This text is part of the special Pleasures notebook
Like the wine route or the cheese route, there will soon be a coffee route in Quebec. Thanks to this interactive tool, developed by the Association of Coffee Roasters of Quebec (ATCQ) and which will be unveiled on March 11, consumers will be able to more easily discover local roasteries.
The objective of this agrotourism route is simple: to promote the added value of purchasing locally roasted coffee. Because, it must be remembered, it is impossible to grow it in Quebec, its cultivation taking place in subtropical, hot and humid climatic conditions. However, those who want to “localize” their morning java intake can do so by turning to a processed product here. That, there is!
Annick Van Campenhout, general secretary of the ATCQ, describes the coffee route project as “unifying and very promising”. According to her, it will be a way for roasters to demonstrate all their know-how and, for consumers, to learn more about their favorite drink while discovering new small neighborhood cafes.
She estimates that around fifty members have already confirmed their interest in being pinned on the map and that dozens more could be added quickly after it goes online in the spring. “There is the potential to have 120,” she explains enthusiastically.
Frédérick Bernier, co-owner of Café Bonté Divine in Saint-Jean-Port-Joli, has been a roaster for more than 20 years. His establishment will be one of the proposed stops on the coffee route, to his great delight. “With this route, the wish of local roasters is that we be a bit like a large chain, but with our small independent roasteries! » he rejoices.
Moreover, he underlines the spirit of camaraderie between roasters in the province: “Each of us has our specialties, which is why no one is in competition. There is room for everyone. » In his opinion, this is precisely what defines Quebec’s coffee offering: its impressive variety and high quality.
Roast to differentiate
“The taste profile of a coffee is defined first by its country of origin (Brazil, Colombia, Ethiopia, Peru, etc.) and then by its roasting (cooking of the bean),” explains Mr. Bernier. Where the roaster can really apply his knowledge is by choosing the perfect roast to enhance the intrinsic qualities of the bean, such as arabica or robusta.
Certain so-called third wave establishments, mainly located in the large centers of the province, offer more niche roasts, such as blond coffee. But Mr. Bernier mentions that traditional roasters mainly offer three types of roasting: brown, medium-dark and black.
Each has its own unique characteristics (chocolate, nutty or fruit flavors come to mind, among other taste profiles). Visiting a local roastery on the coffee route will allow consumers to better discern their favorite roast thanks to advice from professionals.
The importance of being fair
According to Mr. Bernier, Quebecers are curious epicureans who not only like to discover new products, but also to determine where the food they consume comes from.
“A lot of education about coffee has been done in recent decades,” he admits, “so consumers know what they are looking for. » Among other criteria? Sustainable exploitation of resources, respect for workers on plantations, responsible management of grain transport…
That’s good, because this upstream work is carried out with great diligence by local roasters. Indeed, Mme Van Campenhout confirms that most ATCQ members frequently visit their suppliers in coffee-producing countries to pay particular attention to the provenance of their beans.
Quebecers who take the coffee route will therefore be able to drink their latte with peace of mind: their coffee roasted here will not only be delicious, but also fair and responsible.
The Coffee Route website will be online on March 11.
Some addresses on the coffee route
This content was produced by the Special Publications team at Duty, relating to marketing. The writing of the Duty did not take part.