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Revolution: Coffee

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[WOBI World of Business Ideas] [TECHNOLOGY] [CONSUMERS NEW TRENDS] [EVOLUTION] [SOPHISTICATION] [REVOLUTION ZOOM IN ON ORDINARY PRODUCTS] >> Revolution zoom in on ordinary products. [COFFEE] In this episode... Coffee. It's one of the most popular beverages in the world. In every country, on every continent, no matter if it's hot or cold, at any given hour of the day, there are always thousands of people drinking coffee. >> I've been in coffee since I was 17 and I got a job in coffee just as a barrista, just wanted to get by and I fell in love with it, probably within the first two years and I said that's what I wanted to do with rest of my life. >> It's a ritual, it's a daily activity, it's how people start their day, a lot of people, you know, you wake up and the first thing you think is, "Okay, I need to get coffee." >> There are infinite moments to drink coffee, innumerable ways to prepare it, dozens of countries in which it is grown, and hundreds where it is consumed, and a growing number of businesses in the market. >> I've been drinking coffee since I was like six or seven and what I really love about it is it keeps me guessing, it keeps me on my toes and it gives me a great challenge and the ability to create relationships from a consumer all the way down to a farmer and relationships are really what makes me happy, they make me really excited to get up in the morning and talk to people and to communicate with people and just to have conversations. >> To wake you up in the morning, as the ideal accompaniment to a business meeting, a chat with friends, a stop along a journey, a study session, or simply for taking a break during a hard day of work, coffee is synonymous with pleasure and well being. Coffee awakens the world and a lot of passionate spirits. >> Coffee to me is a passion and a lifestyle. >> Coffee is a huge business. It's the world's most widely traded tropical, agricultural commodity. [54% OF CITIZENS +18] In the US, 54 percent of citizens over 18 drink coffee daily [3 CUPS A DAY] consuming an average of three cups a day and spending a total of $40 billion a year. Coffee has been a part of human society for centuries but in recent times we can identify three waves in coffee. [WAVES IN COFFEE FIRST WAVE] >> The first wave when you were a kid, your parents drank coffee out of these awful cans, Folgers, Maxwell House and they do taste awful. >> After World War II, coffee, like many others things in the world at the time went through a difficult period. >> America had a reputation for terrible coffee because post World War II, the result was that we started drinking coffee that was very lightly roasted, very weakly brewed and with very poor quality beans. I mean, you can imagine that after those three factors would always taste really bad, weak, really light, and really poor quality coffee. Before that we had, you know, we had a pretty, you know, vibrant coffee industry. Most of the times, a lot of the times 'cause quality was a big part of what people were trying to do. So, you know, Peet's... After Peet brought a European style of coffee roasting to the United States and obviously Starbucks followed in its footsteps and there were several other roasters in the United States around that time who were also doing their thing, with a quality focus as well. >> Peet's and Starbucks created a new world for coffee and a new market for a new consumer. Starbucks also managed to build a modern coffee culture where the experience of drinking coffee, taking a break, and enjoying the moment was as important as the coffee itself. [WAVES IN COFFEE FIRST WAVE SECOND WAVE] This was the second wave in coffee. >> More intelligent sourcing of the product, intelligent preparation of the product and then they took something that was a commodity, first wave coffee was like, ours is cheaper, ours is on sale, and they said, "You know, the customer will actually pay a premium." >> In America, we have to give a nod to what Howard Schultz did and Starbucks and his inspiration from going to Italy and seeing these street level cafes and their influence on community and also espresso culture. And what that really did was change the way people viewed coffee and coffee culture, to the coffee houses, this third place people referenced and really that changed the idea and the value of coffee. Value perception that now it's okay to spend $4 on coffee. And without that none of us would be doing what we're doing. >> With the arrival of the 21st century along with the growth and sophistication of coffee consumption, a new trend took over. At first timid, it then gained strength and now clearly contributes to satisfy a need for consumers who have matured. [WAVES IN COFFEE FIRST WAVE SECOND WAVE THIRD WAVE] This is the third wave coffee. On the west coast of the