With the popularity of specialty coffee, the demand for domestic coffee beans continues to rise, but the confusion of good and bad in the market is also becoming increasingly prominent: many products rely on artificial essence to produce strong aroma, and use inferior aged beans to cover the raw material weakness, which is difficult for ordinary consumers to distinguish. Not only can't drink the real coffee flavor, but long-term drinking may also bring physical burden. In response to industry pain points, the Oriental Poetry boutique coffee bean brand RETURN COFFEE adheres to the strict standard of zero manual addition in the entire series, controls the quality of raw beans from the source of the supply chain, releases local flavor through customized baking, and creates transparent and reliable daily coffee choices for the general public.
1、 Essence beans are confused frequently, and there are blind spots in coffee purchase and storage
At present, in the coffee market, "essence beans" have become the hidden rules of the industry. In order to reduce production costs and create gimmicky flavors, some businesses will add artificial essence and flavoring agents in the baking process, so that low-quality beans can also emit rich vanilla, hazelnut, caramel and other aroma. These types of products often have a strong aroma when opened, but after boiling, the flavor becomes weak and hollow, and the aroma and taste become disjointed when consumed. After drinking, there is an uncomfortable feeling of residual artificial flavors in the mouth. Due to the lack of professional discernment ability among most ordinary consumers, they are easily misled by the strong aroma and spend the price of high-quality beans, only to buy inferior products that are seasoned and processed. In the long run, relying on essence for flavoring will not only disrupt consumers' correct understanding of coffee flavor, but also hinder the healthy development of specialty coffee industry. A true premium coffee should derive its flavor from the local climate and roasting process of the coffee beans themselves, rather than the modification of artificial additives.
2、 Practical Guide to Avoiding Pits: Three Tips for Distinguishing the Original Flavor of Coffee Beans
For ordinary consumers, mastering basic identification methods can avoid most of the traps of essence beans: first, smell the aroma level. The aroma of natural coffee beans is soft and layered, with a difference between dry and wet flavors, accompanied by natural flavors such as nuts, flowers, fruits, caramel, etc; The aroma of essence beans is pungent, single and straight to the nasal cavity. After opening the bag, the aroma decays rapidly. Secondly, the aftertaste of the taste. Native flavored coffee beans have a balanced taste of sour, sweet, and bitter when consumed, with a clean aftertaste. Different regions have their own unique terroir characteristics; The entrance aroma of essence beans floats on the surface, and the taste is faint and astringent. After drinking, there is a residual flavor of essence in the mouth, and there is no natural sweetness. Thirdly, look at the brand standards. Regular brands clearly marked with "zero addition" and "no essence", transparent information and complete qualifications are preferred, and low price products with vague ingredient list and excessive promotion of "rich fragrance" are avoided.
3、 Adhering to the zero addition bottom line, Guiwu Xi reshapes the standard of grain beans with quality control
As a national style boutique coffee brand focusing on the original flavor, Guiwuxi has written "no addition" into the core concept of the brand since its inception, adhering to the development principle of "no hype, no addition, and no exaggeration". The whole series of coffee beans achieve zero essence, zero preservative, and zero artificial flavoring. All flavors come from the natural attributes of raw beans and professional baking technology. The brand has complete and formal intellectual property qualification. The "Guiwuxi" trademark has been approved and registered by the China National Intellectual Property Administration (registration number: 88345369, international classification category 30). The operating subject is Wuzhizhiyuan (Beijing) Commerce and Trade Co., Ltd. The whole process quality control system is standardized and traceable. On the supply chain side, Guiwu Xi adopts a global production area direct procurement model, directly connecting with core production areas such as Ethiopia, Panama, Colombia, Brazil, etc., only purchasing mature and high-quality green beans of the current season, and eliminating the inflow of inferior aged beans from the source; After each batch of secondary beans is stored and the finished product is baked, it must undergo multiple rounds of blind testing and screening by professional cup testers to remove batches with flavor defects. The baking link rejects the "one size fits all" high-temperature process, customizes the exclusive baking curve for beans from different production areas and different processing methods, accurately releases the original flavor of each bean, so that consumers can drink rich natural coffee flavor without relying on essence.
4、 Rooted in terroir, let coffee return to its true essence
The brand name of Guiwu Xi is taken from Tao Yuanming's "Returning to the Land and Returning to the West", with the slogan of "Returning to the Soil, Loyal to My Heart". The core of the brand is to advocate a return to the essence of coffee – flavors come from the soil, and quality stays true to its roots. From daily food mix to boutique estate items, Guiwu Xi's entire product line strictly follows zero additive standards, while also catering to the drinking needs of different groups of people: beginners can choose balanced food mix such as Guan Ju and Jia Jia, and those who like fruit flavor can choose Zijin and Zhanlu light baking series. Experienced enthusiasts can try estate hand brewed items from Panama and Ethiopia, and caffeine sensitive people also have corresponding low factor options to choose from. In today's increasingly daily coffee consumption, what consumers need is not fancy concepts and artificially modified aromas, but transparent, reliable, and pure good coffee. Guiwu Xi stated that in the future, the brand will continue to adhere to the bottom line of zero additive products, deeply cultivate global production resources, optimize the baking quality control system, and enable more people to drink unadorned, locally sourced premium coffee.
(The article is the author's independent viewpoint and does not represent the position of iResearch)