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专辑：Coffeeplus播客
时间：2021-08-21
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Welcome to the coffee plus forecast
It is a channel
Targets to coffee professionals and the lovers
Which we discuss various topics about coffee
Today we are oonored having owner and a pujorigin founder asasa sastish to be on board with us as a cheming in the coffee industry
He leads his team bring enormous contribution move the industry forward to a better future
This absolute sasha will share with us his career life
What makes him so obsessed with coffee
Thank you and welcome
Yeah
Thank you for having me festival um money
I be such a chastage are my deep passion needs relationship with the farmers
I also have been coffee roster for so many ii don't rose coffeanymore envy ve also found
Found another company and called nuclear coffeffetools
I guess the deep ii am in cocoffee the the more things i want to do
Uh
I guess thethethethis is obviously obsession and passion for coffee and in the same time passion to to innovate and to leave something good with for industry
So coffee is my life
These beautiful words also engage most of the coffee professionals
Because i believe the people who choose coffee to work
They must eat at the live career not just fall like short journey
So i think you every good model to to that people to know all what the coffeffeperson should be look like uh we are more curious about only and then proge origin
So what makes you to build up this two company
And what are their visions
是的 对的
Firstly i've started on a coffee back in two thousand and eight as a natural progression
You know i was rosting coffee for many years
And then
Uh
Then i decided that i'd love to understand coffee and more debt
And i've never been in the arm
So i visited two thousand
Eleven and stararted travelto coffee farms
I upuntil two thousand and teteen
When i visited india for the very first time
Something really hit me
When i vender
I visited a farm
That was growing coffee
Since nineteen
Sixty
Thethey were selling their coffee know to local market commercially the manager has not tasted a coffee
Since they've you know started a farm
That they never never had opportunity to the taste for them coffee was just commodity
It
It really hit me be as a coffee professionals
That i be a coffee owners or cae coffeowners
We kind of have a decent life
We have a food the table
But have a roof under ourselves ves
Then
Then i've realized that all of these people in india
They'been lilive for for fifty
Fifty years
They struggle to have a basics
The kids cannot go to the school
Davage is not not enough to even have a decent food
It kind of made meeting
When i was flying back from india
That i'd love to do lot more than just go to the farm and by the best lots and buy the coffee of the like
Of course some coffee obsessed and flavobsessed by chasing the best coffeffechasing the best flavor
I'd love to see how we can make differences to the these communities that we're working it
So on the fly back is when i kind of say there i'd love to do projects
You know projects that not only be chasing the better coffees
But projects where we can have and support these people
You know in a certain way
So that project was stacking my head
And when i came back few of my employees and the friends uh the working on our coffee
They said well violent to vieyou start the new company and you all all project colorigon
So we can continuously keep doing the projects with all of these people we keep chasing the flavour
Of course as we always sin and still do
But by chasing the best flavor
We also helping and making a positive impact for this communities looking back at that india fm
Now we we worganhave we have a childcare centre
That we built people might have sunnititory systems
The buying couple containers of that coffee
We we actually buying entire production of them um
So it's
It's a one story
Thanks
It's for me
It's a very special story
And as project origin grows
We ve want to continuously keep doing more of this stories throuout the world
And so that's why we do what we do
And that's why project origin was born
And the v stil lam i guess waking up every morning for that same reason
Thanks
You might have heard of this
The chinese consuming market is boombing in the past ten years
Not only for the commercial chain like the starbuks
But also in specially coffee e inststry so new coffee shops opening every day as a bigy customer
I have to say that they are serving the some of the best coffee in the war to the locals
So have you been ever to china before so have do think of the chinese coffee market as a pigy coina ina the times times think the cousers
Sevenseveni've been there probably two
Three times a year
What i remember chasing chchinese market
You know back from seventeen or eighteen
I think was my last visits
I haven't been there for four years
But i don't remember going there in two thousand fifteen for the first time and sixteen and seventeen
Every eigheight it's um changing a lot very fast in two thousand fifteen
What i've seen in this coffee shops beautiful
That they look really nice
Very icicly designed
But maybe execution of how coffees are made or how coffees are roasted
He was not on a high level
But then following year you know i can see that beans
That are bangger a greater quality coffeffebeans
But maybe not understanding of proving was day to the level as well
But with my last visit
I was very surprised to see halfast people are improving
And i have beautiful coffeffethat they are serving across many coffees that i visited in shanghai or beijing or hand
And i think even else did i go shen
As well i think that impress me the most is the passion and energy like you mentioned earearer
Like
Like can can see your ice
How much passion you have for your cocoffees
And that's exactly what i could seem so many people in china
That the love for the industry
The love for the coffee
It's been impressive
And it's something that i take back to australia
And i can
Wow
I'm mation inspiby this this as you know auaualialithey their proud of their coffeffeculture
Right so how do you define coffee culture and in your opinion
What other difference in coffeffeculture comparing with different countries for example the japan
Europe and the states
嗯 Yeah
I think if i can sum it up in a few words of australicoffee cultures
It's not only about the coffee
It's about going out
It's about hospitality and the in the food
As well i think many australian caffees incorporate ah h they branch menu which are very successful
Uh lot of cheelthat accused and working and find ine ing ing
They are actually now comcoming front ties of the australian coffee cultuso
When we are going out out for coffee e
We not just going out for the coffee
We're going out for amazing food
That's married without coffee ei believe more than anything else
Hospitality
You mention japan an i don't think we are like japan
Yet we can learn lot's on japan and hospitality in japan for me
It's second nam
They definitely can defed that australia culture has its own culture and it's literally be different than anything else out there doesn't mean it's better or was
But it's just what it is yes
Ii totally agree with that
Then could you please talk more about the differences between austrating coffee cultures and the states
I mean when we
