Our values – Your benefits
We all appreciate the convenience of coffee in capsules.
However, each new innovation brings its downsides.
With the Capsul’in® concept, we want you to enjoy the convenience of your single serve coffee maker but, at the same time, we want to defend certain values.
This is what we call “convenience with conscience”
1000s of local coffee roasters and coffee retailers instead of 3/4 large industrial corporation:
One of the major issue with coffee in capsule relate to the fact that artisan and local coffee roasters/coffee retailers are on the sideline. Only few large industrial companies have the financial resource to develop, manufacture, promote and sale machines and capsules.
We end up in an oligopoly where the few sellers « impose » their taste, price and distribution network.
With Capsul’in®, we want to support the 1000s of local coffee roasters that put their heart and soul into their products and give them the opportunity to offer you their unique blends.
Buying coffee from local coffee stores is first and foremost a huge favor that we are doing to ourselves: freedom and quality.
Cost-plus pricing instead of Premium pricing
Today, with single serve espresso capsule, you are not paying for coffee. The price per capsule is a premium price set to attract status-conscious consumers. This is why you pay the same high fix price no matter which coffee is inside the capsule.
With Capsul’in®, we defend the idea that you should pay for what you get: coffee.
An exceptional single origin will not cost the same as a standard blend espresso. So by having the choice of your coffee and without compromising on coffee quality, you will be able to save a lot of money.
Artisan roasted instead of industrial production
The roasting process is the most important factor that contributes to a coffee’s taste.
Local coffee roasters bring passion, history and experience to roasting espresso coffee.
They roast coffee in small / medium size batches with 100% of their attention, achieving a taste and quality that is not possible on the industrial scale.
With Capsul’in®, you can enjoy coffees that are roast with creativity and integrity by passionate people that take great care and pride in their work.
Fresh ground instead of « Expiration date »
Grinding is best done as close in time to brewing as possible, as many delicate aromatic compounds are fully released upon grinding.
With Capsul’in®, you can buy freshly ground coffee from your coffee roaster / coffee retailer. Buy only what you will use in the next 1 or 2 weeks so you will always enjoy the freshest coffee.
And even better, if you have your own grinder, you can fresh ground your coffee beans just before to brew it in your Nespresso® machine!