Does it Really Matter?

A common and fair question to ask when talking about coffee.

“Does it really matter?” Does the taste of coffee relate more to the moments and people you share it with more than the actual methods and roast that the coffee is made of?

 In Finland you learn already as a child that coffee is connected to every social event you can imagine from meeting a new neighbour to weddings and funerals. There really are no events where coffee would not play a part. 

Coffee is one of the most consumed consumer product in a world. Most common answer that people tend to give for drinking coffee in general is to wake up and stay wake. So again: “ Does it really matter?” If the only reason for drinking that black gold is to keep you’re own busty engine going through the day. 

I won’t try to deny either of previously mentioned arguments, but working with coffee so many years has changed my own perspective how I think and feel about it. Coffee is no longer just a drink that I “grease my engine” with nor away to engaged myself to a social interaction with strangers or loved ones. It has become a beverage that needs to be consumed with patience and appreciation of a thought. 

I have also witness the similar reactions in customers, to whom one great cup has been the tipping point of the day. That being said I have always considered as an oddity how we in the professional side tend to make coffee somewhat difficult and hard subject to approach. I believe we can talk about coffee in a more down to earth way, while still making the point. 

Does it really matter?

Yes it absolutely does