Have fun, be mischievous
and drink good coffee
Why do we love coffee?
Coffee is one of our modern era’s most pervasive commodity.
That natural organic compound from the earth that gives us an extra boost on an “as needed” basis. So extensively over-commoditized that it was merely being used as a means to an end, as it did in the Civil War when it was added to soldiers’ rations and has remained to this day*. However, coffee is much more nuanced than merely being utilized as an energy booster, it is a living and breathing organism that is easily influenced by its environmental factors, whether it be in farming and processing techniques, roasting profiles, and finally brewing parameters.
Coffee is an extremely complex organism that deserves the same attention and value that other artisanal beverages receive.
Coffee is changing and being molded by its influencers from its inception on this planet.
At every stage of a coffee beans journey from its source at the farm to your cup, each and every influencer, from the time the flower on the coffee tree becomes pollinated, to how long the coffee bean remains in its womb/cherry before being processed, and ultimately to the barista using a precise amount of water in a precise amount of time, and at a perfect temperature and PH level.
It is no different than many of our other cherished artisanal consumables, such as cheese, wine, and alcohol just to name a few. However, coffee is not thought of in those terms. This is where our mischief comes into play because we are tirelessly trying to influence coffee, so that a person drinking our coffee has an experience that becomes a realization that coffee is much more than a mere “pick me up” in the morning.
*Source: https://www.historynet.com/soldiers-loved-a-refreshing-cup-of-coffee.htm