There is an advert on UK tv from Kenco (owned by Kraft) the self proclaimed “coffee experts”. Now I normally ignore these ads but I find this one nearly offensive and incredibly misleading. From the advert its showing a colonial style of gap year student, telling the locals they have got it wrong sending the good quality “arabica” for the instant coffee, like it gets decided at origin.
And the most annoying thing is the roasted beans at origin in the sacks waiting to go to make that great “arabica” instant coffee. Every time I see it I reach for the sick bag. And I wonder why as a coffee drinking nation we accept such poor quality coffee, when this rubbish is put out to set up a whole world of misconceptions.