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espressofabriek-5This chalk board was spotted in a coffee shop in Amsterdam. It really is a sign of the direction the coffee industry is moving towards. Similar to wine, more and more consumers want to know the origin of the product they are consuming. The connection between the source of the product and the end consumer can not be under estimated. It creates an appreciation for the product when the consumer understands the time, attention and love that went into creating the product.

Sure there will always be a place for mass produced "commercial" blends, but there is no reason why the bigger coffee companies can't communicate basic things like origin (country or region) and perhaps even processing and/or roasting details. Unless of course they have something to hide....

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