This art café is located where downtown Albuquerque gets more industrial the further south you get. Opened by Trevor Lucero, a self-proclaimed “coffee guy”, in June 2013, this 1,000-sq-ft space and 600-sq-ft outdoor covered patio serves as much as a community gathering space as it does a coffee bar or art space. Third places are apparently a more natural setting in Albuquerque than they are in Santa Fe.
There’s a short, wooden high counter with stools at the front windows. The white-painted brick wall in the rear is adorned with color photographs. Larger wooden block tables and a bench scatter about in the in-between spaces for contemplating with headphones or laptops under a white-painted wood ceiling. The laptop zombie quotient being higher as it is in ABQ.
The Zendo name apparently refers to an international feng-shui-like term for the supposed spacial zen-like state of the joint. Or so we’re told.
Whatever you call it, the place is packed with locals. It seems heavily frequented by a younger, more female clientele who take to eating take-out lunches at the bar stools and conversing with friends for the day. Rather than mistaking them for UNM students from the campus across the I-25 freeway, like much of downtown Albuquerque there’s little indication that the folks hanging out here do much of anything professionally besides, well, hanging out here.
Señor Lucero bought a three-group manual Victoria Arduino Athena Classic for $6k that’s used at the bar. They originally relied on independent roasters but have since started roasting their own at a facility further down 2nd Street, though they do feature a rotation of guest roasters Denver’s Boxcar was featured on my visit.
Using the Zendo Espresso blend, they pulled a shot with an medium brown, even crema with lighter heat spots from the spouts. It tastes of an edge of tobacco over more spices and herbal pungency. Good, but there are noticeable flaws.
Served on a custom wooden block with even a spoon holder as well as sparkling water — like you do in ABQ — in a World Market China cup with no saucer. Cheap at $2 though.
And like a number of ABQ coffee shops, they offer their own inventive specialty coffee drinks — except here they go a bit crazy with it: the London Fog, the Sweet Bonnie, the Maroccino, the Golden, the Regis, Red Cappuccino, Lapsang Latte, etc. Mixologists Gone Wild.
This is a coffee shop fitting for downtown Albuquerque, which feels like it’s at the fringes of the known universe. (More on that in a later post.)
Located along the old US Route 66 along the Duke City’s Central Avenue — next to Lindy’s Diner and somewhat kitty-corner to the landmark KiMo Theater — this bare space opened in January 2016.
Its interior is stark black and white, frequently adorned in stripes, with cement or brick walls, scuffed square tile floors, and a worn wooden service counter littered with woodcut puzzle pieces of their logo (aka, their “business card”). There are several tables inside, often attended by students and/or laptop zombies, with window counter seating in front beneath glass block windows.
They work closely with Chad Morris, roastmaster at the Las Cruces, NM Picacho Coffee Roasters – one of the best roasters in the state. They serve V60 pour-overs in addition to espresso drinks.
Using a two-group La Marzocco Linea at the back of the rectangular space they pulled shots of Picacho’s Sidami Ardi Natural to produce a cup with a mottled medium-to-darker brown crema. As a single origin Ethiopian, it exhibits a broader flavor profile than you might expect — with some bright fruit balanced with body and darker herbal elements with more spice and warming elements at its core. Served in a cheap Tuxton cup with a glass of sparkling water on the side.
It’s a pretty solid espresso shot: not exceptional, but worthy in a town ruled by the odd and bizarre — albeit pricey at $3.
After my discouraging visit to the much-lauded Ohori’s Coffee Roasters, I was worried that the coffee wasn’t getting much better in Santa Fe. Then I arrived at Iconik.
Opened in May 2013 by Albuquerque native Natalie Slade, her brother Darren Berry, and their longtime friend Todd Spitzer, this café inspires a bit of local controversy. Some of the controversy originates from the intentions of this team: with Ohori’s being such a beloved local institution, they opted for more defiance and a dare — down to naming their flagship espresso blend “Iconoclast”.
The rest of the controversy comes down to Santa Feans, as evidenced in local social media commentary and reviews. Although many locals have taken to Iconik, some seem a little resentful of the interloper — complaining about the coffees being roasted too lightly, about the service staff being too arrogant and snobbish, or perhaps even just expressing resentment over a $3 espresso.
Only the second commercial coffee roaster to open in Santa Fe, their roasts are decidedly lighter — even if they are made in a very rare, 1927 vintage Otto Swadlo roaster that was found in an Oregon warehouse. The roaster sits at the café’s rear entrance.
