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God in a Cup: The Obsessive Quest for the Perfect Coffee, by Michaele Weissman
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Can a cup of coffee reveal the face of God? Can it become the holy grail of modern-day knights errant who brave hardship and peril in a relentless quest for perfection? Can it change the world? These questions are not rhetorical. When highly prized coffee beans sell at auction for $50, $100, or $150 a pound wholesale (and potentially twice that at retail), anything can happen.
In God in a Cup, journalist and late-blooming adventurer Michaele Weissman treks into an exotic and paradoxical realm of specialty coffee where the successful traveler must be part passionate coffee connoisseur, part ambitious entrepreneur, part activist, and part Indiana Jones. Her guides on the journey are the nation's most heralded coffee business hotshots—Counter Culture's Peter Giuliano, Intelligentsia's Geoff Watts, and Stump-town's Duane Sorenson.
With their obsessive standards and fiercely competitive baristas, these roasters are creating a new culture of coffee connoisseurship in America—a culture in which $10 lattes are both a purist's pleasure and a way to improve the lives of third-world farmers. If you love a good cup of coffee—or a great adventure story—you'll love this unprecedented look up close at the people and passions behind today's best beans.
- Sales Rank: #231062 in Books
- Brand: Weissman, Michaele
- Published on: 2008-04-18
- Released on: 2008-05-05
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .94" w x 6.00" l, 1.12 pounds
- Binding: Hardcover
- 288 pages
- Houghton Mifflin Harcourt
From Publishers Weekly
From Ethiopia to Panama to Portland, journalist Weissman shadows today's vanguard coffee guys in their pursuit of the perfect, caffeinated beverage. With increased demand for specialty roasts superior to the mass-marketed offerings at Starbucks, Weissman illustrates how the origin, flavor compounds and socioeconomic impact of a cup of coffee are relevant now more than ever. Alongside industry leaders from some of the U.S.'s top roasters—Counter Culture, Intelligentsia and Stumptown—Weismann treks to the birthplace of coffee, remote plantations, and international competitions where the best coffees in the world are cupped (or tasted), scored and where winners like Panamanian grower Hacienda La Esmeralda's revered Geisha coffee earn $130 per pound. Visiting both ends of the producer-consumer spectrum, she sheds light on the partnership between those who sell premium coffee and the impoverished who farm it—examining how specialty standards enable improved production, exceptional beans, fair prices and fatter pockets across the board. On the imbibing end, Weissman penetrates today's amped-up coffee culture: its sleek coffee bars, tattooed coffee-geeks behind the counters, fiercely competitive roasters working alongside champion baristas. Tagging along behind the main characters in today's specialty coffee scene, Weissman travels from the exotic to the expected to artfully deconstruct the connoisseur's cup of coffee. (May)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Review
From Ethiopia to Panama to Portland, journalist Weissman shadows today’s vanguard "coffee guys" in their pursuit of the perfect, caffeinated beverage. With increased demand for specialty roasts superior to the mass-marketed offerings at Starbucks, Weissman illustrates how the origin, flavor compounds and socioeconomic impact of a cup of coffee are relevant now more than ever. Alongside industry leaders from some of the U.S.’s top roasters—Counter Culture, Intelligentsia and Stumptown—Weismann treks to the birthplace of coffee, remote plantations, and international competitions where the best coffees in the world are cupped (or tasted), scored and where winners like Panamanian grower Hacienda La Esmeralda’s revered "Geisha" coffee earn $130 per pound. Visiting both ends of the producer-consumer spectrum, she sheds light on the partnership between those who sell premium coffee and the impoverished who farm it—examining how specialty standards enable improved production, exceptional beans, fair prices and fatter pockets across the board. On the imbibing end, Weissman penetrates today’s amped-up coffee culture: its sleek coffee bars, tattooed coffee-geeks behind the counters, fiercely competitive roasters working alongside champion baristas. Tagging along behind the main characters in today’s specialty coffee scene, Weissman travels from the exotic to the expected to artfully deconstruct the connoisseur’s cup of coffee. (May) (Publishers Weekly, March 31, 2008)
From the Inside Flap
Can a cup of coffee reveal the face of God? Can it become the holy grail of modern-day knights errant who brave hardship and peril in a relentless quest for perfection? Can it change the world? These questions are not rhetorical. When highly prized coffee beans sell at auction for $50, $100, or $150 a pound wholesale (and potentially twice that at retail), anything can happen.
