A Film About Coffee 2014 . English subtitles. —убтитры к фильму на английском €зыке.

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Coffee is something I drink every day.

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But I never take it for granted.

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There's always this moment
when I'm holding the cup of coffee.

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I'm, like, grateful for it...

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and then there's just
this moment there that feels... sacred.

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There were moments
when I was very young...

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and my parents would drink coffee
and begging to open the can.

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You know? It's like...

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It was vacuum-packed.
Like... Smelled so good.

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And then there was that tension,because it was, like...

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УAh! How can something that smells so great taste so horrible?Ф

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And I think it was that tension
that made it mysterious and interesting.

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I think the thing that got me most excited
in coffee in the beginning was taste.

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Like, УWhat's inside that cup?Ф

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Mornings like today, I just did not want
to get out of bed...

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and I think, like,УOh, but I can go have coffee.Ф

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And it's, like, that thought never gets old.

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This is a story about coffee.

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And every story about coffee
has the same chapters...

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or has the same acts, but the details are totally different.

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When you talk about the idea of...

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specialty coffee versus commodity coffee...

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and they're two entirely different things.

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And when you look at
who actually understands it...

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it's remarkably few.

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The specialty market is your higher-end coffee, so to speak.

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And the commodity
is typically sold to your big brands.

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Most coffee is traded
on this blanket price...

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irrespective of the quality
that it carries with it...

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and almost regardless
of where it comes from.

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Then you have this other world.

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The quality that is produced in specialty...

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and the fact that every hand
that comes into play there...

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dramatically affects what you taste in the cup.

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I don't think it registers
in a lot of people's mind.

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They don't realize
that it's such a wide gap.

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The commercial coffee market
has been stagnant since the '60s.

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This is coffee?

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But specialty has been growing at about 10% a year.

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A lot of it's just putting it

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People experience something and find out,

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What is it about it that isn't

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The ideal of specialty coffee is transparency.

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And that's-that's both flavor...

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and that's also production...

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you know,and-and-and the facts of the coffee...
knowing where it comes from.

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If you look at coffee historically...

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Ethiopians have been drinking coffee since 500 or 600.

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And hundreds of years ago, people took coffee...

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from eastern Ethiopia to Yemen.

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And then coffee went from there to Indonesia.

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And it went from there
to a greenhouse in Europe.

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And one plant was taken
from there to Martinique.

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That one plant became the forefather...

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of all the coffee that was grown
in Latin America for a long time.

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All that time, coffee's been special
and treasured and unique and precious.

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And it was only relatively recently
historically that it became ubiquitous.

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You know? Like the 20th century.

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Honey, this coffee is the greatest.

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Then it became commonplace
in everybody's house.

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Easy to get to.

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You know, Уyou go down to the corner,
every restaurant has itФ kind of thing?

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That's an historical anomaly.

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How did something that's so exotic...

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all of a sudden become kind of a mainstay of our culture?

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Like, we're a coffee-drinking culture,
and that clearly is embedded. It's there.

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There had been in the '90s this sort of boom mentality.

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Starbucks is growing,everybody's growing.

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Drinks and syrups and everything.
It was this fiesta of coffee.

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And ten, nine, eight, seven, six...

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five, four, three, two, one.

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Happy 2000!

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In 2000, there was a big problem.

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The bottom fell out of the coffee market.

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Scuffles erupted in Colombia on Monday...

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after scores of angry farmers stopped work...

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to demand an increase
in government subsidies...

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as compensation for falling coffee prices
and meager harvests.

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Coffee went from being at a normal level...

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of, say, $1.25 a pound for green to 60, 50 cents a pound.

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And that was way below the cost of production for coffee farmers.

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Suddenly we were looking at
actual famine in the coffee world.

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Commodities
are by nature interchangeable.

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That's what commodities are.

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When you commodify something you say...

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Okay, I'm gonna make it so that I'll never run out of this thing...

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and I will be able to have a bunch
of perfect copies of the same thing.

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Commodification was important for the food industry.

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They invented it at a time where they
were trying to stabilize food supplies.

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But in coffee, that means
extinguishing its specialness...

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to have it conform to Уcoffee-ness.Ф

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And that standard is pretty low.

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Higher-quality coffee
means higher prices...

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which sounds like something
that you would take for granted...

