Wednesday, October 31, 2018

Productores de Café: ¿Por Qué Deberían Usar Las Redes Sociales?

Las redes sociales quizás no parezcan importantes en comparación con cultivar tus cafetales, recolectar las cerezas de café, asegurarte de que el procesamiento siga estándares altos y las múltiples otras tareas que los productores de café deben realizar.

Pero si todavía no estás utilizando las redes sociales, es hora de que empieces, porque te ayudarán a promocionar y vender tu café, entender las demandas más recientes de los consumidores y descubrir nuevas maneras para mejorar la calidad de tu café.

Read this in English Coffee Producers, Here’s Why You Should Be Using Social Media

varias cerezas de cafe recien recolectadasNanolote hawaiano de proceso natural. Crédito: Big Island Coffee Roasters

¿Por Qué Los Productores Deberían Usar Las Redes Sociales?

Facebook, Instagram, YouTube, Twitter… Estas plataformas de redes sociales son de suma importancia para los profesionales del café; y esto incluye tanto a los productores como a los baristas y tostadores.

Se estima que 7,5 mil millones de personas en todo el mundo son usuarios activos de las redes sociales (Estadísticas Mundiales de Internet, marzo 2017) y si no utilizas las redes, te estás perdiendo la oportunidad de llegar a estos usuarios. Podrían ser potenciales compradores y consumidores de café, otros productores con los que puedes intercambiar ideas o incluso investigadores de café que comparten la información más reciente sobre las variedades de café resistentes a la roya.

Entonces, demos un vistazo a tres razones por las cuales los productores de café deberían usar las redes sociales y cómo hacerlo.

1. Promoción de la Marca

La industria del café de especialidad llegó a preocuparse en gran medida por los pequeños productores y sus cultivos. Pero esto no significa que nosotros, los productores, podemos esperar a que los compradores nos encuentren. Es esencial tomarse el tiempo para promocionar la marca de tu finca de café y asegurarse de que sobresalga en el mercado.

Al “promocionar la marca de la finca”, estás creando una identidad que los compradores, tostadores y consumidores pueden reconocer. Y al tener esta identidad, estás afirmando que tu café es distinto. Incluso, especial.

Entonces, pregúntate: ¿qué tiene de especial tu Pacamara de proceso natural? ¿Por qué tienes certificaciones específicas? ¿De qué forma eres sustentable? Luego, una vez que entiendas por qué eres valioso y qué tiene de único tu café, es hora de demostrarlo. Descubre cómo representar tu origen, pasión y trabajo duro en una imagen o una frase.

Al concientizar sobre tu café y atraer tráfico a tu página, estás creando conexiones valiosas en el mundo del café de especialidad, ya sea con otros productores, exportadores, importadores, tostadores, baristas o hasta consumidores. Es fácil, rápido y económico.

También te puede interesar 5 Herramientas de Marketing Digital Que Deben Usarse En La Industria del Café

taza de cafe sobre la mesa lista para disfrutarLa Palma y El Tucán usa las redes sociales para aumentar el reconocimiento de su marca. Crédito: La Palma y El Tucán

2. Humanizando El Café

“Because great coffee doesn’t just happen” ~ SCAA (marca registrada 2011).

Esta frase es acertada. Un café excelente no sucede así, nada más: hay una proceso largo y difícil detrás, que comienza contigo en la finca. Esto significa que tienes el poder de mostrar a tu público el “detrás de cámaras” de la elaboración de tu gran café.

Y esto es algo que definitivamente deberías hacer.

El mercadeo en redes sociales consiste en crear conexiones emocionales y establecer relaciones más profundas. Puedes mostrarle a la gente que el café no es solo una bebida o una marca. Hay personas reales detrás del café, llenas de pasión, quienes están dispuestas a estudiar y trabajar duro todos los días para producir granos de especialidad.

Y a medida que establezcas esas conexiones emocionales, transmitirás pasión a tus seguidores. Dejarán de ver el café “solo como café” y comenzarán a darse cuenta que la procedencia de sus cafés, quienes lo produjeron y el precio que pagaron por ello importa.

productora clasifica los granos de cafeHerbert Peñaloza muestra a los productores seleccionando el café en Timor-Leste en Instagram. Crédito: Herbert Peñaloza

3. Intercambio de Información

En la larga cadena de profesionales de café, desde la semilla hasta la taza, los productores a veces pueden ser los más aislados. La ubicación física de la finca, además de la infraestructura y la tecnología, históricamente han dificultado la comunicación entre los productores y la mayoría de los consumidores.

Sin embargo, ahora es posible para ellos enseñar a los consumidores sobre su café, aprender lo que estos quieren beber y descubrir las últimas innovaciones para mejorar la calidad del café: todo esto solo a través de las redes sociales.

Los productores pueden conectarse en todas las regiones, países e incluso continentes mediante Instagram o Facebook. Y no se trata solo de comunicar con los consumidores: al contactar otros productores y especialistas de café, puedes recibir comentarios, encontrar soluciones a problemas como la broca, familiarizarte con las técnicas de procesamiento más recientes y mucho más.

camas de secado para cafe en una finca en HondurasFinca Fuente de Vida, Honduras, usa Instagram para mostrar cómo utilizan secadoras solares. Crédito: Juan Carlos Fuentes

Las redes sociales traen muchos beneficios, sin importar quien seas en la industria del café. Eliminan las fronteras entre los profesionales del café de todo el mundo, impulsan la colaboración y transmiten pasión a muchos consumidores.

Así que, si eres un productor de café y no estás utilizando las redes sociales en tu finca, te recomiendo que abras una cuenta hoy.

Escrito por Gisselle Guerra.

Traducido por Laura Fornero. Traducción editada por María José Parra.

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Learn The Coffee Competition Ropes From Counter Culture

Have you ever thought about joining the ranks of the competition barista but weren’t sure if it was for you? How do I pick a coffee? What should my theme be? How much time and money will it cost to compete? Am I even going to enjoy it? If this is you, Counter Culture is here to help. Tomorrow, November 1st at 1:00pm PST (4:00pm EST), all Counter Culture training centers in the United States will host Pro Tips: A Guide To Barista Competition and Brewers Cup.

Taking place in 12 cities across the country—Asheville, Atlanta, the Bay Area, Boston, Charleston, Chicago, Dallas (happening at The Common Desk in Deep Ellum), Durham, Los Angeles, New York, Seattle, and Washington DC—each Pro Tips event will feature ”local experts giving us the rundown on current competition structure, scoresheets, and the tips they’ve picked up over the years,” per the Facebook event page.

