25 Sep '12, 3pm

What's special about ROAST? Fostering an Authentic Experience: The True Value of Specialty

What's special about ROAST? Fostering an Authentic Experience: The True Value of Specialty

By Lily Kubota, Content & Communications Manager, Specialty Coffee Association of America If there is one thing about coffee that you can count on, it is change. Coffee is an ever-evolving, amorphous concept. Coffee is the seed of a fruit, it is a roasted “bean”, it is a batch brewed cup, a shot of espresso. Coffee is difficult enough to pin down, but we’re not in the business of coffee anyhow. We’re selling specialty. By definition, specialty coffee is something special. Something delightfully unexpected or comfortingly familiar, prepared with great attention to detail, and presented in such a way to show how truly remarkable it is. With the care and dedication present in every cup of specialty coffee, the importance of communicating this message becomes a great responsibility. What does it mean when someone says, “Let’s go get coffee”? Are they simply planning to purchas...

Full article: http://www.scaa.org/chronicle/2012/08/14/fostering-an-aut...

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