There’s outdoor patio seating in front with cushioned patio tables and chairs. Inside there are cement floors, a counter with stools, a long shared wooden table, multiple short café tables at the window seats, and even a sofa — giving it more of a vibe like a brighter version of SF’s The Grove.
It’s a little loungey, and it would be a hipster magnet if not for New Mexico’s dearth of self-aware hipsters. There are also a number of older and colorful local Santa Fe patrons about, as the neighborhood is deep into the cheaper rents in town. There’s a wall of merchandising with Chemex equipment, grinders, and roasted coffee. They serve salad, bagels, and lunch items, but it’s all about the coffee.
Using a three-group La MarzoccoStrada, they pulled a shot of their single origin Sumatra Takengon Mandheling as the house espresso for the day. It came with a mottled medium-to-dark brown crema, a solid body, a good pungency, but little spice: a more narrowband flavor profile due to its single origin (not their Iconoclast espresso blend). Served as a long three sips in black Espresso Parts cups with sparkling water on the side.
I normally prefer a more complex flavor profile for my espresso, but it was interesting — daring for Santa Fe even. And I had every indicator to expect that their Iconoclast blend wouldn’t be half-bad.
Milk-based drinks come with rosetta latte art and gentle, even, quality milk frothing that somewhat integrates well with the espresso emulsion. Their V60 pour-overs are properly flavorful and included options such as a Mexico Oaxaca, a Guatemalan Panchoy, their Sumatra Idido Yirgacheffe, and Panama Hacienda La Esmerda.
There is simply no contest about the best coffee in Santa Fe. Local loyalty to Ohori’s seems analogous to South Africa’s complicated relationship with the ANC: i.e., deep appreciation for something revolutionary achieved decades ago, but selectively blind to all of its shortcomings and failings in the years ever since.
Some local haters might complain of the “burning acidity” of Iconik’s lighter roasts, but anything to make it taste this side of Ohori’s ashy wet fireplace is a good thing in my book. As for complaints of arrogant service, that’s always the risk when you’re dealing with someone who is really into their coffee. Customers can feel insecure, if not offended, when they casually order their favorite caffè latte and are suddenly confronted with a question such as, “Do you want it with the Sumatra Takengon Mandheling or the Mexico Oaxaca?” The nerve of those arrogant bastards.
Santa Feans deserved better, and they’re now finally getting it. But it’s not just for Santa Fe. I’d very much enjoy coming to a place like this wherever it’s located.
This is a difficult trip report to author. Because on the one hand, we have to pay respects to what Ohori’s Coffee Roasters pioneered in Santa Fe, NM. But on the other hand, we have to call out product failures as we experience them.
Like Peet’s, Ohori’s Coffee started as a take-home bean sales store. Also like Peet’s, as consumer preferences changed over the years, it evolved into a retail coffee beverage shop. This was particularly innovative in Santa Fe, where communal “third places” are rare and most social gatherings take place in private homes. Susan Ohori sold the company to her longtime accountant in 2002, and the tiny chain has operated rather consistently to this day under the “newer” ownership.
This location on Cerrillos Road was the second retail shop they opened, and of the two it is designed to be more of a social gathering space. As I entered, even without knowing Ohori’s Peet’s origin story, I felt like I was in another Peet’s chain café. There are four café tables offering sparse seating in a vast space with tall ceilings with exposed wooden framing. There’s a service counter setup with a heavy emphasis on bean and leaf sales that looks lifted out of the Peet’s interior design catalog. And as for the roasted coffees themselves, many hearken back to a flavor profile of dark roasted ashiness popularized by Peet’s some 40 years ago.
There’s a wall of merchandising (cups, machines, Chemex and pour-over paraphernalia), and the art on the walls here is generously showcased without commission.
As for the retail coffee service, they may have dated roots but have not missed out on many coffee fads. They offer pour-overs, buttered coffee for those most recently into Paleo snake oil, and as a sort of health thing they avoid syrups and artificial sweeteners. Ask for a flat white, which is still not yet on the menu, and they will know how to make you one.
Using a two-group Nuova Simonelli machine, they pull espresso shots in a short paper cup (what’s that the deal with that?) with a creamy-looking medium brown crema of a smooth texture that’s relatively thin. There’s a definite ashy edge to the cup: it’s very harsh with a flavor combination of smoke and ash. This is not a pleasant espresso, and we have consumed hundreds of cups of outright rot-gut espresso before.
