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Why Good Coffee Matters
Good coffee matters. But unfortunately, too many makers of coffee simply want to sell more coffee and too many people want instant gratification. The upshot of all of this is that good coffee is a rarity. Making something great takes time and effort and I'm not sure we really understand this.
Small businesses and one person operated establishments start with good intentions. The people behind them start because they love the technical work, they love the process. But there is a point at which there is a risk that the making of the thing will become sterile and soulless.
Mass production does this. It kills the spirit of the thing.
In a Storymaker article a little while ago I wrote about Granthams. It's a small coffee house on Aungier Street in Dublin that makes really great coffee. I really admire their attention to detail and obvious care for their craft.
Because coffee is a craft and very few businesses can take the core fundamental and do it at scale while maintaining its integrity.
Small scale crafts rarely if ever do well when mass produced and I actually believe that it's not possible. But they will try. Business will continue to attempt to reproduce things that are made by hand and pretend to keep the soul of the thing.
Sorry lads… it can't be done.
That's what this weeks podcast episode is about.
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