In an effort to be the latest and greatest coffee craze, coffee companies have been promoting Kopi Luwak or Civet Coffee or better known as “cat shit coffee”. Really guys, you can’t make this shit up.
As the story goes, during the 18th century, Indonesian coffee farmers noticed a little cat like animal eating the coffee berries and leaving behind undigested coffee beans. The farmer yells, “Holy Crap! Let’s roast and brew up this cat shit.” Which they did. Next thing you know, the Dutch Colonials, who were bored out of their living minds, give it a try and love it. The problem was, even back in the 1800’s, this civet coffee was super expensive.
Fast forward a hundred and fifty years and today, there are whole farms of these civets (cats) crammed into cages being force fed coffee berries. Everyone from the UN to PETA are having cows over this. But at $100 – $700 per kilo, they’re still selling out.
But what about the taste? From all accounts, that is from expert coffee tasters to people with more money than brains agree that the Kopi Luwak coffee isn’t half bad. You’d think something that expensive would taste phenomenal, but it doesn’t. Taste tests reveal that at $20-$50 a cup, this civet coffee would be the next best thing to nirvana.
You’re not surprised are you? There’s an old saying, “You can fool some of the people all the time or all the people some of the time”. Here’s the funny thing about marketing in the 21st century. You can add to that saying this, “… and you can make a fool of yourself anytime.”
I love the internet because it puts all of us in a glass jar. With just a few typed words and a few mouse clicks, you can get a pretty good idea who’s full of bull shit and who isn’t. And in this case, who’s full of cat shit and who isn’t.