Single origins appear to be particularly popular because of their traceability. Andrew Hetzel from Cafe Makers Coffee Consultants explains, “Educated consumers that I have encountered are looking for guidance: help interpreting and communicating the complex tastes and sensations that they experience from good coffees. Most consumers are not educated and have no interest in becoming educated, but can be subtly guided to better quality coffees. The accompanying information a roaster or retailer provides is extremely helpful, describing its source (the farm, land, people, climate, cultivar, processing and so on) in as much detail as possible.”
In a coffee movement that’s fascinated by increased transparency and innovative methods, it’s no surprise that “single origins” are proving popular.