Super Market Coffee 2014

Three years ago I posted this one already on Super Market Coffee in Belgium and Holland.

Today, after delivering some fresh goodies (Indonesian, Burundi, Colombia and Kenyan coffees) at Inspire Breda, the biggest Food Super Market in the Netherlands crossed my path. Or was it the other way around? :-)

Jumbo Food Market is huge. Never seen something like it. And really impressed by their offer of fresh, factory packed and frozen food. Their offer is endless and more specialized than any competitor in the market.

When arriving at the coffee stand I noticed a plate on which they advertise 'Fresh Coffee' (beans).

Having a closer look at the bags I was disappointed though. They had an indication about flavor profile and the type of roast. No origin reference, even not a country. Not a word about the type of bean variety.
I forgot to look if a roasted date was on it, but why not anything more spectacular than this?

Then arriving back home I found this leaflet in the post box.

Not expecting anything at all, I decided to give it a read.
A lot of talking on coffee in this brochure.
But once you have a look at the coffees you don't read anything about the country, region, estate, harvesting, processing, variety, screen size, bagging, roasting.

Image that the Jumbo and Aldi tomorrow would do the same with their wines.
Just some bottles without any of the information we want to know about when we're buying wine, but only 'White' or 'Red' or 'Strong' or 'Good with fish', and that's it.
Impossible isn't it?

Why aren't they doing it with coffee?
Too difficult? Not at all!!!!!!!!!!!!!!!!! Every roaster knows where the coffee comes from.
I believe there's still a very long way to go.

Jacqmotte launched some coffees a while ago with a bit more information.

This goes into the right direction.
But still not far enough.
And meanwhile they see Specialty Coffee companies and even Nespresso talking over the market by storm.