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Bold is a Relatively Meaningless Descriptor

Posted on February 10, 2011 by

“However, the word “bold” has been hijacked by marketing and used to describe everything from darker roasts, to higher brew ratios, to even implying there is more caffeine in bold coffee (which there isn’t). This creates confusion among customers, frustration among baristas, and puts pressure on roasters to participate in the erroneous descriptor circus, just to sell coffee to an indoctrinated market.”

Truth from Dear Coffee, I Love You. Other terms that hold little value for me? Gourmet, strong, fresh roasted, fair trade, organic, and independent.