Participants will then be able to submit questions to “former champions and current judges from both competitions” who will answer them over a livestreamed Q&A.

Pro Tips: A Guide To Barista Competition and Brewers Cup is free to attend for all interested parties. To find the Counter Culture training center nearest you, visit their official website. For more information on the event, check out the Facebook event page here.

Zac Cadwalader is the news editor at Sprudge Media Network and a staff writer based in Dallas. Read more Zac Cadwalader on Sprudge.

Disclosure: Counter Culture is an advertising partner with the Sprudge Media Network.

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The Panel

Micah plopped down on the hotel bed and sighed. After what seemed like days of flight delays and middle seats, she was relieved to finally be at her destination: the city of Boston.

She was there to lead a diversity panel, hosted by a new coffee conference and targeted toward North American mid-level coffee professionals. Marketing teams, regional managers, trainers, HR crews, and other corporate coffee staff—they were to be her audience at the event.

Earlier in her career she’d made a habit out of sitting on such panels, although these days she considered herself mostly retired from such work, and happily focused on being a successful coffee trader. But the conference offered luxury accommodations and a hearty honorarium for her time. It was just enough to get her back in the game.

There in the hotel room, a card lay folded on the nightstand with “Micah Brown” handwritten across it. She flipped it open to read it.

Micah —

We’re honored to have you with us. We’re looking forward to hearing you drive an important conversation and offer your invaluable perspective. We can not wait to learn about what we can do to be better to all.

– The Boston Coffee Alliance

Micah tossed the note to the side before dozing off to sleep, the nervousness of leading yet another diversity panel fading away. They’re pretty much all the same, she thought. How bad could it be? 

***

The next morning, Micah arrived at the conference hall inside the hotel building ready with a KeepCup of washed Guat in hand. The lobby was empty and almost silent except for the sound of a muffled feminine voice coming from the other side of the closed hall doors. A lone woman sat alert behind a desk and smiled. Micah approached.

“Hi, I’m speaking on th-“

“Diversity panel, right?” The woman finished Micah’s sentence. “You look like someone who talks a lot about that.” She didn’t break her smile or stare.

“Yup, that’s me…” Micah managed to say, tamping down her true feelings.

“We’re just about to start! Here’s your badge, and the panel’s that way.” The woman motioned towards a door to the side of the conference hall. Micah followed, sipping her coffee as she walked down a long corridor leading to a dimly lit backstage area. A stagehand with a headset appeared and quietly signaled her to wait behind a curtain.

She could hear amplified voices from the stage, and then the sounds of a thunder storm and people trekking through forest filled the auditorium—a video presentation to the audience, trying to market sustainability. Micah couldn’t believe it—the presentation was indeed already starting—and as she looked around the empty backstage area in confusion, a creeping thought dawned on her. She whispered to the stage hand, “Aren’t there other people supposed to be here on this panel with me?”

They ignored her, listening intently to something in their headset. The lights brightened on the other side of the curtain and the amplified voice, now clearer, introduced Micah to the audience.

“All the way here from Oakland, California to lead our diversity panel in an important discussion, Micah Brown!”

The stage head created an opening in the curtain for Micah to appear through, and motioned for her to move towards it. She straightened up, clutched her coffee, and confidently walked into the applause and bright lights and on stage. It took a second for her eyes to adjust but when they did, she saw it.

One single chair at center stage.

She hesitated and looked out into the crowd, blinded by lights. The applause continued, almost hypnotic, drawing her cautiously towards the waiting seat.

“Micah, we are very pleased to have you,” the speaker’s voice echoed loudly. Silence fell over the room as Micah sat and looked around for the voice’s source. Micah picked up the microphone on the middle of the seat before sitting in it. Her sweaty palms were making it difficult to grip her coffee cup.

“I-I’m happy to be here,” Micah managed to respond with a crack in her voice. What the hell is going on here? Where’s the panel?  And then the room changed, and the lights dimmed, as five small lamps illuminated one by one at a table just in front of the audience, at the base of the stage. Micah could just barely make out five suited figures seated under each lamp. A shiny gold plaque read, The Diversity Panel.

***

Alarm bells were ringing. Her fight or flight instincts fully engaged, Micah felt transported out of her body, looking down at herself in the very moment she was captured within. A pair of manicured hands emerging into the light of the lamp in the middle, and straightened a waiting microphone. “Welcome to the Diversity Panel! We have so many questions for you. Your expertise will be integral in helping us be better to all.” The woman repeated the line Micah read from the card in her hotel room, but it sounded so much more sinister. “Who would like to begin?”

Four male voices spoke up in unison, their hands speaking for them but faces still shadowed behind the light. Micah glanced back and forth across the table trying to see the faces of those speaking firmly at her. Their gestures made it hard to focus. Intense waves of heat—righteous anger, betrayal, mortification—waved up and down her nervous system.

“Gentleman, gentleman, one at a time!” A voice cried out.

“Hi, I’m a regional hiring manager for Big Basket Coffee Roasters,” a deep voice rang from the far end of the table. He rubbed his hands slowly as he spoke. “We’ve done everything in our power to bring more diversity into our company. Everything. We post photos of baristas from different backgrounds on social media. We’ve made championing inclusivity a part of our mission statement. But we’re still not getting enough people of color to apply for jobs. We do our best but I just don’t understand why they’re not coming!”

The blinding heat from the stage lights made Micah sweat. Without seeing who was in front of her, it was hard to focus on answering the question.

“Well, it would be helpful to start with-”

“I just don’t think those people care about coffee like we do,” another male voice jumped in and interrupted. “I mean, you’re doing your best! We’re all doing our best!” The table murmured affirmations in agreement.

Those people? Did I really just hear a “those people” live on stage at a diversity panel? The moment hung like a choke pear—should she walk out? Should she fight back? The panel felt no such shame or hesitation—they went on rabbling, impatiently talking amongst themselves, demanding an answer from their chosen sacrifice.

“Well…” Micah started, choosing her words carefully. “You can’t sit and wait for people to come to you without doing the work. You have to put in effort and take these opportunities to them.”

No acknowledgment of having heard her message was made, and the next speaker dove right in. It was like a firing squad.