US, in sexy San Francisco and the surrounding area, coffee holds a special place. Several coffee bars, coffee providers and roasters coexist and perfectly portray the third wave of coffee. >> My name is Colby Barr and I'm a co-founder here at Verve Coffee Roasters and I'm also the head green buyer, green coffee buyer. >> So I am Robert Stang. I am the CEO of Coffee Bar and I run the business. >> My name is Jeremy Toocker. I am the founder of Four Barrel Coffee in San Francisco. >> My name is Luigi Di Ruocco. My family owns and operates Mr. Espresso. >> The third wave of coffee is a movement that aims to create high quality coffee which considers coffee an artisanal food product, not a commodity. >> We actually want to do this in a small batch approach and we want to do this in a hand-crafted approach and so that's what's different about the third wave coffee. The New York Times follows third wave coffee and they have two distinguishing characteristics. One is single origin beans, they say, you know, third wave coffee houses know, they buy from farms or they buy from co-ops [2 CHARACTERISTICS OF THE THIRD WAVE COFFEE 1- SINGLE ORIGIN BEANS 2- LATTE ART] whereas Starbucks buys from PUNCH [inaudible]. We can just say we need a few dollars or pounds. So that's an advantage. The other thing in New York Times said is Latte Art. So when you see a leaf or a heart or what's that in your cup, you might think, "Oh, that's cute, the employee had some extra time and they made this design for me." But it really is a signature stamp that that product was handcrafted. That the espresso and the milk were poured in a way that's integrated. And that design on top is a signature that says, "I've made this for you." >> This movement includes improvements at all stages of production, plant growth, harvest, and processing. The third wave of coffee focuses heavily on the craft. [IMPROVEMENT AT ALL STAGES OF THE PROCESS - SELECTING COFFEE BEANS] Paying special attention to selecting coffee beans [AND BUILDING STRONGER RELATIONSHIPS BETWEEN COFFEE GROWERS] and building stronger relationships between coffee growers, [TRADERS AND ROASTERS] traders and roasters is of utmost importance. Continuing with the efforts of the second wave of coffee, [- ATTENTION IN THE PRESENTATION AND CONSUMER] much attention and effort is also put into the presentation and the way consumers drink their coffee. A great cup of coffee is also about how it's served and the atmosphere of the cafe. >> America is steering towards more, towards specialty coffee, there's a lot more great coffee available. I would say that success of the way we market the coffees ten years ago, the specialty coffee market was very, very small. We made huge, we've taken huge chunks [SPECIALTY COFFEE MARKET] out of the market with specialty coffee recently. I think it's 20 percent now, which is crazy. Ten years ago it was less than 1 percent. I think the great thing about farming quality food and quality coffee is there's an intrinsic relationship between quality and sustainability. >> A growing cafe culture, beautiful coffee shops, demanding consumers, these are factors that create the perfect context for the increase and sophistication of coffee. Coming up, an in-depth look of the process of making coffee from the bean to the cup. [COFFEE REVOLUTION ZOOM IN ON ORDINARY PRODUCTS] >> In the third wave of coffee, there are different kinds of business models. Each one has its advantages and disadvantages. For Coffee Bar, San Francisco, the business is clearly focused on retail. >> And in the third wave, a lot of the people are vertically integrated which means the people at the retail stores, they are also roasting and they're also sourcing, and so that is a little different with Coffee Bar. We're very focused on the retail coffee house experience. Vertical integration in my mind as a business person is challenge. Very few people vertically integrate well. They are doing it well on coffee, though. There are people who do it really well and I admire those companies but it's not where our focus is and so our relationship with Mr. Espresso covers that expertise for us. Mr. Espresso is an Italian family that came here to the Bay Area in the '70s and at that time Espresso wasn't even a very popular drink. Carlo Di Ruocco is probably one of the first handful that did that and so his son Luigi is the founder of Coffee Bar and my business partner. And we buy all of our beans through them, they've been buying from the same farms and co-ops for years. It's a green coffee buyer's job and it's a very specific job. It's a very specific skill and so Luigi's brother, John is the green coffee buyer at Mr. Espresso. >> Mr. Espresso is one of the oldest coffee roasters in San Francisco. Its founder Carlo Di Ruocco arrived in the Bay Area in the 1970s. Today, his sons continue his coffee legacy. >> So he created a blend on his own in those early years after he