As a coffee roaster, I often find myself in a unique position when it comes to enjoying a cup of coffee. While most people can simply savor their brew without a second thought, I'm constantly analyzing, questioning, and considering how each sip relates to the roasting process. This analytical mindset can be both a blessing and a curse, but it's also what drives me to continually improve and explore the world of coffee.

Recently, I had the opportunity to visit a coffee bar with a friend. As we sat there, I couldn't help but notice how difficult it was for me to fully immerse myself in the experience without dissecting every aspect of the coffee. Questions raced through my mind: What roaster are they using? How does the coffee taste? Would I do something similar? It's a constant battle between enjoying the moment and analyzing every nuance.

This experience got me thinking about the importance of understanding coffee extraction and how it relates to flavor. As coffee enthusiasts, we often hear about the ideal extraction percentage ranging from 18% to 22%. But what does this really mean for the average coffee drinker?

To put it simply, extraction is the process of pulling flavors and compounds from coffee grounds into water. The percentage refers to how much of the coffee's soluble content ends up in your cup. Finding the right extraction balance is crucial for achieving the best possible flavor in your brew.

In my morning coffee routine, I've been experimenting with different techniques to achieve optimal extraction. Recently, I brewed a delicious Mexican coffee using a 1:15 ratio (30g of coffee to 450ml of water) in a Hario V60. I used multiple pours, including a 22-second bloom, to ensure even extraction. The result was a cup with complex chocolate notes and a caramel-like acidity that lingered pleasantly.

But here's the thing: achieving the perfect extraction isn't just about following a recipe. It's about understanding how different variables affect the final cup and being willing to experiment. Factors like grind size, water temperature, brew time, and pouring technique all play a role in extraction.

For those looking to dive deeper into the world of coffee extraction, I recommend starting with these simple experiments:

1. Adjust your coffee-to-water ratio: Try brewing with ratios ranging from 1:15 to 1:18 and note the differences in flavor and body.
2. Experiment with grind size: A finer grind will increase extraction, while a coarser grind will decrease it. Find the sweet spot for your preferred brewing method.
3. Play with pour techniques: For pour-over methods, try different pouring patterns and speeds to see how they affect the final cup.

Remember, the most important tool in your coffee arsenal is your palate. While scientific measurements like TDS (Total Dissolved Solids) can be helpful, ultimately, your taste buds should guide your brewing decisions.

As you embark on your coffee journey, don't be afraid to trust your instincts and preferences. The beauty of coffee lies in its diversity and the personal connection we form with each cup. Whether you're a casual drinker or an aspiring roaster, there's always something new to discover in the world of coffee.

So the next time you brew a cup, take a moment to really savor it. Consider the flavors, the aroma, and the overall experience. And if you find yourself analyzing every aspect like I do, embrace it! That curiosity and attention to detail might just lead you to your perfect cup of coffee.

As a coffee roaster, my journey has been filled with unexpected lessons and insights. Recently, a visit to an auto shop opened my eyes to the true meaning of exceptional customer service and stewardship. This experience made me reflect on how these principles can be applied to the world of coffee, enhancing the experience for coffee lovers everywhere.

Stewardship, in essence, is the responsible management and care of resources. In the coffee industry, this extends beyond just the beans – it encompasses the entire customer experience. Just as the auto mechanic went above and beyond to educate me about my car's needs, we as coffee professionals have a similar responsibility to our customers.

One key aspect of stewardship in coffee is attention to detail. Every step of the coffee-making process, from sourcing to roasting to brewing, requires meticulous care. As roasters, we must be willing to share our knowledge, explaining the nuances of different beans, roast profiles, and brewing methods. This education empowers coffee drinkers to make informed choices and appreciate the complexity of their brew.

Transparency is another crucial element. Just as the mechanic explained the intricacies of car parts and repairs, we should be open about our sourcing practices, roasting techniques, and pricing. This builds trust and fosters a deeper connection with our customers.

The concept of going above and beyond expectations is where true stewardship shines. In the coffee world, this could mean offering personalized recommendations, providing brewing tips, or even helping customers troubleshoot their home setups. It's about creating an experience that goes beyond just selling a bag of beans.

My own journey in building a coffee business has taught me the value of perseverance and continuous improvement. Each challenge, whether it's growing a YouTube channel or navigating Amazon listings, has been an opportunity to learn and refine my approach. This struggle is an integral part of delivering excellence to customers.

For potential coffee drinkers, understanding the dedication behind your cup can enhance your appreciation. When you buy from a roaster who embodies these principles of stewardship, you're not just getting coffee – you're becoming part of a community that values quality, education, and genuine care.

