#54: Visiting Producers, Advanced Tourism & The Coffee Hunter with Tom of Sweet Maria’s
Jul 31, 2023
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In this podcast, the host interviews Tom Owen, a coffee travel and tourism expert. They discuss the role of travel in the coffee industry, sourcing coffee, etiquette when visiting producers, and the coffee hunter trope. They also explore topics such as the value of hands-on experience for producers, addressing copy and paste behavior, unique coffee consumption habits, coffee quality during shipping, and alternative coffee processing methods.
Coffee tourism and travel have an impact on the coffee industry, highlighting the unintentional burden placed on producers when visited.
Sweet Maria's provides valuable resources for home roasters, making specialty coffee more accessible and providing knowledge on green coffee, roast profiles, and cupping.
Challenges faced by coffee producers include labor scarcity and land pressures, prompting discussions on mechanization and finding sustainable solutions.
The coffee industry should aim for a balanced approach, appreciating both artisanal and technologically advanced methods while considering the economic realities faced by producers.
Deep dives
Coffee tourism and travel
In this podcast episode, the host Lucia Solis engages in a conversation with Tom from Sweet Maria's about coffee tourism and travel. They discuss the impact of travel on the coffee industry, the experiences of both buyers and producers during visits, and the importance of cultural connection. The conversation also touches upon the accessibility of specialty coffee and the role of Sweet Maria's in providing resources for home roasters.
Small batch home roasting
Sweet Maria's, a coffee resource website, has made specialty coffee more accessible to coffee lovers by selling as little as a single pound of carefully sourced and selected coffee. This service caters to home roasters who normally have to buy larger quantities of green coffee. The episode highlights how Sweet Maria's has been a valuable resource for those interested in home roasting basics, green coffee quality, roast profiles, and cupping.
Challenges faced by coffee producers
The conversation delves into the challenges faced by coffee producers, including labor scarcity and increasing land pressures in producing countries. The host and Tom discuss the importance of recognizing the labor-intensive nature of coffee production and the value of the decisions made by producers throughout the process. They also touch on the potential need for mechanization in certain regions to help alleviate these challenges.
Representation and perceptions in the coffee industry
The podcast explores the representation of coffee and the perceptions within the coffee industry. They discuss the focus on tools and toys in the consuming side, contrasting with the resistance to mechanization or improvements in production processes. The conversation highlights the need for a more balanced approach, acknowledging the value of both artisanal and technologically advanced methods while considering the economic realities faced by producers.
The importance of exploring different perspectives
In this podcast episode, the speaker emphasizes the value of exploring different perspectives in the coffee industry. They discuss the limitations of seeing coffee solely through the lens of a consumer or a producer, highlighting the need for a balanced understanding. The episode touches on the significance of tourism and the potential for it to become an extractive model. It also explores the double standards in the coffee industry regarding innovation and preference, where certain practices are celebrated while others are criticized. The importance of acknowledging cultural prejudices, encouraging sustainability, and supporting producers' choices is highlighted.
The need for inclusivity and empowerment
Another key theme covered in the podcast is the need for inclusivity and empowerment in the coffee industry. The speaker acknowledges the need to include producers in conversations that impact their livelihoods, such as regulations and standards. They challenge the idea that only certain voices should be prioritized and emphasize the importance of listening to and involving producers in decision-making processes. The episode also highlights the potential for producers to explore alternative crops or diversify their activities beyond coffee, enabling them to have more control over their economic futures.
Redefining success and embracing change
The podcast episode delves into the concept of redefining success and embracing change within the coffee industry. The speaker discusses the importance of recognizing that success can take different forms for different people. They highlight the value of questioning established norms and practices, such as traditional fermentation methods or preferences for specific types of coffee. The episode also calls for moving away from a fixed mindset and encouraging experimentation and innovation. It touches on the role of host-guest dynamics and the potential for growth and learning on both sides. Overall, the episode invites listeners to reevaluate their views, challenge assumptions, and embrace new possibilities within the coffee industry.
The conversation with Tom Owen is wide ranging, but one main theme we talk about is coffee travel and tourism. How the host and guest dynamics play out including the unintentional burden we may be placing on coffee producers when we visit them.
Its an interesting time to be reflecting on the role of travel in coffee, since I just had a major trip to teach coffee fermentation. You’ll hear Tom bring this up when he asks me about FTC being a form of advanced tourism.
Sweet Maria’s is an incredible resource for curious coffee nerds who want to learn about home roasting basics, green coffee quality, roast profiles and cupping. The website has an extensive coffee library and resource page, so I highly recommend you check it out if these topics interest you.
In this episode we talk about:
why he keeps traveling to coffee farms after 26 years
what is the role of travel in coffee
when can we use Zoom & WhatsApp instead of hopping on a plane
what is his approach to sourcing coffee
how he is like a personal shopper
etiquette when visiting a producer, what questions to ask ourselves before we visit
the coffee hunter trope and caricatures of our industry