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but that's a revolutionary idea...

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especially in the countries
where coffee is grown.

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I think truly good coffees
are harder to get, you know?

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Today we're starting to see cafes presenting coffees...

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and they're single farm, single origin.

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And they're not fair trade anymore only.

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They're...They are now direct trade.

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This has now brought coffee farmers
who are really caring...

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who are real craftsmen

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it's allowing them, for the first time...

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to be independent
of the commodity market...

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and the swings that take place
where for years in a row...

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they could be paid under the cost of production.

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If you go back in time
and look at the beginnings...

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of some of the new coffee movements...

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it was that there's got to be something better.

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There's got to be something more unique,
and how do we get closer to it?

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The D.T., the direct-trade stuff...

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the incentives are based on performance...

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and if we're able to assist and help,
we can't do it from here.

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There are certain things that
could not have gotten accomplished...

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in terms of knowing certain areas
and when they're cultivating...

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when they're harvesting, why they're
processing those particular coffees.

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And that doesn't happen
without the exchange.

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Um, since 2005 we've been very involved...

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in this particular area
in the southern district of Huye.

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We are very committed to continue
to buy and source from this area...

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because of the culture
and the quality of the coffee...

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and, really, the partnership
that we've been able to establish.

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Um, without all of the layers
of people that are involved...

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to bring, um, coffee to our market, it wouldn't work.

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So it's not just
a business transaction...

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but it's a partnership
and it's a relationship.

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We're really trying to make sure...

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that we reinforce
not just the buying of the coffee...

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but the things that help build communities.

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You know, that's a big part of it.

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Even the more expensive...

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seven dollars a cup coffee
that people see in their boutique cafe...

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is underpriced with the amount of hours and labor...

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and everything that goes into it.

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They say, on average, one coffee tree...

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produces about a pound of coffee a year.

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Most of the coffee grown
outside of large farms in Brazil...

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is handpicked.

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You start doing the math
on how many pounds of coffee...

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are sold just in your corner cafe.

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So that's somebody that's reaching up
and pulling every little cherry down.

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So we're talking a lot of labor. A lot of labor.

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And that's just the picking part.

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Processing...If you're getting ripe fruit and ripe coffee...

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that's the landscape.

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So now you've picked the beautiful landscape.

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But the processing is like the window
through which you see the landscape.

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If the processing isn't perfect,your window's dirty.

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All of these things involve...

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tremendous focus on the part of the people doing it.

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It becomes critical to find coffees...

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that are done with that kind of artisan
attention to detail and commitment.

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Once we take someone to origin,
everybody's always blown away...

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because they just see...

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the things that nobody else gets to see
that make up that cup.

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I think the sense
that it's a living thing.

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It's something that isn't just
like a widget in a box.

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All the while there's tons of challenges...

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that could get in the way of the quality.

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You know, in Rwanda, we saw that.

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There isn't some fancy meter
to come in and make sure...

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that the coffees are ready
to come out of the fermentation tanks.

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It's done by hand, literally, or, you know, done by feet...

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like we talked about, where people
are trying to move that mucilage...

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that honey goo substance off of the parchment.

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There's still tons of hands
that touch that coffee...before it gets exported,

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and we probably would say...

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at least nine different sets
of processes or people involved...

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like, make that happen.

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All of the drying, making sure
that coffees are evenly turned...

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so that they're consistent.

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You know, those are a couple examples...
of, like, just having to hand-care for coffee.

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It's cosmic in scale...

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how coffee can come that far and become...

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bizarrely, an ordinary thing
on everybody's breakfast table.

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Somehow it ends, once it's roasted...

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that people have this kind of, like,
static sense of what it is...

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that it's not alive anymore
that it's kind of just something...

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that's just ground and put into a brewer...

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and it's a brown solution that wakes you up.

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After people started working with farmers...

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trying to celebrate individual coffees
and individual producers of coffee...

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then you wanted to accentuate the differences...

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the nuances in the coffee what made it special.

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That led to lighter roasting.

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Those super-unique coffees tend to be...

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from the minute you look at the samples
and start to examine them...

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you know that this looks good,
and even when we sample roast...

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a lot of insight's gained.

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So when Craig is roasting...

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he's seeing things
that are developing in the coffee...

