Coffee Quality, Part 3: When the “quality” myth hits the farm

For twenty years, the 2004 cupping form profoundly shaped the specialty coffee world.   But on the hillsides of coffee farms, some of the form’s byproducts have been disadvantaging producers.    In this episode, we follow two producers whose lives collided with the myth of universal quality. These stories reveal how a single idea of “quality” can close doors for the people with the least power in the supply chain.    The new coffee evaluation form, the CVA, is still young, and with any luck it will keep evolving. I hope for a form that can empower even the smallest producers.    Please support my work directly at Ko-fi.com/FilterStories   Other ways you can help: Leave a 5 star rating on Spotify Follow me on Instagram and tag me in an Instagram story Write a review on Apple Podcasts Discover how I make these Filter Stories episodes by subscribing to my Substack newsletter   Go deeper into the story of quality: The original Filter Stories episode about Murray Cooper in Ecuador, Firefly Specialty Coffee Association's new Coffee Value Assessment 2004 cupping form from the Specialty Coffee Association of America SCAA Coffee Cuppers Handbook (4th edition, 2011) Kenneth Liberman's book, "Tasting Coffee: An Inquiry into Objectivity" SCA's video series on the CVA presented by Peter Giuliano     How does Perfect Moose detect what kind of milk is in the pitcher? Click here to find out.   Join me at World of Coffee Dubai, 18-20 January. Grab your tickets here. What does the Marco MilkPal look like to you? WALL-E? Something Steve Jobs would be proud of? Check it out here.