Как мы непреднамеренно препятствуем новым потребителям попасть в мир специализированной кофе!

Как мы непреднамеренно препятствуем новым потребителям попасть в мир специализированной кофе!

Автор: Эстелла Сулета Кармона
Руководитель кофейни и тренер

Никогда не задумывались ли вы, почему, несмотря на все наши попытки вовлечь потребителей и поделиться всем, что касается кофе, с клиентами, друзьями и даже семьей, потребители специализированного кофе почему-то не становятся все более активными? И крупные сети продолжают расширяться и достигать более широкой аудитории.

Возможно, причина кроется в том, как мы общаемся о специализированном кофе, области и экспертизе, которая, хотим мы этого или нет, имеет сложную природу, и многие из нас, кофейные профессионалы, хотят, чтобы он был оценен и ценен за свою ценность, заслуги и всю глубокую и трудоемкую работу, заложенную в него. Тем не менее, мы забываем, что так же, как мы ценим некоторые вещи и игнорируем другие, мы не можем заставить людей наслаждаться теми же увлечениями или удовольствиями, что и мы.

Нам нужно сделать его доступным, простым и легким для наслаждения, но как мы можем добиться этого, имея дело с экспертизой, которая предполагает так много переменных и сложностей?

Возможно, причина того, что так трудно привлечь обычных потребителей к высококачественному специализированному кофе, заключается в том, что мы, профессионалы, постоянно придаем большее значение техникам, способам заваривания, оборудованию и всему шуму и путанице, которые новички едва ли понимают, и что, напротив, может заставить их чувствовать себя не вовлеченными, заинтересованными или поддаться настойчивости снобизма, которую это приносит. Возможно, мы слишком много делимся информацией, усложняя простоту употребления и наслаждения хорошим качеством кофе с излишними деталями и таким образом ограничивая радости мира кофе для энтузиастов и любителей кофе.

Я все еще помню анекдот из сообщения, которое я прочитал несколько времени назад на форуме: был человек, который объяснял, что его мать приехала в гости к нему на отдых и остановилась у него. Как профессионал кофе у него было все, что нужно, и сначала его мать была невероятно удивлена всеми инструментами и игрушками на его кухне.

Однажды утром его мать спросила его, хочет ли он кофе, и когда он сидел в гостиной, он слышал, как его мать выполняла разные задачи, одна из которых — помол кофе в его автоматической машине, но он понял, что забыл научить ее, как ею пользоваться.

Его мать начала разговаривать с дистанции и хвалила его за то, как восхитителен был кофе, который у него был на полках, объясняя, как она помолола полный стакан кофе, а затем наполнила корзину и нажимала кнопку до 4 раз, пока не наполнила всю емкость чашек, которые она готовила для них обоих.

Это был лучший кофе, который она когда-либо пила, независимо от приготовления, изысканных техник, знаний или рецептов. Просто вода и кофе.

Иногда мы забываем, что в конце концов кофе — это просто кофе, и у каждого человека есть свой набор предпочтений и склонностей к конкретным вкусам или ощущениям, так же как не каждый способен чувствовать и воспринимать такие же сложности в кофе, как мы, даже не мы, профессионалы, не можем воспринять различные качества кофе на одном уровне, некоторые из нас обладают большими навыками, в то время как другие имеют более сложное понимание.

Но одно ясно: нам нужно сделать это простым, и, возможно, лучший способ приблизиться к упрощению сложного — это действительно попытаться глубоко его понять, отойти от снобизма и попытаться наслаждаться всеми различными качествами специализированного кофе, которые предлагает нам его происхождение.

Чем больше мы понимаем его, тем лучше мы сможем упростить, поделиться и сделать его доступным. Возможно, стоит начать с вкусов, которые мы можем найти в кофе, откуда берется вкус? Что влияет на вкус?

Понять различные степени приятных и неприятных вкусов.

На прошлой неделе я провел занятие, посвященное дефектам, которые мы можем обнаружить в зеленом кофе. Большинство из нас в индустрии знают теоретически и на практике, как большинство из них могут вызывать ощущения и влиять на качество кофе, который мы пьем.

Конкретно мы говорили о первичных и вторичных группах дефектов. Практика заключалась в том, чтобы попробовать эти дефекты, познакомиться с ними. Какие преобладающие ноты в кофе с частичными черными пятнами, кислотностью, повреждением от насекомых или квакерами?

Действительно ли какой-либо из этих дефектов делает чашку неприемлемой? Можем ли мы предположить, что другие потребители могут находить эти чашки приятными? Как дети стандартов моющихся арабик мы были обучены стандартам, когда дело доходило до стандартов качества зеленого кофе, нам рассказывали о дефектах и о том, как зеленый кофе должен выглядеть, чтобы вызывать приятные ощущения.

