03 Dec '12, 1am

Some thoughts from my exploration of @transcendcoffee earlier this year ... ... recommended to try

Some thoughts from my exploration of @transcendcoffee earlier this year ... ... recommended to try

My impressions of Transcend were primarily based on their well-written blog and podcasts which are regularly updated and quite varied in their theme as they give insights into coffee topics that are very relevant to Transcend at the moment, industry commentary, as well as educational topics. From this reading, my image was of a company that was very committed to direct trade from its onset in a deep rooted way beyond marketing. Secondly, I saw the obsessive focus on the quality of green coffee as an avenue to cup quality. Thirdly, I noticed a company that is continually looking to improve its quality. For example, after a roasting visit this past summer to Kaffa in Norway, and their move to a Probat roaster, one of the latest focuses has been to roast lighter to get more flavor and liveliness from the beans, while still achieving the depth and caramelization necessary for ...

Full article: http://blog.coffeestork.com/?p=1701

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