Tag Archive for: Tim Castle

by Rocky Rhodes

AHA! Moments in Coffee">The AHA! Moments in Coffee

Categories: 2011, NovemberTags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , Author:

No mat­ter what your expe­ri­ence level is in our indus­try, you should always try to stretch your­self fur­ther. When you do this you are often met with an AHA! moment. In the begin­ning, they come more often. Later in your career, they are fewer, but are often shak­ing your belief system.

An AHA! moment is that instant when clar­ity occurs. Sometimes, like with chil­dren learn­ing a new math con­cept, just fig­ur­ing it out for the first time can be an AHA! moment. Other times you will find some­one says some­thing that ties together loose ends like “The rea­son your back is hurt­ing is due to your strained knee which is mak­ing you stand awk­wardly. Fix your knee and you fix your back.” Still oth­ers are the ‘real­ity movers’ that undo a known fact. Examples here might be when your daugh­ter dis­cov­ers that Mickey Mouse at Disneyland is just a guy in a suit. (Yeah it’s true!)

The AHA! moment is impor­tant for the cof­fee indus­try for two main rea­sons. The first is per­sonal; it proves you are still grow­ing and learn­ing. The sec­ond is finan­cial; shar­ing these expe­ri­ences and pro­vid­ing your clients with their own AHA! moments builds a bond. You are an expert will­ing to give away your expe­ri­ence. A deeper bond with clients means more loy­alty and more word of mouth advertising.

Where you are in the sup­ply chain also effects your AHA! moments. Listed below are moments that peo­ple shared for this arti­cle. The moments will be clas­si­fied in seg­ments of the sup­ply chain. Some are ‘entry level’ that we all have had. Some much deeper.

AHA! Moments in the Coffee House
If you want to cre­ate loy­alty with your retail cus­tomers, do this: Brew a nat­ural process Ethiopian, an earthy Sumatran and a flo­ral, bal­anced Guatemalan and put them on a self-serve table in your shop. Put down some forms and ask your cus­tomer to vote for their favorite. Here are the AHA! moments you will be pro­vid­ing for your customer:

  • Not all cof­fee tastes the same. In fact they can be VERY different!
  • I can taste the dif­fer­ence! Maybe I am bet­ter at tast­ing than I thought!
  • I NEVER drink cof­fee with­out stuff in it. Maybe I hide the taste when I do that!
  • If these taste dif­fer­ent, what do OTHER cof­fees taste like?
Maybe cof­fee can be enjoyed rather than just consumed.
  • I really like this taste and not that one. Are there more that taste like this one?

Here is another good one you can do. Get a sequen­tial pic­ture array in the fol­low­ing order: Coffee tree with flow­ers, green cher­ries, yel­low cher­ries, red cher­ries, cof­fee being picked, cof­fee being car­ried to the mill, cof­fee being pre sorted, cof­fee in hold­ing tank, pulp­ing cof­fee, fer­men­ta­tion tank, dry­ing patio, rak­ing, dry stor­age, hulling, screen sort­ing, grav­ity sort­ing, defect sort­ing, cup­ping table, green cof­fee in bag, bags in con­tainer, con­tainer on ship, cof­fee in ware­house, cof­fee near roaster, green bean, yel­low bean, three more roast lev­els, cup­ping table, brewed cof­fee in a cup with a bis­cotti. The customer’s head usu­ally starts spin­ning at this point! Here are some moments:

  • Coffee is grown on trees!
  • It’s not a bean, it’s a pit!
  • It’s green not brown!
  • It can be dif­fer­ent shades of brown!
It’s roasted!
  • SO MANY HANDS! SO MANY STEPS! What if one per­son screws it up!

Assuming a pic­ture is worth a thou­sand words, that is about 30,000 words with­out your staff say­ing any­thing! If you do this for your cus­tomers, you ele­vate the con­ver­sa­tion beyond cost and focus on qual­ity con­trol points. This solid­i­fies a cus­tomer for life! This is a cus­tomer that will want to share this infor­ma­tion with oth­ers and thereby be ‘the expert’ to their friends. That’s more cus­tomers for you!

AHA! Moments at the Roasting Facility
Whenever you are dis­cussing cof­fee with a prospect, put out a dis­play with four dif­fer­ent roast styles of a sin­gle ori­gin cof­fee on it. Also pre­pare four pots of cof­fee made from the beans of the dis­play. Ask the prospect to pick their favorite. Also show a roast pro­file spread­sheet and graph for each one. This is what is going through their mind:

  • You can roast the same cof­fee dif­fer­ent ways!
  • There is a dra­matic taste dif­fer­ence due to roast!
  • Roasting is an art AND a science.
  • The skill of the roaster adds value to the product.
  • Which roast style is right for my customers?

