Stimulating stories or fantastic flavours - what sells coffee?
Adventures in Coffee: Episode 4
Why do people buy the coffee that they do? Is it all about the flavour or does the stories behind the coffee push the sales?
Behind every cup of coffee is a farmer, what happens when you reach out and get to kow who they are, what are their stories?
Scott and Jools put this to the test whether a story is more powerful than the flavours.
Do you want us to feature more farmers on the show for series two? Tell us!
Caffeine Magazine: https://bit.ly/3oijQ91
Jools Walker: http://bit.ly/39VRGew
Filter Stories: https://bit.ly/2Mlkk0O
Find Luz Chacon's coffee here: http://bit.ly/3qsb3lC
Enjoy the Geisha roasted by Amoret here: http://bit.ly/2OAH39X
You can support the show by supporting our wonderful sponsors!
If you want truly transparent coffee, ask your roaster to get iFinca Verified: http://bit.ly/2Ydpxdz
Discover how much CO2 is produced in each litre of Oatly compared to cow's milk: http://bit.ly/3aidSA3
Jools Walker: Welcome to Adventures in Coffee, a podcast by Caffeine Magazine, sponsored by Oatly and iFinca
Scott Bentley: In this first series Jools, and I explore the world of coffee for people who are curious about what’s in their daily cup of Joe.
Jools Walker: Now we care more and more about where our food and drink comes from, which is exactly why we made this podcast.
So we can unravel the knotty world of coffee.
Scott Bentley: We’re going to be bouncing around the world, chat into experts and answer the questions you’ve had bouncing around your noggin for a while
Jools Walker: I’m a Jools Walker, a very proud East Londoner who you’ll either find behind a bike or behind a tasty cup of coffee. And I’m very much your everyday coffee lover.
Scott Bentley: I’m Scott Bentley. I’m the founder of Caffeine Magazine and you’ll find me behind an espresso machine or maybe a pour over.
Jools Walker: So the idea for this episode began when I received a delightful package in the post from Scott
Scott Bentley: You said to me, you’re going to the supermarket, you bought another boring bag of beans.
I had some lovely coffee that had just been delivered. You know, I thought I’d share the spoils
Jools Walker: It was very, very lovely of you to do that. Scott. But I also wanted to know a little bit more about it. Like it was great quality beans. It was a great roast. It was top notch. And I knew nothing about the person who made this coffee happen and I wanted to know more about the person, but I couldn’t find any more information.
Scott Bentley: I mean, yeah, of course there’s a farmer. I just don’t think people care too much about that stuff. I mean, do they really need to know the farmer that he’s got a three-legged dog called Barry? I mean, he’s. I mean, just people care about that. I don’t know
Jools Walker: You know, say that people aren’t actually given the opportunity to know more about it.
Just think when I’m in the supermarket, which is where I usually get my coffee from, I’m pushing my shopping, trolley down the aisle. And I see all of the bags of coffee, all neatly stacked on the shelves. I go to grab my bag of coffee and all it says on it is Colombian coffee. Like what else? We’re talking about, the fact that people are becoming more curious and more invested as to where their food and drink comes from.
But if that information isn’t readily available for the consumer, how are they supposed to discover it?
Scott Bentley: Yeah. I mean, I do hear you Jools, and I think this is one of the reasons why I’ve decided to do this and to put this to the test
Jools Walker: So we’re going to give. Two different coffees, one with a story and okay flavors and one with no story, but incredible flavors and see which one are, um, highly respected, independent coffee adjudicator wants to put in their coffee cup the next morning.
Scott Bentley: Okay, let’s get down to the details. I’m gonna get this great, amazing geisha from my friend’s Siddique over at Amorette in Notting Hill, and I’m going to nerd out with him on the flavors, but I am not allowed to talk about where it’s come from. Any of that sort of superfluous information
Jools Walker: And I’ve got a coffee, which, because I know that it’s been, iFinca verified, I actually know that it comes from Luz Chacon Now she’s a farmer over in Colombia and I’m going to get to know her whole life stories. Now we’re not going to talk about flavors. In fact, we purposely chose a coffee of hers that’s not necessarily her best, but I do need to give a quick shout out to Nick and the team at Assembly for roasting this up for us.
Scott Bentley: Now you probably want to know dear listener, who is this mythical, highly respected, independent coffee adjudicator that we have drafted in for this experiment.
Jools Walker: I present to you, mama Velo. My mother. Now she’s going to try both of the coffee side by side. And she’s going to hear about the flavors from Scott and the story about the coffee for me.