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and before he even cups it,
it's like kind of a window.

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The moment that it's harvested,
all the quality is there...

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and nobody who comes next in the chain...

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is gonna add quality to the coffee.

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Everybody's gonna take away a little bit.

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And I think that the goal should be
to take away as little as possible...

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and really try to reveal
what is locked into that coffee...at the moment of harvest.

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The message starts to be, for single origin...

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you wanna do a light roast.

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The awareness that dark roast covers things.

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It's like a heavy sauce.

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I think there's that sense...

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that there's something
still undiscovered in a way...

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like maybe from more of a flavor point of view.

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It's kind of tough, um...

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with, um, odor.

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Because you have that wood smoke
that's happening outside.

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That's why you want
a kind of controlled space, but just

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Maybe those first moments...
of having a coffee experience and thinking...

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if they'd just done something
maybe a little bit differently

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processing or harvesting or fermentation

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that there may be some other layer...

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something that has yet to be experienced, you know?

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And then we might backtrack and find out...

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УOh, well, there were some different varieties...
in that particular outturn.Ф

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I thought there was potato.

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Yeah, it's really strong.
I think it's best just to leave off.

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And then we'll give that flavor feedback.

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Then that kind of sounds off for people
that are on the producer side saying...

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УThat's interesting. You caught that.Ф

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Once we grind, you really have
about 30 minutes maximum, really...

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before you start losing
some of the aromatics.

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I think, you know,
those super kind of unique coffees...

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tend to be, from the minute
you look at the samples...

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and start to examine them, you know
that this looks unique or special.

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Now all I gotta do
is try to bring that back.

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I can't tell you how many times
you would get coffee...

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and be so excited about it at origin.

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By the time it landed, it's not even a remnant...

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of what you thought it was when you tasted it there.

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That's changing.

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So it's kind of like that pursuit...

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that there's something out there
that could be even more extraordinary.

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Definitely they're
right in the zone right now, so.

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When you cup hundreds
and thousands of samples in a year...

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you start to see where the average
is just kind of lacking...

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00:29:58,588 --> 00:30:02,342
any depth, you know,
and it's coffee coffee.

240
00:30:03,802 --> 00:30:07,139
It seems a little bit softer...

241
00:30:08,932 --> 00:30:12,644
in the mouthfeel than maybe

242
00:30:12,728 --> 00:30:14,520
Yeah, very smooth.

243
00:30:14,604 --> 00:30:17,190
You probably can draw
the same analogy with good wines...

244
00:30:17,274 --> 00:30:19,943
that are decent and they're sweet and they're tart...

245
00:30:20,027 --> 00:30:22,236
but they don't have any follow-through.

246
00:30:22,320 --> 00:30:25,156
And I think our best coffees
tend to always have that.

247
00:30:25,240 --> 00:30:27,492
There's something at the tail end
of that flavor spectrum...

248
00:30:27,576 --> 00:30:30,787
that all of a sudden is like,

249
00:30:30,871 --> 00:30:34,207
I totally get bergamot,

250
00:30:48,055 --> 00:30:51,516
Cupping is sort of the international
standard for how we score coffee.

251
00:30:51,600 --> 00:30:55,353
And it's the same procedure
whether you're in Brazil or Kenya...

252
00:30:55,437 --> 00:30:57,773
Ethiopia, CanadaЦ wherever you are.

253
00:30:59,649 --> 00:31:02,068
Coffee is like the colors of the rainbow.

254
00:31:02,152 --> 00:31:04,654
There are a lot of flavors to them...

255
00:31:04,738 --> 00:31:08,074
and they are intrinsic
to those particular coffees...

256
00:31:08,158 --> 00:31:11,787
to where they were grown,
the variety and all the rest.

257
00:31:12,913 --> 00:31:17,626
So suddenly the world of coffee really expands.

258
00:31:20,670 --> 00:31:23,047
It's no longer a cup of joe.

259
00:31:23,131 --> 00:31:27,636
It's now an adventure
in search of the ultimate cup.

260
00:31:35,602 --> 00:31:37,437
The more you-you taste...

261
00:31:37,521 --> 00:31:41,941
and the more you start
to taste better qualities...

262
00:31:42,025 --> 00:31:44,777
and-and-and open new doors...

