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This is the 2nd of a five-part series on The Daily Coffee Pro Podcast by Map It Forward with Boston-based 50-year coffee industry legend and CoE Co-Founder, George Howell from George Howell Coffee and The Coffee Connection.

This series is the 2025 edition of our annual series, "The Coffee Industry According to George Howell," where we explore various aspects of the industry from the perspective of one of the founders of the specialty coffee movement.

The five episodes of this series are:

1. What is Quality? - https://youtu.be/NmUWZJVBO9g

2. Should Coffee Be Priced Differently? - https://youtu.be/G7vHmm7QyWg

3. Passing on Price Increases to Customers - https://youtu.be/o42nsxn_T-E

4. The Role of Regenerative Agriculture in Coffee - https://youtu.be/MeZ7dH_bAoI

5. Coffee Varietals and The Coffee Industry - https://youtu.be/fkxLz2Sr7EY

In this episode of this series, Lee and George discuss the complexities of coffee pricing, differentiating between green and roasted coffee, and the challenges small companies face in a capitalistic market.

George shares his experiences with wholesale and retail coffee businesses and the impact of market trends on pricing.

They also explore regenerative coffee farming and strategies to improve coffee quality and sustainability amidst ecological challenges.

Connect with George Howell and George Howell Coffee here:

https://georgehowellcoffee.com/

https://www.instagram.com/ghowellcoffee

https://www.linkedin.com/in/george-howell-95646b2/

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