Thailand’s success in transforming this region’s drug trade into a booming coffee growing industry is now used as a case study for effective strategies in international development. The government didn’t just try to introduce Arabica coffee production; they supplemented their efforts with research to help farmers.
1. Superior flavour. The difference in taste between a fresh-roasted coffee and the vacuum-sealed varieties found in supermarkets is huge. (Comparing the two is like comparing a fresh-baked loaf of bread to the foil-wrapped stuff you find in the frozen food section). Freshly roasted coffee is the only coffee that contains true coffee flavour at its absolute best. Whereas, “aged” coffee can taste stale and bitter, fresh-roasted coffee is naturally sweet and lively. Furthermore, the distinct flavour profiles of certain beans (e.g. citrus, cherry, tobacco) have a much stronger presence and are easier to pick out in a truly fresh cup of coffee.