As I continue to develop my role in the coffee ecosystem, I'm committed to embodying these principles of stewardship. Whether it's through YouTube videos, detailed product descriptions, or personal interactions, my goal is to provide value that extends beyond the coffee itself.

In conclusion, exceptional customer care in the coffee industry is about more than just serving a great cup. It's about education, transparency, attention to detail, and a genuine desire to enhance the customer's experience. By embracing these principles of stewardship, we can create a coffee community that's rich in flavor, knowledge, and mutual appreciation.

As a coffee roaster, I've developed a deep appreciation for the nuanced world of cafes and the experiences they offer. Whether you're a casual coffee drinker or a dedicated enthusiast, exploring different coffee shops can be an exciting journey of discovery. However, to truly enjoy this adventure, it's crucial to approach it with the right mindset.

Setting the Stage: The Power of Low Expectations

One of the most valuable lessons I've learned in my coffee travels is the importance of setting low expectations. This might sound counterintuitive, but hear me out. When you walk into a new cafe without preconceived notions, you open yourself up to genuine surprise and delight. It's not about expecting mediocrity; rather, it's about being open to whatever experience awaits you.

What to Look For: A Roaster's Perspective

As someone intimately familiar with the coffee-making process, I often start my cafe assessment with their drip coffee. It's like the tortilla chips at a Mexican restaurant – a simple yet telling indicator of quality. Pay attention to the freshness, the flavor profile, and how it's brewed. This can give you insights into the cafe's overall approach to coffee.

Don't shy away from asking about their bean selection. A diverse range of origins and roast levels can be a good sign of a cafe that takes its coffee seriously. However, remember that variety doesn't always guarantee quality. Sometimes, a carefully curated selection of a few excellent beans can be more impressive than a vast array of mediocre ones.

The Social Aspect: More Than Just Coffee

While the quality of coffee is undoubtedly important, the true magic of cafe hopping often lies in the overall experience. The atmosphere, the people-watching opportunities, and the chance to connect with friends or even strangers over a shared love of coffee – these elements can elevate a simple cup into a memorable experience.

Tasting Notes: Understanding What's in Your Cup

For those looking to deepen their coffee appreciation, pay attention to the nuances in each cup. Is it a light roast with bright, acidic notes, or a darker roast with rich, chocolatey undertones? Consider the brew ratio – I personally prefer a 1:15 coffee-to-water ratio for a more robust flavor, but many cafes opt for a lighter 1:18 ratio. Understanding these factors can help you communicate your preferences and find cafes that align with your taste.

Beyond the Bean: Embracing the Full Experience

Remember, a great cafe experience isn't solely about finding the perfect cup of coffee. It's about the journey, the discoveries, and the moments of connection along the way. Sometimes, you might find yourself in a cafe where the coffee isn't to your liking, but the ambiance is fantastic, or you have a great conversation with the barista.

As you embark on your own coffee adventures, keep an open mind and a curious palate. Each cafe visit is an opportunity to learn something new about coffee, about your preferences, and perhaps even about yourself. So go forth, explore, and savor not just the coffee, but the entire cafe experience. Who knows? Your next favorite spot might be just around the corner, waiting to be discovered.

As a coffee roaster, one of the most crucial aspects of running a successful business is understanding your clients. It's not just about producing great coffee; it's about knowing who's drinking it, why they choose your brand, and how you can better serve their needs. Let's dive into the world of coffee clientele and explore how a deeper understanding can lead to business growth and customer satisfaction.

Identifying Your Client Base

In the coffee industry, your client base can be diverse. You might have local customers who frequent your shop or buy directly from you, online buyers who discover your brand through e-commerce platforms like Amazon, and content consumers who follow your journey on social media or YouTube. Each group has its own characteristics and preferences.

For instance, local customers often value consistency and personal connections. They might be older adults who have established routines and prefer familiar flavors. Online buyers, on the other hand, might be more adventurous, willing to try new roasts and beans from various regions. Content consumers are often coffee enthusiasts who enjoy learning about the roasting process, bean origins, and brewing techniques.

Understanding Client Behavior

To truly serve your clients, you need to dive deeper into their behavior. Observe their buying patterns: Do they purchase coffee weekly or monthly? Do they stick to one type of roast or like to experiment? Are they price-sensitive or willing to pay a premium for quality?

Pay attention to the little details. For example, some clients might prefer whole beans to grind at home, while others opt for the convenience of pre-ground coffee. Some might buy in bulk, while others prefer smaller, fresher batches. These insights can help you tailor your offerings and marketing strategies.

