Social Synthetic Espresso (SSE!)

Apr 24, 2012



I was reading an article recently, which propounded the theory that coffee had becoming successful despite itself, simply because it had a fabulous ability to promote social and personal interaction

Now from a sociological perspective, this is an interesting and potentially very profitable avenue…hence, the cynic in me can’t help but think that Howard Schultz’s assertion in his last memoir, that Starbucks was the provider of the ‘third place’ for such social interaction, had the cash registers chinking all the way to the billionaires life style he now enjoys

The ‘third place’ for those like me, which had no clue of such an expression, is the next place in the queue of locations where you spend the majority of your waking and social hours…so No.1 is home (hopefully) and No.2 is work (unfortunately)

We humans are simple beasts… perhaps now burdened more than ever before by a technology which feeds and deprives our souls in equal measure

The original coffee shops were indeed ‘hot beds’ of social interaction ….I am sure both physical and mental as well as spiritual…However – it was through face to face dialogue and interaction that theories were set and challenged….honed and perfected

And yet today … in our expensive predominantly middle class coffee houses, we are constrained by technology… yes there is a boom in social connectivity … and yet it is this very invention which then creates a sense of individualism…or as one commentator I have read puts it ‘being alone together’ Urgh!

In other words… humans…to our fibre social animals…in a technological bubble… each at a work station…now a coffee table…paying exorbitant prices for mediocre coffee, so as to be seen to be social… and this ultimately is the nub of the debate….it is about being seen…not necessarily ‘engaging’ in the old fashioned sense of the word

By default then – can we also expect synthetic espresso to be on the menu in the next 10 or 20 or 50 years?

Certainly, the development of new hybrids in the coffee world suggests that GM varietals may become a necessity, as global coffee demands continues to rocket … expected to increase by some 30 M bags within the next 8 years or so

In the meantime – we at Aromo have a simple suggestion ….keep it real…..keep it connected and focussed… Don’t accept the crap!

Find your small chinks of pleasure and enjoy them…for me Perfetto espresso is my luxury ‘me moment’…..find yours, stretch out and invade that technologically free space with beautiful simple ESE pods and easy serve espresso!

This article was written by Guru ( Andy Grelak) who writes for, the UK’s leading online retailer of 44mm E.S.E espresso coffee pods