Tuesday, June 06, 2017

John talks coffee #4 - Tasting - Understand Why

The reason you taste and adjust, is not simply to make it better. It's to understand why the new version tastes different than the old version. Don't just ask why, know why!


Monday, June 05, 2017

John talks coffee #3 - Knowledge of Craft

Understand the coffees that you are using, understand how they work at various roast levels and different profiles. The more you understand how the depth and breadth of your coffee, the more you will understand - and create a great espresso.


Friday, April 28, 2017

Mindset

When I first started to explore the world of Specialty Coffee in the early 2000's, and we started visiting the places everyone considered to be the best roasters, coffee shops, and purveyors of espresso, I was delighted, and fascinated. And through it all, I had one mindset.
 


Whatever they were doing, whatever level of sublime tastiness they had achieved, whatever level of mastery they were showing in their craft -- whatever it was had already been done. That meant it was possible. And because I knew it was possible, and that someone had already been doing it at that level, then that was my minimum standard.


My minimum standard, my starting point for coffee excellence was measured by what the best of the best were doing. And until what I was doing was on par, or better than what they were doing, it never saw the light of day. Whether it was learning how to roast or understanding that siphon brewing has everything to do with philosophy first, technique second.


There's always someone who will be doing something great. And to whoever you are, I applaud your genius. Thank you for showing me that, now I'm going to do it better.

That's my mindset.




Tuesday, March 07, 2017

Being an Artisan: the truth is in the cup

I would like to thank everyone for the overwhelming support I've received regarding my thoughts on “The Ethics of Being an Artisan”. But there's an obvious part of that we have yet to discuss...

Words like “specialty, artisan, craft,” and the oh so popular “third wave” are thrown about too loosely. There is a moment where adopting certain language and terminology advances a specific set of ideals or standards within the industry. But as it is for most industries, once these words are adopted, they have little truth to them beyond carefully crafted marketing.


There are those within the coffee industry with an astounding level of knowledge when it comes to coffee science and specific minutiae in regards to the chemical breakdown during the entire roasting and brewing process. So how does one illustrate and differentiate between the concepts of Theory vs. Practice compared to Practice vs. Execution? Utilizing mellifluous phrases and dropping a bit of scientific jargon sounds impressive – maybe you can conduct seminars, and impress a number of industry folk, but are you an artisan?


Being at the top of your craft is not a statement about experience or knowledge, nor is it an indication of your passion or a reflection of the quality of ingredients you source. It is a statement about execution. Scientific sounding speeches and clever marketing cannot hide poorly executed coffee. What you deliver in the cup tells a story about what you do and what it took you to get there...but it's only the beginning.


Article on LinkedIn


Monday, January 30, 2017

The Ethics of Being an Artisan



I posed the following in an Instagram post, but I will explore it further here.

Fact: Ground coffee begins losing flavors and aromatics immediately after grinding and with every passing second.


So... what's the value of pre-ground coffee? Tick. Tick. Tick.

Let's think about this. If you are an artisan (craft, small-batch, third wave, progressive, high-end, etc.) coffee shop and you sell your coffee for $30 lb, you certainly can't charge the same for pre-ground coffee. [Now, of course this is hypothetical because we all know there aren't any high-end coffee shops that sell pre-ground coffee.]

The value of the pre-ground coffee would decline by the hour, by the minute, by the second. What are we looking at? Thirty hours? Thirty minutes? Thirty seconds until the relative value of that coffee is zero? Remember, the baseline is the whole bean, so you are not comparing it to other coffees, you are comparing it to itself. If you are selling single origin, small farm coffee for the reasons a coffee shop or roaster sells that quality of product, then by all measures, isn't the value approaching zero as soon as the bag lands on the shelf? Even if it were ground on the spot, the relative value would essentially be zero when it reached the customer's home.

It's your job as a seller of artisan goods to educate your customers, it's not on the customer to come to you already educated. Selling high-end ingredients assumes that you are not trying to sell to everyone, but rather you welcome everyone who is looking for something better.


The science is clear. It comes down to words many are afraid to use, and fewer actually embody. Ethics. Principles. Do you have them or not? Once you ask to be recognized as being at a higher standard, you have to operate at - and be held to - a higher standard. And as a practical matter, since everything you are brewing is by the cup, why would you have bulk grinders anyway?

I originally posted this article on LinkedIn 

Monday, January 02, 2017

My Conversations with Coffee

When I started roasting a little more than eleven years ago, I knew that it would take some time for the coffee and me to speak the same language. There were secrets. Lots of secrets. And if I didn't become coffee's friend first, I knew that getting it to reveal its secrets would be difficult. So I took it slow.



I had a conversation with the coffee. We got to know each other, and slowly but surely, the coffee had something to say. The coffee gave me a little insight on how our conversations were going. I paid attention to what the coffee was telling me. And I knew I could improve our relationship by listening carefully, by learning about where the coffee came from, and what made the coffee I spoke with a little bit different. Sure there are similarities between coffees, but learning about what makes each coffee unique is where the best relationships are formed.

And after carefully listening, writing and reflecting upon our conversations together in my journal, I began to understand what the coffee wanted to tell me. I knew a trust had developed and the coffee was ready to share its innermost thoughts. 


Coffee can be brooding and contemplative, it can also be lively and jubilant. Sometimes coffee has a few simple ideas to share, but it's very clear in its statements. Other times, coffee speaks poetically and whispers softly in your waking dreams – playing the part of both devil and angel and telling you about things you never thought possible. And then, it will reveal its soul. These are the mysteries that must be cherished.


Coffee can be your friend. You can't force the coffee to be your friend. You can't bribe the coffee with shiny equipment and expect it to tell you everything. If you treat coffee harshly it will be bitterly disappointed. And if you try to move the relationship too fast, the coffee will laugh at you. But if you treat the coffee with respect, and you take the time to listen to the coffee, then maybe the coffee will share secrets with you too.