coffee from a clothing company? Why indeed? I would not, not when there is no shortage of reputable roasteries and indie coffee shops to buy coffee from.

Launched with a generous helping of hype and bullshit.

Q grade 82, bare minimum. I would expect at least 85.

Q grade 82 is not ‘World Class Specialty Coffee’, it is the lowest can get away with and still claim speciality coffee, world class it is not. Comparison with instant coffee meaningless, anything is going to be better than instant coffee, not a high bar to exceed.

All that I see is a marketing exercise, a branding exercise. Take coffee from unknown roastery and stick your label on it.

No mention of country of origin, the farm, processing, the roastery. Or at least not on the bags. Nothing but unsubstantiated claims.

Roasted by ‘one of the best in the business’ but refusal to name the roastery does not inspire confidence.

No, these are not ‘the best roasted beans you can imagine’, far from it.

No reputable coffee roastery roasts dark roast. Dark roast destroys all the intrinsic nuances of the coffee. Dark roast is to hide the defects of bad coffee.

Claims of high profit margins by others in the business, but no evidence to support the claim.

50% of our profits go to support cancer. Looks good, eye catching, but utterly meaningless. The profit may be very low, and 50% of very low is even lower.

And what is this support? They do no not say.

YOU READ IT RIGHT – CAUZ COFFEE IS HERE AND HALF OUR PROFITS RAISE AWARENESS, SUPPORT EVENTS, AND DIRECTLY DONATE TO CANCER CHARITIES.

The Caps are Cauz Coffee not mine. No mention of the charities which will receive their largesse.

Contrast with Stephen Leighton of Hasbean coffee who wished to help one of his growers install drying beds. An appeal to buyers of his coffee. Would they support a small premium on the bags of coffee sourced from the farm to support drying beds. They agreed, a small premium was added, this paid for drying beds. Transparency.

And if the hype was not sufficient, a 25% discount code.

CCL25-YK2L8

And no, I will not be taking advantage of the discount code.

If you wish to support a cancer charity, that is fine, visit their charity shop, volunteer, make a donation, but please do not fall for a guilt trip to buy branded coffee from an unknown roastery. If you want to buy coffee, buy from an indie coffee shop or reputable coffee roastery.

Reputable coffee companies, direct trade, high premiums paid to the growers, higher than the FairTrade scam, transparency. And they don’t have to resort to bullshit to promote their coffee, the coffee speaks for itself.

The same applies to chocolate, do not fall for the Tony’s Chocolonely baloney, buy from bean-to-bar chocolate makers, quality chocolate, growers paid a premium for quality.

From Bean to Bar, a whimsical tour of bean-to-bar chocolate makers in Great Britain, is an excellent guide to quality chocolate.

It is not only a clothing chain. Would I buy coffee from a band? Er, no.

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