And yet Ohori’s has won the “Best of Santa Fe” by the Santa Fe Reporter for 7 of the last 10 years, and even the New York Times recently recommended this location in a 36-Hours piece. At first this lead me to believe that many local fans of the place must rarely ever drink the espresso straight here.
But if that were only the case. The milk-frothing here is dishwater-like: thin with irregular bubbles, producing what seems like little more than milk-flavored air. My wife found the macchiato to be simply undrinkable and abandoned it after the first sip. She never does that. I tried it and sympathized with her assessment. I’ve never experienced this at a Peet’s Coffee, for example.
Thus we can’t be sure that the coffee adoration here is rooted in local loyalty, nostalgia, or layers of milk and natural sweeteners that disguise the raw taste of their espresso. There may be other product lines worth trying besides their straight espresso and macchiato. Ohori’s offers medium- and even light-roasted coffees, even though they believe you often need a medium roast to at least develop the coffee’s flavor more fully — of which I am generally in agreement.
But when the core espresso is this dubious for a best-in-town consideration, something is clearly wrong. And I would be the last person some might accuse of being a Third Wave apologist. Unless you are a die hard, dark roasted Peet’s Coffee fan, we have to recommend that you seek your coffee elsewhere in Santa Fe.
Here in that other SF, this postage-stamp-sized espresso kiosk has a very outsized reputation, and why not? The husband and wife team of Bill and Helen Deutsch got their espresso start in Seattle back in the early 1990s era of ubiquitous coffee carts. They brought that same spirit to Santa Fe and have been operating here since 1993.
Which makes Holy Spirit Espresso akin to an archeological find designed to puzzle future anthropologists; it’s like finding 1990s Seattle espresso cart DNA in the middle of the New Mexico high desert. And like an origin story, its name is the English name for the town.
Out in front of the cart cubbyhole are four four metal chairs and two small tables along the sidewalk with a lone parasol above them. Inside is essentially a parked mobile cart dominated by a two-group Synesso machine (formerly a La Marzocco) — surrounded in a bizarro motif of various postcards, photographs, foreign money, and travel tchotchkes covering every one of the few square inches inside the tiny space.
There’s even St. Drogo, the patron saint of coffee. (He’s also the patron saint of ugly people, but we’re not going to infer anything from that.)
Using old Astoria grinders and very-Seattle Caffé d’Arte bags of coffee, Bill or Helen pulls a shot with a medium brown striped crema of modest thickness. The doppio ($2.25) is filled extra high in the cup. It has an old world Italian-leaning flavor profile of mild tobacco smokiness, spices, and some woodiness and is served in mismatched ceramic cups without saucers when you ask “for here”.
The milk-frothing is dense, not too airy, and with uneven microfoam bubbles. Posted as a “Best of Santa Fe 2012” winner, Bill was awarded for best local barista. No matter when, they’re still pretty good and you have to do something right for such a tiny business to remain in operation this long.
This central Santa Fe coffee house resides in the Santa Fe Arcade on the 2nd Floor. Opening in December 2015, it was developed as a new coffee house “concept” by an area restaurant group lead by Gerald Peters called Santa Fe Dining Inc.
Yes, apparently coffee has become a restaurant theme in America, with this concept being self-described as “full-service third wave coffee house”. Which only underscores how the term third wave has become the modern coffee equivalent of the hackneyed gourmet label from the 1980s.
We’ve been mocking the wannabe hipster use of third wave for a decade now, so most of you are probably glad we’ve largely given it a rest over the years. But ten years later and we’re still surprised that so many relative newbie coffee lovers come to its defense — and so much so that desperate marketers continue to use it.
For the many Millennials who were too young to know the 1980s, a little social history lesson about the term gourmet may provide context. As Wikipedia notes for the word:
In the United States, a 1980s gourmet food movement evolved from a long-term division between elitist (or “gourmet”) tastes and a populist aversion to fancy foods.
Sound anything like the many curmudgeons today who seem offended by the mere existence of “fancy coffee”? Also note that this transformation followed the establishment of supposed “second wave coffee” stalwarts such as Starbucks and Peet’s.
