In his welcome address for the 2013 Symposium, Peter Giuliano starts at the beginning. The idea of Symposium came from the ancient Greeks, who recognized the power of coming together to drink and discuss ideas and views. The beverage consumed at the Greek symposium- wine- had some negative effects on the tradition, and the Greek
Dr. Aaron Davis has quickly become one of the most compelling coffee figures in the world. Davis is a botanist, and for over a decade he’s worked in the field, seeking out and describing coffee species in East Africa and Madagascar. He’s responsible for the discovery of 20 new coffee species, previously unknown to science.
Are the media doing a good job telling the story of coffee? Is the story we as coffee people want to tell too complicated to tell the way we want it to be told? What are the obstacles to better coffee stories in the media? This is an excerpt from a session at Symposium 2012
Analogies are important, but how appropriate is the oft-used “Coffee is Like Wine” analogy? Our experts discuss the importance of analogy, language, and perception. This is an excerpt from a session at Symposium 2012 titled Media Perspectives on Specialty Coffee. To view accompanying videos, please visit the Symposium Video Gallery.
A continuation of Nick Cho’s Media Perspectives panel, which can be found here, with discussion about intent, and what’s interesting about coffee.
How can specialty coffee craft a more compelling story and reach broad audiences? At Symposium 2012, we explored this question and examined what information is getting through, what’s getting lost, and what stories are yet to be told. With insights from several influential writers who each follow trends in specialty coffee, Nicholas Cho of Wrecking Ball Coffee
Tracy Ging’s compelling talk about the SCAA’s research into perceptions about specialty coffee among consumers was one of the most talked about presentations of Symposium 2012. Beginning with a simple question: “What is Specialty Coffee?”, Ging’s talk explores coffee lovers’ expectations of coffee, their understanding of coffee terminology, and the semiotics of coffee consumption. Essential
Many of us in specialty coffee have been interviewed or otherwise covered by the mainstream media. Local or national, print or online, there’s been growing engagement by the media with specialty coffee. In this session, we’ll turn the tables on the press and ask them some questions: What interests you and your audience about specialty
Nick Cho interviews coffee drinkers in San Francisco on their perceptions of specialty coffee, giving us a look at where we may be missing the mark on connecting with the consumer.
In this session from Symposium 2012, Christopher Schooley follows the customer home (quite literally) to understand their coffee rituals and explore ways to introduce better brewing and build new routines that support the goals of specialty coffee. Shown at SCAA Symposium in Portland, Oregon, April 2012