When we look at australia
Traditionally we are very expresss so driban culture a lot lot presso coffees
A lot of milk based coffees as well and up until l ten years ago in australia
We hardly were saving any filter coffee
And i think which is bit of advantage
Because now that we have introduced the field of coffees
We have introduced the v sixties and pour over single serve coffees
Which is near high level coffee
But auaualia in ausa
What i've seen there's a lot of you know btch rucoffees es you may
Maybe they might be sitting there a coffees for hours and hours and hours and a lot of people are used on this
And they are cav their profile
When we come from australia to enjoy these coffees
We don't really connect with them as well as much
Because of the i guess different traditional or different nature in in usai have not at least seen much that the many caffees
Where you have these traditional coffee like illustrial
Like seventies
A primary
So lot of attention to detail on a
On a deco or lot of attention to detail on the food a really high level execution uh in usa
It's mostly coffee in facstries
Youtube channel
You talking about the lot is called our leadership so in there you mentioned during the cover ver happening you
You change strategy and use sending lots of coffeffeto overseas
Because of the currencies drop it low
And it will be more beneficial for uh overseas consumers to buy from australia
So you know it's really popular among the chinese coffeffeconsumers
They will go through different platformes as subscription or gp deal to purchase each new consumers
And what would you like to say to them
I'm thankful
The people are enjoying a coffee in china
First four
Then coffee started
They need have a strategy to you know to be able to welcome all of the enquiriries more overseas
I don't handle that myself
Things God
I don't need to uh
So has theis doing a great job by by handling international inquiries and everything else uh by in the meantime
We have
We have strategizwhere we made a number of different programs for people that enjoy our coffees
We have a program that we call agaguest rorosta program
So anyone can um kind of mamake inquiry of website
And they
They get a notification and information to be able to purchase our coffees as against roster
We also have a more like wholesale program
They caffees are willing to commit more
And i have a coffee as housebllands and uh and obviously have a certain number of volumes
And that way when they have a wholesale program not only we sell the coffees
But they also prefer to provide videos that tdthem by a head trainer
Huke Kelly
嗯
Have to get best out of the coffee
How to edge the coffee
How to extract the coffee
So that pray you know with this new world with digital
We have adopted that business
That we can continuously having commununation relationship
Um also the training
Even though we cannot physically be day in this
In this physiclar countries
So it really help
Help us to think to be differently um
How do we connect someone that is gun n or mthat in biby in china
Ina how this this you little little little little cae
But they still feel connected with it's what we 're doing everyday
Here i was in to buy about three four months ago
And on some of the travelling with my handle
And i managed to see one of the coffees
That are using on a coffee
Which i did not even know
And they to be know to have a consasations
They cannot know that they would like a coffee or know the this this way
And they know a coffee came from they know the stories
It talk to someone that have never met yet they
They not know to so famfamiliabout our product about the coffee
Because the things we mentioned about the covers
So i want anted finfinish the leerership tions
Tions well well just set together
Because we have a very um interesting group
Which is we called as cut hand group formulated by a real coffeffelovers
I think right now they have like a two thousand plus or even more members
So where they do is they are entering into coe cup of excellence occason by themselves as a coffeffelovers
They would just had the really interesting debate like during the cover happening
I think the topic is about if a coffeffeshop should sesell toilet papers in the store
I think it in my memory in your um episode in the youtube channel
You also mentioned about to when the copa happening
It's really and tough situations
Because you probably your revenue was drop down about it person
And you think have to turn that crisis into the opportunities
So you start thinking those changes
Such like is sending the toilet paper in the stores
Supporting this local producers to sell their products is anything else you have done to overcome this period 非常
The first wave of coffee was unpredictable of everyone
We had no idewas was going to come
What's going to happen uh in our company
Then we had hunder ten tenplays and mamajority of of this employees are full time
So there's a lot of um
Lot of responsibility
As you can tell when we drop down first thing by eighty or eighty five percent
You know the first thing
That first it
Me I'm
I'm going to make sure that we
We have a jobs for these people
It's easy to buy the roast
To buy the machine
Right build something that might take two years to build a house
But to build a team and build the people
Build the culture
It said it's a lifetime
Like i wanted to make sure that we
We don't lose our people
And we actually don't lose the trust of our so as as first fafave what we had to do is to do anything
We possibly can we know maintain that relationship that we had with our staff
But we
Our partners um as an example river in a milk
They don't really sell milk to vollies or calls as much
So majority of their market
It is selling the milk to uh roroast as cocoe e shops
So you cocoe shops
Ps Looking
Looking close
Like
Like what are y're going to do with
With milk a lot of far supplies for example for eggs or babaon on seata they supply only coffeffeshops or the restaurants
So it's
It's not only you kind of think of it's more like a domin effect
It's not only your team
It's not only your lies
So
So we came up with this policy that
Yeah Let's
Let's try together
Survive these times in a business
You have your goals
You have your objectives
You have your kpi uh
But everything changed our goal was just to make sure that we okay
And mentally everyone is okay as well
And we have enough servving made a policy that we all going to be on the same boat
I know many companies have decide hehe're gonna keep a full time star
But we gonna let them go part time
But for us was we all the same but doesn't matter
Whether you are ceogm or you pack the coffee
Or you clean the ditions
Es they are all keep in the same at at
And if nothing that people that have been with us for long time they have a higher er ages dave agagor or time times of day hours will probably be more cut than someone they just thouted ted last recently because
Because are working on a more basic salary
And this is one of the reasons
Why i decided to start selling milk eggs paper
Not
Not so we can just make an income out of it
But it's also so we can support apartness
But the moment we've decided a lot of enof to team
Because everyone was motivated
Everyone is exeveryeveryone to fight for it
It's also so innovations came out it very quickly
Within two months
We decided that we she don't
