Some years ago I had the opportunity to consult for a publicly traded firm in Japan. Their core business was a large chain that carried men’s apparel, but they planned to establish a second business line focused on vitamin supplements and herbal remedies. Global Advisory Services was engaged to identify 10 "hit products" from the United States. Consensus was that the most important item would be "the energizer." While there are myriad items out there, coffee is still king and growing in Asia.
Starbucks, like no other company, kicked it up a notch. It now boasts more than 3,000 stores in China. Asia-Pacific sales at the end of the 2013 fiscal first quarter were $214.1 million, a 28.3 percent increase from last year. By 2014, Starbucks expects China to be its second-largest market.
Is coffee healthy? Good coffee is packed with antioxidants, so much so that there is now a rush of new products based on the juice of the red berry that covers the bean.
However, excess caffeine can be hard on the nervous system and fuel anxiety. Naturally, what goes up also comes down. After a five-hour buzz, it wears off.
Oddly enough, expanding waistlines may be contributing to ongoing growth in the coffee market. Both obesity and diabetes are associated with increased rates of sleep apnea and insomnia. Cup of joe in the morning? You bet.
I once heard someone say that coffee is good for you if you know the person who grew it. To be sure, poor-quality coffee tends to be more acidic, and too much, too often — especially on an empty stomach — can lead to gastritis or worse.
That’s what makes Kona coffee so special. One hundred percent Kona coffee is typically low in acid and feels soft on the tongue.
"The midpalate taste is also enjoyable with hints of chocolate, nuts and possibly a bit of citrus. The aftertaste will be short and never bitter," according to Kona coffee growers Albert and Linda Holt.
Kona coffee is also expensive for several reasons. The Kona coffee region has its rainy season in the summer, offering perfect growing conditions during peak coffee cherry formation. Consistent morning sun and afternoon shade give the trees the balance they need. It is one of the few First World coffee regions, so First World wages are paid to hand-pick the beans, making labor costs 10 times the amount of other hand-picked regions such as Peru.
Ninety-five percent of all coffee in the world, including other regions on Hawaii, Molokai and Kauai, are machine-picked. The only way to pick ripe fruit is by hand, and fruits do not all ripen at the same rate, which further increases the labor cost compared with other crops.
This is probably the single biggest reason for both the quality of Kona coffee and the price. For those who care, however, the taste cannot be replicated. When buying direct from a farmer, expect to pay $20 to $25 per pound for true 100 percent Kona coffee.
One hundred percent Kona coffee can be made as strong as one wants, and it will retain the softness and pleasantness only Kona coffee exudes. For that reason, it is perfect for French press or, for those who like to pack a punch in their morning, espresso coffees. At $25 per pound, it comes out to about 30 cents per cup, a far cry from those $5 lattes at Starbucks.
Coffee remains among the most popular energizers. Quality coffee, consumed in moderation, can bring positive health effects. Kona coffee is hard to beat.
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Ira Zunin, M.D., M.P.H., M.B.A., is medical director of Manakai o Malama Integrative Healthcare Group and Rehabilitation Center and CEO of Global Advisory Services Inc. Please submit your questions to info@manakaiomalama.com.