And then based on that, she’s going to choose which ones she’d rather have the next morning.
Scott Bentley: Yeah, I think I’m a bit disadvantage here, Jools. I think she’s going to be biased in your favor.
Jools Walker: No, no, no. mama Velo is not going to be biased at all. She’s very opinionated and she will definitely tell it like it is.
Scott Bentley: Okay. So let’s talk about mama Velo’s credentials. What’s her coffee, drinking experience. You know, what’s her palate like?
Jools Walker: Mama Velo is extremely down to earth. Now, when she was at work before retiring back in the day, she would start it off with a cigarette in one hand and a cup of instant coffee in the other.
Scott Bentley: That’s very rock and roll
Jools Walker: But I’ve got to tell you, she is the human embodiment of seasoning. When mum used to cook for special occasions, we would have family traveling from every corner of the UK to come and taste her food so
Scott Bentley: I’m waiting, I’m waiting for my invitation Jools It must’ve been stuck in the post somewhere.
Great to kick this off. I’m going to be speaking to Sadiq from, Amorette
Jools Walker: Before we do that, let’s hear a quick word from our sponsors.Piano
Scott Bentley: Jools
Jools Walker: Yes.
Scott Bentley: Did you drink coffee this morning?
Jools Walker: Yeah, of course it did.
Scott Bentley: What did your farmer get paid for that?
Jools Walker: Got no idea. Um, how would I figure that out?
Scott Bentley: Well, you probably have to go back to your roaster who would then have to forward that query onto who they bought it from the importer. Who would
Jools Walker: yo Scott, Scott, how long will that actually take to go through that?
Scott Bentley: Jools, I have no idea whatsoever.
Jools Walker: Now you see if the coffee was, iFinca verified, I could have figured that out by scanning the iFinca QR code on the back of the coffee, which would have been a lot quicker than your waffle(5:33)
Scott Bentley: So I suppose what you’re saying is if you don’t listen to me waffle and you aren’t truly transparent coffee, you should ask your roaster to get their coffee iFinca a verified.Piano
Scott Bentley: Okay. Jools, this first coffee is this delicious geisha coffee. Now I am going to jump on a call with Siddique from Amorette and we’re going to nerd out on some flavor.
Jools Walker: And remember Scott, it’s only the flavors that you’re talking about, not the story
Scott Bentley: Alright
Sadiq Merchant : Hey, Scott
Scott Bentley:. Hey, how are you doing? you’re well?
Sadiq Merchant : very well. Thank you, Scott. Lovely to hear from you
Scott Bentley: thanks again for sending this incredible coffee to me. Um, can you talk our listeners through the journey of what happens from when that bag literally lands in your warehouse?
Sadiq Merchant : Yeah. I mean, let me just quickly kind of take you to the journey because it all begins with the greens.
And of course, as is the case with, you know, many high quality coffees, this one arrives at our roastery vacuum packed in 15 kilo bags. And when you initially. Slice open one of these vacuum packed bags and the, and the air from outside gushes in to fill the vacuum. You get this enormous waft off of the green coffee itself, which is absolutely tremendous.
You get this huge waft of apples of tropical fruit of strawberry,
Scott Bentley: and you get, you get this from the unroasted coffee from
Sadiq Merchant : from the unroasted coffee itself. Yeah, the promise and the potential is already very, very evident.
Scott Bentley: Sadiq I’ve got your coffee in front of me. So you’ve got on the bag here. Wild, strawberry ripe, tropical fruit, cacao fudge, honey oolong, white florals, lime with a papaya finish.
Now I don’t think many people have eaten a white floral or white flower, but you know, raw honey, you know, how is raw honey, different to like runny honey. Some of these flavor descriptors are so specific.
Sadiq Merchant : No, they are indeed. And the thing is that it’s not all apparent immediately at the outset. I think these different characteristics are either more apparent on the pallet or they’re more apparent on the nose and there’ll be more apparent at different stages of the brewing process.
Scott Bentley: Right.
Sadiq Merchant : So, for example, I would say that the cacao fudge and the raw honey aspects of it are more apparent upfront when it’s freshly brewed and it’s at a higher temperature, especially on the nose. And then as it cools further, that’s when the ripe tropical fruit becomes more apparent as it then cools further I think you start getting into this sort of. Oolong and white floral aromatics aspect of it with the soft tea like mouthfeel as well. And then again, you know, after all of that itself transforms when it’s completely cooled into your sort of lime and sort of dried papaya finishPiano
Scott Bentley: That’s really kind of you thanks again for your time. Bye bye Sadiq
Sadiq Merchant : No, cheers. Thank you, Scott.
