I was talking to a pal over espresso shots recently and we got to musing the specialty coffee industry.  The topic turned to discussing the war of words among the top coffee roasters in the country over who is the best.  And not just who IS the best, but the finer nuances, like who has access to the best BEANS and who has the best PROFILES and so on.  Why are they arguing? To woo the 3% of all Americans who drink specialty coffee to spend money on theirs? 

We decided it was kind of silly. 

I work on coffee for two reasons.  One, I love the coffee experience. Two, I want to make a difference in the communities where coffee is grown.  My vision a world where people enjoy high quality coffee that provides a strong economic benefit to the people who produce it.

Instead of wrestling over the 3% of people who drink specialty coffee today, we need to devote our energy to expanding that universe.  There are a zillion people out there who's favorite cup is dunkin' or starbucks (or a colleague of mine who's favorite is a blend of the two).  These brothers and sisters have an awareness that coffee can be more than a utility beverage or commodity.  Let's concentrate on bringing them into the fold, welcoming them to the experience.