Seattle's Best Coffee

For my linguistic analysis of a food package, I will be looking at a package of Seattle's Best Coffee. The first thing I noticed about this package of coffee was that there were a lot of words on it. On every surface of the bag there are different paragraphs about different aspects of the coffee, from instructions for brewing 'the best cup of coffee' to in formation about the farmers that grow the coffee. On the front of the bag, the flavor of the coffee is described as 'Big: intense, bittersweet with hints of dark chocolate'.  I find that description interesting because they are using a lot of the same words that people use to describe different kinds of wine. On the side of the bag, it says:

"Our darkest coffee is roasted in the great French Roast tradition so that it is smoky and bold, yet still incredibly flavorful and drinkable. Of course, this intense, bold coffee is an acquired taste, but coffee lovers who seek a classic brew have been heard to exclaim after sipping our cup: "Vive La French Roast!" "

This paragraph carries the wine metaphor even further, talking about the great French tradition it is a part of and referring to it as an acquired taste. The descriptions also make it seem like only the sophisticated connoisseur of coffees would be able to appreciate it. However, they are also trying not to seem too intense or exclusive by saying that even though the coffee is bold, it is also 'drinkable'. 

On the other side of the bag, there are two even longer paragraphs. The first is a history of the coffee company, which emphasizes the 'revolutionary' history of the company and the 'pioneers' who founded it. They also talk about their unique 'slow-roasting process' and how they are known for their coffee's 'distinct smooth flavor'. These phrases continue to create the impression that this coffee is specially created by artisans for people who truly appreciate fine coffees. The second paragraph is about the 'social and environmental responsibility' the company takes when growing and purchasing their coffee. They talk about the 'sustainability' of their practices and the 'community-building programs' they put in place for their farmers. I think the effect of these terms is to make people feel like they are doing a good thing for the world when they buy this coffee, so that they will choose it over some other brand that does not mention any of this stuff on the package.