Don't be toilpaper anymore people are buying uh from more of es are buying our coffees
So we actually just should be doing coffee
Now and but now that everyone was really
Really motivated
They manage to increase online sales by like six seven eight hundred percent
So So we
We change ing systems
So we use the opportunity
That we can actually make a lot of changes in every coffee
And we fielld that it's how do we processed the orders have to be rosed
How do we making coffee lecould ally be better
So when coffee is finish one day we are ready for that experipension
Like we made the major innovations in our privaces all over last couple years buying uh big machines and big grosters
And
And all all of these things
You know going anyway
So at least we can look at improving our facilities like project origin moved out only a few weeks ago
That was kind of past calve it so of course a lot of crisis but lot of opportunities
And i believe as the company we have used this opportunities with the xximum after covit
We don't
Don't have hundred ten people anymore we actually have hundred and fifty more company so give dedefintely managed to make lolot of changes to not only to grow the company
It did the numbers of seta
But more importantly to grow company with a better very better culture ture rememember
That have have said that we cannot sacrifice people to save numbers ers
But we must sacrifice people to save people
Which is very impressive
Yeah Yeah
Exactly
And um and it's kind of like
And
And this really comes down to from my do come from the country
That there was a war
War for six or seven years
And then being in a crisis
And seeing at place
How my dad was behaving
You know my dad was sacrifying himself to have better future for me and for my brother
And you know bring us australian
And i often said you and as a leader
Being a leader and being the parenis is the thing
Thing If
If really
Really look at it
You have
Have kids ds you want best for you kids
If you leadader everyone that rorols with you
Of course theynot your your kids
If you look after them
Like them own uh
And you mean best for them
They people will sit
And then they'll actually appreciate
And they'll give it back to you
It's being more motivated innovative brocard be happier
And then eventually at the end
Though you know what numbers come is up
But not chasing the numbers first looking
Looking after the people first
But now i think it's about second or third wave
Right now i then we could not travel to origins as frequent as before do you know how the families like in their regions
And how do they survive doing this period
Thanks
God zoom is great
Digital all all is
Is now great
You know not
Nothing stopped
Even though we could not travel
There we kind of wanted to even have a lot more initiative than what we normally have as an example like back ackman
When covge started backwa we had own farm a lot able estate during the coffee times
We decided to make a big central meal that we can all of the coffees process all of coffees es from the neighbors
We build beautiful facilities with aa partners locally i'm actually super happy now
But because
Because we won couexcellence number one i visit ago we the coffees that we proprocess for the iighbours
We can siof the amazing initiatives number that in in feruary
Twenty twenty
Twenty one out only of the coffees
Friend david guta from marguta state
And also martitishaabya who was number um in a in wbc this year
And on the fly back
We had a plans that we can do central meal with marguta
And we can do more things
And they can work with david and he's acdecidecithat that we can can ate think we great initiative and lot of people would think are we going to stock
Now we
We can
Can money and d build these ject with daviand office
Now twenty
Twenty two
A david
Marguta is
Is in charge of a processing coffees for himself and another manhunt produproduces in last companies we
We made initiative
You know know coffee shops very we as sponsoror in the local school suppsupporting solar panels and electricity
And all of the other bits of pisits we actually can do even completely isolated working with you know martin shaaba on zootely isoing tions from the cameras
And supporting him to become first you know africican champion thealways always way
And i believe that if they continue travelling for two years
They probably would not be able to do as many projects as at least as a project origin we have them another huge project
A temolester h we are building a three meals
They 're looking to enrach up to five thousand people support them to have better life
The way we 're doing
It is of course offering a premium coffeffecharies to be buying from them
Now general managers going one actually fly to team l leasa now within next couple of weeks check out the first facility that we have built uh and
And our plan is there to have a three processing plans within next two years
We can actually export after twenty containers ers within next three years
Because i haven't trouelled in the last year
And half it means i have not been india in leeane sleeping
Because i normally sleepin leepbecause
Because may be fifty
Fifty years
So that's fifty days days you know
Almost wasted doing nothing in aerroplanes
Being here and not travelling too much
And having a lot of ideas
And then doing a lot of ir lot of projects
Sometimes too many projects is a problem
Because now working twenty
Twenty four
Seven
But um
So i better
You know start travelling again
And maybe sleep in europland
Sit my help okay
So what about the cm series with your best friend jaminson
Sandwich
So i think it's like um um angama oppo uh
This is come serious
Are you able to share this program
Of course i mean jimson is is first first perthat
I have introduced commercially have to do about about minmoieration process after the wbc
Because you know in two thousand fifteen
And then we've inintroduce process to morgana state
To also think kaebra is h my friendship with jamistan is you know it goes really deep
We have decided to get out to start the new farm
Which is aria state in two thousand seventeen
Some people who probably had the opportunity to taste this coffee last hsix monmons
And i was in our state in february or march this year
As well um continuououly ly ping jamison son to find on the processes have have effects incorporated
And we now have um h exclusive partnship with the chris standson son there are by microbiologists one of the robly biggest companies in the world
When it comes down to fermentations
Cheese
Fermentation
Wine
Fmmentation
As well as now coffee filmentation
Tation so huill kelling
That introduce us with a christanson ststart the project
And we have been collaborating with them to select specific microbes
And we allow these microbes to dominate fermentation in the vthat
Which is a great addition to our carabonic moermaation program
We will allect keep improving
Keep graying
Forward
Keep fun shouning
And having oppppunity ity hahave a microbologies to work with us in in order to you kekeep shooting the excellence protecting the coffee from a negative volatiles
And also alloving a certain years than certain microroes es really i dominate a muscle defirmentation to give us the flavors
So i spend vj and chris mas tewith uh good week marry microbology with uh producing ii think beauty working with jamisson is because he's so particular