Но по моему личному опыту я сталкивался с кофе, который физически выглядит плохо, грубо, а иногда даже показывает частичных или «псевдо-квакеров». Несмотря на это, иногда самый некрасивый кофе оказывается самым вкусным на столе.

Иногда мы, как профессионалы, предвзяты и забываем, что большинство из того, что нам нравится и что мы считаем «правильным» в кофе, происходит от изучения стандартов, тренировки в области вкуса и калибровки с другими профессионалами. Которым, в свою очередь, также были даны стандарты о том, что хорошо и что плохо вкусит.

Так возникает вопрос: действительно ли дефекты неприятны, или мы считаем их неприятными потому, что нам так было обучено? Возможно, потребители и наши друзья, скорее всего, не заметят или даже больше того, будут наслаждаться ими.

С другой стороны, у нас также есть обжарка и то, как это изменяет и трансформирует вкусы, которые мы можем найти в нашем кофе. Пересушка? Недожаривание, быстрая обжарка? Медленная обжарка? Светлая, средняя, темная обжарка? Цвет? Влажность? Потеря веса? Карамелизация? Очень сложные или химически простые кофе?

Понимание этого может помочь нам понять результат в наших чашках, вместо того чтобы винить в этом метод, оборудование, экстракцию или любые другие переменные. Мы можем быть способны оценить и даже оценить фактический потенциал и качество того, что у нас есть в руках, игнорируя все остальные факторы, которые могли бы пойти не так, так же как непрофессионал или обычный потребитель могут наслаждаться кофе без понимания всех этих особенностей, они могут почувствовать, что кофе, который они пьют, просто лучше, чем любой другой.

Когда мы проанализировали и поняли все, что произошло от семян и все процессы, которые были применены к зернам, пока мы не получили их в нашей чашке, когда мы поняли качество нашего зеленого кофе, когда мы поняли все процессы, происходящие во время обжарки, и как модулируются вкусы. Когда мы отошли от нашего высокомерия, суждений и изученных предпочтений, остается только одно: Наслаждайтесь, делимся и наслаждайтесь.

