It is often observed that when a particular product or commodity starts getting traction and gains hype, the imitators have a field day making a quick buck by jumping on the train. Although the third wave coffee scene hasn't been tainted by these copy cats, it is amazing to see how one can easily get away with false marketing. Taking a case study approach towards the situation, one realises how nascent the third wave scene is in developing countries. It is still more of a fancy expense rather than a necessity. When a cheap cup of Nescafe does the job why would one even spend almost 2-3 times on something that they have never tried before? Walking a mile in their shoes, they are not entirely wrong, to be honest. Not everyone wishes to appreciate the nuances and be a connoisseur of fine coffees. Well, let's say that on some bright sunny day, they decide to take the leap of faith and see what the fuss is all about. Chances are that the first thing they would come across is an advertisement for 'fresh coffee powder' mixed with flavours that make connoisseurs weep in their graves. Probably seeing the ad for the hundredth time, they decide to buy it once and for all. Cut to the testing part (tasting too? Maybe. Too tired for bad puns). The package arrives, neatly wrapped in an Instagram post-worthy fancy box. But surprise surprise! It turns out to be shitty or mediocre at best. Disappointment levels have peaked and they are probably dissenting every single moment that led them to this waste of bucks.

Now you can't actually shame these imitators because at the end of the day they have a legit business with no shady operations. Ethically wrong? Maybe. And about the false advertising part. Well,  we have been selling stuff that takes you from a Morgan Freeman to Arnold Schwarzenegger complex in a week for a better part of the decade. So practically speaking,  these guys are not to be blamed or shamed for just trying to run a business. Especially not when you are doing a pretty decent job. So what exactly is the factor that plagues the experience? The answer lies in the variables that affect the taste of good coffee. And here, the monster that we are dealing with is freshness.

Try ordering from a well renowned third wave roastery and you'll see how quick they are when it comes to delivering the beans to you. This is because once roasted the oxidation process starts and the countdown starts. From that very moment, there is a 15-20 days sweet spot where the nuances of the coffee are at a peak. More info about the process here. Now consuming your coffee after the 20-day mark won't poison you but it just won't be up to the mark. Each day after the mark is a nail in the coffin of a perfectly fine coffee. Now, this is where pseudo third wave coffee makers make a colossal goof up. In contradiction to the speedy logistics of a proper third wave chain, here we get a lot of delay between the roasting and consumption. So that is step one of producing mediocre coffee. This is often followed by mixing additional flavours and essences that literally no one had asked for. To be on the same level of devastation, let me paint you a picture. Imagine a really appetizing, lip-smacking dish that you absolutely love. What if someone served it with loads and loads of a sauce that does not go with it at all. That is how it feels when the typical taste of blueberry essence ruins a perfectly good cup. PS - If you were picturing ketchup on biryani and were still not disturbed by it, my sympathies are with you and I hope that satan leaves you someday.

Jokes aside, take this as a precautionary measure. Anything that does not fall under the natural palette is to be kept aside for safety purposes. The last thing you want while winding down is the typical taste of essence. And the last thing that unfortunately ruins good coffee is the quality of beans. To stay in business or by sheer fluke, it might be possible that sometimes a bad quality batch might be delivered to you and in that case, there's nothing much you can do. Just report the matter to the seller and hope for a better batch the next time. Wrapping up, there's one thing that I want to convey through this post. Please don't fall for the trap of these pseudo-third-wave coffee sellers if you really want to appreciate the fine nuances. If you need some guidance, you can always find some excellent recommendations in previous blog posts. And if that doesn't work out you can always drop a comment down below or hit us on our social media handles.

Signing off!