What is a weak coffee anyway 

In the light of objective coffee the definition of “weak” becomes problematic. I was talking with a barista who said they do a ristretto for weak and a normale for normal. They do this for consistency.  I argued a ristretto is exactly as “strong” as a normale. Look at this: Ristretto dose 20g, yield 30g, […]

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Purple cow with a selfie stick! 

Seth Godin came out with this book called “purple cow”  because in a mass market you need to stand out (basic summary of the entire book).  The problem is there is no more mass market! Professor Professor Jeff Jarvis said there will never be another Elvis,  there will never be another Michael Jackson,  because when everybody’s famous […]

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The Upside Down of Coffee 

Filter coffees versus Espresso. Rules and Realities.  Now this is a blog post to read carefully!  The main difference between filter coffee and espresso is time and that is related to water weight.  When brewing espresso the longer the shot (time) the weaker the coffee. This is because the amount of actually coffee grinds (dose) […]

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