Scott Bentley: Oh Jools. I just had this great conversation with Sadiq. Your mom is going to totally flip out over these flavors.
Jools Walker: Well, okay. Hold your horses there, Scott. I also believe that every cup of coffee has a great story behind it, and we need to find out what those stories are.
I reached out to our friends, iFinca, who actually put me in contact with a coffee farmer in Colombia called Luz Chacon. Now I don’t know anything about her and I don’t know her story, but I get the feeling that when my mother tries her coffee and hears the story, it will have more of an impact than just the flavors that are dancing around in your tongue.
And just a heads-up as well. Luz doesn’t speak English. So we have a translator in to help tell her story.
Luz Chacon Hola
Jools Walker: Hey Luz, thank you so much for taking time to have this call with me. Now, I’ve got your coffee here in my hand, and I’m going to be serving it to my mum, which I’m quite excited about, but I’d love to know a little bit more about you.
Luz Chacon Bueno, pues eh mi nombre es Luz Elva Chacon, tengo 52 años
Luz Chacon Translator: My name is Luz Elva. Chacon, I am 52 years old.
Luz Chacon Como cafeteria llevo
Luz Chacon Translator: I am fourth generation farmer in this beautiful work
Luz Chacon Soy mamá, cabeza de familia
Luz Chacon Translator: I am a mother, head of family of two children
Luz Chacon Es una niña de 30 años, una niña ya grande
Luz Chacon Translator: She’s a girl, she’s 30 now. Well, she’s a woman and my boy is 27 years old
Luz Chacon Es catador de café
Luz Chacon Translator: He is a coffee taster and has his own projects here on the farm
Jools Walker: It does sound like the coffee is very much in your life and running through your blood. One of the things that I can hear are the birds singing in the background, and it makes me want to know what the farm is actually like
Luz Chacon La finca se llama Luna de Miel
Luz Chacon Translator: The farm is called honeymoon.
Luz Chacon Mi finca es cosa de
Luz Chacon Translator: My farm is six hectares, two of which have coffee
Luz Chacon Pero aquí hay por ejemplo
Luz Chacon Translator: But here we have, for example, we have some animals that we call them, the stinky rabbis
Luz Chacon Rabis hediondos, el nombre, como vulgar
Luz Chacon Translator: Their name, let’s say the vulgar, local name
Luz Chacon Son unos animals grandes, muy bonitos que hacen
Luz Chacon Translator: They are big animals, they are very beautiful and they make big nest that they hang like backpacks from the big palm trees
Luz Chacon Hay gorriones, que les llamamos las gallinas en la finca
Luz Chacon Translator: There are sparrows, we call them the chickens of the farm
Luz Chacon Translator: We have the sleepy head, that every night we have the pleasure of listening to him
Jools Walker: It sounds like a very beautiful place to live and work I’d like to ask what a typical day is like?
Luz Chacon En un día normal pues eeh
Luz Chacon Translator: In a normal day, I wake up before six in the morning, you know, with the throwing of the roosters.
Luz Chacon Me levanto a las 6 de la mañana, con el cantar de los gallos, debo ordeñar por ejemplo una vaca
Luz Chacon Translator: Then I need to milk the cow. For example, before you call me for this interview, I was just squeezing the tits of the cow
Luz Chacon Le estaba terminando de soltar las tetas a la vaca. Ayudo a mi madre a organizar
Luz Chacon Translator: Then I help my my mother because well, she’s a little bit old
Luz Chacon Y luego nos venimos con el hijo
Luz Chacon Translator: And then I go with my son to work the farm we fertilize, we pick the coffee
Luz Chacon Desyerbar, o cosechar el café, también lo hacemos
Luz Chacon Translator: I am in love with organic farming
Luz Chacon Soy una enamorada de la agricultura orgánica, si o sea para mi es muy importante
Luz Chacon Translator: For me is very important because is not only about producing or exporting the coffee, but also nurture the soils for us today, but also for future generations
Luz Chacon Cultivar ese suelo para las presentes y futuras generaciones, yo ya tengo dos hijos
Luz Chacon Translator: I have two kids but I don’t have grandchilds
Luz Chacon Espero no muy lejano poderlos tener
Luz Chacon Translator: I hope that one day soon I will have them
Luz Chacon Y dejarles un un un suelo donde ellos lo puedan aprovechar al máximo y además
Luz Chacon Translator: And I want to leave them soil which they can make the most of
Jools Walker: Luz if it isn’t too intrusive to ask, it would wonderful to hear more of your life story
Luz Chacon Bueno, pues afortunadamente, mis padres viven
Luz Chacon Translator: well, fortunately, my parents are alive. I am the oldest of three siblings. The only woman
Luz Chacon Y de los 3 hermanos, pues uno desafortunadamente
Luz Chacon Translator: And of the three siblings well, one unfortunately
Jools Walker: Luz, we can absolutely talk about something else If, if this is too difficult.