You can do the same thing with blends. Take a prospect through an actual cup­ping. You get a spe­cial bond when they try this for the first time and:

  • I learned a new skill to eval­u­ate cof­fee I never knew existed.
  • I am smarter than my friends about cof­fee because I know how to cup.
  • Is there a com­mon lan­guage between cof­fee pro­fes­sion­als that use this tool?
  • I can speak this lan­guage with prac­tice but it is not an easy skill.

AHA! Moments with the Exporter / Importer
Different com­pa­nies do dif­fer­ent things to pre­pare, move, buy, track and ware­house cof­fee. The aver­age roaster really does not under­stand the logis­tics involved, let alone the com­plex­ity of a com­modi­ties exchange and inter­na­tional con­tracts. There are things you can do to have the roaster appre­ci­ate your role even more. Start with a descrip­tive break out of a con­tract describ­ing the main points: type, quan­tity, place, and qual­ity. For the first time your roast­ers will be thinking:

  • Risk man­age­ment is crucial.
  • There are more than only ‘ship­ping costs’ involved in this.
  • Maritime insur­ance? Who knew?
  • Price fluc­tu­a­tions against 37,500 pounds of cof­fee are SIGNIFICANT!
  • That is why my spot price changes!
  • Price fix­ing has sta­bil­ity AND risk associated.

Once that con­ver­sa­tion ensues you can move to a con­ver­sa­tion about hedg­ing, mul­ti­year con­tract ben­e­fits / pit­falls, and dis­pute res­o­lu­tion. Your cus­tomer should walk away with this:

  • I will not attempt this on my own unless I have pro­fes­sional help. I love that I do not have to deal with this!

AHA! Moments at Origin
As a farmer you know that what you do requires sci­ence, expe­ri­ence, finan­cial risk, luck of nature and the kind­ness of God. The aver­age roaster or retailer can con­cep­tu­al­ize what you do but do not feel it like you do.
Some of the things they will expe­ri­ence are:

  • 5 years until the 1st crop!
  • Off sea­son work to pre­pare the trees is immense.
  • Organic is only as good as the polic­ing being done.
  • This can be freak­ing hard work.
  • Mills go 24 –7 dur­ing har­vest. Coffee is raked every 15–30 min­utes for the first 24 hours.
  • Defect sort­ing is a mas­sive under­tak­ing done by skilled people.

The first ori­gin trip when they see your total process (from the farm through the mill) they get one of the most impor­tant AHA! moments in the industry:

  • It is amaz­ing that a great prod­uct makes it to me at all. I have an oblig­a­tion to honor all the work that has come before me and do my best to pro­duce the best drink I can!

If some of the above AHA! moments were new to you, you might have just dis­cov­ered a new one:

  • If you are not hav­ing AHA! moments you should prob­a­bly be expand­ing your search for knowl­edge in the industry!

Talk to the other peo­ple in the sup­ply chain to bet­ter under­stand what they do. Ask your cus­tomers what they think about you, your prod­uct, and the indus­try as a whole. Whatever you learn will be a ben­e­fit to you in the long run. You can also self-direct some of your learn­ing by find­ing classes through SCAA, Roasters Guild, Barista Guild and CQI to name a few. The more you know, the more you can share with oth­ers. If you take the time and effort, the whole indus­try benefits.

This is box title
Here are some of the authors per­sonal AHA!’s:

  • By read­ing Tim Castle’s book, ‘A Perfect Cup’ I learned you could roast cof­fee at home in a pop­corn pop­per. This started me in the industry.
  • There is no such place as Mandehling on the Island of Sumatra. It is a peo­ple not a place.
  • The caged Luwak seems per­fectly con­tent to eat cof­fee cher­ries, then poop them out in solitude.
  • Not all experts are right.
  • Dark roasted cof­fee has a higher per­cent­age of caf­feine than a medium roast. (Lost money on this bet)
  • Fire can be an excel­lent cleaner for your roaster. (Not a sug­ges­tion by the way)
  • The rea­son that high alti­tude cof­fee tends to be bet­ter is the slower mat­u­ra­tion cycle.
  • There is more Arabica pro­duced than Robusta. (Lost money on this bet)
  • Betting is not the smartest way to prove you are right.

Rocky can be reached at

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