Summing Up My Entire Coffee Philosophy and Message in Just 4 Words.

Recently I have been thinking a lot about how I can simplify and share my coffee knowledge with as many people as possible.

My mission is to reach the masses, and spread the word that the biggest change someone can make in their daily coffee ritual is to roast, grind, and brew the coffee themselves. I have been practicing and preaching this message and method for 12 years now, and my biggest challenge is convincing people that this is really an easy process based on a very simple concept, freshness.

Most people are intimidated when it comes to coffee, and rightly so. The public has been inundated with false information fed to them by savvy marketers. Coffee is a HUGE business (estimated at $100 billion/year). Big coffee companies want people to be confused and not have the courage or confidence to do their own research and testing. Coffee “professionals” (I use this term with skepticism because I think the only thing they are “professional” at is promoting and selling a particular coffee product for which they are getting paid), have biases that are based on information they were told and that they believed. No testing theories, just subjective opinions. This information is then handed to the next generation, and so on and so forth, so that bias becomes fact, not ever questioned or tested against.

Well, the public is finally waking up and experimenting on their own and making their own discoveries. It is still a very small group willing to have an open mind and experiment on their own, but it is a fast growing group! I am involved in a Facebook home roasting group, and it is, by far, the most active group I have ever been involved in. People passionately sharing their love for coffee, their innovations and recommendations to help others roast their own coffee. This group is so enthusiastic about home roasting because once they tried it they could not believe the difference it made! Immediately they knew they could never go back to trusting someone else to do the roasting for them.

Which brings me to my 4 word philosophy

I am always questioning as to how I can go about converting coffee lovers into home roasters and removing the intimidation barrier.  I know I have to keep simplifying my message and the message should focus on the roasting process. The first 4 word phrase I came up with was, “Buy Green, Roast Yourself”. That sums up my message perfectly, but when I shared this with a friend, he suggested making the 4 words rhyme so that it would be easier for people to remember. That sounded like a good idea to me, so I let this phrase marinate in my consciousness for a couple of days to see if there was a rhyme in there somewhere.

Meanwhile, I have been working on creating a home coffee roaster that utilizes the fluid bed roasting technique. Basically that means using hot air to heat the coffee beans and roast them. This technique is the cleanest possible because it just relies on electricity creating the heat rather than the more common drum roasting technique which utilizes propane gas and is, by far, the most common roasting method in the world. That led me to my “Aha” moment.  Since I am promoting fluid bed roasting not only as the best way to roast because it produces the best result (a very even roast in a very short time period), but also as the cleanest way to roast, I came up with a new phrase…….“Buy Green Roast Clean”.  Then, I thought that might be a good tagline for my home coffee roaster, “The Power Roaster, buy green roast clean!”

What do you think? Do you think people will get the message? Is it clear enough? Please send in your feedback and comments, the Coffee Maestro would love to hear from you!

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