Specialty coffee consumption has been increasing rapidly in the United States in recent years, reaching a two-decade high at the end of 2024. Although, it’s no surprise that coffee consumption continues to rise, what is new in these statistics from the National Coffee Association, is the growth of specialty coffee, as opposed to commercial grade coffee—a relatively new development.
So, just what makes specialty coffee so special and why are so many coffee drinkers' preferences changing? To answer this, we will look at three main factors in the rise of “specialty coffee”. The impact of connecting coffee roasters and farmers, the commitment of roasters (and baristas) to education, and the introduction of higher quality home brewing equipment.
Connecting Coffee Roasters & Farmers
In the early 2000s coffee professionals realized two things—the first was that there was a market for higher quality coffee, and the second was that, because of its potential economic power, coffee could be a catalyst to improving thousands of lives. Those two realizations drove many coffee professionals to hop on planes and discover what had previously been hidden, which was the world of the coffee farmer. Bringing roasters and coffee farmers together launched what we now know as Specialty Coffee. Experimentations, conversations about “what if”, collaborative tastings, and more, were all instrumental in the birth of this new branch of coffee. Coffee farmers, believing in the economic freedom specialty coffee could bring, began the long journey to cultivating quality coffee.
Educational Commitment
And, on the other end of that equation was an army of roasters, baristas, and other coffee professionals excited to introduce consumers to a new kind of coffee—one that had lively, fresh, flavors as opposed to the burnt, stale beverage they had been drinking. But tasting the difference was only one part of their new marketing toolbox—telling the story of the farmer was an important way to educate coffee drinkers about the impact of their purchase as well as showcasing its differentiating features like sustainable growing practices. Directly trading between roaster and farmer, a cornerstone of specialty coffee, became a powerful way to get that story firsthand, as well as build trust, ensure the continual flow of quality coffee, create a useful feedback loop, and a framework of commitment and economic equity so that both parties (roaster and farmer) could thrive.
Improved Home Brewing Equipment
Early on, specialty coffee was generally consumed within the walls of coffee shops, where trained baristas carefully crafted beautiful drinks to be sipped and savored. And although making coffee at home was usually a part of most people’s morning routine, it really wasn’t an elevated experience until Covid. With coffee shops shut down, people turned toward upgrading their home brewing equipment. At the time, the options for home brewing were relatively limited, but all of that changed in the last few years. Equipment manufacturing companies such as Fellow Products, Ratio, Breville, and more spent countless hours perfecting exceptional home brewers and grinders that are also meant to look incredible on your counter—all to ensure coffee drinkers can taste all the beauty found in their freshly roasted bag of beans.
Our Unwavering Commitment
Expected to continue to grow, the specialty coffee market now faces new challenges, such as the impact of climate changes, supply limitations, and more. However, with better communication now available between roasters and farmers, we are confident that these can be overcome together. And as roasters, we remain strongly committed to the core revelations that drove specialty coffee into existence—the knowledge that this special bean has (and will continue to have) much to offer in the way of taste sensations as well as its ability, through partnerships, to transform lives.