263
00:31:44,861 --> 00:31:49,115
you really find
that how you make the coffee...

264
00:31:49,199 --> 00:31:52,494
how you brew it, starts to change as well.

265
00:31:53,495 --> 00:31:55,413
What would you like, my man?

266
00:31:55,497 --> 00:31:59,334
Uh, an Americano to go
in a tall glass.

267
00:32:14,349 --> 00:32:18,686
Today I'm much more
into drip, with a paper filter.

268
00:32:18,770 --> 00:32:20,980
I like a very clear cup.

269
00:32:21,064 --> 00:32:23,232
So I don't want any sediment...

270
00:32:23,316 --> 00:32:25,485
plugging the pores in my mouth...

271
00:32:25,569 --> 00:32:30,782
and reducing my sensitivity...to the flavor notes.

272
00:32:37,164 --> 00:32:39,207
When you have a cup of coffee...

273
00:32:39,291 --> 00:32:40,958
you're starting hot...

274
00:32:41,042 --> 00:32:44,253
and that's really just the aromatics.

275
00:32:44,337 --> 00:32:47,882
A great light-roasted coffee is very mild at that point...

276
00:32:47,966 --> 00:32:50,760
almost watery, in many cases.

277
00:32:50,844 --> 00:32:53,096
Let it cool. Take time.

278
00:32:58,852 --> 00:33:01,062
As the coffee starts to cool...

279
00:33:01,146 --> 00:33:03,689
your taste buds start
to taste more and more.

280
00:33:03,773 --> 00:33:07,485
You start to be able
to smell the flavors more.

281
00:33:07,569 --> 00:33:11,197
And as that temperature goes down
from the brewing temperature...

282
00:33:11,281 --> 00:33:13,908
which is like 200-plus...

283
00:33:13,992 --> 00:33:17,078
down to 185...still piping hot

284
00:33:17,162 --> 00:33:18,996
now down to 135...

285
00:33:19,080 --> 00:33:23,668
now you start to really taste
a lot more going on in the coffee.

286
00:33:23,752 --> 00:33:27,130
If the coffee's
been processed really right...

287
00:33:27,214 --> 00:33:29,257
and if it's ripe coffee...

288
00:33:29,341 --> 00:33:32,635
you start to realize there are
these transparent layers...

289
00:33:32,719 --> 00:33:35,721
and you pick up on one layer,
and you pick up on another...

290
00:33:35,805 --> 00:33:37,640
then you pick up on another.

291
00:33:37,724 --> 00:33:41,269
And they start to add to each other
a little bit symphonically.

292
00:34:01,456 --> 00:34:05,585
Well, the siphon
was invented in the 1860s, I think...

293
00:34:05,669 --> 00:34:07,754
by a Scottish marine engineer.

294
00:34:12,676 --> 00:34:13,793
Like a lot of things

295
00:34:13,793 --> 00:34:17,013
it got invented somewhere else but perfected in Japan.

296
00:34:22,560 --> 00:34:25,730
I really wanted to have a siphon bar.

297
00:34:25,814 --> 00:34:27,732
And then I was scouting around locations.

298
00:34:27,816 --> 00:34:30,193
When I walked into this space, it was so beautiful.

299
00:34:30,277 --> 00:34:32,570
Like the elegance and the verticality.

300
00:34:32,654 --> 00:34:36,490
It was like, УThis is the perfect place to have a siphon bar.Ф

301
00:34:38,076 --> 00:34:40,286
I think that's what it does embody...

302
00:34:40,370 --> 00:34:45,541
is this perfect and unlikely combination of the taste

303
00:34:45,625 --> 00:34:47,627
This is a paddle I carved myself.

304
00:34:48,712 --> 00:34:50,213
the theater of it.

305
00:34:50,297 --> 00:34:53,549
I don't want to boss it around.
I just want to nudge it a little bit.

306
00:34:53,633 --> 00:34:56,260
The gear is super cool,
the light it produces.

307
00:34:56,344 --> 00:34:59,014
So you get all of those things.

308
00:35:02,684 --> 00:35:04,602
Just symbolically think about coffee...

309
00:35:04,686 --> 00:35:07,104
like taking five seconds and going out of a tap.

310
00:35:07,188 --> 00:35:08,606
There it is.