“Ms. Micah, at our company—it’s called Ivy Field, have you heard of it?—all of our floor and kitchen staff are super diverse.” A pair of hands to the right of the woman gave a thumbs up. “Micah, wouldn’t you say we’re doing a good job?”

Silence fell over the auditorium and Micah could feel her heart pounding in her chest. Were these people serious? They were deadly serious, and waiting for an answer, so she decided to give it to them.

“But how many of those people do you have in leadership positions? Have you opened up any pathways for them to grow and move up within the company?” The room grew more tense. The lights were getting hotter.

The voice of an old man to the left of the woman raised his hand to speak. “We had a Black general manager at our shop but… they just didn’t fit in with the culture. They would kick out customers they felt were ‘ignorant and disrespectful’ (he gestured air quotes) and we just couldn’t have that. Our customers come first. So, we let them go.”

Micah’s hand tightened around the microphone. She raised it to speak but was cut off again by the woman in the middle.

“What we really want to know, Micah, is what do we do?”

The panel mumbled “mhmm” in unison and waited for an answer.

“What more do you expect us to do?” The man on the far right repeated.

“We’re doing all we can at Big Basket. What should we do now?”

“Ivy Field is a good example of diversity, is it not?”

“What do we DO, Micah?”

“Please tell us.”

The voices of the panel started to ring louder and louder. Micah’s breathing increased and sweat dripped down her face. She tried to cry out, to respond, to quiet the madness and engage in genuine discourse, but her microphone had long since been turned off.

WHAT DO WE DO?” The panel yelled in unison. The ghost-like audience behind them chimed in with them. “WHAT DO WE DO? HOW DO WE DO BETTER FOR ALL?”

The auditorium lights came up just bright enough to show a sea of blank white faces staring wide-eyed at Micah on the stage. Hundreds of them, no thousands of them, filling an impossibly vast conference room, no amphitheater, no coliseum, no…it was a stadium, a vast 100,000 person oval, a triple-decker packed to the very last seat.

“WHAT DO WE DO? WHAT DO WE DO?”

The panel remained shadowed behind the lamps but their chants boomed over everyone else’s. Micah dropped the microphone and her coffee, running off the stage behind the curtain. Backstage was completely dark and the pathway to the conference hall lobby was nowhere to be found. Micah rushed around with her arms stretched out, trying to feel for a doorway out.

“WHAT DO WE DO?”

The voices seemed closer than before. Micah’s hand trembled onto a doorknob but it was locked. She turned around and saw the five shadows of the diversity panel behind her, with hundreds more bodies behind them, a mob of voices and gnarled bodies piling on top of each other.

“TELL US, MICAH. WHAT DO WE DO?”

She slid down the side of the door and covered her head. The chanting rang loudly in her ears. The mob was closer now. She couldn’t breath. No one could breath. There was nothing left to breath, nothing left to say, only the sound of the riot now and the deafening sound of bones crunching, spines snapping, skulls imploding as the bodies piled atop each other, killing themselves to get to her.

***

MICAH! MICAH!”

“Micah? Are you okay?” Micah jolted awake from her seat on the plane. She ripped off the headphones on her head and looked to see her colleague, Ezra, staring at her in bewilderment.

“You doing alright?” Ezra looked at her worried. They were mid-flight seated in business class and a flight attendant’s voice signaled for everyone to prepare for landing.

“It was… a dream?”

Micah breathed in one last bewildered gasp, then breathed out a deep, soul-cleansing sigh of relief.

“Must’ve been some dream,” Ezra said. “Are you stressed out about your green buyer talk?” Micah remembered they were heading to an auction to buy and trade coffees in Guatemala. She was the keynote speaker for her contributions to this sector of the industry.

“Yeah, I guess I am. Must be a flashback from my old diversity days.” Micah sat back in her seat and relaxed. She looked out the window just in time for the volcanoes surrounding Antigua to come into view.

“Ma’am, would you mind putting your seat in the upright position for landing?”

The voice of a woman sent a cold brew chill down Micah’s spine. She turned to the flight attendant at the edge of her row, intensely staring and smiling at her. The woman from the conference hall lobby in my dream, she thought. She placed her seat upright and watched the attendant walk away. A folded up note fell onto the ground by her feet. She slowly picked it up and read it.

How do we do better for all?”

Michelle Johnson is a news contributor at Sprudge Media Network, and the founder and publisher of The Chocolate BaristaRead more Michelle Johnson on Sprudge.

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The Man Who Spoon Too Much

sssssssszzzweeep…

“…lime blossom…”

thit thit thit…

“…honeydew rind…”

fffffffffffhhhhiiiit…

“…ruby red grapefruit…”

vvip…

“More of a pomelo actually.”

“Yes, but pithier. It’s got pith. Very pithy.”

“Like a bruleed pith though.”

“Definitely bruleed.”

“What do you taste, Alex?”

“Fuck,” Alex thought to himself. He hated this part of the day. It’s not he didn’t like cupping. On the contrary, it was his favorite part of working in the coffee industry, and he was actually pretty good at it. Under normal circumstances. But not around these assholes and their free-association tasting notes. What does a lime blossom even taste like anyway?

Around them, he would freeze up. Maybe it was that Alex never felt like he was part of the group. They didn’t think he was “in” coffee, not like them. He just put coffee in bags to be sent out for “real” coffee professionals to use. He was only invited to the daily cupping at as a sort of constant against which everyone else could gauge how developed their palates had become. Or at least that’s how Alex read the situation, and perhaps subconsciously, that’s the box he pinned himself into. For all the varieties of apple or specific herbaceous notes he could confidently find during a more casual cupping setting, here his tongue may as well been coated in wax.

“Uhhhh… stone fruit?” Alex said.

“I don’t know, I’m not really tasting the tartaric acid. Citric definitely, but I can’t find the tartaric.”

“I could see it getting more malic as it cools. Maybe that’s what you’re getting.”

“Yeah, that must be it,” Alex resigned, coalescing meekly yet again to the free-range, avocado blossom hive mind.

And just like every other day, Alex would finish out the cupping in silence while the others continued their three-dimensional chess flavor profiles. And as always, no one would ask his opinion again for the rest of the day.

After these daily traumas, Alex couldn’t wait to get back to bagging. Yes, the job was mindlessly repetitive, but loved being part of coffee, if only in a not-flavor-dependent way. Sure, he’d rather be a barista champion or a green coffee buyer, but at least bagging got him in the door to the coffee world. Plus, it gave him a chance to actually think about the coffees he had just cupped, though that usually entailed reliving his newest hell. “Stone fruit? You didn’t taste stone fruit,” Alex said to himself.

