The Ultimate Guide to Coffee Value Assessment (CVA)

The Physical Assessment focuses on evaluating the physical quality of green coffee beans. It helps identify defects, inconsistencies, and factors such as moisture content, size, and color that impact the coffee’s overall quality and potential value.

Preparation for Physical Assessment

To conduct a thorough Physical Assessment, follow these preparation steps:

• Select a Representative Sample: Take a 350g sample from the coffee lot you want to assess. This sample should be representative of the entire batch.
• Prepare the Workspace: Set up a clean, well-lit workspace with a black or white mat to enhance visibility when inspecting the beans.
• Gather Necessary Tools: Ensure you have a moisture meter, sieves of different sizes, a defect guide, a scale, and a set of tweezers.

Execution of the Physical Assessment

The Physical Assessment involves a step-by-step evaluation of the green coffee beans, focusing on various physical aspects:

Defect Analysis

• Visual Inspection: Spread the sample on a black or white mat and inspect the beans carefully for defects.
• Separate Defects: Use tweezers to separate defective beans and classify them according to Category 1 (severe defects) and Category 2 (less severe defects).

Defect Type	Description	Category
Black Beans	Completely blackened, often caused by poor drying or disease.	Category 1
Sour Beans	Discolored, usually due to fermentation issues.	Category 1
Broken/Chipped Beans	Beans that are physically damaged.	Category 2
Insect-Damaged Beans	Beans with visible holes or chew marks from insects.	Category 2

Moisture Content Measurement

• Use a Moisture Meter: Measure the moisture content of the beans using a calibrated moisture meter.
• The ideal moisture content for green coffee beans is between 10-12%.

Size Analysis

• Sieve the Beans: Pass the beans through a series of sieves with different sizes to measure size distribution.
• Record the proportion of beans that fall into each size category to understand size uniformity.

Color Evaluation

• Check the beans’ color for uniformity. Consistent, bright green color indicates freshness, while faded or yellow beans may signal age or improper storage.

Analyzing the Results

After completing the Physical Assessment, analyze the findings:

• Calculate the Defect Count: Count the total defects per 350g sample and categorize them as Primary Defects (Category 1) or Secondary Defects (Category 2).
• Evaluate Moisture Content: Ensure that the moisture content is within the ideal range of 10-12%. Excess moisture can lead to mold growth or spoilage.
• Assess Size Uniformity: Consider how evenly the beans fit within size categories, as uniformity contributes to even roasting.
• Review Color Consistency: Ensure the beans have a consistent, bright green color.

Application of Physical Assessment Findings

The results of the Physical Assessment can be used in several ways:

• Quality Control: Ensure that the coffee meets quality standards before roasting or selling.
• Product Grading: Assign a grade or classification based on the defect count, moisture content, and size uniformity.
• Market Pricing: Determine the coffee’s market value based on its physical quality.

Tips for Conducting a Successful Physical Assessment

• Work in a Controlled Environment: Ensure that the workspace is clean, well-lit, and free from distractions.
• Use Calibrated Equipment: Regularly calibrate your moisture meter and sieves to ensure accurate measurements.
• Document Findings Carefully: Record all findings in detail to maintain consistency and accuracy in quality evaluations.

The goal of Sample Preparation and Cupping Mechanics is to create a consistent and controlled environment for evaluating coffee’s sensory qualities, such as aroma, flavor, body, acidity, and aftertaste. Cupping is the standardized process used in the coffee industry to assess coffee’s quality and unique attributes.

Preparation for Sample Preparation and Cupping

To conduct an effective cupping session, prepare the following materials and follow these steps:

• Gather Essential Equipment:
  • Cupping bowls (at least 5 bowls per coffee sample)
  • Cupping spoons
  • Grinder with adjustable settings
  • Hot water kettle (able to heat water to 93°C or 200°F)
  • Scale for precise measurements
  • Towel and spittoons (for hygiene)
• Prepare the Coffee Sample:
  • Weigh 8.25g of green coffee beans per cup. You will need approximately 50g of coffee for a complete cupping session.
  • Roast the beans 8 to 24 hours before the cupping session to achieve a light to medium roast level that preserves the coffee’s intrinsic flavors.
  • Allow the beans to rest and degas for at least 8 hours post-roasting.
• Set Up the Environment:
  • Ensure a clean, odor-free, and well-lit environment.
  • Provide a standardized cupping form or score sheet for tasters to record their observations.

