September 2019 – From Coffee With Love

I’ve written recently about the fact that the price of coffee is the lowest it’s been for over 15 years, meaning that coffee farmers are finding it so difficult to make a living from selling coffee that some of them have eve abandoned their farms to look for a job in order to feed their families and educate their children.

So 1 October is International Coffee Day – yes, there’s is as such a thing – and the International Coffee Organisation (ICO) together with some like minded partners have launched the Coffee Pledge, so please sign the #coffeepledge that calls for a living wage for coffee farmers.

Some the World’s top coffee roasts have already signed something similar – see below and congratulations to them too.

In addition, just also week on 23 September 2019 at the first ever Global CEO and Leaders of the Coffee Forum, the “London Declaration” was signed, committing;

“to taking action focusing on four themes: promoting competitive and sustainable production; fostering responsible and equitable growth; promoting responsible consumption; and promoting public-private dialogue regarding policy development.”

see link here to read more.

In any case this is historic and as we say in the project management world, all we need to do now is ‘implement, implement and implement” so that everyone in the coffee value chain gets a fairer treatment.

Here’s looking to a fairer world for commodities especially for the second most tradeable one, coffee, as we need everyone involved in getting this most popular of beverages on to our table to benefit as much as possible.

I often get asked, “So, Lameen what is your favourite coffee shop in the World?”. It’s a bit of a tricky question, because the modern age consumer doesn’t get easily satisfied with just the product – they want an experience. Sure, I’ve had great coffee in cafes, where I wished they had been a bit friendlier and the opposite holds sway too – good customer service but mediocre coffee. I often try and process that very quickly but I see that the questioner starts to get impatient – expecting me as a coffee lover to just pop out the answer. Furthermore, they get even more impatient when I start saying for espresso, it was…. and for filter, it has to be….. and I just really loved the concept and the staff at…… So, not to burden them with my complicated musings, I will default to Prufrock Coffee in London. And, you guessed it, “but why?”. Then I think to myself, if I have to start explaining the experience, that it was started by a former WBC Champion, that companies approach them to test new technology, that they started using reverse osmosis water, that they have a great barista academy, that they gave me a free barista tasting session, that I learnt a lot from chatting with them for hours, etc. Then they tune off.

So, I thought to myself, actually, when was the last time I visited Prufrock coffee and I realised shamefully that I hadn’t been back to Prufrock Coffee for about 6 years. After all, my post on my first visit in 2011 (read here) was so popular that the tweet advertising it, was retweeted by Square Mile Coffee Roasters and got me my most hits back then in one day – over 300. In addition, one of my pictures, when I used to use a Nikon Camera for all my coffee and food photos – was liked by Prufrock so much, they gave me a free tasting class – read here. So, I was well overdue a visit.

Located on 23-25 Leather Lane, Prufrock is on a busy week day market street. It is unusually big for a classic London specialty coffee shop and on their website, they even highlight that. I won’t go into the aesthetics, as you can read that in my original posts from 2011, however somethings have changed – more retail space to sell coffee, t-shirts and more and a stronger focus on food, without compromising on coffee of course. Prufrock are still very closely associated with Square Mile, so you can buy their coffees here too.

As you can see from above, they are very much still into the provision of both barista and specialised “coffee ” related training. Their website offers more options and if you recall from one of my earlier posts in 2019, I mentioned that they new coffee roasters in Vienna, Jonas Reindl, were trained by Prufrock. So a Coffee Lover’s Dream – Prufrock it still is. and I know that if I want to take my aspiring coffee career to the next level, it will start from Prufrock. In fact, even though I know it was lunchtime, it was quite busy and I just about got a space to sit. I noticed also, that a few tourist were visiting, buying souvenirs.

Now to the the coffee and my visit.

Visiting at lunchtime was probably not the best idea, but I needed great coffee as early as possible in the day. As you can guess, their fame has blossomed and not only was the cafe busy with what looked like regulars, but a few touristy looking customers were also paying homage. In fact I was lucky to get a sit, which was pleasantly opposite the brew bar, decked with the Victoria Arduino VA388 Black Eagle and accompanying Victoria Arduino coffee grinders.

For the coffee, they had two choices and if you have time and are serious, you can enquire which blend would be good for the type of coffee you desire – I was so excited to be “back” that I ordered two; the fruitier version as an espresso and the not so fruitier one as a piccolo.

Great of course. I started with the espresso and finished off with dessert – the piccolo.

After my coffees I wandered over for a chat to meet the baristi, Jake, who took my order and Aga, who prepared them. As Aga was busy making more great coffees, I had a chat with Jake, asking him about how long he had been working there and sharing with him my passion for coffee, etc. Very friendly, adding the experience of course. Before I left to rejoin the family, I noticed a delicious looking cake – I can’t remember now, but it had a rosemary and strawberry – very unique and the size of the slice was enough for two, so I bought that together with Square Mile’s Palestina Coffee for filter brewing.

Ah! so happy I went back and I pray it won’t be another 6 years before I visit. Still a great place for coffee and I think when I visit again, I’ll be doing more than just drinking coffee as I plan to start investigating adding the word “coffee” into my next career path, God willing.

So, is Prufrock my favourite coffee shop in the World? If I wanted to ask anyone or start a serious coffee career, they will top my list no doubt because I know that they are completely dedicated to coffee.

For more on offer at Prufrock, I defiantly recommend visiting their website; https://www.prufrockcoffee.com