10 QUESTIONS WITH AMIR GEHL, FOUNDER OF DIFFERENCE COFFEE
1.) What prompted you to start Difference Coffee and when did you launch?
I must confess, it started from pure hedonism. In 2015 my wife made us buy a Nespresso machine and it didn’t take long for me to get curious about coffee as an ingredient that grows. I’ve always heard that Jamaica produces one of the world’s best coffee, particularly in the top of their Blue Mountain region, but no restaurant or capsules provided them. I’ve seen an advert for refillable capsules online and I thought it might be an excellent opportunity to buy rare beans such as Jamaica Blue Mountain, or Kopi Luwak from Harrods and try them at home and when I did I was astounded by the difference in taste and quality. I decided there and then that I must create a small company that purchases the best coffees in the world and, after a year or so of research, I’ve launched Difference Coffee in 2016.
2.) What differentiates you from other coffee brands?
Quality. I know that everyone says their coffee is the best but I discovered a way to guarantee the statement. You see, the first obstacle that I had after deciding to create Difference Coffee was that I didn’t have a clue how to source coffee or to distinguish a poor arabica from a specialty grade arabica. But, the information is out there and, as it so happens, Arabica is actually graded using a 100 point system, a bit like wine, which was created by the Specialty Coffee Association. So what I do is try to identify, from each country that I source beans from, a single estate which has managed to produce the highest point scoring bean in that country. This is usually discovered through coffee competitions such as the Kona Cupping Competition, Best of Panama, Cup of Excellence, etc. The champion bean is nearly always auctioned off and I always buy champion beans. Therefore the coffees that we sell are always the best, not because I say so. They are the best because they were discovered in competitions and therefore I buy them.
3.) How did you find access to the rare beans?
Competitions is our predominant way of finding the world’s best beans, but there are other methods, some which I wouldn’t wish to disclose to my competitors of course. However, many coffee estates which have repeatedly won competitions have an annual auction for their own crop – for example the coveted Geisha beans from the legendary Hacienda La Esmeralda. By constantly bidding on the best, we have, over time, developed an amazing relationship with the farmers, which opens up some rare beans which are too small to even take to auctions!
4.) How did you build relationships with the world renowned chefs you work with?
There’s no secret there really. I write to chefs or call them and hope that they write back or pick up the phone. The first client was obviously the hardest but over time I guess others have heard about me so they’re curious to try. Most chefs which try my coffee immediately understand how different our coffee is from other brands and this is really why we have been successful in building our presence in Michelin starred restaurants.
5.) What has been a standout moment for you since starting Difference Coffee?
I’ve received an email one morning from a representative of the Michelin Guide last summer. They explained that they were looking for a new coffee supplier for the UK Guide award ceremony and offered me the opportunity. I was gobsmacked because I didn’t see it coming, but I’m glad that such a prestigious organisation wanted my coffee served at their event.
6.) What is the biggest challenge you have faced so far in business?
Not really knowing what to next. My background wasn’t sales, or coffee. All that I have is a lot of passion for coffee and I enjoy the finer things in life. My competiors are large multinationals with endless resources and marketing budgets, and it’s very hard to get the message out there with limited investment. I guess that still the biggest challenge is to get meetings with chefs. They must get approached by suppliers 50 times per day so I don’t blame them for not taking the time to meet each and every one.
7.) What plans have you got for growth and the business moving forward?
Since launch, I have been focused on selling my coffees to Michelin restaurants, luxury hotels and members clubs. Our coffee is, however, available in capsules which are compatible with the classic Nespresso system. I would love to develop a little club of coffee lovers who I could buy, roast and supply coffees to on a regular basis who could enjoy at home the world’s best coffees for the price of a Starbucks frappucino.
8.) Who is your typical “Difference Coffee Drinker” and would your “average” coffee drinker appreciate the taste?
Great question! I look at it like one would look at wine – I think anyone who has a basic sense of taste and smell will be able to distinguish a Grand Cru Classe wine from a £5 supermarket plonk, but not everyone cares to drink really rare wines. I would say my typical consumer is someone who really enjoys tasty things, be it caviar, or truffles, fine wine, etc. and would rather drink and eat less but better quality than go for quantity.
9.) Where can we enjoy Difference Coffee in Mayfair / London?
We have quite a good presence in Mayfair. We are the exclusive coffee supplier to Annabels, the best members club in the world, our coffee is likewise served at Harry’s Bar which is likewise one of the best clubs in London. We have a unique coffee program at 2 Michelin starred restaurant, The Greenhouse, which in my opinion is the best fine dining restaurant in London at the moment, and you can enjoy our coffees at Parcafe, possibly one of the most luxurious coffee shops on park lane, being part of the Dorchester hotel. There’s a new space about to open up called Queens of Mayfair which is due to open up in the upcoming months, this will be an incredible place so look out for it.
Quick Fire Questions
Favourite London restaurant: 104 is a local Notting Hill gem which opened last year. It only has 12 seats though so not always easy to get a table.
Coffee of Choice: Geisha – it’s the most special variety in the world.
Favourite menswear brand: Cifonelli – they’ve got a lovely new store on Clifford Street.
Favourite London Bar: Dukes - Alessandro makes the best martinis in the world!
Favourite London Coffeeshop: Parcafe, but I’m biased.
Where in London are you based: Primrose Hill
Favourite overseas destination for holidays: The Palace hotel in Gstaad, it’s home away from home.
