Comments on: Trish Rothgeb Writes A Letter To Sunset Magazine

By: Ray

Ray — Tue, 28 Jun 2011 01:02:16 +0000

And what happens when, as I already feel is happening, we stop worrying so much about the gadgets and measurement devices, and return the focus to the coffee? Will that be the 5th wave?

By: greg

greg — Sat, 25 Jun 2011 23:25:56 +0000

Since Trish originally defined the Third Wave around consumers enjoying coffee for its own sake, a year ago we defined the Fourth Wave as worshipping all the trappings of coffee for their own sake — without any coffee being involved whatsoever.

http://theshot.coffeeratings.com/2010/06/the-gadgetization-of-coffee/

By: Ray

Ray — Sat, 25 Jun 2011 12:53:12 +0000

My above comment was in response to a comment left before but is now deleted. It looks out of place, but was relevant to the deleted comment.

By: Ray

Ray — Sat, 25 Jun 2011 05:35:58 +0000

Is that perhaps due to the fact that Nick Cho and Trish Rothgeb are still relevant and the third wave no longer is?
Fact is, while they were both very early in what has been called the third wave, their opinions and views on coffee have continually evolved. They ask more questions than they answer. To invalidate their opinions is a mistake. To think of the third wave as something to ride is a mistake. The third wave must be pushed, it doesn’t have nearly enough momentum to spawn a fourth…I hope it never does.
We are all striving for a common goal; to get more people drinking better coffee. We need to ask questions and think from the other side of the counter from time-to-time.

By: rocky

rocky — Sat, 25 Jun 2011 05:15:20 +0000

i think the fourth wave is about this website jerking off nick cho and trish rothgeb

By: Chris Deferio

Chris Deferio — Sat, 25 Jun 2011 04:35:12 +0000

I am really loving this trend towards empathy, accessibility, and marketability. More than anything else, the fact that this way of thinking is catching on across the industry, is an indicator that the third wave is coming of age.