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Dear Howard...

Mike Ferguson penned this beauty of a letter to Starbucks, regarding the VIA instant coffee taste tests.  

We've been tied up with a lot of extracurriculars around here, but we're hoping we'll have some time this month to buy some VIA packs and invite customers to a tasting here, so they can see how silly this whole thing is.  Comparing VIA to their drip coffee really does diminish the stature of a cup o' Starbucks  (which is saying something).

There is a market for this - in Europe, Asia and Africa, where instant coffee is the norm.  For all the work Starbucks did in building awareness of coffee's uniqueness, it's beyond us why they'd launch this concept in the US.

October 04, 2009 |

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