In God in a Cup, journalist and late-blooming adventurer Michaele Weissman treks into an exotic and paradoxical realm of specialty coffee where the successful traveler must be part passionate coffee connoisseur, part ambitious entrepreneur, part activist, and part Indiana Jones. Her guides on the journey are the nation's most heralded coffee business hotshots—Counter Culture's Peter Giuliano, Intelligentsia's Geoff Watts, and Stump-town's Duane Sorenson.
Weissman tells the absorbing tale of an odyssey she shares with these and other brash visionaries who devote themselves to coffee with near-religious fervor, unquenchable energy, and geek-like attention to detail. This journey through the rituals and rivalries of today's ultra-premium coffee business begins in a sweltering Central American hotel, where "cupping" competition judges sniff and spit their way through hundreds of cups, detecting tobacco, chocolate, and blueberry in the brews.
Then, visiting remote farms in Nicaragua, Panama, and Burundi, the buyers encourage growers to improve coffee quality, offering fabulous prices for exquisite beans, and in so doing, they unwittingly upend existing markets. Dealing directly with farmers, the buyers sometimes run afoul of governments, the Fair Trade movement, cooperatives, and the farmers themselves. In Ethiopia—the mother ship of the coffee universe—the young coffee guys search for the birthplace of the legendary Geisha coffee, presumed genetic parent of the coveted, prize-winning Hacienda La Esmeralda Special. Instead, they discover a world of coffee not yet known—thousands of varieties never cultivated, never catalogued, never cupped.
Back home, Weissman examines how specialty roasters tap into a growing consumer fascination with premium coffee. She visits Stumptown in Portland, the rock-and-roll coffee roaster some consider the most cutting edge in the world; tracks the progress of Chicago's Intelligentsia, which will go anywhere and spend any amount to acquire the best beans and is now engaged in a high-stakes gamble to conquer the Los Angeles market; and explores Counter Culture's approach of teaching students, chefs, and foodies the secrets of high-end coffee while wholesaling beans to the hottest coffee bars and restaurants up and down the East Coast.
With their obsessive standards and fiercely competitive baristas, these roasters are creating a new culture of coffee connoisseurship in America—a culture in which $10 lattes are both a purist's pleasure and a way to improve the lives of third-world farmers. If you love a good cup of coffee—or a great adventure story—you'll love this unprecedented look up close at the people and passions behind today's best beans.
Most helpful customer reviews
4 of 4 people found the following review helpful.
Like some of the other low star reviews said
By Amazon Customer
Like some of the other low star reviews said, this book was more like a fan writing about these "coffee guys" and not much else. I can see it being interesting on some levels about the history of third wave coffee, but I couldn't get over it just sounding like she was gushing about them. Unfortunately, it was to the point where I couldn't finish it.
0 of 0 people found the following review helpful.
Good job on a fascinating topic
By weissliv
This is a good introduction to the third wave coffee scene. More up to date if a bit narrower than previous books. Must reading for someone with a serious interest in the topic.
5 of 6 people found the following review helpful.
Wonderful, Engaging Coffee Read
By T. Smith
Oh if only a book like this could replace coffee table books!
The author of God in a Cup does a superb job relating the growth of the specialty coffee world to the reader in a work that holds an accessability few other books devoted to the topic can claim. We join her right as she begins to elevate her palate, affording a non-indoctrinated reader the opportunity to investigate and grow while reading along. Of course, few have the opportunity to tag along with a couple of the industry's buyers as they head off to origin, but I feel that is where this work shines. Weissman does a superb job relating the humor, confusion, joy, and frustration of making dealings with growers and middlemen and jumping into the fray at conventions held by and for the professionals so deeply steeped in their world that it can be simultaneously exhillarating, alienating, and exhausting to try and join in.
This book is a case where the entire title must be given its due. This is a work that conveys the obsession of coffee geekdom in such a way that those involved really must admit that it is indeed obsession. But it is infectious, joyous obsession and here is is written well enough to spread that enthusiastic sense of discovery to the reader. I could not help but pull a shot of espresso on my day off at the cafe I work at after reading one chapter and the descriptions of some coffees really do demand accompaniment with a cup of Panamanian coffee. I am personally not a fan of the Clover coffee brewing system (vacpot and presses for life), but still felt excitement reading about their use to highlight flavors.
You should know that this is a book about the quest for great coffee, not a book about great coffee. It is about the people involved, not the product, and does not pretend to be about the beverage that results from so many people's work despite the wonderful descriptions of coffee that filter in and out throughout the book. The author's and our two primary featured buyers' journeys are the focus here.
A must read for coffee enthusiasts.
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