"Coffee Storage - Coffee roasters frequently are asked questions about coffee storage. Should coffee be stored in the refrigerator? The freezer? Away from sunlight? Coffee canister? storage jar? In glass jars?
The truth is that there are many myths wandering around the coffee world about coffee storage, some of them repeated so often that they’ve taken on the patina of truth. The truths about coffee storage may surprise you.
The Most Common Myths about Coffee Storage – How to store coffee
Quick – what do you do with that two pounds of coffee that you just bought? Ask that question in any group and at least one person will extol the virtues of storing your coffee in the freezer. Another will tell you to leave it in the vacuum stored container in which it was bought. Still a third will tell you to keep it in a glass container or coffee canister, and a fourth is sure to tell you that it really doesn’t matter at all. The truth is that each of those methods of coffee storage is the right answer – in certain conditions. Here’s some common sense advice from people who know about coffee – coffee growers and roasters.
Why is coffee beans storage so important?
Coffee beans are taken from a living plant, and as such, have a limited shelf life. Like most organic products, you can increase their life by storing them properly. More importantly – at least to most coffee enthusiasts – storing coffee properly preserves the flavor of the coffee. You see, coffee beans contain volatile oils – chemicals that give coffee its characteristic flavor. Those oils are released by the roasting process, and decay rather quickly once the coffee has been roasted. Grinding the coffee beans speeds up the flavor loss even more. Because of the difference in the way that those oils behave, there are different methods of coffee storage that are best for coffee at different times in its life."
This research supports my argument to create a new packaging/ campaign for the instant coffee range, the range has currently gone under a re-brand BUT this rebrand is for a small section of the flavoured range. I think it would be a good idea to make the theme of my designs run alongside this new range. Mainly because the whole section of instant coffee will be coherent then.
Approach - NOT SO EXPENSIVE THE YOUNGER PEOPLE RESIST TO BUY, BUT CHEAP ENOUGH AND LUXURIOUS ENOUGH TO BUY WEEKLY, THE TRICK IS IN THE SIZE OF PACKAGING - CREATING A PACKAGE THAT MEANS YOUNGER PEOPLE CAN AFFORD TO BUY IT WEEKLY.
Moderation is key! 10 cups per triangle?
Coffee lover David Lynch recently told the Huffington Post that for years, in addition to the massive quantity of coffee he drank in diners, the filmmaker also gulped down more than 20 cups of instant coffee a day! Everyone knows instant coffee is a lot less nicer than Ground coffee but Lynch's mantra is 'ANY COFFEE IS BETTER THAN NO COFFEE'
http://www.familypanelreviews.co.uk/2010/04/douwe-egberts-instant-coffee-range.html
"We have tried many different brands of Instant over the years- after all, many parents of toddlers will say that its the only thing which stops them nodding off on a daily basis! But some can taste just plain awful,and taste nothing like our preferred versions of High Street Coffee shop offerings or freshly ground Percolator coffee.
However, as busy parents we don't have time to nip out for a quick Skinny Latte, or to fiddle with a machine indoors, so instant has to do!
We tried the Douwe Egberts range of Instant coffee, which can be picked up in the coffee aisle of your local supermarket, and is available in two sizes.
We preferred the Pure Smooth variety, which had a lovely gentle taste and which didn't knock your socks off with taste after only putting a heaped spoon in! I do think this is the closest you can get to perfect in a cup of instant coffee, it has a gorgeous aroma, and is easy to drink too.
We also tried the Pure Indulgence, which was slightly heavier, but still lacked that Charcoal taste which is present in many Supermarket coffees. The last of the range we tried was the Pure Gold, which, to be honest didn't taste much different to the Pure Smooth, and was yet again a pleasureable cup of coffee.
These are the next best thing to expensive High Street coffees or fiddly coffee machines at home. They make a nice cup of coffee and contain just enough of a kick to keep you awake, but not enough to give you the jitters!"
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