Exotic gets a Report Card! – by Erin Mussolum

The Coffee Review is the World’s Leading Coffee Buying Guide and today it released its results after scoring countless coffees, and adjudicating them on everything from aroma, acidity, body, flavor, to aftertaste.

Ethical Bean Coffee received top marks after our Exotic, one of our medium roast coffees, was scored. This roast, you may recall, was chosen as one of “Oprah’s Favorite Things” and it turns out it’s a favorite among coffee connoisseurs as well!

You can read the full Coffee Review here.

I’m relatively new to the “coffee world”, only having worked at Ethical Bean in my role of Director of Communications for a few months, so naturally I wanted to get a sense of what this type of scoring means for our company, and for me as a consumer.

So on this busy Wednesday I snagged our Director of Coffee, Aaron De Lazzer, to answer a few of my burning questions.

EM: What is the Coffee Review?

ADL: They say it best in their title, “The World’s Leading Coffee Buying Guide.” Wine drinkers have had resources like this for years. An independent taster blind tastes different wines and rates them out of 100. What began by Robert Parker in the world of wine has had the same extension in the world of coffee at Coffee Review. Their reviews are always part of a theme for the month around which the coffees submitted are grouped – the June 2011 article was focused on Canadian Coffee Roasters.

EM: Who scores the Coffee Review?

ADL: Ken Davids is the principal and lead cupper at the Coffee Review. He is an author and a well respected consultant in the coffee industry. His books and many of his articles preceded the internet, and are must reads. His prose is richly vivid and uses some of the most intensely romantic language I’ve ever read on the subject of coffee.

EM: So how did Ethical Bean Coffee do on the whole?

ADL: We did fantastic. Any coffee that scores 90+ indicates something superb with distinguished characteristics on a lot of levels.

EM: And what does this score mean?

ADL: The score is simply the cumulative evaluation of criteria such as acidity, body, flavour, finish etc. Their quality and quantity are rated and in turn derive a score out of 100. The higher the score, the more favourable,  and remarkable the impression.

EM: Now as the Director of Coffee what do you personally take away from this?

ADL: It’s always a thrill to know that something you’ve been a part of (don’t forget our production team, the farmers and importer), and endeavoured to do well has been well received by someone who is both appreciative, knowledgeable and who brings their deep experience based opinion to bear.

Thanks so much Aaron!  If you are interested in knowing more about our Exotic or any of our other coffee roasts check out our coffee page here.

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