I want to start a dialogue surrounding fast vrs slow roasting and the effect on body and acidity in the cup, caused by the speed of the roast. Your opinions please would be great on the two below points. I have always felt slower roasts mute perception of acidity, therefore helping embellish body. Contrary to this, I have always felt faster roasts embellish acidity perception, muting the perception of body. Any thoughts on these two points below? Are these two statements correct? Read more »
The following story was in Portland Business Journal and Sustainable Business Oregon on February 10, 2010. Read it here.
Coffee Bean International announced Wednesday the launch of a direct trade program, “Project Direct,” working directly with farmers with a goal of paying higher prices for better quality coffee and directly improving coffee growers’ farms, communities, and quality of life. Read more »
An exec at a large retailer recently confessed to me: "Coffee: It's like the more I learn, the less I know." Exactly. Without going into the ridiculously complicated supply chain of coffee, the one factor you need to realize is The Passion Factor: Specialty coffee consumers LOVE their coffee. We're not selling paper towels here! Coffee is the most affordable indulgence in the store. And it's also a tremendously complex product category wherein more and more consumers require more and more information. Recognize it and realize the passion! Not doing so is Pitfall #1. Read more »