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    Coffee – The Fourth Wave: A Fresh Roasting Revolution
    Coffee – The Fourth Wave: A Fresh Roasting Revolution
    Coffee – The Fourth Wave: A Fresh Roasting Revolution
    Ebook90 pages1 hour

    Coffee – The Fourth Wave: A Fresh Roasting Revolution

    By Asher Yaron

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    About this ebook

    Asher Yaron presents a chronological case study of how coffee has evolved from its initial discovery as a medicinal substance by its early users, to the present day where it has been co-opted and controlled by major corporations for the purpose of profit. Mr. Yaron looks at the 3 major ‘Waves”, or epochs, of coffee’s evolution. Beginning with the 1st Wave and the commercial distribution of coffee throughout the world, into the 2nd Wave which mainly focused on Espresso equipment and the role of the Barista, and into the current 3rd Wave which concentrates on growing origins and micro-roasting. He also presents a case for the future of coffee, the coming 4th Wave, the fresh roasting revolution, in which he foresees the home roasting phenomenon going viral.
    LanguageEnglish
    PublisherLulu Publishing Services
    Release dateJun 22, 2018
    ISBN9781483483139
    Coffee – The Fourth Wave: A Fresh Roasting Revolution

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      Book preview

      Coffee – The Fourth Wave - Asher Yaron

      COFFEE

      THE FOURTH WAVE

      A fresh roasting revolution

      Asher Yaron

      Copyright © 2018 Asher Yaron.

      This book is a work of non-fiction. Unless otherwise noted, the author and the publisher make no explicit guarantees as to the accuracy of the information contained in this book and in some cases, names of people and places have been altered to protect their privacy.

      All rights reserved. No part of this book may be reproduced, stored, or transmitted by any means—whether auditory, graphic, mechanical, or electronic—without written permission of the author, except in the case of brief excerpts used in critical articles and reviews. Unauthorized reproduction of any part of this work is illegal and is punishable by law.

      ISBN: 978-1-4834-8312-2 (sc)

      ISBN: 978-1-4834-8313-9 (e)

      Because of the dynamic nature of the Internet, any web addresses or links contained in this book may have changed since publication and may no longer be valid. The views expressed in this work are solely those of the author and do not necessarily reflect the views of the publisher, and the publisher hereby disclaims any responsibility for them.

      Lulu Publishing Services rev. date: 04/17/2018

      Foreword

      Coffee is big. It has evolved into one of the largest traded commodities in the world as well as one of the most popular drinks. With production in 65 countries centered around the equator, the coffee industry supports 2.2 billion cups consumed daily worldwide, 400 million of those in the U.S.

      Yet, the evolution of coffee is far from over. To reach full potential, it must be evaluated differently. Humankind must stop judging coffee solely by taste and aroma, and focus on how it makes us feel and the levels of energy it brings.

      I believe it is time for all of us to ‘wake-up’ as a species to the powerful benefits that coffee can provide to human consciousness. We’ve been asleep to this potential now for over 1,000 years, ever since the days when this beverage was used in religious ritual by spiritual leaders.

      In the past 200 years, we have gone through three great movements – or ‘waves’ -- in coffee. The First Wave brought about the industrialization of coffee, the focus on mass production, distribution, and convenience. Quality and taste were sacrificed, which is what brought about the Second Wave led by Starbucks and its introduction of specialty coffee. This involved an understanding of the specificity of the entire process, from cherry to cup, with most of the emphasis placed on the job of the barista trained in the use of the Italian espresso machines and grinders. The current phase, the Third Wave, has focused on the sourcing of coffee bean origin (including soil, altitude, and method of processing), smaller roasting operations (micro-roasters using smaller batch sizes), and more knowledgeable baristas experimenting with a wider variety of flavors.

      Now, the Fourth Wave will emphasize the importance of chemical substances only available in coffee made from beans that have just been roasted (within 24 hours). It will bring out qualities in coffee as a transformative substance that can assist human kind in its ability to create with our most prized gift, our intelligence. It will also make the roasting process available directly to consumers in their homes by providing equipment that is easy to operate and is very affordable.

      All of this will raise coffee to a whole new level, clarifying the true benefits that have long been obscured by misinformation and unnecessary confusion. Coffee will be established once and for all as a major force in our universe, perhaps a force that will help transform a very troubled world into the world we want it to be.

      Wake up to the Fourth Wave.

      CHAPTER

      1

      The First Wave– Coffee becomes big business

      A s a child growing up in Princeton, New Jersey in the 1960’s and 70’s, coffee held little significance in my life. There were always glass jars in the house that read Sanka , or Folger’s , followed by the words Instant coffee . One jar had an additional word added, Decaffeinated , and that jar was used mostly after dinner.

      For my parents, coffee was an essential part of the day. They would drink a cup in the morning and a cup of decaf after dinner. Friends and family who visited on the weekends were always offered a fresh cup of coffee prepared simply by boiling water and dissolving a heaping teaspoon of the brown granules. The taste didn’t matter much and was often obscured by other ingredients. I remember my father took a generous pour of cream in his coffee and my mother took a whole lot of sugar (but not as much as my Aunt Margot, the queen of artificial sweetener.)

      It wasn’t just at my house that sharing coffee was a social ritual that was as automatically and unconsciously done as blowing one’s nose or brushing one’s teeth. It was served at nearly every house in the neighborhood, and from diners along the New Jersey Turnpike to fine restaurants in Manhattan.

      I don’t remember drinking coffee before the late 1970’s, when I was in college and in need of a pick-me-up after a night of partying. I do remember that

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