Adapting to Different Platforms

As a modern coffee roaster, you're likely selling through multiple channels. Each platform requires a different approach:

1. Local sales: Focus on building personal relationships and creating a welcoming atmosphere. Offer loyalty programs or special events to keep customers engaged.
2. E-commerce (like Amazon): Ensure your product listings are optimized with clear descriptions and high-quality images. Consider offering variety packs or subscriptions to encourage repeat purchases.
3. Content platforms (like YouTube): Share your expertise, showcase your roasting process, and provide value through educational content. This builds trust and can lead to sales indirectly.

Building Client Relationships

At the heart of understanding your clients is building strong relationships. Be authentic in your interactions, whether in person or online. Listen to feedback, both spoken and unspoken. Sometimes, what clients don't say can be just as important as what they do.

For instance, if a client stops buying regularly, reach out to understand why. Maybe they found your delivery process inconvenient, or perhaps they're looking for a flavor profile you don't currently offer. These insights can help you improve your service and product range.

Overcoming Business Challenges

Every business faces challenges, and the coffee industry is no exception. Be prepared to adapt to market changes, economic factors, and evolving consumer preferences. If you're facing personal branding challenges, consider collaborating with others who can help represent your brand to a broader audience.

Remember, it's not just about selling coffee; it's about becoming part of your clients' daily rituals and special moments. By deeply understanding your clients and continuously adapting to their needs, you can build a loyal coffee community that will support your business for years to come.

The coffee world is vast and varied, much like the clients we serve. As roasters, our job is to bridge the gap between the bean and the drinker, creating experiences that resonate on a personal level. So, keep listening, keep learning, and keep brewing – your perfect blend of business success is just around the corner.

In the world of business, there's often a romanticized notion of following your passion and turning it into a successful venture. While passion certainly plays a role, the reality of entrepreneurship is far more complex and demanding. Recently, I had the opportunity to sit down with Wilson, a successful entrepreneur who has built multiple businesses from the ground up. His insights offer a refreshing and realistic perspective on what it truly takes to succeed in the business world.

The Entrepreneurial Mindset

Wilson's journey began not with a burning passion for a specific industry, but with a hunger for success and financial stability. "The passion I have is not being broke," he candidly shared. This drive led him from a comfortable job at Zillow to starting his own business in an industry he had little experience in - septic and wastewater management.

This transition highlights a crucial point for aspiring entrepreneurs: sometimes, the most successful businesses aren't born from lifelong passions, but from identifying opportunities and being willing to put in the hard work to capitalize on them.

From Employee to Business Owner

The leap from employee to business owner is often romanticized, but Wilson paints a more realistic picture. This willingness to get his hands dirty and do whatever it took to get the business off the ground was crucial to his success.

For those considering making a similar leap, Wilson advises, "Get ready to be miserable for a bit and be tired and be stressed out and be annoyed. That's part of it. You have to be a little bit of a maniac to do this."

The Role of Mentors

Throughout our conversation, Wilson repeatedly emphasized the importance of mentors in his journey. From his early days in sales to his current role as a business owner, he has actively sought out individuals who could offer guidance and wisdom.

"I would always seek out people," he explains. "Even just recently at my wife's dad's memorial, there were some heavy hitters there in my industry and other spaces. Although we were there celebrating his life, I still wanted to make sure they knew who I was."

This proactive approach to networking and learning from others has been a key factor in Wilson's success. He encourages aspiring entrepreneurs to be bold in seeking out mentors and learning opportunities, even in unexpected places.

Passion vs. Practicality

While Wilson acknowledges the value of passion, he offers a more pragmatic view of its role in business success. Using my own passion for coffee as an example, he suggested, "Why not a nice little coffee shop, not too large, decent rent. Sell the coffee online. In the store. Just try it. Why not?"

This approach balances passion with practicality. Wilson emphasizes the importance of considering the return on investment (ROI) and being willing to pivot or expand into areas that may not align with your initial passion, but offer greater opportunities for success.

Taking Action and Overcoming Perfectionism

Perhaps the most emphatic point Wilson made throughout our conversation was the importance of taking action. "Everybody got plans, but execution is everything," he stated. This sentiment was echoed repeatedly, with Wilson urging aspiring entrepreneurs to stop overthinking and start doing.

"It don't need to be perfect. You got to get going. That's the biggest thing, getting going," he advised.

Scaling and Managing Multiple Ventures

As his business has grown, Wilson has faced new challenges in scaling and managing multiple ventures. He emphasizes the importance of focus, cautioning against trying to do too many things at once. "I think it's impossible to do 20 things at once," he explains. Instead, he advocates for mastering one area before expanding into others.

This approach has allowed Wilson to grow his initial business and begin expanding into new areas like plumbing and HVAC. His goal? To build a $100 million business with multiple verticals. While ambitious, this goal illustrates the importance of thinking big and constantly pushing for growth.

