We love coffee competitions. We like to compete in an enthusiastic setting, bringing our take on coffee to competitions. But competing is not what good coffee is all about. Competitions in nature is somewhat elite, but coffee competitions have a certain “good-will-feel” about them. They are about the good spirit and sharing atmosphere - serving as a platform to meet, get involved, interact and communicate with other people, both in the business as well as outside of the business.
To most people, regardless of profession, coffee is about getting together for something good, and that is exactly what coffee-competitions are all about as well - not merely existing to push the bar. Coffee competitions are good for more than just that. Though they are somewhat isolated events aimed at the people in the business, great events and impressive results do have wide appeal in general and most people have a relationship to coffee and find competitions intriguing. We (the people in the business) want to get better at what we do and we want others to demand more of us. In competitions we excel, and when we excel we get attention. That way, competitions allow us to get some “sensation space” in the news media´s. When we make our selves noticed we also let coffee lovers know that there is a different coffee culture than the most known and widespread, and there is a better alternative to the dull, bitter and unsatisfying taste of the daily cups.
That is why we support competitions. We participate as competitors, we train participating competitors and we talk about events, results and experiences related to coffee competitions – we do this because we believe that the attention and progression associated with competitions is good for the entire business and all the people in it. So put in short terms: we believe in progression and competition is a proven way to progressive development.
