Coffee Roasting | Biggest Challenges

Hello wonderful world. I'm hosting a lecture at this years Global Specialty Coffee Expo entitled: "Converting Consumers to Specialty: Roasting for Approachability & Mass Appeal While Retaining Varietal Characteristics."

I have an existing framework, but want to know more of what intrigues you. If you own or work at a coffee roasting company of any kind (1st, 2nd, 3rd wave - anything goes), I'd be thrilled to have a moment of your time in filling out this survey.

My goal is to provide the most helpful and valuable information that will appeal to coffee roasters of all kinds. Please feel free to share this if you know someone who may be interested. Thanks in advance!

-Baca

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* 1. What is the coffee style most requested by your customers?

Bold / Strong

Dark

Light

Medium

Other (please specify)

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* 2. What characteristics do you have the hardest time bringing out in your roasting and/or brewing?

Juicy sweetness (think fresh fruits)

Caramelly sweetness (think maple syrup or burnt sugar)

Clean finish (think makes my mouth water and leaves it that way)

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* 3. What is the driving force behind your roasting style?

My roasting is an artistic expression of myself, I do it to make myself happy

I roast coffee so that others may enjoy it - what I enjoy is of no consequence

I try to blend my preferences with that of my customers

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* 4. Which coffee captures the largest percentage of your whole bean sales?

Espresso blend

Dark roast

Rotating single origin coffees

Other (please specify)

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* 5. When people are unhappy with their coffee experience, which comment best describes their feedback?

Too strong

Too sour / tangy

Too dark

Too fruity

Too chocolatey

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* 1. What is the coffee style most requested by your customers?

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* 2. What characteristics do you have the hardest time bringing out in your roasting and/or brewing?

Question Title

* 3. What is the driving force behind your roasting style?

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* 4. Which coffee captures the largest percentage of your whole bean sales?

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* 5. When people are unhappy with their coffee experience, which comment best describes their feedback?

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* 6. What is one aspect of coffee roasting you wish you could learn more about?