Recently, Zest Director Rod Greenfield showed a non-coffee industry business colleague through our roastery. He was mesmerised by the rumbling of the roaster, the toasty aromas in the air, and watched wide-eyed as a batch of browned beans tumbled from the roaster into the whirring cooling tray.
They stepped into the production lab where he noticed a line-up of about 15 cupping bowls from a recent production cupping. Rod offered the guest a spoon to taste the coffees on the bench, and he backed away. “No,” he said. “I just drink cappuccinos. All coffee tastes pretty much the same to me. I wouldn’t be able to tell any difference.”
Rod persisted and handed him the spoon, demonstrating the basic scoop and slurp motions. He pointed to the Ethiopian coffee and asked him to taste it. Then he pointed to the Brazilian coffee and asked him to taste that too. “Tell me if you taste any difference at all,” Rod said.
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