Execution of the Cupping Process

Follow these detailed steps to conduct a successful cupping session:

Step 1: Grinding

• Grind the coffee to a coarse consistency, similar to coarse sea salt. The grind size should be consistent to ensure even extraction.
• Use the correct amount of coffee (8.25g per 150ml of water).
• Place the ground coffee in each cupping bowl.

Step 2: Smelling the Dry Aroma

• Smell the dry coffee grounds and take note of the initial fragrance. Record any identifiable aromas (e.g., floral, fruity, nutty).

Step 3: Adding Hot Water

• Heat the water to 93°C (200°F).
• Pour 150ml of hot water over the coffee grounds in each bowl, starting a timer as you pour.
• Allow the coffee to steep for 4 minutes.

Step 4: Breaking the Crust

• After 4 minutes, use a cupping spoon to break the crust of coffee grounds that have formed on the surface. Push the spoon away from you while inhaling deeply to capture the aroma released.
• Record the wet aroma and any additional fragrance notes that emerge.

Step 5: Tasting

• Wait until the coffee cools slightly to around 70°C (158°F) before tasting.
• Use a cupping spoon to slurp the coffee with enough force to spray it across your palate. This aerates the liquid, allowing you to taste all the flavors more effectively.
• Pay attention to the flavor, acidity, body, sweetness, and aftertaste of the coffee.

Step 6: Recording Observations

• Fill out the cupping form or score sheet, rating each attribute on a scale of 1 to 10. Include notes on flavor intensity, balance, and any distinguishing characteristics.

Analyzing the Results

Once the cupping session is complete, analyze the results by comparing observations across tasters:

• Evaluate Consistency: Check for consistency in scores and descriptions among tasters.
• Identify Dominant Attributes: Look for recurring flavor notes, strengths, and weaknesses.
• Create a Flavor Profile: Develop a flavor profile for each coffee sample, highlighting its unique characteristics.

Application of Sample Preparation and Cupping Mechanics Findings

The insights from the cupping session can be used in several ways:

• Quality Control: Ensure that the coffee meets the desired flavor profile before it reaches consumers.
• Product Development: Identify attributes to emphasize or adjust when creating new blends or products.
• Training and Education: Use cupping as a tool for training staff or educating customers about coffee’s diverse flavors.

Tips for Conducting a Successful Cupping Session

• Maintain Cleanliness: Ensure all equipment is thoroughly cleaned before each cupping session.
• Work with Calibrated Tasters: Involve experienced tasters to maintain consistency and reliability in cupping results.
• Encourage Open Discussion: Allow tasters to discuss their observations, which can lead to a more comprehensive understanding of the coffee’s attributes.

The Descriptive Assessment focuses on identifying and recording the sensory attributes of coffee, such as flavor, aroma, acidity, sweetness, body, and aftertaste. This evaluation provides a detailed and objective description of the coffee’s sensory profile, helping professionals understand its unique characteristics.

Preparation for Descriptive Assessment

To ensure accurate results in the Descriptive Assessment, follow these preparation steps:

• Assemble a Trained Panel: Choose individuals with experience in coffee tasting and sensory analysis. Their familiarity with flavor profiles will enhance the accuracy of the assessment.
• Prepare Reference Materials: Provide tasters with reference materials, such as the SCA Flavor Wheel or the World Coffee Research Sensory Lexicon, to guide them in identifying specific attributes.
• Create a Neutral Environment: Set up a well-lit, quiet, and odor-free environment to ensure tasters can focus on the coffee’s sensory characteristics without distractions.
• Prepare Coffee Samples Consistently: Use a standardized brewing method, such as the cupping protocol, to prepare coffee samples. Ensure all samples are brewed at the same strength, temperature, and grind size.

Execution of the Descriptive Assessment

The Descriptive Assessment involves a structured tasting process where tasters record specific sensory attributes. Follow these steps for an effective execution:

Tasting Process

• Evaluate Aroma: Before tasting, smell the dry coffee grounds and brewed coffee. Record the aroma characteristics, such as floral, fruity, nutty, or spicy notes.
• Taste the Coffee: Sip the coffee, allowing it to cover your entire palate. Focus on attributes like flavor, sweetness, acidity, body, and aftertaste.
• Use the “Check-All-That-Apply” (CATA) Method: Select all relevant descriptors from the reference materials that apply to the coffee’s flavor, aroma, and texture.

