Coffee was blamed for contributing toxicity to the body and to "burning out" the adrenal glands, and was more generally disdained as being one of many mass market components of an unhealthy food chain. Few opponents of coffee considered it a natural herb with a history of medicinal use; instead, focus was on medical reports of adverse effects of caffeine and general impressions that stimulating beverages had to be unhealthy.
As it turned out, most reports of significant adverse effects from consuming coffee or from ingestion of caffeine were incorrect, due to poor study methodology, though this does not contradict the clear potential for adverse effects from high levels of caffeine or other components of coffee.
In recent years, drinking green tea, a beverage that had also been rejected by coffee opponents due to worries about its caffeine content, has been shown to be one of the healthiest of habits. The antioxidant activity of the green tea phenols catechins has been a major focus of attention; coffee also contains antioxidant phenols.
Tea and coffee are traditional beverages with a long history of being enjoyed by billions of people. Therefore, they ought to be re-examined.
Few foods or beverages are perfect for everyone, but coffee might be entirely acceptable for many people, who will do fine without being warned to stop enjoying their beverage of choice, so long as it is enjoyed in moderation.
This article examines coffee from ancient and modern perspectives, with a view towards interpretation through the lens of Chinese traditional medicine, a field that has been employed to analyze virtually everything that people consume. Botanical evidence indicates that Coffea arabica, the first coffee to be widely used as a beverage, originated on the plateaus of central Ethiopia, several thousand feet above sea level.
According to the Kaldi coffee legend, the potential for consuming coffee was first discovered when a goat-herder in Abyssinia, while groggily basking in the sun, observed his goats dancing on their hind legs after eating some of the red berries.
He tasted the berries and his sleepy eyes opened.
He took some to the village and the people there also liked it, especially the monks, as it kept them awake during their prayers. This story is somewhat like the one told for epimedium, known in China as "horny goat weed. He then tried a tea made from the herb, with satisfactory results.
Initially, coffee was brewed from the green, unroasted beans taken from inside the red berries to yield a tea-like beverage.
By the late 13th century, Arabians roasted and ground coffee before brewing it. Apparently, coffee was usually brewed by Arabian men and then given to and drunk by Arabian women to alleviate menstrual discomforts.
By the 15th and 16th centuries, extensive planting of the coffee trees was undertaken in the Yemen region of Arabia. From Yemen, the use of coffee beans spread throughout the Arabian Peninsula and later to Turkey. Coffee was used for its medicinal properties and as a ritual drink.
Aside from more prosaic medicinal applications, Turkish people claimed coffee to be an aphrodisiac. Chinese treasure ships sailed in search of medicinal herbs from distant lands which were then brought back to China for incorporation into the rapidly increasing Materia Medica.
However, they were unable to acquire coffee, which was intensively regulated by the Arabians. Eventually, some beans were taken to India by a Moslem pilgrim who smuggled out the fertile berries and it was cultivated there in the 17th Century.
Coffee is described in the Indian Materia Medica of 1: Cerebro-spinal, respiratory, gastric, and renal stimulant; antisoporific, efficient diuretic and antilithic; assists assimilation and digestion, promotes intestinal peristalsis, lessens tissue waste, and decreases the excretion of urea.
It reduces the amount of blood circulating in the brain and brings it to the nervous tissues under pressure. It allays the sense of prolonged mental fatigue and keeps off sleep for some time.CASE STUDY: STARBUCKS KATHLEEN LEE 5 Above is the Boston Matrix.
It shows the cash cows as the regular Starbucks line of Coffee’s, Latte’s and Frappacinos found at nearly every location. When we buy coffee this way, it helps foster a better future for farmers and a more stable climate for the planet, and it helps create a long-term supply of the high-quality beans we’ve been carefully blending, roasting and packing fresh for more than forty years.
A Starbucks café at the Shinbashi Yurikamome train station in Tokyo. Starbucks Corporation’s (Starbucks Coffee Company) organizational structure evolves to support business growth in the global coffee and coffeehouse industry. We are working to shrink our environmental footprint and meet the expectations of our customers by reducing the waste associated with our cups, increasing recycling and promoting reusable cups.
We’ve offered a cup with 10% post-consumer recycled paper fiber since , after developing and leading. This statistic shows the distribution of Starbucks' revenue from to , by product type.
In , billion U.S. dollars of Starbucks' revenue came from the sales of beverage. Starbucks and Marketing. Starbucks makes good coffee.
I know there are those who think it is too strong or it tastes burned; however, I think it tastes really good.