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.
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