E.S.E. (which stands for Easy Serving Espresso) is the technology being used to simplify the preparation of a good espresso using just a few simple actions, thanks to the adoption of the “serving” (individual pre-packed doses containing 7 grams of ground coffee that has been pressed and hermetically sealed between two fine layers of filter paper).
This international industrial standard (the only “open” system available to the sector for espresso coffee prepared with paper pods) is indeed based upon the use of espresso machines and servings, of various brands and models, which are compatible with one another and available in a number of price ranges.
The notion of freedom of choice and guarantee of quality may be attained by simply finding and combining both E.S.E. trademarks: one being found on the espresso machine and the other being found on the servings.
Standardising the technical and geometrical parameters of the paper pods and machine used has eliminated variables such as the difficulties that might be encountered in operating a machine, choosing the wrong blend of coffee, product wastage, wrong dosage and pressing, whilst therefore guaranteeing the qualitative consistency of the espresso made.
Applying the E.S.E. standard meets the needs of:
· the industry, which requires a single standard and is looking to open new markets
· the consumer, who requires transparency and freedom of choice in terms of brands and models in the various price ranges
The E.S.E. Easy Serving Espresso trademark on espresso coffee making machines and coffee packaging enables the consumer (and the distribution chain) to identify the compatibility between the two products and to be therefore reassured in their choice.
This is one of the reasons why the absolute majority of operators (comprising coffee roasters, espresso machine manufacturers and pod machine manufacturers) are moving towards the paper serving market: a market of enormous development potential that stir up interest among a growing number of operators in several countries.
Achieving a good espresso means having a good combination of machine and blend and making a correct use of both.
Incorrect preparation (the wrong dosage of coffee or wrong pressing), an incorrectly used espresso machine or one that is difficult to operate, the wrong choice of blend, all go towards producing an unacceptable cup of coffee.
The above factors, which are commonplace, have led over time to one in five households abandoning the use of the espresso machine, producing some years ago a period of stagnation in the market.
The turning point in establishing the market for paper servings was the capacity to make the E.S.E. standard the recognised one for those operating in the portioned coffee market, to offer a key to reading the coffee market, defining its bases and systems and to firstly satisfy customer needs:
· easy to use
· time saving
· respect for the environment
· easy compatibility between machines and servings
· freedom of choice between different brands of machines and servings on the market
· constant quality espresso.
The E.S.E. espresso machine contains an extraction chamber with a specially designed geometrical shape that optimises the quality of the cup of espresso produced by adapting perfectly to the shape of the serving. The machine’s fundamental technical parameters (such as the temperature and the pressure of the water used) are such to ensure that a top-quality espresso is constantly produced. These parameters are checked whenever the use of the E.S.E. trademark is granted for every espresso machine prototype. They are also rechecked periodically against the various models being produced. The purpose of all such measures is to guarantee constant quality.
The E.S.E. serving is a pre-packed single-use measure, made up of coffee that has been roasted, ground, measured, pressed and hermetically sealed between two layers of filter paper produced for food use. The quantity of coffee, degree of grinding and compression are all defined in order to obtain the best possible cup of espresso. The technical features of E.S.E. servings adapt perfectly to the extraction chamber contained within the E.S.E. espresso machine.
The correct amount of coffee is already dosed and sealed in the paper, avoiding the need to tip the correct amount of coffee into the filter.
The absence of ground coffee avoids direct handling of the powder and its natural spillage onto the work surface, around the filter, the jets and the grill at the end of the preparation process. The coffee, already dosed and hermetically sealed in the filter paper, is not subject to being wasted as powdered coffee is during traditional preparation.
The E.S.E. system is naturally hygienic and this reduces the need to clean the espresso machine as often in order to ensure correct working and preserve the coffee’s aroma.
Using E.S.E. machines and servings enables you to obtain a coffee that is always top quality and does not rely on the experience of the person preparing it.
The E.S.E. standard allows the end consumer to chose between the brands of machines and servings on the market.
The E.S.E. serving is ecological: it consists of about 7 grammes of coffee and 0.2 grammes of paper, both natural products that respect the environment.
· Use and diffuse the E.S.E. collective trademark respecting the single members’ trademarks (working together in the respect of free competition)
· Share the information centre (start-up, technical and marketing know-how, market research, media coverage, competitors analysis, etc.)
· Take part in co-marketing opportunities
· Share the advantages to be part of the unique “open- system” for a good quality espresso making (only paper coffee pods have a consolidated and internationally recognized standard of compatibility)
The spreading of the E.S.E. Standard has positive impacts both at company level and at the market level:
· a rapid reduction in barriers to enter into the serving market
· a fast growing market aligned with new consumption trend
· immediate trademark recognition
· easy access to distribution
· free trademark license
· increase in total consumer-owned machines
· a product, the serving, which is able to guarantee higher added value and an increase in margins.
The main advantages that the E.S.E. Standard brings to espresso machine producers are:
· a new stimulus for a market and a product that have experienced several years of stagnation
· free license of the trademark and the patents
· growing trademark recognition
· added value offered to consumers.