started selling machines which was modeled after the Neapolitan style of espresso or his interpretation of it and that's what he felt comfortable that he could start actually selling this coffee as well. >> Born around coffee, Luigi decided to stay in the business and go beyond just importing machines and selling coffee. >> I always wanted to have a cafe. In 2007, I with a partner of mine, someone I knew from my childhood, we both decided to open a cafe together and that's what we did in 2007. There had started to be an influx of places more and more at that time but not in the same volume as we see today. >> At the same time other entrepreneurs were also starting coffee businesses, such was the case of Verve Coffee. >> When we were first starting, we did have a sense and an intuition or instinct about what was happening in the industry. We saw it unraveling and just wanted to participate in that. So we did have a kind of a really good insight into the progressing new market of coffee. It was very, very, very third wave frontier in California and since then not only are there an incredible amount of cafes that have opened up in California and the nation, I can't even keep track of all the new roasting companies starting every week. So it's really, really escalating. >> Different than Coffee Bar, other coffee shops are vertically integrated. They visit the coffee farmers, import the beans, and roast them themselves. They manage the whole coffee process from the moment it is harvested to the moment it is served. Verve is one of these businesses. >> Ultimately we are trying to discover coffee at its origin. All of our buying is done blind, by blind selection, we don't know whose coffee it is. We don't want to know whose coffee it is. We want to be kind of as unbiased as possible. Once we've tasted and if we find coffees that we think are amazing, then we reveal them. Then the next goal is for us to go find more about that producer. Through that connection we develop relationships with these producers, also really build trust with them. Show up not only that one time, but show up the second year, show up another time that year. So that you're developing trust so they feel that this path could be good for them. The only school for learning to buy coffee is just participating in it and making mistakes and for me it was about being really enthusiastic and energetic and just going for it and making mistakes and being the guy that called everyone all the time and asked lots of questions. I called it getting the download. You can just go spend a week in Guatemala and you will learn more in one week in Guatemala being there than you will in six months trying to read articles on it. It's really amazing the way you can absorb things on site. >> Coffee doesn't grow just anywhere. It is a pretty unique plant that needs particular conditions to flourish. It grows in tropical areas, in countries around the equator [THE BEAN BELT TROPIC OF CANCER TROPIC OF CAPRICORN] and it needs heat and altitude to thrive. This area is called the Bean Belt. >> A perfect growing condition is some place that has good altitude, somewhere between 1,400 and 2,000 meters above sea level. We're gonna need really hot days, that allows for quick maturation during the day. So a lot of maturation of cherries, of the plants, of the new tissue, but also really cold nights that allows everything to hibernate at night. On top to that, you're gonna need not only beaming sun throughout the day, so whether you have shade or whether you get cloud cover 'cause it allows for those trees to not just be constantly beaten down with sun throughout the day. You want some sort of difference throughout the day as well for temperaturing. And then you need soil that has good drainage, that has good nutrients, that's disease free. You need good genealogy of your plants, and that's really important too. >> A very important aspect of the process is the relationship with the coffee farmers who grow and harvest the beans. >> It's really important for us to have a diverse amount of relationships where sometimes we're supporting small farmers. We meet them, eat dinner at their house, have lunch with them, visit their farm, talk about what's going on in their farm, troubles they're having or successes they're having but it's also important for us to have relationships with some farmers that are slightly big. So it's a really important step to have diverse amount of relationships. There is a lot of hands in the supply chain. It's a daunting big coffee world out there, so the more people we know, the more people we, you know, talk to and create a personalized relationship, the better. >> The relationship with farmers is a vital bond that has to be taken good care of. The beans have a long journey that can involve exporters, importers and direct vendors and buyers. Four Barrel is another business that pays close attention to its