311
00:35:08,690 --> 00:35:12,610
Versus coffee being a process
that you get to watch and participate in...

312
00:35:12,694 --> 00:35:14,487
and then somebody hands it to you.

313
00:35:14,571 --> 00:35:16,447
It tends to be more beautiful.

314
00:35:16,531 --> 00:35:19,993
And that's a huge symbolic change.

315
00:35:35,800 --> 00:35:37,969
The great thing about improving your coffee brewing...

316
00:35:38,053 --> 00:35:39,804
is that it's not subtle.

317
00:35:39,888 --> 00:35:43,015
Once you get something that's
really good, vibrant and well-made...

318
00:35:43,099 --> 00:35:45,101
it's hard to go back.

319
00:36:03,912 --> 00:36:06,956
Even though we see in the U.S.
a lot of popularity...

320
00:36:07,040 --> 00:36:10,918
with brewed, filter, pour-over drip coffee...

321
00:36:11,002 --> 00:36:14,798
espresso is still captivating a new audience.

322
00:37:50,393 --> 00:37:52,770
Katsu's, like, amazingly committed.

323
00:37:52,854 --> 00:37:55,314
I've never seen anyone
with his aesthetic.

324
00:37:55,398 --> 00:37:57,274
His shop is New York, right?

325
00:37:57,358 --> 00:38:00,194
Trying to evoke the New York coffee experience.

326
00:38:00,278 --> 00:38:05,324
But, man, he approaches it
in such a disciplined and perfectionist way.

327
00:38:05,408 --> 00:38:06,992
I've never seen anything like it.

328
00:38:07,076 --> 00:38:09,620
Dude won't open his shop
until he feels like the coffee's right...

329
00:38:09,704 --> 00:38:11,206
in the morning, you know?

330
00:38:19,047 --> 00:38:21,883
And that's really appealing.

331
00:38:42,070 --> 00:38:44,280
There's all this focus on drip coffee...

332
00:38:44,364 --> 00:38:46,157
and then there's focus on espresso.

333
00:38:46,241 --> 00:38:49,493
And really they're the same thing.

334
00:38:49,577 --> 00:38:52,663
This one just has pressure added.

335
00:39:02,507 --> 00:39:06,760
I'm excited. People are exploring
what the real effect of that is...

336
00:39:06,844 --> 00:39:09,680
and kind of breaking down the barrier of what espresso is...

337
00:39:09,764 --> 00:39:11,265
versus what drip coffee is...

338
00:39:11,349 --> 00:39:14,018
and demystifying espresso.

339
00:40:05,194 --> 00:40:09,240
Barista competitions are the face
that specialty coffee has to offer...

340
00:40:09,324 --> 00:40:12,284
as to the high end of what we're doing
in sort of a unified front.

341
00:40:12,368 --> 00:40:15,621
It's a chance for us to say to the media,УHey. Look at this.

342
00:40:15,705 --> 00:40:18,749
Look at what we pay attention to, what's important to us...

343
00:40:18,833 --> 00:40:20,835
how legitimate we are.Ф

344
00:40:24,672 --> 00:40:27,216
Part Olympics, part dog show...

345
00:40:27,300 --> 00:40:29,052
part personal crisis.

346
00:40:40,480 --> 00:40:43,440
Now, this is espresso
and carbonated strawberries...

347
00:40:43,524 --> 00:40:46,777
which I've supercharged with CO2 in a whipper.

348
00:40:46,861 --> 00:40:50,864
Now, as they sit in the espresso,
the strawberries release tiny CO2 bubbles.

349
00:40:50,948 --> 00:40:52,950
Imagine soda going flat...

350
00:40:53,034 --> 00:40:56,370
filling the espresso with strawberry aromatics.

351
00:40:56,454 --> 00:40:58,372
Barista competitions are a sport.

352
00:40:58,456 --> 00:41:00,291
You go out, you have a good day...

353
00:41:00,375 --> 00:41:01,876
you win.

354
00:41:03,044 --> 00:41:04,879
You go out, you have a bad day, you lose.

355
00:41:09,258 --> 00:41:11,719
When you compete, you're going up against people...

356
00:41:11,803 --> 00:41:16,098
that this is their focus in life.

357
00:41:16,182 --> 00:41:18,475
Our champion's already ready
to give it another try for 2013...

