In place we taste

For the past few weeks I have been drinking a delicious coffee from La Maseta farm in Colombia. Each sip of this filter coffee reminds me of the unrelenting efforts involved in achieving this cup. It has an unmistakable full body and crisp acidity, and every sip takes me straight back to the land, but the scene in front of me is worlds away. I have an emotional connection to this coffee, but the consumers near me enjoying their lattes and cold brews in the spring sunshine do not. Their value isn’t tied to the flavours of a geographic location, but to the coffee’s stimulating properties.

Why is this? Most consumers don’t have a discerning relationship with coffee like they do with wine. They will walk into a local bottle shop and have some idea of what different varietals of grape will taste like, or

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