Luz Chacon No, tranquilos no pensé que me afectara tanto
Luz Chacon Translator: No, it’s okay. I didn’t think this will affect me so much.
Luz Chacon No lo que pasa es que a un hermano nos lo asesinaron hace 21 años
Luz Chacon Translator: No what’s happened is that one of my brothers, he was assassinated 21 years ago.
Luz Chacon Y Bueno el era También un aporte muy importante aquí en la finca
Luz Chacon Translator: And he was also a very important part of this farm.
Jools Walker: Yeah.
Luz Chacon: Y le gustaba mucho el campo y éramos los dos que trabajábamos aquí, no?
Luz Chacon Translator: He really liked the farm and, well, both of us, we, we worked a lot here
Jools Walker: Oh, wow.
Luz Chacon: Digamos fui mamá, cabeza de familia
Luz Chacon Translator: Let’s say, I am a mother, head of the family
Luz Chacon: Pero el papá de mi hija fue asesinado
Luz Chacon Translator: The father of my daughter he was assassinated when my daughter was only four.
Y ya después tuve a mi hijo y cosas de la vida
Luz Chacon Translator: And then I had my son, but his father, you know, life change, things happen. And when he got married with someone else
Jools Walker: Oh, Luz Thank you so much for sharing that with us.
Luz Chacon: Okay.
Jools Walker: Now Luz I’m just going to explain this for our dear listener, that you’re part of a program called Coffee for Peace.
Now your farm is in, Calca an area that wasn’t till a few years ago, part of a conflict zone, a peace agreement was recently signed and Coffee for Peace offers farmers in this region, a way to earn more money on their coffee and provide rural employment in what was a historically overlooked part of Columbia.
Now, would you mind sharing some more of your experience with the coffee for peace project with us?
Okay. Aquí hay muchos cultivos
Luz Chacon Translator: I hear you have cultivation of illicit products.
Grupos al margen de la lezy
They are groups outside of the law.
Entonces el café es como una alternativa
Jools Walker: cafe ?
Luz Chacon Translator: So coffee is like an alternative.
Jools Walker: What sort of illicit groups are they?
Luz Chacon: Hay de todos, hay decidencias de la ASFARC
Luz Chacon Translator: Everything, you have violent political groups, para-military
Luz Chacon: Para imponer una sosobra
Luz Chacon Translator: People who impose rules on us and disturb the people
Luz Chacon: Y ahora cuando se firmaron los acuerdos de paz
Luz Chacon Translator: And now we have a peace agreement.
Luz Chacon: Dijimos, Bueno, ya vamos a tener paz, si?
Luz Chacon Translator: And then we thought, now we will have peace.
Luz Chacon: No pues por un timpo si, pero no
Luz Chacon Translator: No, but no, I mean, for some time, yes. But then again, again, they come and they impose the rules on us
Luz Chacon: Siempre he dicho que la paz se hace
Luz Chacon Translator: I’ve always said that the peace is made through social justice, social investments, and investments in the land
Luz Chacon: Pues ese projecto, el café para la paz
Luz Chacon Translator: That project, “coffee for peace” gives us alternatives
Jools Walker: I already feel like the, my mother is going to taste the love that goes into to this coffee. As wondering if you had a message that you would like to send to my mother while she is drinking your coffee.
Luz Chacon: A ver dígale que, a ver cuál sería el mensaje
Luz Chacon Translator: Tell her that this coffee she’s drinking it is produced by a woman on a farm
Luz Chacon: Es producido por una mujer campesina enamorada de la agricultura limpia
Luz Chacon Translator: In love with clean, organic agriculture
Luz Chacon: Y que no sea la única taza que se tome, sino que se tome muchas tazas más
Luz Chacon Translator: And I hope this is not the only cup she will drink, I hope she will drink many many many cups of our coffee
Luz Chacon: Y que cuando desee venir las puertas están siempre abiertas
Luz Chacon Translator: she’s always welcome if she wants to come, our doors are always open. We have a program with my kids where tourist come to our farm, it is called the route of coffee and honey
Luz Chacon: La ruta del café y la miel
Jools Walker: Oh, that’s lovely.