Ba-ding

A new order had just came in. A single 12-ounce bag for someone named Endora Derwood of the very coffee Alex was just cupping. I didn’t know it was on the offer sheet already, he thought. Maybe it’s some sort of friends and family preview; the name doesn’t ring any bells, though. The address was on his way home and everyone had left for the night—another couple hours lost in thought—so Alex figured he would just drop off the delivery on his way home. Nothing wrong with getting a few brownie points for exceptional customer service. He filled a bag and headed out the door toward the home of Ms. Derwood.

***

As Alex’s beat up Suburu pulls up to the Derwood non-descript home, he can’t help but wonder why he’s never seen it before; though he’s made this same drive twice a day for the past two years, he’s never seen this house before in his life. “But what WOULD I notice before I’ve had my morning coffee, right?” he said out loud to himself. His dad would love that joke.

DING-dong

“Coffee delivery for Ms. Endora Derwood,” Alex said to no one in particular. It wasn’t until now he realized how bizarre it was to make a deliver at this hour and felt compelled to announce his intentions to the universe.

The door opens to reveal a woman, presumably Endora Derwood, greeting Alex with a smile.

“Ms. Derwood? You just ordered some coffee and I thought I would bring it by. It was on my way home.” Alex was now completely aware of how odd this situation might seem.

“Now that’s customer service. Kudos to you!” she said. Alex felt relieved. He was unable to pinpoint her age; She was dressed in flowy, hippy garb, but Alex couldn’t tell if it was some sort of Coachella-boho-chic thing or if Ms. Derwood hadn’t changed clothes since she was at Woodstock.

“So what does this coffee taste like?” she asked.

“Ummm… bruleed pomelo pith?” he said meekly.

“Now just what in the hell does that mean?” She may have looked like a hippy, but Ms. Derwood was a straight shooter.

“To be honest, Ms. Derwood, I have no idea. That’s just what everyone said at the cupping table today and they seemed pretty confident.”

“Well, what did you taste? You were there too, right? And please, call me Endora.”

“I… I don’t know. I kinda froze up.”

“That just won’t do. I think I have something that will help you. Would you like to try?”

It was getting late, but “what the hell?” Alex thought. This was the sort of low-pressure situation where maybe he could actually pick out the flavors.

“That sounds great Ms. Der… Endora.”

“Oh wonderful. Come have a seat and I’ll brew some up right away.”

Her setup was nice: decent enough home grinder, cupping bowls, actual cupping spoons.

“Here,” she said. “Use this one, it’s very special.” It was unlike any cupping spoon he has seen before, shimmery and variegated, but not multi-colored; more like every color at once. In the concavity of the spoon, two squares offset to make an eight-pointed star.

“I can’t use your spoon,” Alex said. “It’s too nice.”

“Don’t you mind that. I have others.”

Alex agreed—it was pretty cool looking after all—and dipped the spoon into the slurry (now reaching the ideal tasting temperature).

“Tangerine. Shit. It’s tangerine!” Alex exclaimed. Not toasted, not the rind, not poached in 25-year-old brandy, simply the juicy part of the fruit that normal-talking humans associate with the word “tangerine.”

“Why yes, I believe you’re right, Alex. Try again. What else do you taste?”

zzzzzheeet…

“…lavender, caramel, and just a touch of grassiness.” With each sip, the flavors came more into focus. Probably shouldn’t have told the customer the coffee was grassy, though.

“Right again. You’ve got quite the palate.”

“If only that were true when we cupped at work.”

“Well, why don’t you take that spoon with you? Just promise you’ll bring it back tomorrow.”

He hesitated. “I couldn’t do that, it’s is too nice. Thank you though.”

“I insist. It’s no trouble at all.”

Alex thought for a second. It’s just a spoon, right? But maybe it would bring him good luck. The flavors DID seem so clear when he was using it.

“If you really don’t mind, then I guess I could take it for luck.”

“Just remember, you must bring it back tomorrow.”

“I promise. Thanks Ms. Derwood!” Alex said as he turned and headed for the door.

“It’s my pleasure,” Enodra said, a cheshire grin beginning to peak out of the corner of her mouth.

***

The next day, Alex couldn’t wait to get to the cupping table, lucky charm in hand. He practically floated into the room.

“We’re going to do something a little different today,” Alex’s boss said. “We’ve set up a triangulation cupping for you all. The winner will represent us at the US Cup Tasters Championship this year.”

The room grew excited, except for Alex. The old “it’s tangerine, you dum-dums” trick isn’t gonna work now. Back to being the bag packing punching bag.

Nonetheless, Alex decided to participate. Who knows, maybe he’d get lucky. As the rest of the team is hrrrmmm’ing and oooo’ing their way through the row of triplet cups, jotting down their answers as they go, Alex, the last person to go, begins with the first set.

zzzzzheeet… zzzzzheeet…

zzzzzheeet…

“I think there’s been a mistake,” Alex stated. “These coffees taste nothing alike.”

“There’s no mistake. Just pick out the one that’s different,” Alex’s boss said.

“Don’t worry, it gets a lot harder,” his coworker stated, certain as they all were that Alex had no idea what he was talking about.

Himself uncertain about the obvious differences, Alex jots down his answer and moves to the next set of bowls.

zzzzzheeet… zzzzzheeet… zzzzzheeet…

Ok these are definitely different, Alex thought to himself. Don’t say anything. Just write it down and move on.

With each passing cup, the flavors became clearer and clearer. Each sip evoked a unique image in his mind, in full color, that he could rotate in three-dimensional space. It’s like he could jump into that scene himself and poke around to find what was out of place. Alex blew through sets three, four, and five. He began skipping past his coworkers in the line, so enamored with the contrasts of flavor country that he didn’t even realize they were there.

“Done!” Alex stated.

“You sure you don’t want to give it another pass?” his boss asked.

“Nope, I’m pretty sure these are right.”

“Let’s just check and see.” Alex’s boss takes his score sheet, scribbling little marks as he scrolls down the page. His brows furrow slightly. “It appears that Alex has set the bar pretty high. He didn’t miss a single one.”

As the rest of the group continued to work through the sets and turn in their answers, Alex beamed. You could have turned off the power and illuminated the whole room with his smile alone.

