Coffee: Latte Art
1.0 INTRODUCTION
Malaysia is one of the well known countries in South East Asia with vast gastronomic products that can be offered (Mohd Hairi et al., 2007). A multi-ethnic, multi-cultural and multilingual society comprises Malays, Chinese, Indians and other ethnic groups who live side by side have formed the unique gastronomic products with a combination of ingredients and taste (Hutton, 2000 and Mohd Hairi et al. 2007). The styles of cooking, the types of equipment used and the way of serving food and beverages are also fascinating.
Coffee is one of the world’s most popular beverages and has grown steadily in commercial importance during the last 150 years. The word Coffee has originated from the Arabic word Quahweh. Today its popularity is identified by various terms in several countries such as cafe (French), caffe (Italian), kaffee (German), koffie (Dutch) and coffee (English). The stimulatory effects of roasted coffee beans were well known and the Arabs brought Coffea arabica seeds from Ethiopia to Yemen (Arabian Peninsula) during the 13th century, and established the first plantation. The province of Kaffa in Ethiopia is considered to be the original habitat of Arabica coffee and Central Africa is reckoned to be the native of robusta coffee. With extensive and wide spread cultivation of coffee across the globe, at present Brazil is the largest producer and exporter of coffee in the world.
Coffee has been stereotyped as an adult beverage. Cristovam et al. (2000) suggest that a greater understanding of the basis of coffee preferences for different consumers is necessary. Studies examined preferences of coffee through sensory evaluations to measure the special characteristics of freshly brewed coffee that certain consumers chose.
2.0 MARKET EVALUATION
Malaysia has a strong hot drinks culture. A survey (Norimah et al 2008) that showed that the average Malaysian drinks 1.58 cups of coffee daily. Coffee drinking culture has been cultivated by
Malaysia is one of the well known countries in South East Asia with vast gastronomic products that can be offered (Mohd Hairi et al., 2007). A multi-ethnic, multi-cultural and multilingual society comprises Malays, Chinese, Indians and other ethnic groups who live side by side have formed the unique gastronomic products with a combination of ingredients and taste (Hutton, 2000 and Mohd Hairi et al. 2007). The styles of cooking, the types of equipment used and the way of serving food and beverages are also fascinating.
Coffee is one of the world’s most popular beverages and has grown steadily in commercial importance during the last 150 years. The word Coffee has originated from the Arabic word Quahweh. Today its popularity is identified by various terms in several countries such as cafe (French), caffe (Italian), kaffee (German), koffie (Dutch) and coffee (English). The stimulatory effects of roasted coffee beans were well known and the Arabs brought Coffea arabica seeds from Ethiopia to Yemen (Arabian Peninsula) during the 13th century, and established the first plantation. The province of Kaffa in Ethiopia is considered to be the original habitat of Arabica coffee and Central Africa is reckoned to be the native of robusta coffee. With extensive and wide spread cultivation of coffee across the globe, at present Brazil is the largest producer and exporter of coffee in the world.
Coffee has been stereotyped as an adult beverage. Cristovam et al. (2000) suggest that a greater understanding of the basis of coffee preferences for different consumers is necessary. Studies examined preferences of coffee through sensory evaluations to measure the special characteristics of freshly brewed coffee that certain consumers chose.
2.0 MARKET EVALUATION
Malaysia has a strong hot drinks culture. A survey (Norimah et al 2008) that showed that the average Malaysian drinks 1.58 cups of coffee daily. Coffee drinking culture has been cultivated by