Asher Yaron presents a chronological case study of how coffee has
evolved from its initial discovery as a medicinal substance by its
early users, to the present day where it has been co-opted and
controlled by major corporations for the purpose of profit. Mr.
Yaron looks at the 3 major 'Waves", or epochs, of coffee's
evolution. Beginning with the 1st Wave and the commercial
distribution of coffee throughout the world, into the 2nd Wave
which mainly focused on Espresso equipment and the role of the
Barista, and into the current 3rd Wave which concentrates on
growing origins and micro-roasting. He also presents a case for the
future of coffee, the coming 4th Wave, the fresh roasting
revolution, in which he foresees the home roasting phenomenon going
viral.
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