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Researchers suggest that the taste of brewed coffee is more intense when served in a white mug.

The idea for the study came to Australian researcher George Van Doorn, who was told by a barista at one of the biggest coffee restaurant chains, that “when coffee is consumed from a white ceramic mug, it tastes more intense than when consumed from a clear or coloured mug.”

Van Doorn and his colleagues put the theory to test by offering 36 volunteers lattes made in three different coloured mugs – white, blue and transparent.
People who drank from the white mug rated the espresso drink as more intense than when served the same beverage in a blue or transparent mug.

“These results support the view that the colour of the mug should be considered by those serving coffee as it can influence the consumer’s multisensory coffee drinking experience,” Van Doorn pointed out.

The researchers concluded that colour contrast between the coffee and the white cup offers one explanation for the results: When coffee was perceived as darker it could influence how people found the taste to be stronger.

Original Source : Flavour Journal  |  Adapted by and photo by : John Zeus

Since it’s African origins (circa A.D. 800) coffee has established itself as a commodity crop throughout the globe. Today it is one of the world’s most profitable export crops.

It’s origins began with Kaldi, a legendary Ethiopian goat herder who noticed his herd dancing from one coffee shrub to another, grazing on the cherry-red coffee berries. He ate a few himself and was soon dancing with his herd.  Witnessing Kaldi’s goatly gambol, a monk plucked berries for his brothers. That night they were uncannily alert to divine inspiration.

The following infographic outlines both historical facts on coffee and how the crop exists today, and is evolving.

Infographic design by: Unknown

Original Image published by: Foody Direct

Story by: John Zeus