whatever happened to juan valdez?

I’m not a coffee snob, but I like a good, strong cup. Folgers from Sam’s Club is fine, as long as it’s ready to suit up and get in the game. I can grind beans and do that whole thing too. I’m not completely obsessed like some people. … I just recognize there are differences in quality, even if it doesn’t have to change my day.


When Starbucks came out with their new instant micro-brewed Via brand recently, I did a double eye roll. Isn’t the whole point to get the folks to let you heat the tap water, so you can charge them for that along with the beans? Still, when I received a Starbucks gift card for Christmas I thought I’d give Via a try.

I bought a box about 2 weeks ago and I like it. It has a nice, potent flavor for an instant coffee, And I didn’t mind the price. I was charged $2.95 for a box of 12 servings. Even at home, 25 cents isn’t bad for a decent cuppa joe. I wouldn’t buy it all the time, but now and then. So I stopped in today for another box.

$9.95, the kid said. I really thought he was wrong. It’s 2.95, I tried to tell him. The conversation that followed went something like this.

Bottom line, Via goes for $9.95 for a box of 12 cups. The barista made a mistake the first time. I went ahead and bought it, for the 2nd and last time, because I had the gift card and I was standing at the register, and the alternative would have been embarrassing. 83 cents a cup – at home – is not so good. Not when you can get a big can of Coffee – enough for 300 cups – at Sam’s Club for about 8 bucks.

And this was one of those posts that was a pretty good idea, right up until I started writing it. A little slice of life, self-deprecating humor thing. …Maybe it sat in the pot too long.

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One thought on “whatever happened to juan valdez?

  1. i agree. when Via first came out, there were Starbucks people who's job was to hand out free samples near the BART stairs in SF. i ran around and got as many of them as i could and thought at the time, "this isn't bad coffee, for free…" but having to pay nearly a buck for it? nope. forget it.

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