358
00:41:18,559 --> 00:41:20,394
so I'm not gonna waste any time.

359
00:41:20,478 --> 00:41:23,272
Katie Carguilo from Counter Culture Coffee,Brooklyn, New York.

360
00:41:23,356 --> 00:41:25,107
- I'm Carrie.
- Thanks, Carrie.

361
00:41:25,191 --> 00:41:28,819
A great cup of coffee
for coffee people is really complex...

362
00:41:28,903 --> 00:41:32,072
but I want to be able
to explain it to people...

363
00:41:32,156 --> 00:41:34,908
so they can start to
dig their heels in a little bit...

364
00:41:34,992 --> 00:41:37,870
and understand
what makes coffee what it is.

365
00:41:37,954 --> 00:41:40,956
I want to just make tasty things for people.

366
00:41:41,040 --> 00:41:44,126
And I want them to be happy,
and I want them to enjoy it...

367
00:41:44,210 --> 00:41:47,504
but I want to be able to communicate a little bit...

368
00:41:47,588 --> 00:41:52,259
on a deeper level, sort of,
what makes the coffee that I'm making...

369
00:41:52,343 --> 00:41:54,678
so different and so much more special...

370
00:41:54,762 --> 00:41:56,680
than any other coffee that they drink.

371
00:41:56,764 --> 00:41:59,016
Coffee gets made three times.

372
00:41:59,100 --> 00:42:01,894
It's first made at the farm,
when cherries are harvested...

373
00:42:01,978 --> 00:42:05,147
and then they're processed and dried
to become beans.

374
00:42:05,231 --> 00:42:07,107
It is next made at the roastery...

375
00:42:07,191 --> 00:42:09,735
where beans go from green to brown.

376
00:42:09,819 --> 00:42:14,031
And roasters use their machines
to balance out the flavors in the coffee...

377
00:42:14,115 --> 00:42:16,492
with flavors that are created by the roast.

378
00:42:16,576 --> 00:42:19,536
And the last time it gets made
is when it's made into a beverage.

379
00:42:19,620 --> 00:42:22,539
And this kind of gets all the credit
'cause this is what people see.

380
00:42:22,623 --> 00:42:25,167
They see it in their own homes. They see it in cafes.

381
00:42:25,251 --> 00:42:28,921
And on special days, they see it
on barista competition stages.

382
00:42:29,005 --> 00:42:31,340
So any day that you drink a coffee...

383
00:42:31,424 --> 00:42:33,843
these are the three acts of its story.

384
00:42:34,677 --> 00:42:36,887
So as a customer,
your experience of a beverage...

385
00:42:36,971 --> 00:42:39,473
is not just limited to the flavor.

386
00:42:39,557 --> 00:42:42,434
That's really what I like about cappuccinos
is that they're very pretty...

387
00:42:42,518 --> 00:42:44,895
and they're served with a visual representation...

388
00:42:44,979 --> 00:42:46,939
of the skill of the people that make them...

389
00:42:47,023 --> 00:42:50,734
in the form of a little heart
or a delicate flower...

390
00:42:50,818 --> 00:42:55,614
which is in and of itself a visual representation...of all things romantic.

391
00:42:55,698 --> 00:42:58,200
And that's sort of how I feel
about cappuccinos...

392
00:42:58,284 --> 00:42:59,952
and it's what I like
about being a barista...

393
00:43:00,036 --> 00:43:02,621
is that we are the people
that get to romance people...

394
00:43:02,705 --> 00:43:05,291
into the world of specialty coffee.

395
00:43:09,754 --> 00:43:11,756
There you are.

396
00:43:19,347 --> 00:43:21,640
All right. I hope you've enjoyed your experience today.

397
00:43:21,724 --> 00:43:24,101
Thank you so much for being here. Time.

398
00:43:24,185 --> 00:43:26,603
Time! Come on back, champ.

399
00:43:26,687 --> 00:43:30,065
Ladies and gentlemen, Katie Carguilo, Counter Culture Coffee...

400
00:43:30,149 --> 00:43:33,068
Brooklyn, New York.

401
00:43:33,152 --> 00:43:35,112
Sound guy, we're ready?

402
00:43:35,196 --> 00:43:38,323
You are good. Press the start button,
brother, and take that 15 minutes on.