sourcing. [Tal Mor Co-owner Four Barrel Coffee] >> We buy all of our coffee directly from farmers and with visiting those producers annually, at least once and sometimes up to three times. >> Most of these farmers just don't know the proper way to assist with their coffee so it takes very little efforts. Of course, takes no effort on my part, just have to tell them what to do, whether it's just from picking ripe cherries or fermenting the right way or for the right time and drying them right way. It's pretty simple so we've had some spectacular results with that. But it's really about finding the people that are willing to listen to what we want and take a risk on us. You know, some gringo shows up at your doorstep and tells you how to change the way you've been doing it for the last 20 years, that's a pretty hard thing to trust. You know, then we have a contract with them. We'll buy their coffee if there's a certain point of quality and that certain point of quality, they have to trust that we're being honest about it. So it's difficult. It's a difficult thing to sit down with the farmer and explain like what we do and why we do these things a certain way and why we pay so much money for quality, so... >> We probably work in, like, I think 14 countries, 15 countries and we probably buy from... I mean, thousands of farmers really when you kind of include like all the smaller ones that exist in like Ethiopia and Rwanda and in Kenya. Yeah, we work in Central America, South America, Indonesia, and East Africa. >> When we think of coffee, we think about dark aromatic beans but green coffee has a very different appearance than the coffee we drink. >> Mostly these bags are 60 kilos and when coffee is green it does not stale in the same way that roasted coffee does. Green coffee, it does change while it's green, but it's a much slower process. Most of the panic to protect the freshness happens after you roast it. >> Part of sourcing is cupping the selection of coffee beans. This is a complex task. It involves tasting and distinguishing the products from thousands of coffee farmers around the world. >> If you follow me back this way I'll show you our product development lab. So this is our lab, you guys. We taste over 3,000 coffees a year in this room alone not counting what we taste down in origin in different countries. So it gets pretty crazy up here. At all times we're receiving boxes and just samples from people from all over the world. Sometimes there are offers that we didn't request. Sometimes there are offers we requested. Sometimes there are samples from origin that they are sending on our behalf or that we're throwing in our backpacks and bringing back, like all these beautiful El Salvadors that Jesse just brought back, he just got back from a trip. >> Coffee testing is done in a way that seeks to eliminate as much bias as possible. This blind testing is called cupping. >> Cupping is a standardized way of tasting coffee. It's not industry standardized or standardized too specific, it's specific, it's standardized to a way to make sure you're doing it exactly the same way form start to finish. >> These are our cards, we keep track of every single lot. We taste everything blind so when we taste coffees, that's what's face up, we don't know what's going on. We make all of our notes, give our honest opinions, flip the card over and it reveals, you know, sometimes you're happy, sometimes you're pretty bummed but it's the truth, so that's how we operate here at Verve. All on taste. >> So this is Sara, she is our roaster and she's also one of the other coffee buyers at Four Barrel. We are basically cupping a bunch of coffees to buy so it's like an assortment of a whole bunch of different stuff. The first thing that we'll do when we're tasting coffee actually, like we've already pretty much analyzed at this point the quality of the green coffee. We've like... Usually we will write notes about how it roasts. And at this point we're tasting the coffee so we're analyzing first the fragrance of each coffee, of the grounds in the cup. I think we're looking for first and foremost, if there is not any kind of defect in the cup, that it was processed... Well and clean and that it was, the coffee was picked well, that there is not a lot of like under-ripes. So we're looking for the clarity, the fragrance, I think that mostly a lot of... What you get out of smelling coffee at this point... Translates into how it tastes. So I think it's really important, for us in the lab, it's like a really important part of the tasting process. >> More packages, this is crazy. But, yeah, the lab. >> Searching for the best coffee beans and then importing them is a very important part of the process. Coming up... We'll see the roasting process of the green coffee and the steps that bring it closer to the cup. [COFFEE REVOLUTION ZOOM IN ON ORDINARY PRODUCTS] >> Once the harvested green coffee arrives, it needs to be roasted. Roasting is the process of caramelizing the sugars found in the coffee beans. The beans then lose humidity and weight and gain flavor and that beloved coffee aroma. There are different ways of roasting involving diverse heat sources and several machines. >> We roast with wood, so it's... Most people roast with gas. We're not just throwing wood in there and roasting the beans according to how hot the flame burns. It's... We are using whatever tools we have at our disposal to control the temperature of the fire and maintain it at levels where we can actually achieve the best results. 