A few updates on various things: The Jimseven Book We closed the IndieGoGo backing page today, and won't be taking any more pre-orders for the book. The good news is that the physical books are printed, packed and currently in a container inside a ship ...

Click here to read this mailing online.

Your email updates, powered by FeedBlitz

Here is a sample subscription for you. Click here to start your FREE subscription

jimseven"jimseven" - 5 new articles

  1. Updates: The Book, E-Book, The Shop and More…
  2. The Coffee Podcast – Part One of my interview
  3. Video Q&A Volume 1
  4. Coffee Jobs Board Update
  5. Survey Results: Consumer Vs Industry
  6. More Recent Articles

Updates: The Book, E-Book, The Shop and More…

A few updates on various things:

The Jimseven Book

We closed the IndieGoGo backing page today, and won’t be taking any more pre-orders for the book. The good news is that the physical books are printed, packed and currently in a container inside a ship somewhere, and are getting ever closer to the UK. We hope to be dispatching mid-August (depending on customs clearance). After that, they’ll be available in the Square Mile shop and a few other places online that I’ll link to once they’re live.

I received my test press of a finished book and I’m really pleased with it. The printer has done a great job, and it feels and looks great. I am excited!

The E-Book Version

The E-Book version has been sent to backers already – if you haven’t received an email check your spam folders. As such it is now available for purchase and immediate download in the jimseven shop. It is delivered as a link to a zip containing both .mobi and .epub files. It is £3, the price of a good cup of coffee 1. Thanks to everyone who has supported this.

The best of jimseven 2004-2015 (ebook) – £3

The Shop & T-Shirts

We built a little shop that currently has a few new things. The shop has had a little redesign to be more in keeping with this place.

Alongside the Coffee Variety Family Tree Timeline poster (I need a better name), and the ebook, we now have a few t-shirts available. A few people had asked about them, and I thought it’d be fun.

They’re simple designs, no words (No one has to know it’s a coffee shirt. Unless they know already…) and just the jimseven circle swirls from the book cover. They’re available in a bunch of colours, not just black and white.

T-Shirts! – £16

We’ve some fun, ridiculous, sensible, useful and useless new things lined up. Keep an eye out…

  1. This will come in a separate email after the confirmation  ↩︎

The Coffee Podcast – Part One of my interview

I enjoyed being a guest on The Coffee Podcast. I think I got a little ranty in places, and so this is part one of two of the interview.

I talk a lot about writing, blogging, the early days of blogs and forums, the frustrating obsession with stats and data it is all too easy to acquire. Listening back there’s a lot I want to correct/improve about what I said – so feel free to pick me apart on twitter!


    Video Q&A Volume 1

    I don’t post every video I make on this blog, but this one seemed relevant. It’s a bit of an experiment at this stage, but it felt like a fun way to do a Q&A. This round used questions taken from Twitter, and I have a few questions from Facebook (I haven’t forgotten, those who asked things!) to make up the next one. Perhaps I’ll do a Youtube one, or a Reddit one for r/coffee and obviously one from the contact form on here. (All of this presumes that people like the format/the video – so do please let me know your thoughts)

    Topics covered:

    • Speciality Pods and Instant
    • Saturation in the coffee market
    • Cupping for Espresso
    • Will roasters buy coffee farms?
    • Automation in Roasting
    • Simplicity vs Selections in Cafes

      Coffee Jobs Board Update

      Work continues apace at Coffee Jobs Board, and I thought I’d post a quick summary of what’s going on with four key new features:

      Training Directory

      For baristas or other coffee professionals looking for places to learn, we now have a directory of businesses and training schools that offer training, courses, certifications and classes. Click here to go and have a look.

      If you’re a business that would like to be listed then sign up here as an employer, and tell us what you’re offering!

      CV Search

      A feature that has been requested for some time now – you can now search our directory of baristas and coffee professionals from all over the world. Most of the 500+ candidates are from the UK, but there’s a lot from everywhere else too. If you’re looking for a new opportunity in coffee make sure to register a candidate account here so that people can find you. You can remain anonymous but still be searchable if you don’t want your current employer to know you’re considering other opportunities.

      If you’re looking for candidates then you can search by skill levels, experience, qualification and whether they’d be available for an emergency shift. We’re delighted at the positive feedback so far!

      Job Bundles

      Not the most exciting one, but some savings for regular users. Bundles are for all featured adverts (city, county and worldwide) and will have a 10%, 15%, 20%, 25% discount for 2,3,4 and 5 jobs respectively. (If you want more than 5 get in touch directly here) Bundles can be used within a year of purchase.


      The events page is a new part of the board. We’re slowly building out a large collection of coffee events all around the world. Whether it be a talk, a workshop, or anything with tickets (free or not) – we want to know about. You can submit your event here, we’ll review and get it up to reach a pretty coffee focused audience for you.

