Today, there are pockets all over the world hungry for a new story. The old story has the same plot for the existence of extreme individualism and competition with each other. It pushes us to fear, fight, and mistrust each other. This theme is weakening the social bonds of society, thereby making most lives fatigued and not worth living. It is leaving us questioning parts of our industry’s worth, value, and outright livelihood.
Water is simply water, west, is always west, and north will always be north. But if you take apples and stew them into applesauce, they taste more like prunes with a creamy texture, full of bright and earthy flavors. Now you tell me what you know is true when it comes to taste. Is Coffee, simply coffee?
Terroir, (a French term; “Terre” meaning Earth) is related to its taste of “place.” To add to just how important ’terroir’ (place of development) is to coffee, consider that not a single farmer, roaster or barista can add any flavor to the coffee that nature hasn’t already locked in place.