Cupping Methods in Trade, Lab & Consumer Communication with Morten Wennersgaard from Nordic Approach
Update: 2025-04-24
Description
In this episode, Morten Münchow talks with Morten Wennersgaard, co-founder of Nordic Approach, about how cupping methods evolve from trading desks to lab calibration to consumer-facing storytelling. They cover:
- Using the 2004 SCA 100-point form and Cup of Excellence protocols in procurement
- Supplementing scores with complexity, intensity & core flavor categories
- Aligning internal teams through rapid panel calibration exercises
- Translating lab data into clear, engaging descriptors for roasters and end-consumers
- A preview of Nordic Approach’s 2025 Autumn Cupping event
Whether you’re a coffee buyer, Q Grader, roaster, or enthusiast, you’ll discover practical insights on making sensory data work at every level of the coffee supply chain.
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