Spread the love
ОПУБЛИКОВАНО В :
We use cookies to personalise content and ads, to provide social media features and to analyse our traffic. We also share information about your use of our site with our social media, advertising and analytics partners. View more
Cookies settings
Accept
Privacy & Cookie policy
Privacy & Cookies policy
Cookie name Active
[:ar]Privacy Policy for qahwa world At qahwaworld, accessible from qahwaworld.com, one of our main priorities is the privacy of our visitors. This Privacy Policy document contains types of information that is collected and recorded by qahwaworld and how we use it. If you have additional questions or require more information about our Privacy Policy, do not hesitate to contact us. This Privacy Policy applies only to our online activities and is valid for visitors to our website with regards to the information that they shared and/or collect in qahwaworld. This policy is not applicable to any information collected offline or via channels other than this website. Our Privacy Policy was created with the help of the Free Privacy Policy Generator. Consent By using our website, you hereby consent to our Privacy Policy and agree to its terms. Information we collect The personal information that you are asked to provide, and the reasons why you are asked to provide it, will be made clear to you at the point we ask you to provide your personal information. If you contact us directly, we may receive additional information about you such as your name, email address, phone number, the contents of the message and/or attachments you may send us, and any other information you may choose to provide. When you register for an Account, we may ask for your contact information, including items such as name, company name, address, email address, and telephone number. How we use your information We use the information we collect in various ways, including to: Provide, operate, and maintain our website Improve, personalize, and expand our website Understand and analyze how you use our website Develop new products, services, features, and functionality Communicate with you, either directly or through one of our partners, including for customer service, to provide you with updates and other information relating to the website, and for marketing and promotional purposes Send you emails Find and prevent fraud Log Files qahwaworld follows a standard procedure of using log files. These files log visitors when they visit websites. All hosting companies do this and a part of hosting services' analytics. The information collected by log files include internet protocol (IP) addresses, browser type, Internet Service Provider (ISP), date and time stamp, referring/exit pages, and possibly the number of clicks. These are not linked to any information that is personally identifiable. The purpose of the information is for analyzing trends, administering the site, tracking users' movement on the website, and gathering demographic information. Cookies and Web Beacons Like any other website, qahwaworld uses 'cookies'. These cookies are used to store information including visitors' preferences, and the pages on the website that the visitor accessed or visited. The information is used to optimize the users' experience by customizing our web page content based on visitors' browser type and/or other information. For more general information on cookies, please read the Cookies article on Generate Privacy Policy website. Google DoubleClick DART Cookie Google is one of a third-party vendor on our site. It also uses cookies, known as DART cookies, to serve ads to our site visitors based upon their visit to www.website.com and other sites on the internet. However, visitors may choose to decline the use of DART cookies by visiting the Google ad and content network Privacy Policy at the following URL – https://policies.google.com/technologies/ads Our Advertising Partners Some of advertisers on our site may use cookies and web beacons. Our advertising partners are listed below. Each of our advertising partners has their own Privacy Policy for their policies on user data. For easier access, we hyperlinked to their Privacy Policies below. Google https://policies.google.com/technologies/ads Advertising Partners Privacy Policies You may consult this list to find the Privacy Policy for each of the advertising partners of qahwaworld. Third-party ad servers or ad networks uses technologies like cookies, JavaScript, or Web Beacons that are used in their respective advertisements and links that appear on qahwaworld, which are sent directly to users' browser. They automatically receive your IP address when this occurs. These technologies are used to measure the effectiveness of their advertising campaigns and/or to personalize the advertising content that you see on websites that you visit. Note that qahwaworld has no access to or control over these cookies that are used by third-party advertisers. Third Party Privacy Policies qahwaworld's Privacy Policy does not apply to other advertisers or websites. Thus, we are advising you to consult the respective Privacy Policies of these third-party ad servers for more detailed information. It may include their practices and instructions about how to opt-out of certain options. You can choose to disable cookies through your individual browser options. To know more detailed information about cookie management with specific web browsers, it can be found at the browsers' respective websites. CCPA Privacy Rights (Do Not Sell My Personal Information) Under the CCPA, among other rights, California consumers have the right to: Request that a business that collects a consumer's personal data disclose the categories and specific pieces of personal data that a business has collected about consumers. Request that a business delete any personal data about the consumer that a business has collected. Request that a business that sells a consumer's personal data, not sell the consumer's personal data. If you make a request, we have one month to respond to you. If you would like to exercise any of these rights, please contact us. GDPR Data Protection Rights We would like to make sure you are fully aware of all of your data protection rights. Every user is entitled to the following: The right to access – You have the right to request copies of your personal data. We may charge you a small fee for this service. The right to rectification – You have the right to request that we correct any information you believe is inaccurate. You also have the right to request that we complete the information you believe is incomplete. The right to erasure – You have the right to request that we erase your personal data, under certain conditions. The right to restrict processing – You have the right to request that we restrict the processing of your personal data, under certain conditions. The right to object to processing – You have the right to object to our processing of your personal data, under certain conditions. The right to data portability – You have the right to request that we transfer the data that we have collected to another organization, or directly to you, under certain conditions. If you make a request, we have one month to respond to you. If you would like to exercise any of these rights, please contact us. Children's Information Another part of our priority is adding protection for children while using the internet. We encourage parents and guardians to observe, participate in, and/or monitor and guide their online activity. qahwaworld does not knowingly collect any Personal Identifiable Information from children under the age of 13. If you think that your child provided this kind of information on our website, we strongly encourage you to contact us immediately and we will do our best efforts to promptly remove such information from our records.[:en]

Privacy Policy for Qahwa World

At Qahwa World, accessible from https://qahwaworld.com, one of our main priorities is the privacy of our visitors. This Privacy Policy document contains types of information that is collected and recorded by Qahwa World and how we use it. If you have additional questions or require more information about our Privacy Policy, do not hesitate to contact us. This Privacy Policy applies only to our online activities and is valid for visitors to our website with regards to the information that they shared and/or collect in Qahwa World. This policy is not applicable to any information collected offline or via channels other than this website. Our Privacy Policy was created with the help of the Free Privacy Policy Generator.

Consent

By using our website, you hereby consent to our Privacy Policy and agree to its terms.

Information we collect

The personal information that you are asked to provide, and the reasons why you are asked to provide it, will be made clear to you at the point we ask you to provide your personal information. If you contact us directly, we may receive additional information about you such as your name, email address, phone number, the contents of the message and/or attachments you may send us, and any other information you may choose to provide. When you register for an Account, we may ask for your contact information, including items such as name, company name, address, email address, and telephone number.