The 1980s saw the popularization of many otherwise commodity foodstuffs to an elevated status with an obligatory gourmet label. Orville Redenbacher became synonymous with gourmet popcorn. Jelly Belly popularized the concept of gourmet jelly beans. Lather, rinse, repeat. Thus at the time, the word gourmet became a sort of shorthand nudge-and-wink to let consumers know that this wasn’t your father’s foodstuff and that its distinguished quality commanded a higher price.
Compared to our coffee wave, your coffee wave is tough and chewy.
Problem was that the term gourmet wasn’t backed by any real definition, guarantee of quality, nor certification. This left the barn doors open for every profit-minded copycat and charlatan to rush in and lay claim to its meaning.
Thus today the term gourmet has since been relegated to downmarket product come-ons in the aisles at commodity goods stores such as Wal-Mart; meanwhile the premium quality/price vanguard has moved on to terms like artisan. Just this week at the ABQ Sunport (airport), I walked up to a Comida Buena with bold “gourmet deli” branding that served me a soggy croissant sandwich wrapped in tin foil and left under a heat lamp for who knows how long. What does gourmet really mean when this happens?
The same is true today of third wave coffee, which has become an unqualified label boasted by wannabes in an attempt to claim some sort of false legitimacy. Meanwhile, virtually all of the top-quality roasters and coffee shops in the world distance themselves from the term. What does third wave really mean when this happens?
When Food Entrepreneurs Extend to Coffee
Which brings us back to the 35° North Coffee concept. Their slogan, coined by restaurant vet and manager Rob Rittmeyer, is “Find your latitude”. Its name refers to Santa Fe’s latitude as well as the number of grams of coffee used in their pour-overs.
As part of a concept restaurant chain, the food gets a bit more of the attention here. They serve beignets, a croque monsieur, and banh mi sandwiches as a sort of French-influenced theme — even if French is a poor choice for a coffee affiliation.
Accessed from inside the mall, there are five nicer faux marble café tables along a back booth and a marble rear counter with a half-dozen stools. There’s also a separate seating room (the “War Room”) with more and larger tables across of the main entrance. The kitchen, and its vent, are massive: these are clearly food people. And the food sensibilities don’t stop with edibles, as they even offer (as is creative coffee in New Mexico) an oatmeal latte: complete with actual oatmeal, brown sugar, and granola as influenced by Colorado ski bums.
They do roast their own coffee on-site with all the space they have, but any labeling of blend, coffee origin, or other pedigree is virtually absent from a supposed third wave coffee house. They offer drip, pour-overs (supposedly single origin, but how could you tell?), nitro coffee, and espresso service. And yes, they even offer something called a “Latitude Adjustment”: a nod to the Paleo snake oil types seeking a Bulletproof Coffee(tm) knock-off.
All said, they use the three-group La Marzocco Linea behind the counter on shots of their “dark roast blend” to produce an even, medium-to-darker-brown crema of decent thickness. Whatever wave they are supposed to belong to, I have had identical coffee experiences in the late 1990s. But to their credit the espresso body is good, and despite being served in a short paper cup the results are better than expected. It has a darker flavor profile of herbal pungency with some tobacco but no ashiness.
Opening in August 2014, this independent coffee shop is a casual space located in the strip-mall avenues of NE Albuquerque. It’s in an odd part of town (like what isn’t odd in ABQ?) … located in something of a no-name neighborhood.
However, just a mile and a half further down Lomas Blvd. NE this weekend will be the sixth annualSouthwest Coffee & Chocolate Fest at the New Mexico State Fairgrounds — a 135-vendor consumer coffee and chocolate event that has inspired more than a few New Mexico roasters and cafés. Yes, this is a true Southwestern coffee fest and not the grotesquely bloated, shark-jumped SXSW affair simultaneously going on in Austin, TX.
Driving eastbound on Lomas Blvd. NE, you can’t miss it for the dayglow orange painted building out front — a space (and a Web site) it shares with Baker Architecture + Design. Pull into any one of its five parking spots in the front lot, and you’ll notice a couple of café tables on the sidewalk out front. There are a few simple café tables inside for seating.
There is a turquoise-painted, weathered wood counter with a three-group UNIC Stella di Caffè machine for serving their espresso shots. No pour-overs here, folks, but they’re also known for their cold brew — as is required in these high desert parts. Bottles of which also make an appearance on their wall of coffee merchandising.
They promote their heavy use of local food and drink producers (e.g., Rasband Dairies for milk, etc.), and they’ve ventured into burritos and pastries such as the notorious “pie tart” — a sort of less unnatural version of the Pop Tart.
