The Origins of Specialty Coffee and the U.S. Coffee Market

Ever wondered why the term ‘Specialty Coffee’ exists—and how the U.S., now the world’s top coffee-consuming nation, ended up with a market flooded with mass-market blends? The journey starts not with flavor, but with a push against mediocrity.

In 1974, coffee consultant Erna Knutsen first used the term ‘Specialty Coffee’ in an interview with Tea & Coffee Trade Journal to describe high-quality beans with unique flavors—distinct from bland commercial coffee prioritizing volume over taste.

The Vague Origins of Coffee Drinking

The true origins of coffee drinking are unclear and steeped in legend. Popular stories include a goat herder noticing his flock’s energized behavior after eating coffee cherries, or Arabs boiling dried beans into a medicinal drink. Though unverifiable, these tales point to Africa as coffee’s birthplace, with Europe later refining its cultural role.

Erna Knutsen and the Birth of Specialty Coffee

The term ‘Specialty Coffee’ was officially introduced in 1974 by Erna Knutsen in a Tea & Coffee Trade Journal interview. She used it to define high-quality beans with distinctive flavor profiles, setting them apart from the commercial coffee then dominating the market. Her goal was to highlight coffee’s potential beyond mass production—focusing instead on origin, processing, and sensory qualities.

The U.S. Market: Commercial Dominance and Growing Discontent

At the time, the U.S. was the world’s largest coffee consumer, but almost the entire market was saturated with commercial coffee. These blends, often made with low-grade Robusta or poor-quality Arabica, were designed for mass appeal and heavily marketed by companies like General Foods and Hills Bros. Most consumers were growing tired of the dull, bitter flavors. Knutsen’s introduction of ‘Specialty Coffee’ gave a name and direction to the growing demand for better beans.

Knutsen’s Coffee Journey

Knutsen, who emigrated from Norway as a child, didn’t start working with coffee until her 40s. She began as an executive secretary at B.C. Ireland, a San Francisco coffee company that imported both Robusta and Arabica beans. While large quantities of Robusta were sold to major brands for instant and canned coffee, far fewer high-quality Arabica beans were imported—often not even filling a standard shipping container (250 bags or 15,000 kg). Knutsen started selling these premium Arabicas to small local roasters, who appreciated the flavor differences. Her efforts to promote small-batch, high-quality coffee were highly successful, eventually leading her to become CEO of her own company.

Knutsen’s Legacy in the Coffee Industry

Born in Norway and starting her coffee career in midlife, Knutsen became a significant figure in the American coffee scene. She worked at B.C. Ireland, where she witnessed the dominance of low-quality Robusta in commercial blends. By directing high-quality Arabica beans to specialty roasters, she helped spark interest in better coffee. Her work earned her the SCAA Lifetime Contribution Award, and she later founded Knutsen Coffee Ltd. in Sacramento, California, where she remained influential in the specialty coffee movement.

Frequently Asked Questions

Who first coined the term ‘Specialty Coffee’?

Erna Knutsen first used the term ‘Specialty Coffee’ in a 1974 interview with Tea & Coffee Trade Journal. She defined it as high-quality coffee with unique flavor profiles, distinct from commercial coffee that prioritized marketing over cup quality.

Why was commercial coffee dominant in the U.S. before the 1970s?

The U.S. market was saturated with commercial coffee, often made from cheap Robusta or low-grade Arabica, and used in mass-produced canned and instant products. These were heavily advertised but known for poor flavor, leading to consumer dissatisfaction.

What role did Erna Knutsen play in the coffee industry?

Knutsen started in coffee in her 40s, working at B.C. Ireland in San Francisco. She promoted high-quality Arabica beans to small roasters and built a career around better coffee. Later, she became CEO of Knutsen Coffee Ltd. and received the SCAA Lifetime Contribution Award.

How much coffee was typically in a full coffee shipping container at that time?

A standard shipping container held about 250 bags of coffee, equal to 15,000 kilograms. Most high-quality Arabica imports didn’t even fill one such container due to low demand.

What companies were known for commercial coffee in the U.S. during that era?

General Foods and Hills Bros. were among the major companies selling commercial coffee, often made with lower-grade beans and marketed heavily across the U.S.

Where did Erna Knutsen work before founding her own coffee company?

Knutsen worked as an executive secretary at B.C. Ireland, a San Francisco-based coffee importer, where she first encountered the challenges of marketing high-quality beans in a commercial-dominated market.

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