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In this episode, I dive deep into a frustrating yet enlightening experience with a premium Brazilian coffee called "The Tour Coffee." I share my months-long journey of carefully evaluating this supposedly exceptional coffee through multiple roast profiles and brewing methods, only to discover it had sold out when I was ready to purchase. This setback led me to a profound realization about what coffee drinkers truly value and care about. I explore the uncomfortable truth about how much we actually know or care about coffee producers versus roasters, questioning whether the origin story and producer details matter as much as we claim they do.

Through this candid reflection, I examine the complex relationship between producers, roasters, and consumers in the specialty coffee world. I challenge listeners to honestly assess what drives their coffee purchasing decisions - is it the taste, the roaster's reputation, or genuine concern for the farmers who grow the beans? By sharing my own struggles with balancing business survival and ethical sourcing, I offer insights into the reality of running a coffee roasting business and the compromises we all make. Listeners will gain a raw, unfiltered perspective on the coffee industry's marketing versus reality.

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