March 30, 2021

Bravery

Bravery is probably a weird topic to discuss on a coffee blog you say?

Over my years I have learned that the bravest people are the ones who step into awkward, fearful, situations and persevere. When I was a climbing instructor it was the person who could barely get off the ground because of their fear of heights. When they made it to the top at the end of the class that was the most impressive person in the group from my perspective. If you’re confident, let’s say not afraid of heights, then the challenge you're facing is likely not a challenge. Unless it’s climbing El Cap or Everest. So take some risks with your coffee. Don’t assume the recipes we give you are some perfect formula. Be brave! Make a comment on this page and we can learn together.

The other end of fear may not be confidence but flippancy. You just don’t care. To continue with the climbing example your mom made you take this dumb climbing class, you’re not afraid of heights, and you’d rather be playing video games. Much of our consumption is flippant whether it’s food or other natural resources. If you’re here we’ll presume you’re not flippant about coffee and neither are we so thanks for joining us and taking the time to educate yourself.

Did you know that coffee is one of the largest commodities traded on the stock market? It’s second only to oil in speculation and the prices are controlled largely by corporations who create strategies to minimize their costs. As a general rule their attitude towards their producers is flippant. They buy their coffee at $1.00lb or less, over roast it to hid the low quality, and then put it in cool packaging so we find value in the product.

As a brave and curious person you want to do better. You’re up for the challenge of making great coffee. You are willing to pay a few more dollars to ensure a quality livelihood for coffee producers and the small roasters and cafes that represent them in the marketplace. You’re here to make a difference, enjoy coffee, and marvel your friends with your newfound techniques. You're not perfect, but you want to make a difference, that’s brave!

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