There is the great Erin Meister. Meister has been a good friend of mine ever since I first relocated to Gotham. She was instrumental in turning Joe into the famous joint it is now, as a barista, as a trainer, and as an organizer and hostess of public events. When I first came to NY, all I had was one great friend in Brooklyn, 6 previous (brief) visits, a job at Grumpy, and my (tiny, tiny) good name as a top guy out of one of Seattle's best cafés at the time.
I owe my success here in NYC in large part to people like Meister. She and the boys at Gimme! (specifically Mike and Chris), and my good friends at Grumpy were all I had. Danger Dan came along and helped me too, and Jack and all his posse. But Meister was there right from the start. If you don't know her work already, check out her blog on my blogroll at right, or go straight to her non-consulting consulting business here.
The NY Times article a few weeks back, by the intelligent and thorough Hannah Wallace, set off a mini-firestorm of interest in what I and others are trying to accomplish with great coffee in New York City, as Grey Lady articles are wont to do. I'm indebted to Hannah and the Times for covering our little niche, but there were a few things that bugged me about the article.
Meister, as a genuine coffee person in her own right, recently took notice of my reaction to the article on her blog. In the spirit of friendly interchange, then, I would like to take the opportunity to respond to her response to my response.
Still with me?
Good. So my primary objection to the way coffee-tasting was presented was that it seemed from the article that we were just making all of this up. If you talk to any great coffee cupper, more importantly if you spend a lot of time cupping coffee yourself, you realize that there's no BS involved at all. I understand why people are skeptical of how coffee cuppers pick out flavor profiles and aromas in coffee. For so long coffee has been an undifferentiated product. This is an old hat argument for the evangelists of quality coffee.
But I strongly feel that to truly move the general public to a truer understanding of coffee, we have to stick to the actual truth. So for a neophyte cupper, attending her first NYCS cupping, it's perfectly fine to express something a little off-the-wall, like, "This coffee reminds me of my Grandma's cinnamon cookies." I welcome that.
But for those of us with real training, it will serve us far better in the long run if we know how to relate those vague sentiments to the actual chemical components of coffee. Lasting paradigm shifts are always built on truth. Fads are built on fun. There's lots of lip-service paid to the idea that those of us in the wealthy world of specialty coffee are directly or indirectly helping to improve the lives of poor coffee producers ("farmers" is a sloppy term in this regard). I don't think this is BS at all. It's real. But if we want to make sure these trends are long-lasting, we have a duty to base them in real fact. Are you interested in feeling good about yourself, or in real, lasting change?
When I was in charge of cuppings (for staff-only and for the public... with this guy) at Victrola, I welcomed the strange descriptors. Rebekah Winters is one of the most astute cuppers I have ever cupped with. And I have cupped with Geoff Watts, Peter Giuliano, Mané Alves, and Willem Boot, among other greats. Rebekah, with no formal training beyond her barista training (provided by this guy, as long as I am name-dropping) and her own passionate love for great coffee, used to come up with the descriptors that nailed the coffee even though they were vague... I remember once she said, "Like love in a log cabin," and all nine cuppers present just nodded and smiled. I LOVE this. But it's got to be more than that. We need Winterses and Wattses.
So my objection to someone saying "honey smoked barbecue" when cupping coffee is no objection at all if this is a new cupper being welcomed into the fold. I encourage fun with coffee! I have based my whole life around it, basically. But the professionals have an obligation to know what the hell they are talking about.
Thanks to the modern world of blogging, a lot of people like me have reach beyond what we could ever have hoped for just ten years ago. Glorious thing! But beyond fun and self-promotion, if we hope to sustain the industry that currently sustains us, we must be serious about our trade. The variety in coffee flavors is truly astounding, and I feel bad for oenophiles who have yet to experience what true gustatory adventure tastes like. Let's keep it up with a degree of seriousness and professionalism that the producers deserve.
The crisis of the late nineties was bad enough. The C-market price is way up on Wall Street, and that's good. But the price of just about everything is up these days. To truly transform coffee into a quality-based industry (as opposed to a price-of-oil or price-of-water based industry) we have a TON of work to do. I, personally, welcome all players. There's almost literally no harm to be done in being dilettantes at this stage. But if we want it to stick beyond the next price-plummet (and without doubt that plummet will happen some day), we must learn our trade inside and out.
These are my thoughts for tonight. Thanks, Meister, for prompting them.
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