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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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