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I. In this candid and thought-provoking episode, I discuss my contrarian views on coffee industry standards and certifications. While I acknowledge the importance of organizations like the Specialty Coffee Association in promoting sustainability, I argue their protocols and certifications miss the bigger picture.The true key to coffee's longevity, I believe, lies in fostering a love for the beverage among everyday consumers. Rather than getting bogged down in cupping scores and roasting credentials, I'm focused on connecting with people's tastes and giving them an experience they genuinely enjoy. With my scientific background, I've immersed myself in studying coffee deeply, but always with the goal of using that knowledge to guide people's palates, not intimidate them with jargon.....

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