      More news in the pipeline!


        Survey Results: Consumer Vs Industry

        I went into this survey to test a hypothesis: the industry buys coffee in a different way than its consumers. No one would be particularly shocked by this, but I wanted to just scratch the surface on this and then think a little about the particular implications.

        In total the survey received about 1,200 responses. The data was mostly pretty clean, but did vary a little bit in its accuracy or use.

        A pretty good split between consumer and industry, which made me very happy. 1

        Let’s dig into the interesting stuff: the purchasing habits of coffee professionals:

        Unsurprisingly, lots of coffee people don’t pay for their coffee, but a surprising number do. (Remember: this survey is for the last bag people bought, not every bag bought). I’d speculate that coffee people spend substantially less on coffee than consumers. Many coffee people never really spend money on coffee and are often in the business of selling it. For me, this is a profound point of disconnection. Coffee is increasingly expensive, but I don’t think its price is truly understood or considered from a consumer perspective by many in the industry. I would include myself in this. I pay for cups of coffee everywhere I go (even when it seems to cause issues…) but I don’t buy that many bags a year, and when I do they’re notably expensive.

        Now is a good time to go and watch this talk by Stephen Morrissey at Colab. It is very good, and very relevant.

        Bag Size

        I converted all the sizes to grams, and compared the two. Consumers bought, on average, a slightly bigger bag of coffee (340g compared to 315g). You can see the distribution of sizes as a percentage of users here:

        250g bags are by far the most popular sizes, though consumers have a small preference towards slightly larger bags (350g up to 500g in particular). The industry likes the sub 227g size more – which makes sense. One might speculate that we want to try lots of different coffees. One important learning: a consumer may be more likely to spend more time with a particular bag of coffee than an industry person. Variety may not be as important to them as to the industry, and the practicality of acquiring more coffee is different. If you grab something from your work (cafe or roastery) before heading home, there’s no friction here. Ordering online or travelling to purchase (more on this below) is much more work.

        What are we drinking?

        I was interested to see if what consumer and industry were consuming were matching – and therefore an expression of what was available. Here’s a comparison:

        It is a tough time of year to be asking this question. Some people may have some early new-crop Centrals, while many parts of the world won’t. Surprising to me was the dominance of Ethiopian coffees amongst consumers (with comparatively little interest in Panamanian coffee – if you’re thinking about taste profiles). It is hard to read too much into this, but a part of me really, really wants to!

        Why Did You Buy That Bag?

        I’ve already speculated that the industry buys coffee in a different way to the consumer, so I wanted to ask this question to see if I could understand how. In the survey you could tick multiple boxes here (hence percentages not adding up).

        For the industry:

        40.5% Had tasted the coffee already

        28.1% Chose based on the country of origin

        23.7% Chose based on taste descriptors

        3.5% Based their decision on price

        For consumers:

        38.1% Chose based on taste descriptors

        37.8% Chose based on the country of origin

        26.7% Had tasted the coffee already

        10.2% Based on price

        Unsurprisingly, the industry is trying before it buys and the taste is the biggest decider by a significant margin. Consumers are using information many of us don’t: taste descriptors. If I was to be snarky I’d say the coffee industry writes taste descriptors in a style and language best understood by itself. However, we don’t really use them (and often don’t really trust them). Consumers are using them, so it is probably worth considering if what we’re communicating is genuinely helpful in their decision making. I have my theories here, but they need testing a little. I don’t think we’re nailing it. This data could also suggest that sampling is perhaps something we ought to be doing more (though you could reasonably infer a completely different outcome).

        Where do consumers buy their coffee?

        For all the talk of Amazon destroying retail, for all the effort people put into their online store fronts, advertising spends and social media – I expected a different outcome here:

        I expect the trend to be moving coffee sales online, but it would suggest that if you’re a cafe and you are not currently retailing bags of coffee as part of your offering then you’re missing out on some sales. Combine this with the fact that tasting the coffee beforehand not being the biggest factor, but bricks and mortar being the dominant space for sales is a bit of a head scratcher – you may have your own theories, and I’d love to hear them!

        Conclusion: I think we need to spend more time being customers, I see no downside in increased empathy and understanding and seeing if it changes how we value the coffee we sell. I think there’s a problem in the disconnect, that means we are performing (as an industry) well below our potential. Empathy and understanding are a route to improving what we do.

        1. I’m also a little surprised at the number of non-industry people reading this blog, an audience I’m not properly serving.  ↩︎

        More Recent Articles

        You Might Like

        Click here to safely unsubscribe from "jimseven."
        Click here to view mailing archives, here to change your preferences, or here to subscribePrivacy