Their coffee — while private labeled as Honest Coffee — is roasted by Prosum Roasters in town. They also feature a guest roaster as an alternative, and on this visit it was Arizona’s Cartel Coffee Lab. (Speaking of artisan Pop Tarts…)
Pulling a shot of a three-bean Central American/Ethiopian blend with a darker roast on it, they served the shot a little hot with a modest body and multi-colored crema that thinned out. The flavor was a bit weaker on first sip but oddly strengthened with greater concentration towards the bottom of the cup — with chocolate, some caramel, some woodiness and a bit of cherry brightness for a darker roast espresso.
Served in a quadrilateral-cut wooden block with two holes for a sparkling water glass and the espresso shotglass. It’s particularly a New Mexico thing. Milk-frothing here can be a little uneven, but the quality is generally good.
It’s a good introduction to New Mexico’s newer breed of coffee shop, which we’ll review more over the coming weeks.
Java City eventually closed all of their retail locations by 2012 to focus on wholesale bean distribution. As local coffee entrepreneur, Sean Kohmescher, put it: “Java City’s lack of focus on its retail end hurt its café location(s)”.
Who is Mr. Kohmescher? The founder and original barista of Temple Coffee Roasters, which was established in 2005 in Midtown Sacramento. Exemplifying Sacramento’s newer generation of independent coffee roasters that first came to prominence in the mid-2000s, Temple has since expanded to several Sacramento area shops (including one in nearby Davis, CA) and a nationally recognized roastery.
This downtown location opened in early 2006. Located between the homeless encampments/tents in Cesar E. Chavez Memorial Plaza and the random screams of doorway-dwelling street people along the K Street Mall (an area that has always been a little sketchy), this shop attracts a decidedly student-oriented clientele.
Out front there’s fenced-in sidewalk seating, consisting of a long wooden counter and chairs under parasols along 9th St. Inside they painted the ceiling ducts black, left crude cement slab floors, with a painted coffee menu on the cement block rear wall espousing espresso, French press, and pour-over options (using clear Hario V60s).
They have two long, live-edge wood tables for shared seating plus a side bench with various students plugged in to earbuds and laptops. On the opposite wall is a significant wall o’ merch (pots, drippers, brewers, T-shirts, beanies, mugs). They offer a plethora of roasts for sale, and for their espresso at the time of our visit they offered their Dharma Blend, Ethiopia Limmu Burka Gudina, and a Colombia San Jose decaf in different grinders.
Ordering an espresso with their Dharma Blend, they served it from a four-group La Marzocco Linea PB. Despite the stripped-down environment, they brought the espresso to our seat with a small wooden tray containing the espresso in a white notNeutral demitasse and a small glass beaker of sparkling water. Thoughtful and classy. It came with a mottled darker and medium brown crema with a good coagulation and thickness.
The flavor is “dark” with a full-bodied mouthfeel: there’s molasses, chocolate, and caramel. As an espresso I didn’t get much of the stated cherry, but as a macchiato the cherry comes through more. This is a robust, untrendy espresso that still believes in dark, body-driven complexity — a well-blended coffee that’s just about as good as you can get anywhere. Their milk-frothing is dense and quite good also.
With the National Felon League coming to town for SuperBloatSuperBore SuperBowl 50, and the entire Bay Area overrun with corporate sponsorship, it’s a good time to shelter in place with some good coffee, right?
Thankfully the folks over at Allann Bros. Coffee in Albany, OR shipped us a pound of their Maestro’s Blend for evaluation. Founded in 1972 by their Roast Master, Allan Stuart, Allann Bros. Coffee opened a chain of eight coffee houses beginning in Ashland, Oregon — ye of the Shakespeare Festival fame.
When it comes to bean stocks, they claim to have developed Direct Trade partnerships and use of only high-altitude grown varietals. They fire-roast their coffee in a 1939 Jabez Burns Roaster and apply post-roast blending. Allann Bros. notes that the Maestro’s Blend is their most popular, signature espresso blend, describing it with a “dark, smoky flavor, coupled with a buttery crema and nutty flavor”.
Visually, it’s a seriously scary dark roast with what seems like enough surface oil to comb your hair in the reflection. It probably has an Agtron reading in the 25-30 range, which is akin to a Peet’sMajor Dickason’s blend. This ain’t your conformist Third Wave coffee roasted with a brief puff of hot air just this side of grassy.
