The Coffee Industry Should Aspire to Be Like Wine

Most coffee professionals take from wine that coffee should aspire to be like wine. This is the wrong sports analogy and is counterproductive for coffee's future. I don't have a problem with being aspirational or improving. But i just want us in the coffee industry to not make the mistake of heading for years in the wrong direction and climbing the wrong ladder. So i call this next section a tale of two williams le look at formula one first. George russell started carting when he was seven years old. To day he is 24 and a formula one driver. More money clearly means more success.