EP 1107 Ted Fischer - What is Quality Coffee? - The Daily Coffee Pro Podcast by Map It Forward

This is the first episode of a five-part series on The Daily Coffee Pro by Map It Forward Podcast, hosted by Map It Forward founder, Lee Safar. Our guest for this series is Ted Fisher, a cultural anthropologist from Vanderbilt University and Author of the book "Making Coffee Better". In this episode of the podcast series, Ted and Lee delve into the concept of quality in specialty coffee. They discuss how quality is a social construction that often masquerades as an objective measure, its impacts on market dynamics, and its role within the coffee industry. The conversation touches upon the influences of power, manipulation, and cultural perceptions on defining quality. Additionally, they explore Fisher's background and his journey into coffee research, particularly in Guatemala, as well as the challenges faced by small business owners in the industry. This episode also addresses the importance of community and the subjective nature of taste and quality in coffee. 00:00 Unpacking the Social Construction of Quality 00:50 Sponsor Spotlight: Becoming a Coffee Consultant 01:28 Introduction to the Series and Guest 03:09 Ted Fisher's Journey into Coffee Research 07:16 Exploring Quality in Coffee: A Cultural Perspective 10:52 The Subjectivity and Manipulation of Quality 18:10 The Role of Certifications and Industry Dynamics 24:04 Concluding Thoughts on Quality and Personal Preferences 27:04 Preview of Next Episode: Power Dynamics in Coffee Connect with Ted on LinkedIn here: https://www.linkedin.com/in/effischer and find Ted's Book "Making Coffee Better" wherever you get your books •••••••••••••••••••••••••••••••• The Daily Coffee Pro by Map It Forward Podcast Host: Lee Safar https://www.mapitforward.coffee https://www.instagram.com/mapitforward.coffee https://www.instagram.com/leesafar •••••••••••••••••••••••••••••••• This episode is brought to you by Map It Forward's revised on-demand online workshop "It's Time to Become a Coffee Consultant" available now on our website with additional new bonus material including the coffee consultant career map. Get more details on how you can create an alternative revenue stream today at https://mapitforward.coffee/workshops

Om Podcasten

The Daily Coffee Pro Podcast by MAP IT FORWARD provides content to the Global Coffee Industry Monday to Friday at 1 am PT. Episodes typically run between 20-25 minutes and are hosted by Map It Forward founder, Lee Safar. Each week a new 5-part series is released with a coffee industry expert speaking to challenges and innovations in the global coffee value chain. At Map It Forward, our mission is to encourage an industry mindset where people conspire to each other's success and our vision is to be a functional part of creating a standard within the coffee industry where people build responsible businesses with responsible pricing models. Our commitment to integrity, openness, authenticity, and curiosity is not just a statement; it's the cornerstone of everything we do. The video version of this podcast is available on YouTube at https://www.youtube.com/mapitforward Find out more about MAP IT FORWARD at https://www.mapitforward.coffee