In coffee, everything that we do leads up to one single, important moment: when someone drinks a cup of coffee. This is the moment that we all work towards—it’s when the flavors we seek to reveal are appreciated, savored and celebrated. The economic activity that occurs in anticipation of this moment is what drives every aspect of our industry, and allows us to build a thriving, sustainable specialty coffee trade.
This is also one of the great things about coffee. We don’t think of the drinkers of specialty coffee as apathetic, anonymous consumers. We think of them as integral parts of the coffee chain, as collaborators in the task of creating and appreciating great coffee, as individuals with individual desires and tastes. As a community, we’ve developed a culture of engagement with the consumer, inviting every coffee drinker into the story that is specialty coffee. To read the rest of this article, subscribe to The Chronicle or become a member today! If you’re already a Chronicle subscriber or member, please login.