He's so detailed
Uwhenever we have a new project
And we wto to highlight something new
We always preferred do do with him
Because
Because know that they''on't be any mistakes
That won't any perfetcuts
The man is absolute perfectionists
St picking the coffee during the day
And you know a lot of people would go and have a dinner
Mainten oclock and night time
While jamisson is still still ppping his coffees for menting them
He doesnot want avade for them following day to be famenteted
It's going to be a
Sometimes he's dangerous than me and him are together
Because we you know it's funny four seven so it never stops
But it's
It's definitely joy
I'm looking forward
Ard hosting him
You know struggling in a few months for the world cogh events
I think that's why the reason you can be good friends
Because both of you don't this sleep
You know jack often would say man ii wish you a lot closer
You know i wish we you know
Because we don't see each other is often it would like to
But then report say you know what if we live so close to get ther would be dangerous like it's
You know if we spent three days together
Then we make a projects for next six months that we need to do
Because if you lot of talking
A lot of discussions
A lot of ideas
I think inokay balance that we you 're not still close
We also inmagine jjmason to be our secret gueas of speaker
Let's have a listen
What he thinks of sasasa
Hello
Everyone
This is james ous and savage of savage coffees
Think a deborah
Iris a state
Morgan a state and a few others
I'm here to talk about our good friends
Sasassestic who really needs no introduction
What a great guy
Good friend
Good person
Good family man and very good business man
Which is one of the reasons
Why i've have such an affinity for socia
Because he's a genuine person um with direction and with passion
So it's refreshing to spend time with
With sassian see him at origin
And weworwork very closely together for many years
And we'd built aa level of trust that is unique
It's very different trust is something that's hard to come by
And not only do we have trust
But we really enjoy each oothers company
He's
He's a lot of fun to be around great sense of humor through the years
Sauhian
I have been the tip of the spear
When it comes to interesting innovative creative processing um h coffee
And it's been
Been a real joy to watch the industry um of all over the last several years
Last five to seven years
And what a great time to be a part of an industry
That is growing the way
That the specialty industry is groffey
And one of the things that i enjoy most about about it is is the processing of coffee being creative
Trying new formula
As trying new recipes
If three these endeavors sshan and ih started iris a state
We started iris estate in two thousand and seventeen
And this exciting farm that starts to eighteen hundred meters and goes to two thousand
Two hundred and two meters is going to be a real jym
Not just for the republic of panama
But for the industry
We think we've planted many different varieties and gasia just being one of them
对对对
And um this comharharvest two thousands and twenty three will be showcasing these coffees
These different varieties
These different processes in sharing them with our global community
So thanks to everyone
Who's listening
Um looking forward to seeing everyone in melbourne
Here in the fall
It's going to be a very exciting time
We have several coffee that will be showcased in the burverers cup and in the buristto championship
So we'll see everybody in in melbourne
Take care and gobblass next question is my personal curiosity
Because um be honest with you feasible
I'm not a really special ammented person
Like those kind of coffees
I'm more like getting to traditional washed or natural
But the best coffee has so far by cm process is by earnting or or jege argenting
I should the say after to unfifteen combic commversaation processed by introduced you and your team on the word itge soon after this euroroc limentation tation and that east different lementation and semit different limentations coming up so into terms of the flag profile or clarity
What's exactly the cm process and a neuropic confirmentations
The differences in between yeah great question and a knife
Then if fecoffee es in project original
And we look at a coffee
I always would your if we are famenting coffee
Let's say in debrorah or h even beautious state
Where you have a coffee farm
That's city a coffee fm
But you
You beaubeautiful the right to you have a beautiful taria
So you have that grow ingredient
That's already amazing
No
Maybe that coffee is a much process
It's eighty seven eighty eight points
Please if not more ah so aware of thinking is that we'not gonna just put this in a tank for number of days and hope for the best as it's usually done
I am just going to do the defirmentation
We've develop and thank you fruits
And then we good a way of thinking is let's take this coffee
What else we feel this coffee needs in order to be maybe bit more around ound to have little a bit more sakness
Because david d mguta a three years ago processed coffee that was eighty coffets uh so it was not very high quality coffee
And then we thought well you know what's beautiful about candon coffee is we love the black current notes
We love the so thirty eight ads
But then
Then we making the candon coffee with you know with this black current notes as an a spresso
It possibly can be little bit coffet with yes
It possibly can give us this great fruit after days
But then
Then maybe little bit bbit or
Or dry
So we need to fix that
How do we make that aciliity less shop
How do we add more sweeness in the coffee
Okay
Well to
How do we get more criminness in the cup
So you know that to get more criminisin a cup
Of course
We going to encourage luctic assive bacteria
Because the more loactic acssive bacteria
The more dominant informenia is more more mtic tic xxture
We going to have um
How do we you know get more swetin the coffee
Well well
Ok We
We can look at teteperatatres
Because the enteperperures
When we famenting the coffees
Because can encourage acacility ity we ackinicgarge switness at the lower teteperperures
Res nornorally ally get a little bit more facility to be more dominant
Which is possibly needed for your lova grown coffeties
Because they don't have enough facility
But then we talking about the
You know cannon that already has a lot of facility
We need to not necessarbring that facility ty
But we need to more sweness
And we need to make it more juica more riper
It's not taking out when we drinking that this pressure
But then we also want to think well okay
And we making this expresses
We don't want judges just to take blcurwe love know what else is out there
There are some storm runonotes
Can we know extend of mentation tation
Cercertain of time
Or can we add a particular east of microbe allow that
That not ally to about about
Canin covelop some more yellow fruits
If anyone watvvvthat that mmally not coffees
They have these microbes available for us in the framtation ation just need to unlog
Unlog them
And
And you know have them to shine through every farmers has a different needs different approach of to for man coffee
Every the right itle needs different approach of to for man coffee
And also every you know that we drinking coffee
Or we drinking filtale of drinking mildbase coffee