403
00:43:38,407 --> 00:43:39,909
Devin Chapman.

404
00:43:41,494 --> 00:43:45,289
Of all the people who make up
the chain of the industry...

405
00:43:45,373 --> 00:43:48,292
who do you value the most?

406
00:43:48,376 --> 00:43:52,254
Had the opportunity to ask this question
to one of our producers named David Mancia...

407
00:43:52,338 --> 00:43:56,091
while visiting his farm this past October.

408
00:43:56,175 --> 00:43:58,594
His answer not only surprised me...

409
00:43:58,678 --> 00:44:01,221
but has brought fresh inspiration...

410
00:44:01,305 --> 00:44:05,267
to the way that we run
our retail program at Coava.

411
00:44:05,351 --> 00:44:06,810
This is what he said.

412
00:44:06,894 --> 00:44:09,980
He said the consumer,
the ones that you sell my coffee to...

413
00:44:10,064 --> 00:44:12,566
because they're the ones
who put food on my table...

414
00:44:12,650 --> 00:44:15,319
they're the ones who provide for my family...

415
00:44:15,403 --> 00:44:17,738
the namesake of my farm.

416
00:47:21,881 --> 00:47:24,716
So I'd like to make espresso
for you all to try...

417
00:47:24,800 --> 00:47:26,301
as just the coffee...

418
00:47:26,385 --> 00:47:28,929
but also with steamed milk for cappuccino.

419
00:47:29,930 --> 00:47:35,060
In the cafes, this is the majority of the way
that people are drinking the coffee.

420
00:47:43,444 --> 00:47:47,072
Today we have espresso from La Pinona...

421
00:47:47,156 --> 00:47:49,533
and Las Flores...

422
00:47:49,617 --> 00:47:51,201
and Las Manos.

423
00:48:05,257 --> 00:48:08,385
Next is espresso from Las Manos.

424
00:49:10,239 --> 00:49:12,867
Yeah, That's good.

425
00:49:17,288 --> 00:49:19,540
You want to taste it with two shots?

426
00:50:21,602 --> 00:50:24,563
We talk about that whole elevation of quality.

427
00:50:26,941 --> 00:50:28,900
We are very confident that the best coffees in the world...

428
00:50:28,984 --> 00:50:33,155
are processed as a fully washed coffee.

429
00:50:35,282 --> 00:50:37,367
You know,
areas where there is a lack of water...

430
00:50:37,451 --> 00:50:39,744
it's a very difficult thing to kind of

431
00:50:39,828 --> 00:50:42,622
Obviously, you need to make a living
and you need to be able to produce coffee...

432
00:50:42,706 --> 00:50:45,542
but we are looking for that one source
that helps kind of drive it...

433
00:50:45,626 --> 00:50:48,462
all the way through to the finished product, which is water.

434
00:51:51,984 --> 00:51:54,986
David explained it to me later,
people are walking up to two kilometers...

435
00:51:55,070 --> 00:51:58,365
to another area where there is
a water receiving station.

436
00:51:58,449 --> 00:52:00,617
And if I just brought it down
and irrigated it...

437
00:52:00,701 --> 00:52:03,745
then I would be able to accomplish what
I need as a company and as a business.

438
00:52:03,829 --> 00:52:05,998
But I also could help the community.

439
00:52:45,120 --> 00:52:47,372
It's like one
of those win-win things...

440
00:52:47,456 --> 00:52:50,000
where it's like we're gonna be able
to do a lot more...

441
00:52:50,084 --> 00:52:54,088
with just putting this infrastructure
in place that really wasn't there.

442
00:53:27,788 --> 00:53:30,165
If we can actually get even better coffee...

443
00:53:30,249 --> 00:53:31,875
and pay a better price...

444
00:53:31,959 --> 00:53:35,754
then what would then be the next cycle
that comes out of that?

445
00:54:13,083 --> 00:54:15,836
Coffee rewards practice and discipline.

446
00:54:21,008 --> 00:54:26,263
It makes people, you know,
value it more...in a noneconomic way.

447
00:54:34,021 --> 00:54:36,940
You know, the idea of craft and perfection

448
00:54:37,024 --> 00:54:39,692
doing it over and over and over again
until it's perfect

449
00:54:39,776 --> 00:54:42,112
is so good for coffee.

