Organo Gold News has posted a new item, 'Coffee Experience Coffee Lovers
Magazine'
As I write this, I just finally for the first time brewed properly a great
Aeropress. Ive still got some things to work out in my process I think my
grinds a bit too coarse, but that is ok. The experience of exploring the
Aeropress and trying out different processes and methods for achieving the
flavor I want is part of the enjoyment for me.
I didnt used to be a coffee drinker in fact I used to be adamantly anti-coffee
so it may seem odd that I went on to publish a magazine called Coffee Lovers
Magazine (exclusive to the iPad). In fact all through college I dont think I
consumed a single drop and before that I think all I had experienced was some
breakfast drip coffee and was put off by the bitterness. I also recall not
liking the stigma around being addicted to coffee. No I was a fancy tea drinker
(though not that fancy to be honest) but I think the experience is similar.
Coffee Experience
When I got into coffee it had absolutely nothing to do with the coffee itself
it was all about the escape from my 9-5. My friends and I at work got so into
the enjoyment of the coffee break that there were days when we would come in at
9 am and immediately take off to the local Starbucks for a break. It was far
less about the actual drink and more the enjoyment of the process with a friend.
In fact when visiting other cafes I would always have no idea what I wanted the
experience usually went like this: Walk in, stare at the sign, barista says what
would you like? and my mind goes blank. UhCoffee? The problem is that I wasnt
actually looking for coffee, I was searching for an experience.
Last year as I was developing a business around marketing and web development
for small businesses I found myself working closely with cafes. In the process
of trying to answer the question what is going on in the customers mind? I met a
barista who was so extraordinarily passionate about coffee that when I went in
as typical, and he asked what would you like my answer of I honestly have no
idea prompted him to go into extreme detail on each of their coffees, brew
methods, and how even the slightest change of the grind or water temperature or
pressure can have an enormous impact on the flavor. He walked me through
espresso and in exploring the different flavors everything fell into place and I
realized that the love of Coffee isnt about Coffee its about the experience of
Coffee.
In fact this applies for anything that we seek if you delve into your desires,
you will realize that when you purchase something you are never actually buying
the thing, you are buying an experience (often a solution to a problem, which
ultimately leads to the experience of not having the problem) this is a whole
separate topic though.
Having come to this realization I set upon myself the task of sharing and
communicating experience particularly the experience of coffee. Coffee happens
to be a supreme example of an experience due to its complexity. Starbucks does
so well on a massive scale because they have created a business out of a unified
experience you always know what to expect when you order from Starbucks. If you
chose to explore the world of speciality coffee though that is if you explore
those unique independent coffee shops who either roast their own coffee or buy
from small high end roasters then you will find that each experience you have
is unique, and incredibly rich. I know that since embarking on this journey of
discovering and sharing experience, I have yet to have two cups of coffee that
are the same.
Coffee Lovers Magazine
My interest in sharing these revelations, exploring the world of coffee, and
bringing more people into the possibility of what coffee can be lead me to the
idea of producing a digital publication. This past December Im proud to say that
I launched Coffee Lovers Magazine which is available exclusively on the iPad
and which endeavors to share the love and experience of coffee, opening the
world of coffee experience to those seeking its many wonders.
I had discovered that while there is a huge world of people who love coffee,
many of those people have not experienced the full breadth of what coffee can
be. I know because I was there at one point (I still have a massive world to
explore before me) and most people I know who love coffee are there now. I
thoroughly enjoy introducing my friends and family to all the experiences that
can be had.
My realization that coffee is not about the drink, but about the experience,
lead me to the understanding that this experience can be had in many different
forms. After all, Im sure some of you have delightfully hilarious coffee related
t-shirts, or ridiculous coffee mugs (I have a Grumpy coffee mug from Disney
World which emphatically states I HATE Mornings!) things which often have no
direct relation to or effect on the drink you are having, but which enhance the
experience (and in their own way, they are an experience).
In addition to being an experience of coffee unto itself, Coffee Lovers Magazine
has provided me a platform to help bring to light the so often hidden side of
coffee that is the entire process that is involved in bringing the coffee from
the plant all the way to your cup. I have had the extreme privilege of having
Tim Wendelboe contribute to the early issues of the magazine as Tim is very
much engaged in making his processes transparent, it has become clear to me that
his knowledge is critical for understanding where our experience ultimately
comes from. Jason here at Coffee Cup News has also been a very welcome
contributor to the magazine, especially as he represents a bridge to so many
people passionate about the coffee experience.
As consumers, we have the ability to make choices about which coffee we buy, and
ultimately that means it is up to us to determine how coffee gets into our mug
and how the people responsible for so much of that process are treated. Price is
often a point of contention when it comes to coffee in cafes, and when you view
the whole chain, you begin to realize that coffee is incredibly cheap (too
cheap) for the process that it goes through. I believe it is important to bring
this knowledge to light and share it with as many people as possible.
In the same vein, I hope to explore broader reaching effects of our coffee
consumption this next issue will feature an article on the topic of climate
changes affect on Arabica.
Ultimately, the magazine represents an ongoing point of community development.
The nature of digital publication on the iPad means that I have the ability to
bring many people involved in the coffee community together in a way that the
traditional web may struggle. The coffee community is huge, yet is all bound
around a shared experience so it is my hope that through the magazine I can be
a point of connection in that experience and help promote the better parts of
our community as we move forward.
If you are interested in Coffee Lovers Magazine, it is available on the iPad
exclusively and can be found at http://www.coffeeloversmag.com/theMagazine if
you have not subscribed, you can get the current issue for free through a trial
of the subscription.
last photo credit:CIDSE
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Author information
Joseph Robertson
Coffee Lovers Magazine is a digital magazine available exclusively on the iPad
newsstand. It is all about the love and experience of coffee - exploring
different ways to prepare coffee, different roasts, the unique experience that
can be had in each cup, what it takes to bring the bean from the plant to your
cup, and more through cool videos, photos, and articles. Check it out at
http://www.coffeeloversmag.com/theMagazine
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