#14: George Howell on Cup of Excellence, Coffee Pricing and Craftsmanship
Mar 11, 2020
auto_awesome
George Howell, coffee expert and co-founder of Cup of Excellence program, discusses topics like coffee pricing, processing styles, craftsmanship, additives in processing, kamikaze farmers, and more. They also cover the flaws in fair trade, promoting coffee, exploring flavors, and the role of yeast in coffee production.
Consumer education and empowerment are crucial in elevating the coffee industry.
The use of additives in coffee processing should be done responsibly to preserve the natural qualities of the coffee.
Deep dives
George Howell's Influence on Coffee Quality and Advocacy
In this podcast episode, the host Lucia Solis engages in a candid conversation with George Howell, a renowned figure in the coffee industry. George's deep commitment to improving coffee quality and educating consumers is evident through his initiatives like the Cup of Excellence program. Despite their different backgrounds, Lucia and George discover common ground in their processing approaches and philosophies. Their discussion touches on various topics, including the importance of highlighting producers, the competition culture, the need for consumer education, and the challenges faced by the coffee industry. Through their conversation, they emphasize the significance of consumer empowerment and the potential for a strong domestic coffee culture.
Tasting the Rainbow: Broadening the Definition of Coffee
Lucia and George discuss the wide range of flavors and characteristics that coffee can offer, drawing parallels between coffee and other beverages like wine and tea. They emphasize that consumers should explore and appreciate the diverse flavors in coffee, instead of limiting their choices to specific regions or altitudes. By challenging consumers to chase the rainbow of coffee flavors, they aim to educate and empower individuals to appreciate the full spectrum of possibilities.
The Role of Consumer Education and Influencers
Both Lucia and George agree that consumer education plays a crucial role in elevating the coffee industry. They discuss the importance of cafes and roasters in teaching consumers about different processing methods, tasting processes, and the ideal conditions for brewing coffee. They suggest that influencers, such as knowledgeable baristas and passionate coffee enthusiasts, play a vital role in spreading awareness and driving a demand for higher quality coffee. By focusing on consumer education and cultivating a stronger coffee culture, they hope to create a more discerning and appreciative audience.
Contemplating Additives and Natural Processes
One topic of discussion revolves around the use of additives and natural processes in coffee. They weigh the pros and cons of using additives, particularly yeast, to address challenges like mold, moisture, and flavor development. While they acknowledge the necessity in certain situations, they stress the importance of using additives responsibly and avoiding any alterations that mask or influence the natural qualities of the coffee. They also express their concerns about potential legislative limitations and the need for further exploration and research to determine the permissible boundaries of natural coffee processing.
Join me in listening to this conversation with George Howell, where we cover topics such as Cup of Excellence, coffee pricing, processing styles, craftsmanship, additives in processing, kamikaze farmers, and much more.
George was awarded the Lifetime Achievement award from the SCA in 1996, even before he helped found the Cup of Excellence program in 1999. He's accomplished a lot towards improving coffee quality and educating consumers on several fronts. What I admire most is that he continues to be an advocate for quality. He's been in the industry 46 years and I was surprised to learn that he continues to travel to maintain his relationships with coffee producers, and visits Antigua every year.
Even though George has had a longer career in coffee than me, and we approach coffee from different points of view and with different backgrounds, I was surprised to learn how much we have in common regarding coffee processing.
Thanks for listening!
Remember Everything You Learn from Podcasts
Save insights instantly, chat with episodes, and build lasting knowledge - all powered by AI.