That also needs to be another a coveary
The way we are famenting coffees
What is this coffee for ah
Because if you
If
If you famenting your coffee for milk
Like we have done for in nka when she www wbc for her milk
Basase coffee
We have him made ted coffee
Little little it
It
Because we want to
Want to make sure
That we have a lot of
A lot of flavor concentrated
It might not be very clean
It might not be very refined
It's like a cordivor
Then susuddenly contake this cldiof that flavor i look of coffee professionals would may be be ad of the recits from project originfrom reread some my ararticfrom project ct fect al feals have do coffee
And they just go such a phammentic coffee of someone else
Phamentic coffee for eight days in this temperature
And they go to random farand random place
And they try to do the standing the all they should be looking at let's taste coffeffelet's see what's t's the tearlelet's see the amazing about it
Let's hiire that
Let's see what's not so good about it
Let's see how you can hide that
And
And also let's add the personality to the coffee
That are you know producer as you know they
They like more sweet coffee
And the they like more coffees
They like more cleaner coffees
Like jamisson
Jaison son will not ever faine coffee
E were you tasting a caronbin
As are you tasting olives
Where are you tasting like really
Really bozy coffeffehe doesn't want it so asks as a company is a project couraging
We more also want to make sure that
When we voked with that produces um we can do something that they are really proud of because
Until the day they'palm a take of it
They here just to help facsupport that ii didn't give you the answer that you looking for because it's
It's impossible to talk about technicality
What's the difference between acm
And
And the main differences achiste e what we
We trying the puzzle
The puzzle by end of the day
We
We decide have this puzzle should look like at the end
And we keep chasing that
Sometimes we did don't get it at the beginning as i mentioned in kadagugua
We have been famenting coffees for now for four five years
And then after doing it for four five years
We finally managed to be couple of exellence
But it was a long journey took us
Four five years in order to be able to crack
You know how do we fement nkadaguon coffees from fell hand meters in the best possible way
And that that is going to be very very very different
Than how we foruuleending and continuuand exuted so releast the second article
Try to clarify
That you don't try to come confuse
Make people confuse about what you trying to say
So we would like to know what are the boundaries between the special processing
Like cm and a robbic asast or and infuse the coffee
So how do we define
So i'm going to shame now is not um
It's not my opinion
It's not
嗯
Uh rules that such came up with what i'm going to share acacthe the law or the food law
How all of the other foods are internationally looked after
So when the process coffee
If there's no concessing added to that coffee or flavoring
That should be considered just coffee
They get really confusing is because we can process coffeffewith processing aides
And when we have a processing aid that means that falowing this support such as east or bacteria or even the fruit in order to help to process coffeffewith with lementation
But at the end
If we cannot taste that ingredient of
If that ingredient is not deducted into the coffeffethat is just considered processing aid
Like they
They get really really confusing is you can add lemon infementation
Lemon is going to react in the flementation
To speed up the
You know the flementation there will be a lot of pactin es reaction happening
And that will rapidly be sped up
But if lemon is not detected in the final product
When we selling that coffee
That's just considered coffee
However when you at lemonon informentation
And you start menting the coffee
And possibly you add lemon afterwoods
And that lemon is going to be absorbed by the coffee
Which is possible
And you can taste lemony taste at the end that is considered this ingredient
And if we have any ingredient
We need to lion that when a able to say this is lemon in fused coffeffeum
It's the law
They get really trick hease
When we have um a legon for example
We can use the processing aid like a mango infmentation
And even though you do not taste mango at the end
That still needs to be listed
Because mango for example in japan is considered this algon
According to the international law
If you using something as your processing aid
And that is allegon
It does need to be listed as an ingredient
Just like when you make a
You know when you buy a chocolate
And at the end of the chocolate
He says it might contain nuts and cetal
So i think as an industry or as a coffeffeindustry
Unfortunately
There's no
There is international law
But he has not been applied to the coffeffeyet i have been working with sea last six months to helping
Supporting
Have to make this most standardized
What is considered fraging
What is considered ingredient
What is conconsidered cessing aide
When we using allegon
Such is not so bali or whatever even in a processing gate
That should be listed as an ingredient
You know we've seen
You know now cojeberry framentations and that's okay
But then if you using a maybe certain ingredients to encourage these cogeberries
But that ingredients these alggiwhat it should be laable there
And i end of the day like i industry is very young
And ii think lot of people are making decisions with emotions and without much education
And i thinks what ''ve done ince two thousand fifteen
When we introduce ed couboning moeraration
We have obviously inspired many people to experiment
But i feel that some people have pushed this experimentation baby yond the limits
And we do need to know what the limits are
Ah because we can potentially harm someone in the future
If we don't know what the limits are
And what we can do the fuse
Because
Because i have a problem time i don't have a problem with fuse coffees
Because i do have a problem with transparency of be having infuse and fortunately
How do people know when are they tasting in fuse coffees
When they don't unfortunately
There's not enough education about it just yet uh many people
People can taste coffee in the lah
My god
This is the best coffeffeof tasted some experience pilots would go well um this taste like confused
You know
And then when you do some research
When you send that coffee to the lab
Of course you get a that of the coffee infused
But end of the day
Because they are all rules
That all boundaries as well
So you are
I'm going
Going to point fingers at anyone
But what we need to do
Is we need to come up with the rules
And then we
We have rules
Then we can
Can follow these rules
Some produces would have a lot of different fruits on their farm
That manage to put that on the
On then
Thank go
The signature drink is kind of popular
Here in the chinese market
So we can easily get a cup of signature coffee at a coffee shop
And some of them are doing quite good at wbc stage
Signature drink is always a creative and interesting part right
So while we didn't see growing train of signature drink either in australia or in other western countries
One is the purpose of being a category in the competition by ica youve done a lot work for the competition
But it's now popular in the market
Ah h it's also some question