How we use your information

We use the information we collect in various ways, including to:
  • Provide, operate, and maintain our website
  • Improve, personalize, and expand our website
  • Understand and analyze how you use our website
  • Develop new products, services, features, and functionality
  • Communicate with you, either directly or through one of our partners, including for customer service, to provide you with updates and other information relating to the website, and for marketing and promotional purposes
  • Send you emails
  • Find and prevent fraud

Log Files

Qahwa World follows a standard procedure of using log files. These files log visitors when they visit websites. All hosting companies do this and a part of hosting services' analytics. The information collected by log files include internet protocol (IP) addresses, browser type, Internet Service Provider (ISP), date and time stamp, referring/exit pages, and possibly the number of clicks. These are not linked to any information that is personally identifiable. The purpose of the information is for analyzing trends, administering the site, tracking users' movement on the website, and gathering demographic information.

Cookies and Web Beacons

Like any other website, Qahwa World uses 'cookies'. These cookies are used to store information including visitors' preferences, and the pages on the website that the visitor accessed or visited. The information is used to optimize the users' experience by customizing our web page content based on visitors' browser type and/or other information. For more general information on cookies, please read the Cookies article on Generate Privacy Policy website.

Google DoubleClick DART Cookie

Google is one of a third-party vendor on our site. It also uses cookies, known as DART cookies, to serve ads to our site visitors based upon their visit to www.website.com and other sites on the internet. However, visitors may choose to decline the use of DART cookies by visiting the Google ad and content network Privacy Policy at the following URL – https://policies.google.com/technologies/ads

Our Advertising Partners

Some of advertisers on our site may use cookies and web beacons. Our advertising partners are listed below. Each of our advertising partners has their own Privacy Policy for their policies on user data. For easier access, we hyperlinked to their Privacy Policies below.

Advertising Partners Privacy Policies

You may consult this list to find the Privacy Policy for each of the advertising partners of Qahwa World. Third-party ad servers or ad networks uses technologies like cookies, JavaScript, or Web Beacons that are used in their respective advertisements and links that appear on Qahwa World, which are sent directly to users' browser. They automatically receive your IP address when this occurs. These technologies are used to measure the effectiveness of their advertising campaigns and/or to personalize the advertising content that you see on websites that you visit. Note that Qahwa World has no access to or control over these cookies that are used by third-party advertisers.

Third Party Privacy Policies

Qahwa World's Privacy Policy does not apply to other advertisers or websites. Thus, we are advising you to consult the respective Privacy Policies of these third-party ad servers for more detailed information. It may include their practices and instructions about how to opt-out of certain options. You can choose to disable cookies through your individual browser options. To know more detailed information about cookie management with specific web browsers, it can be found at the browsers' respective websites.

CCPA Privacy Rights (Do Not Sell My Personal Information)

Under the CCPA, among other rights, California consumers have the right to: Request that a business that collects a consumer's personal data disclose the categories and specific pieces of personal data that a business has collected about consumers. Request that a business delete any personal data about the consumer that a business has collected. Request that a business that sells a consumer's personal data, not sell the consumer's personal data. If you make a request, we have one month to respond to you. If you would like to exercise any of these rights, please contact us.

GDPR Data Protection Rights

We would like to make sure you are fully aware of all of your data protection rights. Every user is entitled to the following: The right to access – You have the right to request copies of your personal data. We may charge you a small fee for this service. The right to rectification – You have the right to request that we correct any information you believe is inaccurate. You also have the right to request that we complete the information you believe is incomplete. The right to erasure – You have the right to request that we erase your personal data, under certain conditions. The right to restrict processing – You have the right to request that we restrict the processing of your personal data, under certain conditions. The right to object to processing – You have the right to object to our processing of your personal data, under certain conditions. The right to data portability – You have the right to request that we transfer the data that we have collected to another organization, or directly to you, under certain conditions. If you make a request, we have one month to respond to you. If you would like to exercise any of these rights, please contact us.