'Cause the moisture content in the wood is basically water, that during the roast it releases into the roasting drum. And it actually helps to keep the ambient temperature of the beans during the roast down so that you can roast for longer. And the longer you roast, the more you reduce acidity and it also helps develop the body and the sweetness. >> We roast everything by hand and everything is done manually and it's all based on taste. How we developed our roasting style, every coffee that we roast has unique a roast curve, temperature over time, and every single one of those curves we've created by hand. And then our roasters will roast against that. We'll have roasting by hand, manual controls, sight, sound, smell, but then we do use technology, computers to kind of support and map what we do manually. Though we don't lead with the technology but we always use that for support. We always lose a little bit of weight through moisture loss, the coffee, you put in 90 pounds, you get off on 75 pounds, we have around 14 to 16 percent loss in moisture in roasted coffee. >> Roasting is very well planned. The risk of burning the beans and losing the batch is too big. >> When coffee comes off the roaster, it enters a cooling tray which has air being forced through the coffee and we need it. It's really, really important that you bring that coffee down to room temperature before you put it in bins or anything like that because, A, they'll still cook, and B, if you put it into a bin, it can start developing humidity which is not so helpful. >> Four Barrel also dedicates a lot of energy to the roasting process. >> Roasting is crucial. I mean, you can have amazing green coffee and roast it poorly and that is gonna change the flavor of the coffee. Every roastery has its own, like, perspective on roasting and its own style and for me... You know, that's kind of like embracing the characteristics that are in that coffee. The acidity and the sweetness and kind of like tying those things together, creating like this really balanced, transparent cup of coffee that really is expressive of the coffee and not the roast. This is our roaster, this is the only roasting machine we currently have operating which is a 1957, 15 kilo Probat. They're not really common, they're pretty rare. Yeah, I mean they're just amazing workhorses too. As long as... They are desirable, yeah. There's a lot of roasters looking for machines and there's just not... Like they're from the '50s, you know, so they need to be kind of taken care of in storage. A lot of them are in Europe. >> After being roasted and stored before it is ready to be served, coffee has to undergo the process of grinding and then brewing. Grinding has to do with passing the bean through a mill to reduce it to the right size for the way it will be brewed or served. >> The grind is tailored towards the brewing method, and depending on the brewing method and how the coffee is prepared, we have to select the proper grind in order to get the best flavors and extraction. >> So the granule size... So it's really important to have consistent grind size as well as a little bit of extremes on both ends. Espresso, you're gonna need a really fine grind because in an espresso machine you have pressure, the added element of pressure. >> There is not a single element that guarantees good coffee. Infinite details go into making a final excellent product. >> If you are not regularly cleaning your filters and purging the tubes and following all the steps religiously, you're going to have some residual product in your drink and it's gonna alter the way that it tastes. You can ruin things with temperature, you can ruin things with pressure, lack of pressure, cleanliness, the technique and skill of the barrista. Maybe somebody left the bag of beans open for several days and the freshness is gone out of them, you know. On and on and on and on, and so these things all seem very simple. Of course, we close all of our bags and of course, we clean the machine but if it's not happening with every team member every time, the experience will be different. >> There are many ways to make coffee including lots of way to brew it. One of the most popular and loved ones is espresso and its variations with milk. Every kind of coffee has its secrets including the perfect