This undated handout photo shows a £272 flat white, made with espresso and steamed milk from Mossgiel Farm, at The Good Coffee Cartel in Glasgow, Scotland. (Mossgiel Organic Dairy via AP
It's an enormous price to pay for a little cup of coffee, but the man behind the pitch promises it won't leave a bitter taste behind as it comes with the sweetner of a share of a dairy farm.
A Scottish dairy is offering what it bills as Britain's most expensive cup o' joe: £272 (RM1,530) for a flat white – a double shot of espresso topped with a layer of steamed milk and a fleeting work of foam art.
The costly cup is actually a perk for purchasing shares in Mossgiel Organic Dairy's crowdfunding campaign to enlarge its sustainable operation and produce more milk. Investors who buy 34 shares in the farm get a certificate for a flat white that can be redeemed starting this weekend at one of 13 coffee shops in Scotland that use the dairy's milk.
"This coffee costs nearly 80 times the price of an average flat white in Britain - but it’s much more than just a lovely drink,” said owner Bryce Cunningham. "We know it sounds crazy, but when you break it down, it’s a pretty good deal. How much is the future of farming worth?”
The price tops the eye-watering £265 (RM1,490.50) that Shot London, a coffee bar in the posh Mayfair and Marylebone neighbourhoods, charged for a flat white made with rare beans from Okinawa, Japan. The Telegraph reported in April that it was the most expensive coffee in Britain.
Before launching the coffee promotion, Cunningham had already raised more than a third of the 300,000 pounds he is seeking from small investors as he tries to get a 900,000 pound loan that will help him double operations and expand out of Scotland and as far as coffee shops in London.
Shareholders receive other rewards, too, such farm tours, milk delivery discounts and invites to special events. But investors are also given a standard warning that they could lose some or all of the money they invest - except for the coffee.
This undated handout photo shows a £272 flat white, made with espresso and steamed milk from Mossgiel Farm, at The Good Coffee Cartel in Glasgow, Scotland. — Photo: Mossgiel Organic Dairy via AP
The tenant farm in Mauchline, about 25 miles (40 kilometers) south of Glasgow, was worked in the 18th century by poet Robert Burns, who penned "Auld Lang Syne" and many other well-known works. Burns, who is considered the national poet of Scotland, wrote while working in the fields there for two years and his face graces each glass bottle of Mossgiel milk.
Cunningham, a former service manager for Mercedes-Benz, took over the operation in 2014 after his father and grandfather died in 2014 from terminal illnesses.
The collapse of milk prices that year and other problems forced him to sell off most of the herd and reinvent the business as an organic farm. He uses a process to "brew” the milk, instead of pasteurise it, that he said gives it the creamer taste and texture of raw milk without the health risks.
This undated handout photo shows Bryce Cunningham, farmer and owner of Mossgiel Organic Farm near Mauchline, as he poses drinking milk in a field with some of his herd of Ayrshire cows at Mossgiel Organic Farm, Mauchline, Scotland. — Photo: Mossgiel Organic Dairy via AP
Todd Whiteford, one of the owners of The Good Coffee Cartel in Glasgow that is serving the costly cups, said they’ve been using Mossgiel's milk for several years. Despite "outrageous offers" from competitors to switch, he said other milk producers can't match the quality and consistency that makes for "rounder, smoother and sweeter” cappuccinos, lattes and flat whites - and better coffee art.
"Theirs is the best. I’ll argue with anyone about that,” Whiteford said.
Anyone who splashes out to buy a Mossgiel coffee, though, will be getting the same cup other Coffee Cartel customers can purchase for 3.10 pounds. But Cunningham says there will be a taste of virtue with every posh cup.
"They’ll have the self-transcendence that coffee is doing greater good than just perhaps buying it otherwise,” Cunningham said. – AP