Children's Information

Another part of our priority is adding protection for children while using the internet. We encourage parents and guardians to observe, participate in, and/or monitor and guide their online activity. Qahwa World does not knowingly collect any Personal Identifiable Information from children under the age of 13. If you think that your child provided this kind of information on our website, we strongly encourage you to contact us immediately and we will do our best efforts to promptly remove such information from our records.[:ru]Privacy Policy for qahwa world At qahwaworld, accessible from qahwaworld.com, one of our main priorities is the privacy of our visitors. This Privacy Policy document contains types of information that is collected and recorded by qahwaworld and how we use it. If you have additional questions or require more information about our Privacy Policy, do not hesitate to contact us. This Privacy Policy applies only to our online activities and is valid for visitors to our website with regards to the information that they shared and/or collect in qahwaworld. This policy is not applicable to any information collected offline or via channels other than this website. Our Privacy Policy was created with the help of the Free Privacy Policy Generator. Consent By using our website, you hereby consent to our Privacy Policy and agree to its terms. Information we collect The personal information that you are asked to provide, and the reasons why you are asked to provide it, will be made clear to you at the point we ask you to provide your personal information. If you contact us directly, we may receive additional information about you such as your name, email address, phone number, the contents of the message and/or attachments you may send us, and any other information you may choose to provide. When you register for an Account, we may ask for your contact information, including items such as name, company name, address, email address, and telephone number. How we use your information We use the information we collect in various ways, including to: Provide, operate, and maintain our website Improve, personalize, and expand our website Understand and analyze how you use our website Develop new products, services, features, and functionality Communicate with you, either directly or through one of our partners, including for customer service, to provide you with updates and other information relating to the website, and for marketing and promotional purposes Send you emails Find and prevent fraud Log Files qahwaworld follows a standard procedure of using log files. These files log visitors when they visit websites. All hosting companies do this and a part of hosting services' analytics. The information collected by log files include internet protocol (IP) addresses, browser type, Internet Service Provider (ISP), date and time stamp, referring/exit pages, and possibly the number of clicks. These are not linked to any information that is personally identifiable. The purpose of the information is for analyzing trends, administering the site, tracking users' movement on the website, and gathering demographic information. Cookies and Web Beacons Like any other website, qahwaworld uses 'cookies'. These cookies are used to store information including visitors' preferences, and the pages on the website that the visitor accessed or visited. The information is used to optimize the users' experience by customizing our web page content based on visitors' browser type and/or other information. For more general information on cookies, please read the Cookies article on Generate Privacy Policy website. Google DoubleClick DART Cookie Google is one of a third-party vendor on our site. It also uses cookies, known as DART cookies, to serve ads to our site visitors based upon their visit to www.website.com and other sites on the internet. However, visitors may choose to decline the use of DART cookies by visiting the Google ad and content network Privacy Policy at the following URL – https://policies.google.com/technologies/ads Our Advertising Partners Some of advertisers on our site may use cookies and web beacons. Our advertising partners are listed below. Each of our advertising partners has their own Privacy Policy for their policies on user data. For easier access, we hyperlinked to their Privacy Policies below. Google https://policies.google.com/technologies/ads Advertising Partners Privacy Policies You may consult this list to find the Privacy Policy for each of the advertising partners of qahwaworld. Third-party ad servers or ad networks uses technologies like cookies, JavaScript, or Web Beacons that are used in their respective advertisements and links that appear on qahwaworld, which are sent directly to users' browser. They automatically receive your IP address when this occurs. These technologies are used to measure the effectiveness of their advertising campaigns and/or to personalize the advertising content that you see on websites that you visit. Note that qahwaworld has no access to or control over these cookies that are used by third-party advertisers. Third Party Privacy Policies qahwaworld's Privacy Policy does not apply to other advertisers or websites. Thus, we are advising you to consult the respective Privacy Policies of these third-party ad servers for more detailed information. It may include their practices and instructions about how to opt-out of certain options. You can choose to disable cookies through your individual browser options. To know more detailed information about cookie management with specific web browsers, it can be found at the browsers' respective websites. CCPA Privacy Rights (Do Not Sell My Personal Information) Under the CCPA, among other rights, California consumers have the right to: Request that a business that collects a consumer's personal data disclose the categories and specific pieces of personal data that a business has collected about consumers. Request that a business delete any personal data about the consumer that a business has collected. Request that a business that sells a consumer's personal data, not sell the consumer's personal data. If you make a request, we have one month to respond to you. If you would like to exercise any of these rights, please contact us. GDPR Data Protection Rights We would like to make sure you are fully aware of all of your data protection rights. Every user is entitled to the following: The right to access – You have the right to request copies of your personal data. We may charge you a small fee for this service. The right to rectification – You have the right to request that we correct any information you believe is inaccurate. You also have the right to request that we complete the information you believe is incomplete. The right to erasure – You have the right to request that we erase your personal data, under certain conditions. The right to restrict processing – You have the right to request that we restrict the processing of your personal data, under certain conditions. The right to object to processing – You have the right to object to our processing of your personal data, under certain conditions. The right to data portability – You have the right to request that we transfer the data that we have collected to another organization, or directly to you, under certain conditions. If you make a request, we have one month to respond to you. If you would like to exercise any of these rights, please contact us. Children's Information Another part of our priority is adding protection for children while using the internet. We encourage parents and guardians to observe, participate in, and/or monitor and guide their online activity. qahwaworld does not knowingly collect any Personal Identifiable Information from children under the age of 13. If you think that your child provided this kind of information on our website, we strongly encourage you to contact us immediately and we will do our best efforts to promptly remove such information from our records.[:]
Save settings
Cookies settings