Coffee taster's tongue insured

A matter of taste has led U.K.-based Costa Coffee to the organization that brewed up coverage of unconventional risks at a London coffeehouse.

The London-based company said it's taken out a £10 million ($14.2 million) policy on what it described in a statement as "arguably the world's most valuable tongue" belonging to Gennaro Pelliccia, its Italian master of coffee.

Costa Coffee last week said it placed the coverage through Lloyd's of London broker Glencairn Ltd. based on a survey that showed its cappuccino beat well-known competitors by a better than 3-1 margin in taste tests.

Mr. Pelliccia personally samples every batch of raw coffee beans before they're roasted and sent to stores, the company said.

"In my profession, my taste buds and sensory skills are crucial," Mr. Pelliccia said. "My taste buds allow me to distinguish any defects, which enables me to protect and guarantee Costa's unique Mocha Italia blend."

The insurance covers a "vital element of the business," the company said.

The taste tester has company in getting such coverage, the London Telegraph reported. In 1993, British food critic Egon Ronay took out a £250,000 ($353,775) insurance policy on his taste buds.

While Mr. Pelliccia's policy certainly trumps Mr. Ronay's, it is significantly less than longtime soccer player David Beckham's reported £40 million ($56.6 million) policy on his legs.

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