Using Intensity Scaling

• Rate each identified attribute’s intensity on a scale of 1 to 5:
  • 1 = Very Faint
  • 2 = Faint
  • 3 = Moderate
  • 4 = Strong
  • 5 = Very Strong
• This scale helps quantify how prominent each attribute is in the coffee’s profile.

Analyzing the Results

After the tasting, analyze the data collected to create a comprehensive sensory profile:

• Compile Data from the Panel: Collect all the intensity ratings and attribute selections from the tasters to identify patterns.
• Create a Flavor Profile: Use the compiled data to develop a flavor profile for the coffee, highlighting dominant and subtle attributes.
• Identify Key Sensory Attributes: Determine the main characteristics that define the coffee’s sensory experience, such as dominant flavors, aroma, and mouthfeel.

Application of Descriptive Assessment Findings

The findings from the Descriptive Assessment can be applied in various ways:

• Product Development: Use the flavor profile to create coffee blends that emphasize desirable attributes or to improve existing products.
• Quality Control: Regularly conducting Descriptive Assessments ensures consistency in coffee production, helping to maintain a high-quality product.
• Marketing and Branding: Use the detailed flavor profile to communicate the unique characteristics of your coffee to consumers, enhancing its appeal in the market.

Tips for Conducting a Successful Descriptive Assessment

• Use Trained Panelists: Employ tasters who have experience with coffee tasting and sensory analysis to ensure accurate and reliable results.
• Maintain Consistency: Ensure that all samples are prepared and served under identical conditions to prevent variability in the tasting process.
• Provide Reference Materials: Give tasters access to sensory reference tools, such as flavor wheels or lexicons, to help them accurately identify attributes.

The Affective Assessment measures how appealing the coffee is to tasters, capturing personal preferences and subjective impressions. It provides a consumer-centric view of coffee quality, helping producers and retailers understand how different coffees are likely to perform in the market.

Preparation for Affective Assessment

To prepare for an accurate and insightful Affective Assessment, follow these steps:

• Assemble a Diverse Panel: Select a diverse group of tasters, including both coffee professionals and everyday consumers. This will ensure a well-rounded perspective that reflects different market preferences.
• Set Up the Environment: Create a neutral, well-lit, and odor-free environment to minimize distractions and influences on perception. Ensure that the tasting area is comfortable, with enough space for each participant.
• Prepare the Coffee Samples: Use a consistent brewing method, such as the cupping protocol, to ensure that each sample is presented uniformly. This prevents variations that could impact tasters’ preferences.

Execution of the Affective Assessment

The Affective Assessment typically employs a hedonic scale, ranging from “dislike extremely” to “like extremely,” to capture tasters’ impressions. Here’s how to execute this process effectively:

Tasting Process

• Present each coffee sample to the panel in a randomized order to prevent bias.
• Allow each participant to taste the coffee without providing information about its origin, brand, or processing method.
• Encourage tasters to evaluate the coffee’s overall flavor, body, acidity, sweetness, aftertaste, and mouthfeel.

Using the 9-Point Hedonic Scale

• Ask tasters to rate each coffee on a scale from 1 to 9, where:
  • 1 = Dislike Extremely
  • 3 = Dislike Moderately
  • 5 = Neither Like Nor Dislike
  • 7 = Like Moderately
  • 9 = Like Extremely
• The scale helps quantify subjective impressions, providing measurable data on how much participants enjoy each coffee sample.

Capturing Additional Feedback

• Encourage participants to provide comments on what they liked or disliked about each coffee. This qualitative feedback offers valuable insights into specific preferences, such as flavor notes, sweetness, acidity, or bitterness.

Analyzing the Results

After collecting the scores and comments, analyze the data to identify trends and preferences:

• Calculate Average Scores: Determine the average rating for each coffee sample. This provides a general sense of overall preference among the tasters.
• Identify Preference Patterns: Analyze how different demographics (e.g., age, gender, coffee experience) rated the coffee. This helps identify specific market segments that may prefer one coffee over another.
• Understand Qualitative Feedback: Review the comments to understand the reasons behind the scores. Look for recurring themes, such as flavor attributes (e.g., fruity, floral) or texture preferences (e.g., smooth, bold).

