Well, then go ahead and stop because you’ve already lost.
“Everyone” isn’t an audience. “Everyone” is a byproduct of an incredibly successful thing that was made for a far more specific bunch of people. Don’t ever make something for “Everyone” make it for someone. And make that person love it.
The fruit stands of Indonesia are glorious. On the islands of Java and Sumatra, these temples to tropical fruit overflow with all types of strange and delicious delicacies: the impossibly delicious manggis, buah naga (dragon fruit) lengkeng (dragon’s eyeball fruit), and the giant, intimidating…
One of the most difficult things we have to work with in the coffee industry is the fact that coffee isn’t a finished product until it’s brewed. When examining the classification in most grocery stores, coffee falls under the Specialty department, but it’s not often that it follows the same path….
So I became interested in the placebo effect recently, due to some non-coffee discussion I was having with some friends. I became fascinated- while I always thought of the placebo effect as people deluding themselves into thinking they are feeling better after taking a sugar pill, I came to…
As I developed as a barista and developed my palate for coffee, I naturally became drawn toward black coffee & espresso— nothing added, just pure coffee. I think it’s safe to say that a lot (maybe most) of serious baristas get to a point of knowing that the quality of coffee is only degraded by…
"A barista is someone who knows the coffee chain, studies the coffee plants and its varieties. He or she must know the harvest times,cultivation and roasting processes. And only as the last step must he or she know how to prepare a good cappuccino and latte art."
As a barista fairly new to coffee, I found this an exciting look into what a professional barista is and knows from one of the best.
Background: When grinding coffee, there’s a term that comes up every so often called “popcorning.” It’s the bouncing-around of beans and bits-o-beans that happens when you grind a pre-weighed portion of coffee, with the last portion having no beans on top of it to keep things feeding…
Ok. So this update is a long time in coming; the summary of our casual experiments with different microbial agents in coffee. Lots of people have been asking about this, and I hate to have taken so long, but enough excuses.
And, before the summary proper, one disclaimer: this is not good…
“It’s what’s in the cup that matters” is meant to be a conversation-ender, making manifest the essential truth that everything is second to flavor in coffee. This misses the essential idea that whether our customers care or not how coffee is prepared; a coffee professional MUST care. It’s his job to care.
Peter Giuliano writes about Katie Carguilo’s WBC routine.
It’s an old post, 2009, but Paul Stack really nailed it. Brewed coffee may be in a slightly better state but this post is still very relevant for inspiration.
He’s direct with his words, telling it how it is, pointing out the problems and solutions. Two great quotes:
"Coffee marketers have told the ignorant public, through swishy ads, shiny loyalty cards and nods to ethical purchase policies, untruths about the coffee quality. The result? The public has been bamboozled into believing bad coffee is good coffee."
"To a good barista, it may be espresso at work but it’s a brewed cup at home’. A quote from a guy called Hoffmann".