Second place missed three.

“Well, Alex, looks like you’re going to Cup Tasters,” his boss said.

Alex couldn’t believe it. He finally bested his coworkers/secret enemies and it was all thanks to the spoon.

Oh no, the spoon. He is supposed to give it back to Ms. Derwood tonight. If I get last place at Cup Tasters, it’ll be worse than if I never went at all… Maybe I’ll just hold onto it until Ms. Derwood messages us about it. She knows how to reach me. What could possibly be the harm?

The spoon, so beautiful, so unlike any other spoon, seemed to almost vibrate.

***

Ms. Derwood never did get in touch about it. Month and months went by as Alex prepared for Cup Tasters with his secret weapon, without a single message from the hippy dippy woman in the secret house on his route home. In that entire time, Alex never missed a cup. He picked them out faster. Nothing his coworkers threw at him—not a single errant bean, not a half a degree difference in water temperature, nothing—could fool him. The images these coffees painted in his head were just too crisp. Winning almost felt perfunctory at this point.

And it was. At the national competition, Alex steamrolled the first round with a perfect 8 for 8 in just under two minutes. In the semis, he went perfect again but in just over five minutes, thanks to a cheeky “coffee break” in which the newly-confident Alex picked up one of the cupping bowls and began sipping from it as he took a casual stroll around the stage. He almost got DQ’ed for his little stunt but he was so far away above the rest of the competition, they let him off with a warning.

Then came the finals. His pièce de résistance. So as to not run afoul of the rules that he now felt a great deal of contempt towards, Alex didn’t touch a single cup, not for tasting purposes at least. Using aroma alone, he correctly identified all eight outliers, and did so in just under a minute. The packed house roared.

Alex became an overnight sensation in the coffee world. Did this kid really just win the US Cup Tasters without a single sip?! The audacity! The nerve! The sheer badassery! Yesterday, Alex was a nobody, but today, he’s the most famous person in the coffee world. Local media ate him up—he even made a national mainstream newspaper’s weekend magazine cover. “Coffee’s bad boy” they called him, with cover photos of him flipping over cupping tables or spitting coffee directly at the camera, with his special spoon—his secret weapon, his actor’s secret—always hiding in plain sight.

Alex fell comfortably into the roll of the bad boy—”John McEnspro,” someone quipped on Twitter, and in truth, he loved it. He began saying things like, “tasting isn’t something you can learn. It’s either in you or it isn’t,” and “coffee probably isn’t for everyone, maybe you should give wine a shot.” He was snotty, he was ambitious, he was brash—the rock star competition barista of yesteryear, born anew with dizzying success.

In the weeks leading up to the World Cup Tasters, Alex didn’t so much “practice” as he did put on coffee tasting exhibitions. Not a day went by where a stranger didn’t recognize him and ask Alex to taste whatever coffee they were drinking. They started inviting in members of the local community: cafe regulars, reporters, the local high school varsity football squad (including the coaches and cheerleaders).

zzzzzheeeeeeet…

“Rose hips, pomegranate, 72% dark chocolate, and you really need to lay off the Flaming Hot Cheetos before drinking coffee.”

Alex was ready. The only thing left to figure out was exactly what outrageous stunt he was going to pull at the finals. Was he going to hand out rain ponchos to the first two rows of the crowd, the “splash zone,” and cover them with the winning coffee? He wasn’t sure yet, but he knew it was going to be wild. And he knew he was going to win at worlds.

***

Sitting at the airport waiting for his flight to Belo Horizonte to arrive, Alex was recognized a group of coffee people waiting to board his same plane, who like everyone else it seemed, wanted to see the world’s most famous palate in action. And Alex was more than happy to oblige. One member of the adoring public handed Alex their cup of airport coffee as a lark. Alex pulled his prized possession from the chain around his neck—he wore the spoon like an amulet of power now, always pressed against his skin, next to his beating heart.

zzzzzheeet…

“Baker’s chocolate, rubber, peanuts… and baby shit?”

The group laughs, they snap a few photos with Alex for the ‘Gram, ask him to sign their cup—Alex spells the name on the cup wrong intentionally; people eat it up—and they leave, satisfied to have met the phenom and seen him in action. But something was wrong. That coffee had baker’s chocolate, rubber, and peanuts, but baby shit? Maybe that was a defect from some kind of natural process that had crept into this coffee’s otherwise unremarkable provenance, but something felt wrong. He tasted that flavor when he slurped the coffee, but the flavor wasn’t in the coffee. Just then he heard the crying: a newborn some 20 yards away waiting on a flight at the next terminal. The baby’s mother was fussing with a diaper bag, getting ready for a change.

Then, a distinct odor of corn and oil, like bad tortilla chips. No sooner than Alex picks out the smell, a man with a greasy bag of leftovers from the shitty Airport Tex Mex spot takes a seat three rows over.

Every passing scent lingers now. He can’t turn them off. Alex’s senses have become too sharp, as though the focus on a camera had been over-adjusted; the picture in his head has gone blurry, overrun by atmospheric scents clashing against one another.

“Now boarding Group Six for Flight 823 to Belo Horizonte, Brazil…”

Shaking off his olfactory panic attack, Alex heads for his plane, hoping to leave behind this menagerie of odors turned to 11.

But the plane was worse. A “service dog” four rows back is having a love affair with its own butt. A man up in first class with athlete’s foot has just removed his shoes. Someone in the very back opens the bathroom door, releasing a perfume of blue chemicals and old urine. No less than three toddlers on this plane are at various stages of bodily fluids coming out of both ends. The pilot boards, bringing with him a smell of last night’s gin and cheap perfume. Alex can taste the armrests. All of them.

The odors, they are deafening.

Alex grows pallid and breaks into a cold sweat, the salty sweetness only adding to the onslaught. His vision tunnels and his ears only record a high-pitched silence as all sensory power is diverted to his nose and mouth. He begins to thrash about, pawing aggressively at anything and everything around him trying to find something to bring him back, but his fingertips aren’t registering any sensations, not the headrest, not the face of the person in the chair next to him, not even the window that just dislocated two of his knuckles. Nothing. In comes a rush of copper.

And in an instant, everything is gone.

***

Alex opens his eyes to the blurred features of a soft, white room. It’s unclear where he is or how long he’s been here. His eye muscles have grown weak from atrophy. He can feel the cool wall against the back of exposed neck. His senses must be returning.

