I read earlier this week about how the company that makes that most wonderful of inventions, the Moka coffee pot, is in financial difficulty. Its share of the market has been largely usurped by those wasteful pod machines, which have existed for some time but have had a recent surge in popularity. Thanks George Clooney; you’re a fine actor and have been in many wonderful films, but do you really need to sell your soul and make more money hawking crap made by one of the world’s most notoriously malevolent corporations? But I’ll get back to you and them momentarily.
Before getting to that, the article in which I read this piece of news was this piece from The Guardian, comparing different ways of making coffee at home. While the author is entitled to his opinion of course, he is completely wrong about Mokas. They are, hands down, the best way to make coffee at home. Anyone saying otherwise is dumb hipster coffee snob, talking through their hole. His pontification on differently sized grounds, temperatures, and timing brings to mind those oenophiles caught out in scientific studies. There have been many such examples, like this one where so-called wine experts blathered about the subtle flavours of the red wine they were given, when in fact it was white wine with flavourless food dye added.
Anyway, I wonder if the author had been paid by Nestlé, because there’s no way that pod coffee is superior to that of the humble Moka. Maybe he has just been swayed by the marketing, and sees the emperor wearing new clothes. At least he does acknowledge how wasteful pod coffee is. But he and Mr Clooney alike would do better to not promote this polluting product made by a reckless corporation with no regard for the environment nor for people who use its products. Nestlé are complicit in water shortages in Pakistan, for one, and their unethical business practices with regard to breast milk formula have been well-documented for decades.
Yet people remain oblivious and Nestlé remain one of the world’s largest food and beverage companies. People’s fondness Kitkats and San Pelligrino take priority over actual ethics of course. I have tried to avoid all Nestlé products since I first became aware of their dubious business model. That was during my first year of university, 23 years ago. Today, they are bigger than ever. Obviously, just as with Nike, my boycott didn’t bring this massive conglomerate to its knees. Damn.
I’m still not going to drink their filthy excuse for coffee though.