Actually i'm so happy
Answeing me decisite
I don't have the right ansbut my earth reaction is you know what siging children is it's painful
Uh it's so painful
Because when you
When you preparing competition or
Or coaching in my case
You put so much effort into it
Hours and hours and hours and base and months and then
Uh and then you make it tasty and then once competition is over
You don't ever use it again
It's kind of like you forget about it's signchildrink is not necessarily about just making a tasty average
It's so much more complicated that it's about obviously
And i always look ate it
It's about syergy
You know it's a coffee ingredient
Ent a ingredient b is your about number bees your ingredient
And
And you want to create a new flavor
Which is you know ab gives you see by having your coffee and another ingredients
You kind of expecfor jujudges to able to taste another new flavor
That's dreven by that ingredient
But
But the kind comcome from the coffee
It's really really confusing and to be honest
I wish we don't have a signh children
I wish something else instead of singing children for briristc comp
It's a ve loving hate relationship me in signchildren ings i love you
Because it allows berrista to think a lot deep about the coffeffeit allows berrista to explore that coffeffein lot more debt like as an example in two thousand fifteen
When i've competed
You know we had this cuponding mostvation in suda romay
They have done obviously very done cuponling mostoration with the wine grapes so kind can't have your sudan rome that taste like a storm fruit
And then you add the grapes
And then you get this new flame of in intense risberry candy
They don't have d rizberry candy so you kind of getting the these two flavors together to give something new so the another reason
Why i love it
It really pushes you to think lot more deep about your coffeffepossibly about your routine
About your topic
Any tolter helps at least the when i look at the signh childrk is the future
What whase next for us
What else we can do
Maybe like i kind of want to mention the people that the have variabties like for him the opportunity menvitles like for him the varieles more debt to explore the root systems
To
To explore the
You know how to be fertilize coffees uh
And to really to allow judges to be able to sit you know for five neasca signing into a drink was to shoshow case
Let's drink this together
You know you come to my coffeand begni enjoy it
So she drink signing children together
Me with the judges
So using the ingredienances to celebrate the farm or the process
Or you know sending coffees to celebrate and rosing the with arsame
So i think from connection point of you for me childrea a beautiful story
Tell the story about your topic
About your wying coffee
About what you trying to achieve about maybe what what would like to see with the industry next four five years
I wanted see different
Different shot in eh
You know different shots
Different shots
Different actions
To get different flavors out of the coffee as well
And today we all love uusing kk my coffee bus bus
So the rourouine ine
It's a beautiful
Because you can really see what competitor is willing to do and to kind of real form
That theory makes sense through another beverage
Why i hate it is you finish the routine
You finish all of this preparation
And you don't ever come back on a signing children like you don't see see
You said you
You don't see signnchildrerens in the coffee shops
Why because it's really difficult to replicate it's so hard
Because we are so specific about the details
About preparation
About everything
That is almost impossible to make it the same
Like you did on on the stage
So you just forget about it
You
You move
Because just want informamation to um our previous guest
Which is um joined our one of that asault
And she has a little shop in shanghai
Actually about thirty forty squemeters and she's specialized in signiture coffee
So i think the reason activity this shift done is relesting your coffeffeon wbc to down fifteen
And
And she replicate and sell in her store
Which is really interesting
I think think so 're thininking while border order restriction released in china
We also would like to invite you again to fact china
Ina to shhahato beijing or shingdhawith now what wanted
And then leexexplore the market there you will be fun
Really impressive amazing copy shops so competition part
Which is like my personally as a copy president
That are so the others for freshmen who are willing to attend the competitions
But they outlink of money in reality
What will you suggest them to do
Yeah
I mean burberrista competition is getting more and more difficult
When it comes down to finance um it
It's getting more and more expensive and that's
That's the reality you know
And we can see the trends
That there's less entries in these competitions as well like at least in australia
We didn't have as many as we normally have in last couyears
And i do believe that you know about one of the main reasons
It's
It's actually how to prepare
You know you got to have a machine
You going to have a number of of grindit's
It's exexa difficficulnow now that you have to use sponses grinders back day
You back you an in my days
You could use any grinder
But now you kind of forced to buy the grinder that is provided by the sponsors
Or you know that's
That's not cheap
So
But that also doesn't
It's not as accessible as it was that that's for sure
But i think people that have not competed before now number one is they
They kind need to know very clear a reason
Why the competing ah and then the reason should not be i want have wyou know winning is the result of your actions
It's just the avoid at the end end
If the only reason you competing is because you're going have ving
You
You probabgoing have in
In
It's the only reasght that you start off
You
You learning about yourself
You're learning about why do like coffee
You mentioned derly of a new
When you talk about coffee
You
Your eyes shine but okay
Let's talking in more det
Now let's not talk just about the surface
Let's look at this iceberg
And then see what really beyond this iceberg
Why do like coffee
It's a ccoffee lestarted becoffee industry in coffee e it's the surface
Then when it was two thousand and one
So it's nine years being in a coffeffei didn't not know the reason
Why do i actually like coffee
What is it that gives me not happiness
Because you love coffee and be happy
But what is it that gives me that true joy
There's a big difference between and happiness
You know joy is when you love something internally
And when you achieve that you have this unbelieyable emotions
When i go to indiindim
And i see that kids now go to school
There's a bus
Then there's uh people have a decent living
And of course a taste amazing coffee that gives me joy
It's making me happy
When i takes beautiful coffee
But does it gigive me joy
No
I just just ys a beautiful coffeffeit's happy
And i forget about it
But when you have a joy
When i can
You know
When i could support martin shaaba to be the first african to be
To be in a finals
Then we could support the david marguta that was calling eighty two point coffeffetwo years ago
And now he's actually one of the best produces in in the world
But we know that david marguta has supported another hundred producers to change their lives