way to serve it. Let's see how a good cappuccino is made. >> So we measure our coffee, make sure that we were doing it consistent. So I've simply weighed out my espresso and I'm going to be extracting a shot here in a cappuccino cup, then we're just gonna set up with a little pitcher of milk. Keeping beans as clean as possible the entire way through. Looks like my espresso is going just fine. Time to show that off. Yeah, it's excitement. Then this is the part. Look at, that's the part. >> Distance, you know that? >> Well, I actually don't know what they are, so it's a combination of things, first to fore balance temperature, You don't want to bath in cold if you want to be nice and hot. And then we get texture involved by like integrating air with the actual tip of steam on. And then once we've got what looks to be like really good texture, there is no big bubbles, all smooth, we just throw a little bit of that out there, just to make it easier to work with. Cappuccino's all ready. And there's the moment of truth, right? Yeah, the design has to come yet. Simple... And that demonstrates nice texture, it's ready to serve. Then just like how I started, with everything nice and clean, almost as though nothing ever happened. >> And that's all, we are ready to enjoy a delicious cappuccino. What is the best coffee in the world? There are as many answers as there are coffee lovers. >> I would say my favorite coffee comes from a farm in Boquete, Panama called Elida Estate, and they grow a variety called Giesha. >> I think that like, I enjoy coffees from like a lot of different places from, for a lot of different reasons I like it. I could say that I especially like coffees from Ethiopia. >> The best coffee in the world is the coffee that is your favorite coffee. There's no way of making, there's no way of identifying what particular coffee is the best. A lot of it has nothing to do with quality, a lot of it has to do with your surroundings, your mood that day, the temperature, the weather outside, how pleasant it is. Exception with coffee, lots of times it has nothing to do with the quality, sometimes it's just the way you feel. >> Besides all these steps of the process, coffee has a lot of other aspects like marketing, consumers, coffee as a business, and perspectives. Coming up next, don't miss these insights. [COFFEE REVOLUTION ZOOM IN ON ORDINARY PRODUCTS] >> We've seen the entire process of making coffee from bean to cup, but what else surrounds the art of coffee? What about the way it is sold? The consumers. When it comes to marketing, there are many different approaches. >> It's really, really important because... The messaging is always evolving and it's becoming more complex, more complicated to tell the story of coffee right now I feel. And it's actually really, really interesting but how do we tell this story without 20 people off. I don't know that we have that answer but we're trying. >> While some dedicate a lot of energy to thinking about the best way to market their coffee, others laugh in the face of marketing. >> It's been an interesting experiment that I wanted to, I kind of treat Four Barrel like an art project. So I wanted to do this whole thing without any advertising and there's been, we've got so much PR, it's crazy. We've got like, you know, we have, right now, we have an interview about every two weeks in Japan. It's like we're huge in Japan, it's crazy, I don't know why or how. But it's been fun, I think that our advantage is that I didn't want to have to sell Four Barrel to anyone. I didn't want to have to lie or try to convince them to use our coffee if they are a wholesale account or to, you know, put out advertisements to bring people under our shop. So I just concentrate on being the best at everything that we do. So I think that just being honest with everything that we do gives us a big advantage. >> There is a growing number of coffee consumers. How can you define these customers? >> We're going after a different customer in a lot of senses, but also in a city like San Francisco, there's been this explosion over the last 10 years and cultivation of a foodie culture. >> Some say that the most representative customers in the third wave of coffee are hipsters. >> The third wave of coffee, you might say was kind of populated heavily by hipster customers and they have a certain sensibility and they also are very eager to discover new trends or finding the old trend dusted off and bring it back, right? >> We actually take pride in that, trying not to be cornered or ditched as one type of coffee company. So, I mean, in Santa Cruz we have, you know, students and people, you know, bringing in their bikes, we're really tight with a lot cycling teams, we have a ton of strollers who really, you know, who are really, really type of the moms, and we just... Yeah. We're, I mean, I think part of trying to really having some hospitality, just being