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3. Encourage experimentation: Promote the idea of Vicente commented when asked about infused coffees
trying new flavors and combinations. This can be done being used in competitions, “They are good if everyone
through educational events, tastings, or collaborations with knows it is infused. They are not being disclosed as infused
local coffee shops and specialty brands. By encouraging and this part of the processing is kept a secret.”
experimentation, people can discover exciting new flavors As a green coffee exporter, he has noticed this seg-
while still appreciating the traditional aspects of coffee. ment gaining popularity with both roasters and consumers.
However, coffee can be overwhelming for some customers
A Producer’s Perspective who may not understand the terroir, varietals, and other
characteristics that contribute to its flavor. Vicente believes
I wanted to speak to a producer and understand in- in the value that infused coffees can add for a producer.
fused coffees from their perspective. Vicente Mejia, CEO Not only do they differentiate the producer from others
of ClearPath Coffee, was a panelist in a discussion revolv- and offer something new for their clients, but can also help
ing around infused coffees at World of Coffee Athens, which earn more for their product.
is why he was the perfect person to talk to. ClearPath
Coffee is a Colombian-based specialty coffee exporting Keeping an Open Mind
company specializing in international trade, logistics, and
agribusiness. Specialty coffee is Vicente’s forte for the We’ll always have controversies surrounding coffee.
longest time and he has also been developing and promot- There were a bunch of them I had to decode to get to the
ing infused coffees recently. He explains the value added depth of infused coffees and I have come to this understand-
to the coffee industry, “It is a great way to offer something ing that we are all passionate about things our values align
new to the coffee industry and for producers to add value with. I have tried to keep an open mind about infused coffee
to their coffees. Baristas and roasters can use this oppor- even though I think I am a purist at heart and I’ll not have
Photo / Vicente Mejia, CEO of ClearPath Coffee
tunity to start an entirely new discussion with the consum- an opinion until I have tried it myself. There’s no denying
er and create new flavors and beverages.” that this category opens a whole new world waiting to be
Vicente believes that the potential of using infused explored and we have only scratched the surface but the fact
coffees as a tool for tasting and understanding coffee is remains that being transparent about additives in your cof-
undervalued. The analogy he uses next left me with an open fee is only fair to those who are pushing the specialty coffee
Four coffees were brewed in total including the in- Nawar shares some issues with infused coffees, “The mind, he explains, “These coffees are like learning how to industry forward otherwise it was all in vain and the next
fused coffee to compare the differences between them. The number one factor being quality – infusing coffee with ride a bike with training wheels. The tasting notes are clear generation is going to be anything but inspired.
origins and varietals were unique to each other but the additional flavors may mask the true quality of the coffee.” and easy to decipher for coffee consumers to identify and
processing was more or less the same. However, the aromas He reminds us that the base for infusion is to start with start understanding what they should look for when tasting
and flavors of the infused coffee clearly stood out making high-quality beans ensuring the flavor of coffee remains coffee. They also offer a great opportunity to educate con-
it an outlier amongst the others on the table. enjoyable and is not overshadowed by added ingredients. sumers on coffee processing and its relevance.”
Nawar advises selecting complementary flavors that en- He understands the sensitivity surrounding this seg-
Jumping on a Bandwagon hance the coffee’s natural taste. “The second factor is im- ment of coffee, especially coffee professionals who have
balanced flavors,” he said. Careful experimentation and trained their palettes and are educated about the nuances
Producers and farmers rely on buyers and roasters to understanding of what ingredients can be combined help and complexities of terroir and processing. They feel that
inform what the market expects from their coffee. Any new achieve a harmonious and enjoyable coffee experience. He these coffees take away from that understanding. He re-
fermentation process requires an investment but also the believes in addressing concerns and fostering a culture of minds us that consumers also have a hand in driving the
knowledge and experience to implement. It is considered inclusivity in the coffee industry. market and will buy coffee with descriptors they can relate
a gamble when the harvest is put to risk at the expense of Nawar shares three-pointers that can effectively nav- to and taste in their beverage. He expands, “A consumer
what’s trending amongst consumers. If the experiment fails, igate the potential damages of infused coffee and create an that doesn’t have the same training as a coffee profession- He believes in
it puts the producer’s livelihood on the line as they were enjoyable and sustainable experience for all: al will struggle to find cupping notes or descriptors the
unable to deliver the buyer’s requirement. Not all roasters 1. Offer a variety of infusion options: Provide a wide coffee roaster prints on the bags.” addressing con-
are committed to purchasing the greens regardless of the range of flavors and ingredients to cater to different tastes. Transparency, on the other hand, is a no-brainer for
outcome. The future of this segment boils down to the This allows for customization and ensures inclusivity as Vicente. His position is clear on this topic and explains the cerns and foster-
producers who want to add value to their coffee and the people have different preferences and dietary restrictions. root cause of the problem, “Stakeholders in the value chain
roasters who promote the same, clearly defining the pa- 2. Educate consumers: Provide information about who are not disclosing how they produce the coffees and ing a culture of
rameters at the farm level. Since the essence of this topic the origin of the coffee beans, the infusion process, and claim that the same notes and flavors are achieved with
is taboo, to begin with, and not everyone is willing to talk the nature of the added flavors. Transparency helps con- new processing techniques are dishonest and are the ones inclusivity in the
openly about it, disingenuity originates from the farm sumers make informed choices and develop an apprecia- creating a problem for these kind of coffees.” The issues coffee industry.
level, and misinformation is passed along the value chain. tion for the art of infusion. extend even to the competition stage discussed earlier.

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