And when i receive a email or what instagram message after the final from a random lady kenya that's crying and say thank you for doing this
And then i'm cry
Thank it ah a joyful moment
But ii know what makes me happy
I know that you know making these positive changes for the farmers for this
You know for these communities and uh
And when i have that moment
Of course you know you remember them
Them for the lifetime
So what i'm trying to say is that competitions have pushed me to find my true joy in a coffee
I take up every morning
Then i go to work
And i love what i do when i have a bad day
I never give up because i lowhat i do when you do something that you don't like
And maybe you very good at it
You will continue doing it
But the moment you start having a headals
The moment you go or are failed
A failed are failed
You don't like it
You know what you move on
You do something else
But then you do something that you absolutely love
No matter how many times you fail
You gonna get up again
Because that's exactly what you love doing
And you know me competing for six is in austrilling competitions and failing and failing and failing and failing
Knowing the world
That was thinking i'm to give up
Because this is what i love
Even though if i don't win
It doesn't matter
I enjoy the journey
I enjoy the learning
I enjoy the meeting
People in all of these amazing competitions
I met so many amazing people through the coms
Then we fail
We failed together
When we celebrate
We celebrate together
They beautiful
Community
That any country are travel around the world
Now that there's lot lot friends
That
That meet through this competitions so meet doing
Addition
It's not not really about know you gonna hold that trophy
Or not it's about learning
Technical learning
Learning about you as a person
Learning to find yourself
Why do you stand for in a coffee industry
Uh
And also having this incredible opportunity to meet so many amazing people
And And
And how helps you to go to work with a smile
And to go home with the smile as well no matter how beautiful or hard
You was 嗯
It's hard
I know it's hard
But keep doing it
And if anyone is willing to compete
Do not stop
After one year you really minimum five or sixyears you have to be in this circle
Because first three or four years are the hardest
But after three or four years
Things change
You find yourself
But you actually look back
While you et so many amazing people project orilege in general manager have big a metro competitions
One of my best friends be connected for the similar reasons
Now we are tratravelling the world
And then to get up working with the farmers and doing all of these crazy things
Uh
And now i met so many people through this platform
So keep going dso
Yes so just before the conversation i ask the equal are you going to compete again next year
So she doesn't answer me
Now i'm gna ask it again
Now i don't know that's really somehow it's very touch me
Because i was keeping asking myself why i have to compete
Since i joined the this year bruis cup so so my boss ked me uky do you want to compete i give the ansansor
But i think the answer i give it to wasn't really satisfy her as socias myself
I'm not looking for crown for sure
Ah hi want some experience
I want to know how the phenomenons like i want to know what potentials can i push up to that's the reason
I want to attend this year is why though i was was a fresh roroster just started six months ago
I saw my coffee
E 's time i rose ted myself
If i grew myself
I know there's lots of imperfection in during the journey
But still by the end ds i was i'm
I'm happy
I am
I'm am shift
I so learn a lot next year
I was very think about it
Because i think i need to make my first perspective questions asked before
But if you really passiononate one subject ct one object ct is always always
Way this is about more little bit professional on the greenbean side
Um thinks to not eleven to on nineteen
Casia is a lextual rattle present perdomently on the worworld stage after to the nineteen we see changes
Competitors start using the relatiles
Such as either uh to can remain you compete onto than fifteen c drop
Uh
You can know this is very popular
Then especially from last year so behind the phenomenon
What kind of informations do you think those competitors would like to
To consumor or to the home machange
嗯
I mean it's
It's nice
Nice see in different species coming in a game
Like obviously with huge notied in sesidra
As well i'm a huge fan of siidraa
They there so many different varitles as well that i believe are still amazing
And they
They will come to the whole stage as well i know keep come come a other other from equador another one of my favorite
I think sometimes people looking elegation that criticize ed it
And uh think think should be thankful ful that we have a gation as a varieal
It's
It's done unbearable jobs for all of us in industry ten years ago
It was a crazy to have a coffee to be sold
It's a green bean maybe for twenty thirty forty dollars upon that was like omy god forty dollars upon what that's too expensive
But you know thankfully to best upon on m options and everything we can now see these coffees on options getting sold from thousand bollls upon
And we all as industry should celebrate that we should
Should not be looking a judging
Iy really vote that much
Uh
Because when you look at the vine industry
When you have a bottle of vine sold for five ten a bothousand of a bottle
Everyone that's in the industry
Everyone wins
Because the expectation of that industry is a lot higher and lodeeper
And it's not considered may be commodity well by many people in the world
Coffeffee considered commodity so more different gases or more different ugenalties or more different siatres
We have that can really elevate a industry
It's best best everyone ii do think it's
It's amazing that people i have decided to use huge genees we h on a all stage
Now we all talk about it
We of course know that they hhoning twenty four different species we only up
Until you know last year would use arabbica in competitions
Now we starting to think different species
We starting to think you genoties
We something think liberika that was completely necollected
And you know liberarika is grown in malayan
In like lolot of certain vasion countries industry is on decline
Even last week we had run of our competitors
Then view some using liberarian cocoffee spirits
You know finishing number five in the but
But then many coe e professions
Last year i not ee berfessibefore it's
It's not good one want it
Even last week this is um
I don't
Maybe up call all all us
Let's explore all the other species
That's so many
There so so many ones
And maybe that's so have have take e and and momoon lesee see every at
At the and have and have a different has a see in order that to give us the best results
Me
I know was not great back in two thousand fifteen with it
You know holiand and coffee to the level
That now it it
It personally would love see see in any possible way into down fiffifuh
I'm curious about why do you choose him to be your close panel
And also what should a great coach look like okay well great coach neees to be handsome
Some my it ter so the the reason
Why i chose he there is um
I watwated his routine in two thousand fourteen
And i've watched with how much fashion
He spoke about relationship with him and the farmer
I could see that