genuine, what I call normal. It just really opens you up and allows you to connect with people. >> During the week, we tend to draw like everybody in this vicinity which is a combination of a bunch of hipsters and business people and local folks who have been here for like many decades, and people out walking their dog, and families and moms who are bringing their kids in, and some students probably. >> There is a need for them to find something that slows them down, find something, appreciate something that's been hand-made so a lot of our tacky customers... Are our biggest fans because they love what we do and they... I've had conversations with guys that work in tech and they're like, "Oh, this is so great." They must find so much of joy in this, I only wish I could have done this instead of what I do now, sitting in front of a computer all day long. >> I do think it's a daily experience, I think it's an escape if you are at work for 8 or 10 hours a day and you just want to get out and clear your mind, it's fun to step in to another environment for 10 or 15 minutes and just enjoy what that is. I really think a coffee house is visual theater, you can hear things happening, you can see things happening, you can smell things happening. [VERVE] >> At this point, it is clear that coffee is for passionate people but strictly regarding money, is it really a good business? Is it worth putting so much money and energy into it? >> Coffee is a lifestyle and I think it really will reward people that are passionate and dedicated and it's a great community but like any business, if you aren't passionate, you aren't dedicated, it's probably not a great business for you. >> And when I saw a coffee bar I didn't get hooked in the, you know, the hobby side, the passionate, like I'm passionate about that product, which I was, I looked at it as a business and I said, "We can take on Starbucks head to head." We really do have the opportunity to take their customers. So when I came into Coffee Bar, I was like this is a good business opportunity, it wasn't like, "Oh, I'm so passionate about coffee." I had to divorce myself of that thought and think rationally about it as a business. >> It's a great business if you do it well. >>There is no doubt a new way of drinking coffee has come and it's here to stay. What are the biggest challenges in the coffee world? >> Keeping up with demand, I think it's really important to do all the work we're doing but as we get bigger and bigger we're roasting more pounds every single week. There is a lot of new coffee shops, there's a lot of new coffee roasters and as we keep going, there's gonna be more and more roasters trying to buy coffee. And there's only so much coffee in the world. There's a lot of coffee in the world, don't get me wrong, but there is only so many places in the world that have the perfect altitude, the perfect soil composition, the perfect sunlight, the perfect morning sun, the perfect wind from the Pacific or the wind from the Atlantic, perfect cloud formations, and in those special places, beautiful coffees grow. And it's really important for us to create relationships. >> Yeah, it is a highly competitive marketplace right now and it's just getting, it's kind of geometric growth, it's just really, really ramping up. >> I think that being like an independent small business these days is really challenging and we don't have any investors. I think that finding the money that you need to continue growing is really challenging and like committing to like not selling a part of our company to like find that money makes things a lot more complicated. But it does allow us the control to do whatever we want with our business. >> Well, I think if nothing else, people are talking about sustainability even more than ever in coffee but it is a real situation and global warming is definitely having a real effect in the coffee industry and also that's one of the biggest... The biggest impacts is the effects of climate and thereby how it's affecting plants and also disease throughout the world. You know, on a more finite level, as there is a greater and greater demand for specialty and super specialty coffee more, more growers are wanting to support that growing sector. In order to grow coffee that will make the cut and become special to your, you know, super specialty coffees requires an even greater attention and focus at the farm level. >> Coffee's future seems wide open. There are new ways to grow it, to consume it, ways to reinvent this delicious and celebrated beverage, ways to all in all keep enjoying delicious coffee. [COFFEE REVOLUTION ZOOM IN ON ORDINARY PRODUCTS] [WOBI World of Business Ideas]

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Duration: 41 minutes and 53 seconds
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Posted by: wobi on Aug 17, 2016

Revolution: Coffee

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