Culture Part 2
Last week I talked about the evolution of coffee culture and where it has gotten us today. As we experience the third wave of coffee, those working in the industry and those who are purely enthusiastic about coffee have almost no real limitations when it comes to the question "what else?"
What else can we do differently, what else can we improve, change, or revolutionize? Is it how we source and process the bean? How we roast it, brew it, present it? What happens when we introduce different ingredients of flavous to beverages?
In any one of a million ways, we can begin to compare third wave specialty coffee to fine wine, craft beer or modern cuisine. Here we are starting with a pure ingredient as simple as it is complex, and we strive to achieve the greatest things possible with it. Whether that is the beautiful simplicity of showing off all that a single origin bean has to offer, or twisting parameters and making cold brew pour like a foamy beer.
As long as it is done well.
First and foremost, the third wave is about excellence in coffee, about doing it right and not taking any shortcuts to take less time or squeeze more out of margins. We do it for the love of coffee.
This new culture, like many that are being invaded by Gen Xers and Millenials, is getting back to preferring quality over quantity. Our goal is to make the greatest possible product with as little as possible, with a fierce tenacity and stubbornness.
At Boxwood this is no exception, and we invite any and all to come and taste what we have to offer and encourage every one of our customers to start thinking about coffee differently. We encourage education and love to welcome newcomers into our shop, our goal is to send you out with happy taste buds and an intrigued mind.
Coffee culture is about the people as much as it is about the beverage, and I’ve been lucky to realize how many cool and amazing people I’ve met through the business. Whether it’s those I work with, the people I serve from behind a counter to the people that supply us with an incredible green product - people with incredible dreams, fantastic stories and minds that feed a modern day beverage renaissance. We’re all in it together, and we all love it.
Stay cool third wavers!
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Hayden Kaye is our Master Roaster and head of the Say Interesting Stuff department.