Look, I can’t live without coffee. If I’m not two cups deep by 9 am then, well, it’s going to be a rough day.
So, I get how important it is for your morning coffee to be an easy routine. Go to the store. Grab the redtin or green bag. Two scoops in the machine. Drink. Wince. Add sugar and milk. Peloton class(hopefully). Two scoops in the machine. Drink. Wince. Add sugar and milk. Repeat.
The Truth About Big Coffee
Well, guess what? The dirty secret is that big coffee producers are capitalizing on that routine - and it’s significantly worse for you, farmers, and even the environment.
You see, coffee comes from the fruit of a coffee tree. And like all crops, there is a perfect moment intime to harvest that coffee fruit - a moment in time that makes that coffee taste INCREDIBLE.
Unfortunately big coffee companies are mostly focused on extracting higher profit margins from your coffee routine. So they use what’s called “machine harvesting” to pick their coffee. Basically, fields of coffee trees are harvested all at once by these behemoth gas guzzling machines.
The result? Most of the coffee that gets picked isn’t ripe, which is one reason your cup of coffee ends up tasting SO BAD. And, in other industries that machine harvest (ex. wine) it’s well known that materials other than the harvest crop can fall into collection bins - including leaves, bugs, and even dead birds.
Even worse? Machine harvesting takes jobs away from farmers across the world and can also be really bad for the environment.
After harvest, and in an effort to mask all of the shortcuts taken, most coffee chains over-roast theirbeans. Over-roasting burns out all of the real flavors and leaves it tasting like charcoal, bitter and burnt.
Big coffee companies will try to spin this in marketing as BOLD or FULL-BODIED, but in reality it’s justreally really burnt and they’re banking on you not being able to tell the difference.
So, yeah, the entire big coffee picture is pretty bleak.. but, there IS good news. There actually is a way tomake your coffee routine 10x better AND even more convenient than it is today.
That’s where Atlas Coffee Club comes in.
Taste the World of Real Coffee
Atlas is a club that sends you freshly-roasted coffee from the top 1% of farms from across the world.Jamaica, Mexico, Indonesia - Atlas works with farmers who actually hand pick their coffee.
The result? Coffee that tastes like blueberries, honey, milk chocolate, and more - it’s INCREDIBLE!