EP 884 Ian Fretheim - The CVA Won't Fix Anything In Coffee - Map It Forward Middle East Podcast Lee Safar
Description
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This is the 4th of a five-part series featuring Ian Fretheim, Director of Sensory Analysis at US-based coffee importer, Cafe Imports, on The Map It Forward Middle East Podcast, hosted by Map It Forward Founder Lee Safar.
This series originally aired on the global podcast and is a companion series to our discussion with Reza Kosar on this Middle East Podcast that aired last month. Both series follow the same discussion flow.
In this series, Lee and Ian will explore the question, "What is Quality in the Coffee Industry?".
The titles of the 5 episodes of this series are:
1. Tools for Assessing Coffee Quality - https://youtu.be/5iEIRX6pU18
2. How Do We Define Quality? - https://youtu.be/PxpoXDy2YNk
3. Quality, Hype, and Coffee Competitions - https://youtu.be/6ll7-9yy8-Q
4. The CVA Won't Fix Anything In Coffee - https://youtu.be/yA0s1aGZ2Yw
5. Q Graders, Cuppers, and Technology - https://youtu.be/w57Wv5DY18U
In this episode of the podcast series, Lee and Ian discuss the concept of quality in the coffee industry, emphasizing the challenges with defining 'distinctive attributes' and the limitations of the Coffee Value Assessment (CVA) in resolving transparency issues.
Ian criticizes the CVA for potentially increasing opacity rather than clarity and argues that it fails to address fundamental issues around quality and cupping forms.
Tune in to understand why the industry might not benefit from the CVA and how true transparency can be achieved.
Connect with Ian Fretheim and Cafe Imports here:
https://www.linkedin.com/in/ian-fretheim-31628323/
https://www.cafeimports.com/north-america/sensory-analysis/coffeerose
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