“Ah you’ve come back to us,” Alex hears a female voice say. “That was quite an ordeal, wasn’t it.”

Alex tries to sit up but is too weak.

“Be careful now. You’re not back up to full strength. You should make a complete recovery in no time. Except for…”

Alex tries to speak but only a garbled noise comes out, accompanied by a shooting pain.

“I was trying to tell you, when you had that terrible spasm on the airplane, you bit off most of your tongue. The doctors ran a CAT scan and you seem to have fried your parietal lobe in the process. I’m afraid you’ll never taste or smell again. But on the bright side, all your other sense were unharmed.”

Tears begin to fill Alex’s eyes as hey lay motionless against the wall.

“Oh, there it is.”

The specter’s soft focus tightens as she floats closer to Alex, leaning over him to pluck a shiny metallic object from the chain around his neck. In a moment of perfect clarity, Alex can read her name tag: Derwood.

And then, as though overcorrecting the camera lens, the shape of the woman blurs, fading into nothing but a voice.

“I’d hate to lose this. It’s very special.”

Zac Cadwalader is the news editor at Sprudge Media Network and a staff writer based in Dallas. Read more Zac Cadwalader on Sprudge.

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Tuesday, October 30, 2018

Comparando Métodos: ¿Cómo Deberías Preparar Café Cold Brew?

Un cold brew (café extraído en frío) dulce y refrescante es una opción excelente para el verano o los climas calurosos. ¿Pero cómo se prepara un cold brew? ¿En qué consisten los métodos de inmersión y de goteo y el café helado japonés?

¿Y qué método deberías usar para lograr un café perfecto, ya sea que desees una taza suave y dulce o un origen único afrutado y complejo?

Da un vistazo a los diferentes métodos en esta guía rápida y sencilla y aprende cómo puedes mejorar y adaptar tu cold brew para obtener siempre un resultado delicioso.

Read this in English Brew Methods Compared: How Should You Make Cold Brew Coffee?

un refrescante vaso de cafe frioUn cold brew con hielo de Toma Café en Madrid, España. Crédito: Julio Guevara

Elegir Un Método de Cold Brew

Al igual que con la extracción convencional, existen muchas maneras para preparar el cold brew y hay muchas formas para adecuarlo a tu gusto.

El cold brew tiene la reputación de ser dulce, suave y de sin acidez. Pero no tiene que ser así. Antes de elegir un método, considera el perfil de café que te gusta. Esto te permitirá elegir un método de extracción que destaca los elementos que disfrutas.

El calor acelera la extracción y algunos compuestos, como los ácidos, que solo se extraen con el calor. Esto significa que para el cold brew es necesario hacer algunas consideraciones más que con el café convencional.

También deberías pensar en la practicidad. ¿Cuánto tiempo y esfuerzo estás dispuesto a dedicar a tu cold brew? ¿Lo bebes con mucha frecuencia como para comprar el equipo especial necesario para prepararlo o es algo que eliges ocasionalmente? Analicemos las ventajas y desventajas de los distintos métodos.

También te puede gustar Cómo Darle Un Toque Especial A Tu Cold Brew

vaso de cafe frio con hieloCafé helado cold brew. Crédito: Matt Hoffman

La Inmersión

Es probable que esta sea la técnica en la que piensa gran parte de las personas cuando se imaginan la preparación cold brew. Mezcla agua fría con café molido y déjalo en reposo por un par de horas. Luego de filtrarlo, obtienes una taza de café suave con el mínimo esfuerzo.

Los cold brews de inmersión en general son muy equilibrados y tienen poca acidez. Esto se debe a que los compuestos ácidos se extraen únicamente con el calor. Si te gusta un café suave y dulce, esta puede ser la técnica para ti. Pruébala con un café de Burundi o un Bourbon procesado naturalmente para resaltar de verdad la dulzura de los granos.

Sin embargo, algunas personas descartan el cold brew, porque perciben una falta de complejidad y matices. Junto con esos compuestos ácidos llegan las notas afrutadas y la vitalidad.

Dylan Thome, tostador y gerente de control de calidad de Café Registrado en Buenos Aires, resalta la importancia del método de extracción correcto. “El cold brew tiene una mala reputación entre la gente del café de especialidad, porque le faltan algunas de las características más valoradas: la acidez y la complejidad. Encontré una manera para destacar estas cualidades al ajustar un poco los procedimientos habituales del Toddy”.

También te puede gustar Preparación y Tueste: ¿Por Qué Hay Cafés Más Ácidos Que Otros?

botellas de cold brew recien hechasBotella de cold brew hechas en un Toddy. Crédito:  Cappuccino Man

Toddy es un sistema de preparación de cold brew con el que se utilizan filtros de papel o de fieltro para que el método de inmersión sea incluso más fácil. Dylan resume su método preferido: “Nuestra receta sigue una razón de 1:8 café a agua, pero comienza con un bloom caliente en el primer minuto y luego un baño helado. Después de 16 horas, empezamos a hacer pruebas de sabor y medir los sólidos disueltos totales (TDS) hasta alcanzar el objetivo y obtener una bebida equilibrada”.

Ivan Totti Heyden trabaja en el control de calidad en Academia do Café en Belo Horizonte, Brasil. Él también perfeccionó su método de inmersión.

“He estado trabajando y explorando el café cold brew desde 2013”, dijo. “Al principio, lo preparaba en una botella y con un dispositivo con filtros de papel. No me gustaba, así que me dediqué a mejorarlo. Realicé algunos experimentos con tiempos, tamaños de molienda, concentraciones, tiempos y tuestes diferentes”.

“Luego de encontrar mi receta, adquirí el Toddy para comenzar a preparar cantidades mayores y embotellar el café. Sigo usando el pequeño Toddy todos los días para preparar un cold brew fresco y servirlo en la tienda de café y pienso que es muy útil”.

Así que no descartes el método de inmersión por no ser afrutado o rico. Experimentando un poco, lo puedes personalizar.

También te puede interesar Prepara un Delicioso Cold Brew en 4 Pasos – Revelados por Expertos

cold brew listo para ser tomado Un vaso de cold brew en The Fix en Madrid, España. Crédito: Fernando Pocasangre

El Café Helado Japonés

Técnicamente, este no es un café cold brew, porque se extrae caliente. Pero tampoco es café helado. Este método se trata de extraer el café caliente directamente sobre el hielo. Imagínate un dispositivo pour over con el cuerpo lleno de hielo.

