Coffee Quality, Part 3: When the “quality” myth hits the farm
Summary
Host James Harper examines how the 2004 cupping form created a myth of universal coffee quality that disadvantaged producers. Through stories of Murray Cooper in Ecuador and an anonymous Puerto Rican farmer, he illustrates how rigid scoring narrowed options and stifled innovation. Harper argues quality is subjective and calls for the new Coffee Value Assessment to empower smallholders by recognizing diverse flavors and values beyond single scores.
Topics discussed
The 2004 Cupping Form and the Myth of Universal Quality
Air Crash Analogy: Multiple Factors in Failure
Case Study: Murray Cooper's Farm Failure in Ecuador
The Trap of Chasing Higher Scores Instead of New Markets
Sponsor: WMF Automatic Espresso Machines
Case Study: Puerto Rican Producer and Experimental Flavors
Quality as a Negotiated Agreement, Not Universal Truth
The New CVA System and Future of Coffee Assessment
Production Notes, Credits, and Support Information
Promotion: A History of Coffee Podcast
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