But from a professional and objective point of view, are all coffees with experimental processes good coffees?
And that is possible to verify in the great quantity of coffees with complex names but deficient cups that influx our market today.
The problem arises when some producers assume that because their coffee has been experimentally processed, they automatically can inflate its value (in the purest "Wolf of Wall Street" style) without first doing the respective QC to determine if what they wanted to achieve with the "experiment", is reflected in the cup. Others, unfortunately do not cup at all, solely assume that all their coffees are exceptional and value them that way.
So, what is the solution to the equation (complex names + defective cups = X)?
X = CUPPING
The specialty coffee industry has always been sustained on quality, the rest is just trends and speculation. The way in which coffee professionals determine the quality of a lot is by blind cupping, physical analysis and the respective measurements of moisture, water activity and density.
We are not saying that all experimental processed coffees are bad, but there is a large proportion of experimental processed coffees that are on the market today, which, to say the least, are overrated.
As an industry, we must stand against speculation and deceitful actions within the specialty coffee market, because through countless examples in the recent economic history of the world, lying and deceit never end up in a happy place.
Cup always, demand quality and enjoy your coffee!