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Once, they realized that choosing coffee based on its flavor was more valuable than its price. This is how their coffee culture evolved.
When they visit coffee origins, offices of exporting companies, dry mills, or farmers' homes, they don't categorize coffee by price tags like 'under $12,' 'under $14,' or 'under $20.' Instead, they consider factors like, "Wouldn't it be fun to brew this as espresso?" or "Imagine how it would taste with milk." They appreciate unique aspects like limited batch sizes, unusual fermentation methods, or how it scored on a rating scale. Their choice often goes beyond just the coffee itself; it extends to supporting farmers and their dogs.
When they roast this coffee, it's not just 'light' or 'for espresso.' They strive to emphasize the coffee's most distinctive 'feature,' be it its bright fruity notes, spicy tea-like qualities, full-bodied richness, or creamy texture. The baristas who brew it don't follow rigid rules; they brew coffee with professionalism and artistry. So, each time you taste the same bean, you experience a unique flavor journey.
That's why when they walk into their coffee shop or brew their morning coffee at home, they equally savor a $11 bag and a $40+ bag. They understand that coffee production is an intricate process, demanding physical and intellectual effort at every step, from selecting the right bean to crafting a cappuccino. They've seen it all. When you've been through each stage of the coffee journey, from planting to sipping, you truly grasp the responsibility that each link in the chain carries. A slight compromise at any point disrupts the collective efforts.
As the renowned Mauricio Shattah once said, "I love it when coffee in the cup unfolds differently at each stage of its life, increasingly surprising you with its flavor." Yes, they love that too.
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