450
00:54:47,201 --> 00:54:50,495
I think it's natural to turn to
the Japanese kissaten...

451
00:54:50,579 --> 00:54:54,875
or the coffee master in our search for coffee.

452
00:55:57,229 --> 00:56:00,106
You go in to sit down and you order.

453
00:56:00,190 --> 00:56:03,944
Usually say, like, УBlend and demitasse.Ф

454
00:56:10,033 --> 00:56:12,660
Then there's this wall of cups
behind the barista.

455
00:56:12,744 --> 00:56:14,662
And he'll turn and look.

456
00:56:14,746 --> 00:56:16,206
It's, like...

457
00:56:16,290 --> 00:56:19,167
УWhich cup?Ф There are all these mismatched cups, right?

458
00:56:19,251 --> 00:56:21,587
УWhich cup is the right cup for this person?Ф

459
00:57:32,324 --> 00:57:36,286
There's some sort of magic, how they take coffees...

460
00:57:36,370 --> 00:57:40,164
that may be a little more modest,some of them...

461
00:57:40,248 --> 00:57:42,792
but they transform them...

462
00:57:42,876 --> 00:57:45,795
through effort and dedication...

463
00:57:45,879 --> 00:57:48,172
that the transformational moment...

464
00:57:48,256 --> 00:57:52,927
is rendered more explicit...in a Tokyo coffee bar.

465
00:57:53,011 --> 00:57:55,013
A great one.

466
00:58:53,196 --> 00:58:56,157
Coffee can be just like this glorious five minutes.

467
00:58:56,241 --> 00:58:57,950
Like it's not a commitment.

468
00:58:58,034 --> 00:59:00,536
Dinner is a commitment, you know?

469
00:59:00,620 --> 00:59:05,541
If people associate that with being
something rare, beautiful and difficult...

470
00:59:05,625 --> 00:59:09,004
they're more likely to appreciate what's in their coffee.

471
00:59:53,590 --> 00:59:56,426
I do think people feel connected to a story...

472
00:59:56,510 --> 00:59:58,803
that might not be about taste or flavor.

473
00:59:58,887 --> 01:00:00,889
But I think that's always been kind of the pinnacle.

474
01:00:03,642 --> 01:00:05,768
I could have something that's just subpar...

475
01:00:05,852 --> 01:00:09,021
but an amazing story about how maybe we've helped people...

476
01:00:09,105 --> 01:00:12,692
in their communities and their villages
to improve what they're doing.

477
01:00:12,776 --> 01:00:15,237
But it's gotta all kind of come together.

478
01:00:26,289 --> 01:00:29,334
When you buy anything, you're making a statement.

479
01:00:31,127 --> 01:00:33,880
So if you want people
to keep making great coffee...

480
01:00:33,964 --> 01:00:37,508
if you want people to
just physically plant coffee...

481
01:00:37,592 --> 01:00:39,594
and not sustenance food...

482
01:00:41,304 --> 01:00:45,308
you have to be willing to put your money into that.

483
01:00:50,355 --> 01:00:52,190
Next, for the ripe coffee...

484
01:00:52,274 --> 01:00:55,610
If we want coffee to keep being great
and tasting great...

485
01:00:55,694 --> 01:00:58,613
in a way, you can't buy the other stuff.

486
01:01:02,659 --> 01:01:05,953
The group I see now have pushed the envelope...

487
01:01:06,037 --> 01:01:08,289
much further and continue to do so.

488
01:01:08,373 --> 01:01:11,584
And even if one generation
sort of reaches its groove...

489
01:01:11,668 --> 01:01:13,377
there's another set coming right behind it...

490
01:01:13,461 --> 01:01:16,715
pushing the envelope still further.

491
01:01:18,300 --> 01:01:20,385
And that's a really exciting world.

492
01:01:50,248 --> 01:01:53,209
I think the misconception about coffee...

493
01:01:53,293 --> 01:01:56,629
as a ubiquitous, commodified thing...

494
01:01:56,713 --> 01:01:59,882
that just sits in your cupboard
like sugar or flour...

495
01:01:59,966 --> 01:02:02,427
it's widely available and inexpensive

496
01:02:07,307 --> 01:02:09,309
That's not what coffee is.

 
 
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