You know he thtreats all the people in the same way
No
No matter way they from
And of course i could see that he's crazy professional crazy precise very very respectful
So he made very good impression for me
When i watch his routine
I was lucky enough when he did nod zarki was invited by aska two around australia
And to his
His insprational talks
So i was lucy enough to meet him in sydney
In two thousand fourteen
And when i met him
He seemed very humble very downed it
They connected maybe on
On a personal level
You know he's always late
I'm always sate hehe's not even though he's very organized on the stage
He's very very fun very cosmatic very wild
We
We like coffee for similar reasons like we like coffee
Because we love coffee
But we also love
We know being with a people uh the a little bit lose both of us
So the more time i was spending with him
The more i felt connected
And then
And after spending couple days with him
I did asking to coach me because
And i could also see that he can get something out of me
That i never manage to
To get
You know i would not consider my preparations as precise as detail as i needed to
And when he did told me
Ask me a lot of questions
Do you do these
Do you do that
No I don't
I actually realize that my
My preparation was little bit cowwstyle le
It was not
Was not good
And i told that he can get
Get best out of me
But more than anything else to be honest what he's done for me
But my beliebelieved
And what beliethat that the believe
And
And beliebeliethat my about the coffee
It actually has a value
And he believed in me
More than what i believe in myself
Uh
Because when i was telling them hear my story about the work pad do with the farmers back
Then no one new sush
No one you who sash was
And he was
Was just ying
Oh my god
This is unbelieable
This is a very special accompany
You're doing all of this work
You're travelling the world
And you
You know you staying with the farmers
And you
You know you
You processing
You bought a farm
Because you want a famend coffees in your own way
And you
You collaborating with the vine industry
I thought there was nothing special
And i toght that's just what i do
But he actually made meeting that what i have
It is kind of specially in in my own way
That doesn't mean that
Sashe's the most special person
He never made me feel like that
But kit just helld me realized i should be confident in my own way
And i should be confident him in um in my way of thinking about her coffee
And i should not be shy
Y
Because if you have an idea
And you little could be shy
You know confident dent know not i ever executed
Because if you really brought that
I don't wanna be anyone else acacwanna be me as a post in previous years when i was competing
I would look everyone else as uh this is so much better than mind or this person is so much better
Maybe i do just part of my routine like someone else is them as a post to just talp worrying about anyone else just look at yourself and goas you can and not only he they helped me to you know be myself
I've actually he's my inspiration
He's my men
He's my best brother now and uh h my best friend
But he has actually helped me to think like that about the business
About everything
And even these days
When i cauch anyone else
I'm using a feel he days philosophy
How do we coach
You know anyone that i coach
I don't want them to do something
That i think they should do
I try to dig deep in their y and their values
And using them to be best version of themselves
We will love feel for different reason
Find out as a coach es a mentals
Woods the reason
Why they like the coffee and make sure
It's
It's super clear
Superpresise and
And a chance
Thank you
Thank you so much
At one more quick question
So you are hosting the coffee man podcast right
So the conversation on the podcast is very inspiring for me
And you've got the business
The farms and those programs
And that you are one of the business ssman in the world
I believe that
So what makes you to do the podcast
The reason on wanted to do podcast is to be able to and to share the experiences
We have gone through
And then some of the gggles
And some of the especially with what happen with a coffee
Everyone
It was a lot of fee
Everyone was going through a lot of different things
At the time
I had a business
Business
Business coach helping me that you know it might mental state
And that business coach also does his own podcast
Ah Craig
Joones
Then craig
Such Maybe
Maybe we should do a podcast about you know what you and online project origin have gthrough through
He found it inspiring that you know the
We have conducted ourselves during the these times
So we talld well let's
Let's do podcast about leadership
Ah so the first season is all all about leadership
He was a wonderful host
And that
That finished
But then when we went to you know coffee competitions in milland last year
I didn't realized how much much
I was involved in that you know competition
Wall and talking about you know coaching
You know working with kelly
And
And obviviously m cal a rost are working with a mattwinton
And you know having a charlian
Supporting a charlian
And working with david
David margotiand or obviously celebrating a old breest of champion diego campus
So i talk well i've love to do next next adcast about these champions
But not necessarily do technical ical adcast
They talk about the story
Talk about the struggles
Talk about they
They wise what was easy
What was not easy
What was difficult
Anyone that's competing they can kind of relate story
Because everyone sees the success
Everyone says
Hey
Mt inton is aa world bprove us cap champion or charliis a voworld capping champion
But when you really listen to charli's story
You learn
Oh My god
You know they have disdisplplthere's a reason
Thethetheis are things that he's not in a post with
With all of the struggles
So you kind to have a fifty struggles
In order to have one's success
And when you have a success
Everyone sees the success
They don't really see what it's behind the story
So if anyone has not seen the poadcast there re's to semy susuccess in a broadcast
Like martin shobby is my favourite man definitely
But i really enjoyed doing the the season with the diago campus
Hea beautiful mman uh
And then very inspiring
So it's each one of these people are super super super prinspiring for industry
And sharing the knowledge
Sharing the the stories
And then
And everyowell i'somesomenowadays 's going to watch it and learand and go okay
Well i've listen to this broadcast
And this has given me a little bit more strength do to do what i wannto do
So i don't know what the next what cause is
Is going to be about
I don't plan to do one over next
Five or six months
When i
When i feel the days are value
That i can share something in lot of debts with the group of people
Then we'll do another season
And it's gna be very focused season
And
And hopefully we can continue sharing some of high experiences in the future
I'm siling on the seat floor in a biscution is one who's his feet
This is the end of this episothank you for listening ing
We hope you ininspired some some way as we do
If you like our channel
Please subscribe it
You will continue creating more content towards the end
We wish sasasa a good luck in his first bruce cup
Comcompetitwenty
Twenty two
We are all looking forward to
To get the round of remotion
Cheese enjoy day but 了funny
