I’ve been very clear about my opinion of the American k-cup trend, surprisingly Green Mountain Coffee’s PR guy still sent this my way. I’m not sure if Keurig machines are even sold in Italy, but they are using the allure of Italian coffee to sell their new “Barista Prima Coffeehouse” k-cups. As I leave this afternoon for Italy, excited to experience the coffee culture there first hand, I was truely disheartened to find this.
No one appreciates great coffee like Italian Barista Champion Francesco Sanapo. So after he won his second consecutive championship earlier this year, we asked him to try Barista Prima Coffeehouse® the first K-Cup® portion pack varieties inspired by the celebrated coffee houses of Europe. After savoring his first sip, he exclaimed, “Belissimo! (Beautiful!)” and fell in love with the deep, dark brews.
K-Cups are terrible for all the reasons discussed here, and for a coffee culture that is continually discussed regarding their relevancy in the emerging progressive coffee scene, it’s sad to see the Italian Barista Champion being used in this way.
The brand’s tagline, “Brew like a barista™” is insulting to Francesco’s accomplishments as well as every other barista who works passionately to serve great coffee every day.