Introduction:Dive deep into the founding background and unique processing methods of the 90+ coffee brand — from founder Joseph Brodsky’s bean-hunting journey in Ethiopia to the development of 13 iconic, top-tier flavor series, and discover the characteristics of popular beans such as Hachira and Honey Kiss. This article gives you a comprehensive understanding of how 90+ has set a quality benchmark in the specialty coffee industry through rigorous quality control and innovative processing methods, along with purchasing recommendations.
In the world of specialty coffee, the name “90+” is often mentioned by seasoned coffee enthusiasts, but what does it actually mean for beginners? In fact, 90+ does not simply refer to coffee beans scoring over 90 points; it originates from a premium coffee series under the American brand Ninety Plus, featuring 13 distinct specialty beans, each with its own unique flavor profile. Known for its pursuit of extreme flavors and innovative processing techniques, let’s start from its origins to deeply explore these classic works hailed as “coffee artworks.”
The Ninety Plus brand was founded in 2006 by its creator, Joseph Brodsky. Inspired by the quality movement sparked by the Panamanian Geisha variety in 2003 and 2004, Joseph embarked on his bean-hunting journey in search of coffee varieties with extraordinary potential. However, after failing to find the desired beans in Panama, he turned his attention to Ethiopia — the birthplace of coffee. Home to over ten thousand wild and native coffee varieties, Ethiopia is regarded as a genetic treasure trove for coffee and became the crucial starting point for the development of the 90+ brand.
To create coffee with exceptional and consistent flavor, 90+ collaborates closely with local farms, participating in and strictly overseeing every step — from planting and harvest timing, to processing procedures and final cupping. This nearly vertically integrated model ensures that every batch of coffee showcases the purest expression of its variety and origin. Among them, 90+’s exclusively developed “Profile Processing” system is one of the brand’s core technologies. By precisely controlling fermentation conditions, drying methods, and processing times, it endows each coffee with a unique aroma profile and layered taste.
After years of effort, 90+ successfully launched 13 classic flavor series, each representing different processing styles and regional characteristics. These beans have not only received widespread acclaim in international competitions and the specialty coffee community, but also become choices for many baristas and cafés due to their stable and outstanding cupping performance. For example, “Hachira,” “Honey Kiss,” “Ginseng,” “Candlelight,” and “Danchimo” are all highly popular representatives, each with its unique flavor profile and suitable brewing method.
It is worth mentioning that 90+ coffee also adopts a distinctive marketing strategy — similar to the promotion of high-end wines — emphasizing origin, processing method, and vintage, allowing consumers to better understand the background story and flavor characteristics of each coffee. This approach not only enhances the brand image but also encourages consumers to pay more attention to the intrinsic quality and flavor of the coffee, rather than just brand prestige.
However, as specialty coffee becomes increasingly commercialized, some brands may face challenges related to inconsistent quality. Therefore, for consumers, when choosing coffee, apart from paying attention to brand recognition, actual flavor performance and personal taste preference should be the primary considerations. Taking a rational view of brand premiums and selecting coffee that truly suits your palate is the right attitude toward enjoying specialty coffee.
In summary, 90+ coffee, with its innovative processing technology, rigorous quality control processes, and rich array of flavor series, has become an important benchmark in the specialty coffee world. Whether you are a beginner coffee enthusiast or an experienced coffee connoisseur, delving into 90+’s 13 classic series can help you expand your understanding of coffee flavors and find your own perfect cup.
The above content is compiled by CoffeeHunters, a coffee news website.
