An open letter to Red Diamond

01.15

Dear Red Diamond,

This was meant to be a review, but I found your coffee unreviewable. I chose to reframe my efforts as an open letter to your company instead, which claims to be one of the three oldest coffee companies in the US. If this is true, I must know, how can you be so terrible at what you do?

Maybe you’ve grown content over all these years and swept aside all concerns of quality and reputation. Maybe you built your company on unbreakable contracts with diners, drive-ins and dives that continue to generate revenue, despite the poor quality of your product. Or maybe in light of the current economic conditions, you’ve cut back on expenses by collecting your beans from the remnants strewn among the putrid floors of international shipping warehouses. I could speculate all day.

The size and shape of your 100% Arabica beans can’t even maintain the illusion of consistency and their leather brown skins are speckled with leprosy. I should have known that paying the price of a medium coffee for an entire 12oz bag of beans would yield mediocre results; but I never imagined coffee could leave the same taste in my mouth as the morning after vomit from a night of heavy drinking.

I will however give you credit for infusing your roast with an aroma that could convince a child they had a mug of Swiss Miss hot cocoa in front of them. The sweet smell of caramel coated s’mores is endearing—enticing even—but as soon as said child takes his first unsuspecting gulp of nostalgic winter comfort, he’d be kicked in the mouth with a carbon footprint flavored beverage unworthy of the shadiest gas stations.

While you offer a 100% satisfaction guarantee of your product, for $2.99, it’s not worth the check you’d print my refund on. The only thing that would satisfy me is never having to taste your coffee again. I also exhort you to remove the distinction of “the south’s finest” from your bags; this title belongs to one of the other fine Birmingham based coffee roasters.

Thank you for ensuring that I truly appreciate every cup of coffee I have after yours.

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posted by on 01.15.2010, under Coffee Reviews, Recommended Roasters