Specialty coffee every day? Yes, please


Butterfingers. Takes Two To Mango. Cherry Bomb. Give Me S’mores.


Nope, they’re not desserts or sweets (or songs – Cherry Bomb reminds me of NCT 127). But you’re pretty close. 😉


Raise your hand if you guessed they’re coffees. No? 😁 Coffee does come in many names, “sizes”, “shapes” and “forms” – it’s what makes the beverage so great (and should we say addicting, but in a good way).


Hook Coffee’s offerings even more so: The above four are just a taste of what they have in store.


The best part?

You can enjoy them in the comfort of your own home… or office desk.


That’s because Hook Coffee is a coffee brand and subscription service that delivers freshly roasted specialty coffee to homes and offices across Singapore and Malaysia.



Their coffees come from – and support – coffee farmers from all over the world, and are all sustainably and ethically sourced. You can choose your coffees and the frequency of delivery, shop by the bag or pod, and buy other coffee essentials, machines, starter kits, gift sets and more.


Plus the coffees are sent to subscribers within seven days of roasting, thus ensuring freshness. And according to Hook Coffee co-founder Faye Sit, they have the widest variety of freshly roasted coffees in both Singapore and Malaysia.


No idea how to brew?

Faye is here to the rescue.


“I think the biggest misconception (about coffee) is that people think you need to be a connoisseur or barista to appreciate and brew great coffee. This is completely untrue,” she states.


You don't have to be a coffee expert to enjoy coffee, Faye points out

“You don’t need much equipment or skill. Even a three-year-old can brew delicious coffee – all you need is quality and fresh roasted coffees, and maybe a simple brew apparatus like the V60 or French Press.


“Hook Coffee also has drip coffee bags for those who don’t want to invest in any sort of equipment or would like to have coffee on-the-go,” she adds.



“We try to educate and encourage people to brew their own coffees with their preferred brew method. We have made simple step-by-step brew guides available on our website.”


Don’t know where to start?

That’s completely understandable, given the choices we have now. 😊


Faye reveals how we can help educate ourselves about coffee, so we can pick the best of the bunch for our own brews – and be sustainable and eco-friendly about them too.


#1 Learn their origins

“It’s the best way to learn about specialty coffee,” she begins.


“Hook Coffee only sources coffees that are specialty-grade Arabica coffee beans, i.e. graded 80+ (on a scale of 100) according to the grading system created by the Specialty Coffee Association of America (SCAA).


“This means that our coffees are some of the finest in the world, and are also certified to be sustainably and ethically produced – which ensures that our social and environmental impact is always positive,” she maintains.


“The specialty grade coffees that Hook Coffee sources are through direct trade or through partners who have a long-term relationship with farmers, and will pay a higher price for the crop – typically around three or four times the commodity price.


“Because the farmers are paid well, they can support their craft – the coffee tastes better, the children of the farmers can go to school, and their overall standard of living is improved,” she continues.


“We absolutely value the farmers who devote their lives to the quality and sustainability of the coffee species. I personally believe that specialty coffee is not just about great coffee, but also about making a difference in the environment and the lives of others. We provide detailed information on our coffees, their origins, their processes, and even the background on our partner farms and farmers.”


#2 Find out why coffees taste the way they do

“Information on the coffees’ origins also give us an insight into why they taste the way they do, since specialty coffees, like wine, have unique tasting notes based on their ‘terroir’ and processing methods,” Faye explains.


“Case in point: Our coffee, Berry Poppins, was grown on fertile volcanic soil, giving it notes of natural sweetness and hints of acidity. Another coffee of ours, Honey I Shrunk The Kids, uses a honey-processed method, which is a type of fermentation method of the coffee bean before it is roasted. This makes the coffee taste of honey naturally!


“We really pride ourselves on offering a wide variety of coffees in Singapore and Malaysia, as we want everyone to be able to experience what the various coffee-growing regions of the world has to offer.”



#3 Match the coffee to the method

“Some coffees are also better suited for certain brew methods,” Faye observes.


“The drip method is the most classic and versatile method; it’s suitable for any coffee. On the other hand, coffees that are higher in acidity are not suitable for the espresso brew method.


“Cold brew is a really easy way to brew coffees too, and the process of cold brewing naturally removes the acidity and bitterness in coffees. It’s perfect for our hot and humid weather too!”


#4 Check the roast

“If you truly want to be able to enjoy the natural tasting notes of each coffee, go for a light to medium or medium-dark roast,” she suggests.


“We don’t like roasting our coffees too dark because the darker it is, the more bitter, and that bitterness masks the coffee’s flavours! When coffees are fresh, they taste their best – this is why freshness is so important to us too. Many coffee chains and supermarket brands offer very dark roasts, as their coffees are not freshly roasted and the burnt bitterness masks staleness.”



#5 Don’t throw away used coffee grounds “Many coffee drinkers don’t realise that there are various ways of repurposing used coffee grounds at home,” Faye stresses.


“Used coffee grounds can be repurposed and used as plant or garden fertilisers, as a garden-pest deterrent, as odour removers (in the fridge or freezer), as a scrub to scour pots and pans, and as homemade candles. They can also be made into body scrubs for exfoliation (caffeine increases collagen production)!


“I think that these are such fun and useful ways of repurposing coffee grounds,” she admits.


“Hook Coffee also has plans to start a coffee-grounds recycling initiative this year. Used coffee grounds will be composted and used as fertilisers in urban vegetable farms and parks across Singapore.”


Still undecided?

Maybe Faye can point you in the right direction. 😊


She lists her favourites from their range, and the ones she reaches out for the most to suit her moods.


“Specialty coffee is seasonal, so while we add new coffees to our range every month, we also phase out coffees frequently when we’re out of them,” she says.

“My current obsession is Monsieur Lychee. It’s quite a recent addition to our range. It has natural tasting notes of sweet lychee and hints of mellow spices.


“Give Me S’mores and Gold Digger will always be two of my favourites and, unsurprisingly, also two of our bestsellers. The former is a straight up chocolatey coffee, while the former is a buttery smooth coffee with hints of natural toffee sweetness.


“When I’m in the mood for something festive or a ‘big warm hug’, I reach for Speculose Your Mind,” she enthuses.


“Our fruity coffees such as Cherry Bomb are lighter on the palate and therefore more refreshing. I like to enjoy them on a hot day, particularly as a cold brew.”


Take note of this one important detail, though: “I want to emphasise that none of our coffees are flavoured! Each coffee showcases its own unique and mouthwatering tasting notes that come about due to their distinct ‘terroir’.”


Line ‘em up

Go ahead and explore Faye’s picks. Aside from what’s mentioned here, you still have other coffees to look forward to.


Care to sip on Currantly Taken, Raisin The Roof, Flower Power, and Datepool? Have a go! The good thing is you can have them all at home.


Get more recommendations and other selections from Hook Coffee. Follow their Instagram and Facebook for ideas too. 😊


#hookcoffee

#hookcoffeesg

#specialtycoffee

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