Hoffmann’s Head: Are We Slaves To The Third Wave?

Hoffmann pens another post! In a nutshell:

  • James never really liked the term “Third Wave.”
  • Coffee folk’ll should have goals as they focus on the provenance and quality of coffee.
  • Many folk’ll want to make coffee more valuable.
  • Are their current methods of marketing working?
  • If they aren’t, can they change their method?
Burning questions! Read the whole thing here.