Application of Affective Assessment Findings

The results from the Affective Assessment can be used in several ways:

• Product Development: Tailor coffee blends or roasting profiles based on consumer preferences to create a product that appeals to your target market.
• Marketing Strategies: Use insights from the assessment to highlight attributes that consumers appreciate, such as a coffee’s sweetness or smooth body, in your marketing campaigns.
• Quality Control: Regularly conducting Affective Assessments helps maintain product consistency and ensures that the coffee continues to meet consumer expectations.

Tips for Conducting a Successful Affective Assessment

• Diversity in Panelists: Including people with varying levels of coffee experience ensures that the assessment reflects a broad range of preferences.
• Consistency: Ensure consistent preparation, presentation, and serving temperatures for all samples to avoid bias.
• Neutral Language: When collecting feedback, avoid using leading questions or terms that might influence participants’ opinions.

The Extrinsic Assessment evaluates the external factors that contribute to the coffee’s value, such as origin, processing methods, certifications, branding, and storytelling. These attributes help differentiate the coffee in the marketplace and add to its perceived value.

Preparation for Extrinsic Assessment

To conduct a thorough Extrinsic Assessment, gather all relevant information and materials related to the coffee being evaluated:

• Collect Information About the Coffee: Gather details on the coffee’s origin, variety, producer, farm practices, processing methods, certifications (e.g., Organic, Fair Trade), and any awards or recognitions.
• Prepare Marketing Materials: Obtain packaging, labels, brochures, or any other marketing materials associated with the coffee to understand its branding and positioning.
• Understand the Target Market: Identify the intended target market or consumer segment for the coffee, as this will influence how extrinsic attributes are perceived.

Execution of the Extrinsic Assessment

Evaluate the coffee based on the following aspects:

Origin and Traceability

• Assess the level of detail provided about the coffee’s origin, such as the country, region, farm, or specific lot.
• Traceability adds value by providing transparency and a connection to the source, often enhancing consumer trust.

Processing Methods

• Examine the description of the processing methods used (e.g., washed, natural, honey, anaerobic fermentation).
• Consider how well these methods are explained and whether they are linked to flavor attributes or quality claims.

Certifications and Sustainability

• Identify any certifications (e.g., Organic, Fair Trade, Rainforest Alliance) and evaluate their significance in terms of environmental and social responsibility.
• Determine if sustainability practices are clearly communicated, such as water conservation, shade-grown practices, or direct trade relationships.

Producer and Farm Story

• Evaluate how the producer’s story is presented. Is there a personal connection, history, or unique narrative about the farm or family?
• Authentic storytelling can enhance the coffee’s perceived value by creating an emotional connection with consumers.

Packaging and Branding

• Assess the quality and design of packaging, including the use of materials, colors, and imagery. Attractive and eco-friendly packaging can enhance perceived quality.
• Review the branding elements, such as logos, taglines, and brand identity, to determine how effectively they communicate the coffee’s uniqueness.

Analyzing the Results

• Identify Key Differentiators: Determine which extrinsic attributes set the coffee apart from others in the market.
• Assess Consumer Appeal: Consider how the target market perceives these attributes and their willingness to pay a premium for them.
• Evaluate Consistency: Ensure that all extrinsic elements are consistent with the brand identity and messaging.

Application of Extrinsic Assessment Findings

• Marketing and Branding: Use the extrinsic attributes to craft compelling marketing campaigns that highlight the coffee’s unique story, origin, and sustainability practices.
• Product Positioning: Position the coffee in a way that aligns with consumer values, such as ethical sourcing, premium quality, or exotic origins.
• Packaging Design: Refine packaging elements based on the assessment to ensure they reflect the coffee’s identity and appeal to the target audience.

Tips for Conducting a Successful Extrinsic Assessment

• Authenticity Matters: Ensure that the extrinsic attributes presented are authentic and verifiable.
• Stay Updated: Keep abreast of trends in coffee certifications, processing methods, and consumer preferences.
• Incorporate Feedback: Regularly gather consumer feedback to understand how they perceive the extrinsic attributes.