As such, it will elicit knee-jerk reactions much in the same way a light New England roast did for many Berkeley coffee fiends in the 1980s. But being a long-time believer in the versatility of coffee among its various roasting styles and brewing methods, I wanted to check out any of its merits.
Brewing it many times as an espresso with my usual Mazzer Mini and Gaggia G106 Factory lever machine, it produced a rather healthy crema: generous, albeit not too coagulated. The resulting cup had a crema with a swirl of darker and medium brown crema. Buttery? Perhaps.
It had a decent but not remarkable body, and one would expect more body from coffees roasted in this style. Flavorwise, there wasn’t any ashiness or even bitterness. However there was a notably dryness to the palate — a kind of astringency. As expected, sweetness was mostly an afterthought with barely discernible caramelization of sugar starches of a molasses-like quality. It’s a pungent cup with a flavor dominated by tobacco and smoke, and I couldn’t pick up much of their nuttier flavor descriptors.
Ultimately as a pulled shot it looks much better than it tastes. Which isn’t a bad taste by any means, but it isn’t very flavorful either. And while there’s some balance for the flavors that are actually present in the cup, it lacked large parts of coffee’s flavor spectrum.
It’s unfortunate when the best things I can say about a coffee are more about the negative qualities it lacks rather than the positive qualities it possesses. Unsurprisingly, the coffee serves better as a complement to steamed milk than straight on its own — and there’s a place for that among coffee styles. But I couldn’t find enough qualities that distinguished it from most other dark roasted blends, which is always a challenge.
Although it has one thing going for it: compared with Peet’s Major Dickason’s Blend, it costs about a third less.
A quote in the subhed of Modern Farmer‘s recent article about coffee flour kind of summed it all up for me: “Given the rapidly advancing state of coffee technology…”
I understand that coffee product marketers have a vested interest in injecting a measure of planned obsolescence and general FUD in your preferred coffee choices — trying to equate the evolutionary trajectory of quality coffee with the exponential technology curve of the smartphone. That’s kind of their job. But an agricultural webzine?
The sad part is that they are not alone in this. And yet for over 1,000 years, humanity has followed the essentially unchanged ritual of roasting and grinding coffee beans, extracting a beverage from the grinds with water, and serving it.
Some men hope for revolution but when you revolt and set up your new government you find your new government is still the same old Papa, he has only put on a cardboard mask.
— Charles Bukowski, Notes of a Dirty Old Man
Chemex? Invented in 1941. Pour-over coffee? Invented by Melitta in 1908. Cold brew? Originally called Kyoto coffee, its origins date back to 17th century Kyoto, Japan and the Dutch traders who probably introduced it there. Vacuum pot coffee? Wannabe technogeek webzines with names like Jismodo go full-on circle jerk over their high-tech “Walter White in Breaking Bad” chemistry set looks, but even these devices date back to 1830s Germany — almost a century before the discovery of Penicillin.
Even literal attempts to directly connect the rise of the smartphone to the rise of quality coffee fall horribly short: i.e., the proliferation of smartphone-enabled coffee brewers that invest the bulk of their manufacturing and purchasing costs in useless busy-box application controls and virtually none of it on making better coffee.
So just what is so “rapidly advancing” here? Other than hype and repackaging old brewing methods as “new”.
I can look past for a moment that cold brew is essentially the Colt 45 of quality coffee (without Snoop Dogg) and that you can get better coffee extractions with hot water and a gym sock. I can even look past that Stephanie Izard is a great chef but yet every chef affiliation with a coffee project has proven meaningless and mediocre at best.
But I’m really looking forward to a Wyndham Grand hotel opening in Kyoto, Japan where they can convert the grossly ignorant public to this great new beverage they’ve invented called “cold-brew coffee.” This is not even about PC bros ranting about cultural appropriation: this is outright cultural theft. And then selling it back to the inventors as if it were their own creation.
Same circus, different clowns.
Whether it’s the promotional materials of coffee purveyors or the so-called journalists who write about them, the only evidence I have for any real revolution is that the educated and intellectuals seem to have fled the premises. Our historical ignorance about coffee only seems to have become worse over the years.
So I implore all of you who even attempt to do this for money: research what you’re doing. Before you tell us that your client or some Young Turk has just invented sunshine, please understand the context and recognize the history and the innovators who may have come long before. Do only that much, and you just might be the coolest thing since an alien Scarlett Johansson drove a rape van around Scotland.