El café helado japonés tiene un sabor particular para ser un cold brew. Debido a que el agua caliente extrae los ácidos, tiene un acabado refrescante, chispeante y brillante. Si disfrutas este perfil, pruébalo con cafés de Etiopía u orígenes similares que tienden a tener una acidez elevada.

El método helado japonés tiene sus ventajas: es rápido, sencillo y económico. Si repentinamente quieres una taza de cold brew, esta es la manera fácil para obtenerla. Probablemente ya tienes el equipo para preparar una jarra: solo usa tu Chemex o V60.

También te puede gustar Cómo Preparar Café Helado Japonés

cold brew al estilo japonesMétodo de café helado japonés. Crédito: Sebastian Franzén

Extracción Por Goteo En Frío

Esta técnica también se denomina Kyoto por goteo en frío u holandés por goteo en frío y solamente es para quienes están dispuestos a dedicarle tanto tiempo como esfuerzo. La preparación por goteo en frío consiste en dejar que el agua fría gotee lentamente sobre el café. Imagínate un pour over muy lento (puede tardar hasta 24 horas).

El resultado es un café limpio con un cierto cuerpo y una gran variedad de matices de sabor. Esta técnica enfatiza cualquier nota floral o frutal, porque extrae los azúcares del café, pero no enturbia la bebida por causa de una inmersión larga. También se extraen los lípidos, lo cual brinda al café final mayor viscosidad que el café helado japonés.

La desventaja es que debes invertir tanto en el tiempo como en el equipo. Dado que el goteo es por segundo o incluso más lento, te puede llevar todo un día producir una jarra de café. Y a diferencia del cold brew de inmersión, no es necesariamente pasivo. La extracción por goteo en frío exige un monitoreo y ajuste del ritmo de goteo según sea necesario.

Además, se necesitan herramientas costosas. Las torres de extracción por goteo lento hechas en vidrio lucen espectacularmente científicas, pero no son baratas. También ocupan mucho espacio y son un equipo muy delicado. Si tienes un departamento pequeño, una familia activa o una tienda de café concurrida, quizás este no sea el mejor método para ti.

metodo de filtrado para un cold brewTorre de extracción en frío Hario. Crédito: Hario Peru

El café cold brew puede ser una opción excelente cuando hace calor o para cambiar un poco tu bebida caliente usual. Como puedes ver, su reputación unidimensional no necesariamente es acertada. ¿Por qué no jugar un poco con las técnicas y diferentes granos para encontrar la receta perfecta para ti?

¿Disfrutaste este artículo? Lee Introducción al Cold Brew: 4 Cosas que Debes Considerar

Artículo escrito por Hazel Boydell.

Traducido por Laura Fornero. Traducción editada por María José Parra.

¿Quieres Seguir Leyendo Artículos Como Este? ¡Suscríbete Aquí!

 

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Exploring Saudi Arabia’s Growing Specialty Coffee Scene

The Middle East is experiencing huge growth in its coffee industry. Specialty coffee shop chains are thriving here, particularly in Dubai and Saudi Arabia. There is also a growing number of professional events, including the upcoming International Coffee and Chocolate Exhibition in Riyadh, which the organizers describe as the largest coffee and chocolate exhibition in the Middle East.

With over 9,000 branded coffee outlets in 12 countries, the region has ample opportunity for investors and is providing a new market for global producers.

But what do those coffee shops look like and what are the opportunities for growth? Let’s take a look at specialty coffee in Saudi Arabia.

You may also like Coffee Farms & Guest Rites: Saudi Arabia’s Unique Coffee Culture

A barista pours latte art. Credit: International Coffee and Chocolate Exhibition

The Success of Western-Style Coffee Shops

Saudi Arabia has a fascinating history with coffee. The traditional coffee ritual here includes roasting beans in front of guests and the use of a dallah, a beautiful Arabic coffee pot. Today, the beans are more commonly roasted in the kitchen, but the hospitality custom is still a part of Arabic life.

In recent years, Western-style coffee shops have opened across the Middle East. And with them, a different form of coffee consumption is developing. There is growing appreciation for lighter roasts and increasing use of third wave brewing methods.

Khalid Bajere is a purchasing manager at Al Halees Group. He tells me that he has seen the coffee industry expand in Saudi Arabia in recent years. He tells me that “the young generation are typically the new coffee consumers for  blended coffee and coffee with additives like milk and flavored syrups. The old generation is loyal to the old style of coffee like Turkish coffee or espresso.”

Attendees sample pour over coffee at the International Coffee and Chocolate Exhibition. Credit: International Coffee and Chocolate Exhibition

Wayel al-Wohaibi is a co-owner of Varietal Cafe Specialty Coffee Roasters in Riyadh. He says that Saudi Arabia has a relationship with coffee like nowhere else.

“Some of the larger supermarkets in Saudi Arabia have a dedicated aisle green coffee of various sources and quality. I have not seen this anywhere else in the world,” he says.

”2017 was a breakout period where it seemed everyone wanted to cash in on the specialty coffee movement and several streets [in Riyadh] became bustling with specialty coffee shops side by side.”

On October 8th, 2018, Allegra World Coffee Portal published a press release on its Project Café Middle East 2019. The project is a report into market share, opportunities, and challenges in the branded coffee industry in the Middle East. It forecasts significant growth in the branded coffee industry and this popularity is attributed to the success of the aspirational Western café concept.

Within the countries analyzed, Saudi Arabia was found to have the strongest rate of growth over the last 12 months, at 9.6%. So it makes sense that Riyadh is hosting the International Coffee and Chocolate Exhibition in December.

Visitors to the International Coffee and Chocolate Exhibition sample chocolates. Credit: International Coffee and Chocolate Exhibition

Dr Mohammad Almarhoon is the co-owner of Artist Hub Coffee Roasters. He is also an owner of one of the first specialty coffee shops in Saudi Arabia, Green Seeds Coffee, which opened in 2014. He tells me how coffee culture has quickly changed here.

Specialty coffee started just recently in Saudi Arabia but it is catching up surprisingly fast. More coffee shops are opening, it’s at a high this year and predicted to [grow even more] next year,” he says.

“In the beginning, people were intrigued by the pour over, syphon, AeroPress, and other brewing methods. Now, they are more focused on the bean itself, where it comes from, what processing method is used, and even sometimes who the farmer is. There is more appreciation for the value of the bean and its story from farm to cup.”

