Sales, undervaluing and financial collapse

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. 

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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