EST. 850 CE7° N / 38° E

A FIELD GUIDE TO THE WORLD'S FAVORITE RITUAL

FROM
CHERRY TO
CUP.

Coffee is fruit, chemistry, craft, and culture. Follow its extraordinary journey across centuries and continents.

70+coffee-producing
countries
2Bcups enjoyed
every day
25Msmallholder
farmers
ORIGIN ✦ VARIETY ✦ PROCESS ✦ ROAST ✦ BREW ✦ TASTE ✦ 

01 — THE ESSENTIALS

It begins
with a fruit.

Every coffee bean starts inside a small red or yellow cherry. It takes years to grow, months to ripen, and dozens of skilled hands before it reaches your cup.

01CHERRYRipe fruit, hand-picked
→
02GREEN BEANProcessed and dried
→
03ROASTEDHeat unlocks flavor
→
≈
04BREWEDReady to be enjoyed

02 — KNOW YOUR BEANS

FOUR SPECIES.
ENDLESS CHARACTER.

More than 120 coffee species exist in the wild, but four shape almost everything we drink. Each brings its own biology, flavor, and story.

01 / 0460–70% OF GLOBAL PRODUCTION

ARABICA

Elegant and aromatic, with vivid acidity and layered sweetness. Grows best at higher elevations and demands careful cultivation.

FloralFruitCaramel
02 / 04HIGH CAFFEINE

ROBUSTA

Powerful, earthy, and full-bodied. Heat-tolerant plants resist disease and give espresso its dense crema.

CacaoSpiceWoody
03 / 04RARE & DISTINCTIVE

LIBERICA

Large, irregular beans with a bold aroma: smoky, floral, and sometimes reminiscent of tropical jackfruit.

SmokyFloralFruit
04 / 04A LIBERICA VARIETY

EXCELSA

Tart, fruity, and mysterious. Often used in blends to add lift, complexity, and a lingering finish.

TartBerryTea-like

03 — THE COFFEE BELT

GROWN BETWEEN
THE TROPICS.

Coffee thrives in a narrow band around the equator. Altitude, rainfall, soil, and sunlight give every origin a recognizable signature.

The birthplace

Ethiopia

Jasmine · Bergamot · Blueberry

Wild heirloom varieties grow at high altitude beneath forest canopies. Washed lots are bright and tea-like; natural lots can taste intensely fruity.

ELEVATION1,500–2,200 mHARVESTOct–Feb

04 — FARM TO CUP

SIX STEPS.
ONE REMARKABLE JOURNEY.

Great coffee is not one act of genius. It is a chain of careful decisions, each preserving the work that came before.

01

GROW

3–5 years

Seedlings mature on tropical farms, usually shaded by taller trees.

↘
02

HARVEST

1× yearly

Only ripe cherries are selected by hand or carefully sorted after picking.

↘
03

PROCESS

2–30 days

Fruit is removed by washed, natural, or honey processing to shape flavor.

↘
04

DRY

9–12% moisture

Beans rest on patios or raised beds until stable enough to travel.

↘
05

ROAST

8–15 min

Heat transforms green seeds into more than 800 aromatic compounds.

↘
06

BREW

92–96°C

Water dissolves the final balance of sweetness, acidity, and aroma.

↘

05 — A BRIEF HISTORY

A DRINK THAT
CHANGED THE WORLD.

THE ETHIOPIAN BEGINNING

Coffea arabica grows wild in Ethiopia. The famous tale of Kaldi and his energetic goats is probably legend—but the origin is real.

YEMEN CULTIVATES COFFEE

Sufi communities roast and brew coffee to remain alert during nighttime devotion. Mocha becomes the world's first major coffee port.

COFFEEHOUSES SPREAD

From Istanbul to London, coffeehouses become lively places for news, debate, commerce, music, and new ideas.

AROUND THE TROPICS

European empires carry coffee plants to Java, the Caribbean, and Latin America—building an industry through colonial exploitation.

THE SPECIALTY ERA

Roasters and drinkers turn their attention to origin, freshness, producer relationships, and coffee as an agricultural craft.

06 — TASTE WITH INTENTION

YOUR CUP HAS
A VOCABULARY.

Coffee can express hundreds of aromas without containing added flavors. These impressions come from variety, place, processing, roasting, and brewing.

Find your brew method →
FLORALFRUITYSWEETNUTTYSPICEROASTED
JASMINEBERRYCARAMELHAZELNUT
TASTEaroma · acidity
body · finish

07 — MAKE IT YOURS

BREW BETTER
AT HOME.

Fresh beans, a consistent grind, clean water, and a scale matter more than expensive equipment. Start with these ratios, then adjust by taste.

01

Espresso

Ratio
1 : 2
Time
25–32 sec
Grind
Fine
02

Pour over

Ratio
1 : 16
Time
3–4 min
Grind
Medium
03

French press

Ratio
1 : 15
Time
4 min
Grind
Coarse
04

AeroPress

Ratio
1 : 14
Time
1–2 min
Grind
Med-fine

THE FOUR GOLDEN RULES

  1. 01 Grind just before brewing
  2. 02 Weigh coffee and water
  3. 03 Use water off the boil
  4. 04 Taste, change one variable

THE LAST DROP

Every cup is a place,
a season, and someone's work.

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