Saudi Arabia has a growing place in the international coffee scene. Credit: International Coffee and Chocolate Exhibition

A Land of Opportunities

Tony Pramana is the Head Roaster at Bunista Coffee in Khobar. He tells me that he moved to Saudi Arabia from Indonesia earlier this year to work as a roaster.

“The main reason I’m working here is to open my perspective to a coffee consuming country, because most of my experience is in Indonesia. I came to Saudi Arabia because the growth of coffee consumption here is high,” he says. “The market now is growing really, really fast. In Khobar itself, I think around one coffee shop opens every week.”

He agrees that the Western-style café concept is driving success. “Lots of the younger generation go to specialty cafés. There’s a change in market behavior. The reason for it, in my opinion, is because millennials can chat or hang out with other genders [in these coffee shops]. This happened because of a new perspective here. The Saudis are more open now,” he says.

Coffee culture is quickly changing in Saudi Arabia. Credit: International Coffee and Chocolate Exhibition

Saudi Arabia Is a Producing Country

Tony also tells me that the future of Saudi Arabian specialty coffee is not just in cafés. “Coffee production has started to flourish in Saudi Arabia,” he says. “In Gizan, on the border with Yemen, the coffee plantations are being taken more seriously.

“With capital from Saudi Aramco, they want to change from farming qat [a shrub that is traditionally chewed or used to make tea] to coffee farming. From my visit in April 2018 to Addayer, [I think that] there’s potential in their coffee. The problem is the post-harvesting process and high cost of labor. But, with high pride in local products among the [Saudi] citizens, I can see potential in Saudi coffee.”

Allegra identifies Saudi Arabia and Kuwait as having significant potential for growth across the food and beverage industry. Credit: International Coffee and Chocolate Exhibition

The area that Tony describes is a small, humid region with mild temperatures and long summers. Away from the desert climate that most of Saudi Arabia experiences, Addayer holds great potential for coffee production.

Saudi Arabia’s first specialty coffee farm is here. This year, it produced natural and washed coffee. Some of the lots were then independently cupped at 80, 81, and 84 points.

It’s very early days, but if coffee farming does take off in the Middle East, it can only add to the success of the third wave industry here. With access to both production and consumption, Saudi Arabia has the potential to rapidly develop.

Coffee roasters display their products. Credit: International Coffee and Chocolate Exhibition

A Strong Market For Producers

The Middle East could be an important opportunity for global coffee producers too, particularly in a time of low coffee prices.

Daniela Maya Fernández is the Director of Specialty Coffee and External Trade at Grupo Accresco, in Colombia. She says, “We see the increased demand for high quality coffee around the world and Saudi Arabia and the Middle East region is primed for the establishment of great working relationships in our supply chain through innovating vertical trade models. This is why we are investing our efforts there in the upcoming years.”

“We believe as coffee growers that our vast expertise at origin can now be conveyed in a very personal and fashionable manner for product placement in growing markets such as the Middle East.”

Karl Wienhold handles logistics and marketing at Direct Origin Trading and is the author of an upcoming book on the economics of the coffee supply chain. He tells me that the Middle East has developed a taste for high-end coffee. “Here in Colombia, most of the shipments I have seen going over there have been extremely expensive exotic process nanolots,” he says.

Third wave methods of brewing are gaining popularity in the Middle East. Credit: International Coffee and Chocolate Exhibition

An Opportunity For International Investment

One way to develop business in Saudi Arabia is through trade shows. The International Coffee and Chocolate Exhibition is one such event. It takes place in Riyadh from December 3rd to 7th and is accredited by the Global Association of the Exhibition Industry.

Radyah Al Hawsawi is the Marketing Manager at Le Concheur, a chocolate company and café based in Jeddah. He tells me that he will be at the expo and that his experience as an exhibitor at a March 2018 event from the same organizers in Jeddah was “really a wonderful experience.”

“Recently, there has been an increase in new chocolate and coffee shops that sell chocolate and dessert in Saudi Arabia. This makes me expect growth in the chocolate and coffee markets in Saudi in the upcoming years,” he says.

A view of the International Coffee and Chocolate Exhibition. Credit: International Coffee and Chocolate Exhibition

Allegra identifies Saudi Arabia and Kuwait as having significant potential across the food and beverage industry. Its findings include the statement: “The liberalisation of Saudi Arabia’s economy under the government’s ‘2030 Vision’ is expected to significantly boost the country’s F&B sector.”

Saudi Arabia, Kuwait, and UAE are predicted to be the fastest growing coffee consumer markets in the Middle East over the next half decade.

Aicha Abu Ajamieh is the Marketing and Content Manager of the International Chocolate and Coffee Exhibition. She tells me that the 2017 event had over 250 exhibitors from over 30 countries and that they collectively offered over 25,000 products. This year’s exhibition is expected to have more than 300 national and international exhibitors including brands such as La Marzocco, Bodum, and Trismoka, she says.

Exhibitions and trade shows can be opportunities to learn and network. Credit: International Coffee and Chocolate Exhibition

Gabriele Cortopassi is a project manager with Mokaflor and Caffelab and is the CEO of Espresso Academy. He tells me that he will be at the exhibition this year.

“If coffee is exploding as culture, it is also exploding as business. Many people who attend the exhibition are investors looking for ideas, input, and skills for their project,” he says.

Workshops like those held by Gabriele can provide insight into unfamiliar elements of the coffee and chocolate industries and such events can allow access to international brands.

The strengthening of the Middle Eastern coffee community in recent years has paid off. In 2016, Saudi Arabia saw its first ever AeroPress Champion and earlier this year, Sara Al-Ali was a finalist in the World Cezve/Ibrik Championship.

Learn more in Why Trade Shows Are Great Opportunities for Coffee Education

The traditional dallah makes way for espresso machines. Credit: International Coffee and Chocolate Exhibition

The Middle East is flourishing with opportunities in specialty coffee and chocolate. With a rapidly expanding number of coffee shops, increased interest in third wave brewing methods, and even a burgeoning farming industry, there is great promise for investors.

The taste for high-end beans also holds potential for global producers. With the right contacts, Saudi Arabia could be part of your next venture.

Enjoyed this? Check out How Can We Help Consumers Understand Coffee Flavour Notes?

Feature image credit: International Coffee and Chocolate Exhibition

Please note: This article has been sponsored by International Coffee and Chocolate Exhibition.  

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