11 Sep '12, 9pm

New post: Can you let go?

I never really liked the term “Third Wave”, and I don’t really think I’m alone in that. I never liked it because it never really fit into how I see coffee, or my individual experience coming up in the industry. I get why people like it, why it is useful, but this isn’t really my point. In some ways “Third Wave” seemed like a pinnacle – to me it is about traceability (so making something increasingly traceable didn’t make it 4th wave), it is about the inherent qualities of a lot of coffee, it is about roasting and brewing coffee in a way that makes these qualities available to the consumer. The net result would be something worth more. I’m not sure that is a stated goal though – it was a description of a change in our culture, rather than an explicit manifesto of “how things should be”. As many of us have come around to focusing on the provenance of our coffee, and the qual...

Full article: http://www.jimseven.com/2012/09/11/can-you-let-go/

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