What the heck are you doing here?
Last week, we asked and answered the question, “what the heck are we doing here?”
This week, we turn it around. What the heck are you doing here?
Here… literally, as in reading this blog post.
Are you in the coffee business? Are you a voluminous coffee consumer? Do you have trouble imagining life without coffee? Do you need coffee to function? Can you drink four cups of coffee right before bed and have zero trouble falling asleep? Have you recently tried specialty coffee and now you feel your life is ruined because you can’t drink mass commercial coffee anymore? Do you personally know Steven, Mauricio or me? I could type enough questions to turn this paragraph into an essay. The second most traded commodity in the world, justifiably, has a whole world of stories to share. But right now, I’m interested in just yours.
Are you old enough to remember when coffee shops became a thing? Do you remember the older generation scoffing at it. ‘Why would anyone pay money for a cup of coffee and sit in some little restaurant?’ they’d ask, “especially when you can make coffee at home.” (They usually meant instant coffee.) But I got it back then. Maybe you got it, too? Today, the coffee shop is one of the most ubiquitous fixtures of our modern landscape. I found myself driving not long ago and being aware that I had traveled far enough without seeing a coffee shop, that I became aware that I had not seen a coffee shop in quite some time. How strange is that? I’m guessing you may have experienced this, too.
So, basically, today, coffee is everywhere. The product and the market are mature. Which means enough time has passed to develop groups and sub-groups and, yes, even sub-sub-groups. Like in music. You might be part of one of these. Whatever kind of coffee you’re in to, you can probably find it and, if you’re inclined, order the right equipment to make it any way you please. In the comfort of your own home.
Or you can’t.
Maybe you’ve discovered this third wave trend and have recently tasted, nay, experienced, coffee prepared how it’s meant to be, and you’re no longer satisfied with what’s on the shelves of your local grocer. Maybe you’re part of the growing trend of home roasters. Heck, maybe you’ve gone out and purchased a small roaster, yourself. Maybe you’ve been roasting for some time and you’re thinking about roasting a little more and starting a small business. Maybe you’re now looking for green coffee from different parts of the world. Wherever you are, here you go.
Here you go with this coffee. Here you go with this blog. Here you go with the community you’re already, or going to be, part of. You are now the other side of this equation. The fact that you are reading this means you’ve been made aware of coffee in its many forms. A signature roast to compliment your favourite tastes? Green coffee that you can roast yourself? A list of coffee destinations worthy of a visit? Some think this coffee thing is over. I think it’s just getting started. And now it can be pretty much anything you want it to be.
What will it be? Answering that question… is what the heck you’re doing here.
(Comments are open on this one.)
Battle Grounds Coffee Co & Roastery