Coffee education is important but it often presents a dilemma on how to convey the information to the customer so as not to make them feel 'stupid'. For the most part I try to educate by taste. The proof is in the cup. You will ask questions when you begin to wonder, "Why isn't all coffee this good?"
Education of the customer begins with my own daily education. Origin flavors, varietal flavors, how a particular roast works well for one bean and not for another, how the cup changes and gains 'character' as you drink it, understanding 'how' to taste coffee... These are things I do my best to learn about in some form or another daily.
I know if I start with a better bean, and produce a fresher and more flavorful cup, all I need to do is improve daily and I will always remain ahead of the pack. I don't always think it's what one knows that is important, it's realizing how much more there is to learn that matters.
So whether a customer asks, "How come this Brazilian tastes nothing like that Brazilian you had the other day," I just might be able to answer them.
Questions lead to answers which lead to more questions. All require study. Educate yourself, then educate the world. Banish coffee ignorance. :)
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