We talk with Al Liu, Vice President of Coffee at Colectivo Coffee Roasters, about production, traceability, and building customer connections in this episode. Colectivo Coffee has been roasting coffee for almost thirty years and specializes in specialty coffee roasters. They presently have 20 retail outlets and a variety of wholesale clientele that range from local cafés that do not roast their own coffee to large-scale store chains. We discussed having a production section that roasts five days a week and a café where people can come in and see what's happening. Al talks about consumer experiences and how the coffee business is built on relationships between growers, importers, and farmers. He talks about coffee belts and has gone to places where coffee is grown. He discussed numerous coffee bean varieties as well as processing processes. We discuss consumer perceptions and current coffee business developments.