In the 1960s coffee consumption in the US began to decline due to the growing acceptance of instant coffee. Younger consumers, however, grew up without the knowledge of great tasting coffee. Other factors caused the price of good coffee to go up as well. It wasn’t until the late 1990s that coffee began to taste good again and a new generation understood that better quality comes only at a higher price.
“One of the catalysts of the specialty coffee revolution was launched by the coffee service industry. The Coffee Development Group grew out of discussions initiated with the International Coffee Organization (London, England) by leaders of the National Coffee Service Association.”