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This is the 4th of a five-part series featuring Ian Fretheim, Director of Sensory Analysis at US-based coffee importer, Cafe Imports, on The Daily Coffee Pro Podcast by Map It Forward, hosted by Map It Forward Founder Lee Safar.

In this series, Lee and Ian will explore the question, "What is Quality in the Coffee Industry?".

This series is a companion series to the series with Reza Kosar, owner of Slick Coffee Co. in Oman, where we explore the identical 5 from the perspective of a highly trained sensory professional and CoE judge based in the Middle East. You can find details of the first episode of that series here: https://www.mapitforward.coffee/middleeastpodcast/daily-coffee-pro-866

The titles of the 5 episodes of this series are:

1. Tools for Assessing Coffee Quality - https://youtu.be/G_SFo_SzjZE

2. How Do We Define Quality? - https://youtu.be/YDyEBIKQs3k

3. Quality, Hype, and Coffee Competitions - https://youtu.be/otdzLhL2e98

4. The CVA Won't Fix Anything In Coffee - https://youtu.be/AUe6fZd7oc0

5. Q Graders, Cuppers, and Technology - https://youtu.be/wxPWDHv9UwM

In this episode of the podcast series, Lee and Ian discuss the concept of quality in the coffee industry, emphasizing the challenges with defining 'distinctive attributes' and the limitations of the Coffee Value Assessment (CVA) in resolving transparency issues.

Ian criticizes the CVA for potentially increasing opacity rather than clarity and argues that it fails to address fundamental issues around quality and cupping forms.

Tune in to understand why the industry might not benefit from the CVA and how true transparency can be achieved.

Connect with Ian Fretheim and Cafe Imports here:

https://www.linkedin.com/in/ian-fretheim-31628323/

https://www.cafeimports.com/north-america/sensory-analysis/coffeerose

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