The Search For A Better Cup Of Coffee: Behind The Scenes


  • I was recently contacted by Adam Schoolcraft about “The Search For a Better Cup of Coffee.” The Search For a Better Cup of Coffee is an online documentary that was started by Moccamaster, and is a story about “three guys and a coffee expert, traveling the world looking for a better cup of coffee.”



    Above is just the first video of a journey to find the best coffee.

    I was so intrigued by this documentary that Adam and I started talking about where they came up with the idea to start this documentary, and what their plans for the future were after they found those perfect coffees.


    How did “The Search For a Better Cup of Coffee” come about?

    Adam: Well, the thought behind the campaign is pretty simple. Most companies make a bunch of claims and promises in their advertising but they don’t do anything for the consumer. They don’t educated, entertain or inspire them.

    Our thought was this:

    We make the best filter coffee maker on the market. It’s the only one with a seal of approval from the Specialty Coffee Association of Europe, the Specialty Coffee Association of America and the European Coffee Brewing Centre. What makes it different is that it is handmade in Europe, brews a full pot of coffee in 6 mins at a constant 92-96 C, is remarkably silent and is backed by a 10 year extended warranty upon registration (in Scandinavia).

    That said, it can not make a cup of coffee by itself. It’s people who make coffee.

    A Moccamaster will never be able to turn old stale pre-ground beans run through a brown Eco-Filter into something magical. So, our idea is that we have to inspire people to see what is out there.

    We are shooting quite broad so at times the stories will entertain more than get deep into coffee and I think that they offer a more basic level of knowledge for a broad, less-knowledgable public than for the hi-tech barista and roaster set. We just think that there is so much amazing coffee out there today, so many great stories to tell, and so few things people have to do to make a vastly improved cup of coffee at home and that we should be the one to tell this story.

    It’s like what you put into your Moccamaster you’ll get back out. Love in, love out.


    What about the future? What happens when you find those perfect coffees?

    Adam: Part of this entire idea is to make the stories, livable. To get some interaction with our public and to offer them to taste what we have found.

    A web shop is in full planning and we hope to have it operational for Season 2 (Spring 2011). The web shop will offer a limited stock of filter brewers, some special editions, limited edition batches of the coffee that we experienced in the search, and then probably some accessories, grinders, filters and small items.

    The details surrounding the shop have not been defined but, what we are trying to do is hook the shop into the search for the simple reason that viewers will demand this. If they are motivated and inspired they will want to access what we show them and that’s what we intend to do.


    If you have not yet seen these videos then you can do so here. This is a great documentary for everyone to see.

    What are your thoughts on this coffee documentary?



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    November 15th, 2010 | Jamie | 1 Comment | Tags: , , ,

About The Author

Jamie Ferguson

From sunny Sarasota Florida, Jamie Ferguson has been drinking coffee since a very young age. Jamie is just your average jane who has a serious addiction to coffee, but more so has a bigger love for the heart, and the dedication that is put into growing, processing and roasting coffee. Come and join the adventures...