So last weekend we set out to buy a new
coffeemaker and every store we went to we were attacked by Nespresso
salespeople (and a bunch of other capsule coffee competitors) as soon as we
walked through the door. Sure I never say no to free coffee (yes, even during
pregnancy), and I appreciated the nice round flavor of the coffee --- but no
way am I going to invest in this system for my kitchen and I am kind of shocked
at the pace that Nespresso and capsule coffee has conquered the Swedish
population.
Why I am surprised:
1) Environmentally unfriendly – I know
there is a recycling program for the tiny capsules – I think I took home 8
different coffee pamphlets this weekend – but still, it seems awfully wasteful
to use one plastic capsule EVERY time you want a cup of coffee, especially when
there is a much more environmentally friendly alternative.
2) It isn’t Swedish mud coffee – It took me
5 years to build up a gut that could tolerate Swedish coffee. OK, so I am used
to guzzling down American diner style coffee by the pitcher, and yes, that
stuff is like making love in a canoe – but still Swedish coffee is pretty
hardcore. I need at least one meal in my stomach before I can digest it without
it ripping holes in my stomach. I thought this was a Swedish point of pride. I thought
the idea was that you could feel the coffee grinds between your teeth. But
Nespresso? It is so smooth, so easy to drink down. Was this what the Swedish
people were really longing for all these years?
3) Swedes don’t drink a lot of expensive
coffee – Unlike the US where people walk down the street with a 5 dollar
Starbucks drink in their hands every chance they get, Swedish latte culture has
been much more about socializing than being on the go with your coffee. It’s
not like Swedes are saving money and not buying 3 lattes at Starbucks a day and
instead having Nespresso. They are doing this instead of having cheap coffee
from the pot.
I guess the only things I can think of that
make Nespresso so desirable is that the coffeemakers are pretty cool looking,
and you can get a pretty nice cup of coffee without a lot of work.
That said, as you can see, we did not get
one. We got a nice, old fashioned coffeemaker so that we can brew our rather
fancy coffee beans (when we actually have time to get to the fancy coffee
store) that we grind ourselves at home. Because one of the things that creeps
me out about Nespresso is that annoying little factoid I once read that we
consume the most bugs in our diet through our coffee, and because I often
wonder way too much about just what is in those damn capsules.
But if my business grows enough to get a
little office where I occasionally meet clients, maybe I will reconsider.