08/23 2004 – I keep getting spammed by tasteless affiliates to Gevalia, a Swedish coffee company.
Now, I am Swedish and kind of proud of it. I drink coffee too. Lots of it. At times I can go through quite a lot for a cup of really good coffee. And trust me when I say it. I never ever touch a cup of that horrid bleak stuff sold by Gevalia.
Why should I? There is lots of great coffee brands around. Fantastic brands like Palombino (served at my favourite café) and OK ones, like Zoegas (in my cup right now).
Is the American coffee culture still that bad?
People tell me that Gevalia, in the US is considered as a gourmet brand, and that it competes quite well with most domestic American brands. If that is true it is certainly horrifying.
I recall the bleak stuff served in some US coffee shops and restaurants at my visits to the US, and in compairision I would say even Gevalia would get my vote. But still, I would rather take my caffeine in form of cafeinated soft drinks if that kind of coffee was the only option.
On the other hand, it was over 7 years since my last trip to USA, and I hear that the Espresso wave has spread outside of the big cities. And if there are more espresso serving places around than Starbucks, there must be hope even for American coffee culture.
Anyway, I hope so, so that Gevalia closes down their US branch, gives their affiliates the boot. That would be a great gain. Better coffee to the world, and less span in my in tray.