Overcoming Challenges and Self-Doubt

Wilson doesn't shy away from discussing the challenges of entrepreneurship. He acknowledges the stress, the long hours, and the constant pressure to perform. However, he also offers a refreshing perspective on these challenges, framing them as necessary parts of the journey rather than insurmountable obstacles.

For those facing self-doubt or feeling stuck, Wilson offers this advice: "Look within, you know, start with you. It's probably you. Action or inaction is probably you. Something has happened that you've contributed to. It's on you. So take what you have and make what you want and go out there and get it."

Conclusion: Take the Leap

At the core of Wilson's message is a call to action. Whether you're considering starting a business, changing careers, or pursuing a long-held dream, his advice is clear: take the leap. "You got one life," he reminds us. "I think you gotta be willing to take a chance if you're in a place in your life and you're not happy."

While he doesn't sugarcoat the challenges of entrepreneurship, Wilson's story serves as a powerful reminder of what's possible when you combine passion with practicality, seek out mentorship, and most importantly, take action. Whether you're a coffee enthusiast dreaming of opening a shop or a corporate employee with entrepreneurial aspirations, the key is to start moving forward, even if the path isn't perfectly clear.

Remember, as Wilson says, "You won't change anything until the pain is painful enough." So ask yourself: are you ready to take that leap and turn your dreams into reality?

As a coffee roaster, I've spent countless hours evaluating coffee through a process known as cupping. While this method is crucial in the industry, it's not always the most relevant for everyday coffee drinkers. Today, I want to share insights into the cupping process and help you understand what really matters when choosing your next bag of beans.

What is Coffee Cupping?

Coffee cupping is a standardized method used by industry professionals to evaluate coffee quality. It involves brewing coffee with hot water in small cups, then assessing various attributes like aroma, flavor, and acidity. While it's an essential tool for coffee buyers and roasters, it doesn't always translate directly to how we enjoy coffee at home.

Key Attributes in Coffee Evaluation

During cupping, professionals score coffee based on several attributes. Let's break down the most important ones for you as a coffee lover:

1. Flavor: This is the coffee's primary character, the notes you taste as you sip. It's arguably the most crucial factor in your enjoyment.
2. Aftertaste: How does the coffee linger after you swallow? A pleasant aftertaste can enhance your overall experience.
3. Acidity: Often described as brightness, acidity adds complexity to coffee. It can range from subtle, like a crisp apple, to more pronounced, like a tangy citrus fruit.
4. Sweetness: The counterpart to acidity, sweetness balances the cup and often manifests as fruit-like or caramel notes.
5. Body: This refers to the coffee's mouthfeel or thickness. While important, it's something you can often adjust through brewing methods.
6. Balance: How well do all these elements work together? A well-balanced coffee is harmonious, with no single attribute overpowering the others.

What Really Matters to You

As a coffee drinker, you don't need to worry about all the technical aspects of cupping. Instead, focus on what makes your coffee enjoyable. Here's what to consider:

1. Flavor: This is your starting point. Do you prefer fruity, chocolatey, or nutty notes? Understanding your flavor preferences will guide your coffee choices.
2. Acidity and Sweetness: These work together to create complexity. Some enjoy a bright, citrusy acidity, while others prefer a more subtle, sweet-leaning cup.
3. Aftertaste: A pleasant aftertaste can make your coffee experience more satisfying and memorable.
4. Balance: While subjective, a well-balanced coffee often provides a more enjoyable experience.

How to Talk to Your Roaster or Cafe

Armed with this knowledge, you can have more productive conversations with your local roaster or cafe. Here are some questions to ask:

• "How would you describe the flavor profile of this coffee?"
• "Is this coffee more acidic or sweet? Can you compare it to a fruit?"
• "How pronounced is the aftertaste?"
• "Would you say this coffee is well-balanced?"

Remember, there's no right or wrong in coffee preferences. The best coffee is the one you enjoy most.

Beyond Cupping: Finding Your Perfect Cup

While cupping provides valuable insights, your personal taste is what matters most. Don't be afraid to experiment with different coffees and brewing methods. Over time, you'll develop a better understanding of what you like.

As you explore, keep an open mind. The coffee that scores highest in a cupping session might not be your favorite, and that's perfectly fine. Trust your palate and enjoy the journey of discovering new flavors.

In the end, the world of coffee is vast and exciting. By understanding a bit about how professionals evaluate coffee, you can make more informed choices and have richer conversations about your daily brew. But always remember, the best cup of coffee is the one that brings you joy, regardless of its score on a cupping table.