Luz Chacon: Entonces ojalá que algún día puedan venir acá a conocer, de mano
Luz Chacon Translator: hopefully one day you can come and get to know for yourself where coffee comes from and all the steps that coffee takes to get to the table of your beautiful mommy.
Luz Chacon: Llevarlo hasta la mesa de la linda mamita de ella
Jools Walker: That was wonderful. I love the idea of actually coming over to Colombia as well to, to visit your farm. My parents come from, from the West Indies. My father is Jamaican and there is a history of coffee growing there as well. But I, I don’t know that much about it. So the idea of going somewhere. Outside of my own familiar background to see how coffee growing is done, there would be incredible.
My mum would love that as well in regards to traveling. So that would be beautiful.
Luz Chacon: Qué bien!
Jools Walker: Luz, is there anything else you’d like to say?
Soy la representante legal de la asociación
Luz Chacon Translator: I am the legal representative of the association of organic producers for a new future.
Luz Chacon: Todo el esfuerzo que una mujer campesina
Luz Chacon Translator: When we women farmers one to achieve our goals, we move forward
Luz Chacon: Nadie que nos ataje
Luz Chacon Translator: No one can stop us
Luz Chacon: No hay nadie.
Luz Chacon Translator: No one
Jools Walker: That’s beautiful and very true as well.
It was an absolute pleasure speaking to you today.
Luz Chacon: Okay, que con muchísimo gusto, hasta luego!
Jools Walker: Take care. Bye.
Luz Chacon: Bye bye
Jools Walker: Well, that was quite an incredible, and actually quite emotional conversation that I had with Luz. But before we put these coffees to the test with mama V, let’s have a quick word from our sponsors. Piano
Scott Bentley: Jools
Jools Walker: Yes?
Scott Bentley: Have you ever made a flat white?
Jools Walker: I’ve attempted to make flat white at home
Scott Bentley: How’d you steam your Oatly when you make a flat white at home?
Jools Walker: It kind of stops looking like Oatly when I do it, because I over boil things, I mess it up. Scott
Scott Bentley: You want a tip?
Jools Walker: Go on then
Scott Bentley: You get your steam wand. You stick in your Oatly. You turn it on. When it becomes too hot for your hand
Jools Walker: Yeah
Scott Bentley: It is s already getting too hot for your mouth
Jools Walker: Oh, I’ll carry that knowledge with me into my coffee making
Scott Bentley: So rude, you asked for a tipPiano
Jools Walker: Adventures in Coffee has been brought to you by Oatly
Scott Bentley: Hello, Mama Vello How are you today?
Mamma Velo: I’m fine. I’m fine. This morning.
Scott Bentley: Thank you so much for sharing your time and your taste buds with us today. Before we present these two coffees to you, tell us a little bit about your coffee, drinking history. I mean, when did you start drinking coffee? Was it when you were growing up in Trinidad and Tobago?
Mamma Velo: Yeah, I know from when I was smaller, my grandfather used to work on the dock, so he used to bring in stuff from all over the world. And he used to make coffee, you know, in the West, in these(20:31) kids, not allowed coffee when they’re small, so we had to sneak a taste of that it’s coffee from him. Oh my God. He used to boil it and then he’d strain it.
And when I tasted this coffee, It was bitter and he used to drink it. It’s like if you go to drink employees, (20:55)it was a very thick coffee in a very small cup
Jools Walker: All right then Scott, I think we need to put this to the test. I think we should probably start with yours because mum’s already, she’s got this coffee in her hand.
She’s got the first one. She’s desperate to taste it.
Scott Bentley: This is the thing I think, I think you should let her taste it.
Jools Walker: Okay. Well, she’s taking a sip now
Mamma Velo: is good or wrong and it’s different. I’ve never had coffee without sugar. But I think I’ll drink this coffee with out
Scott Bentley: Love her
Mamma Velo: Sugar.
Scott Bentley: Well, one of the things you should have noticed with this Mama V is it should be quite smooth.
It wasn’t the same bitter coffee that you’re probably used to from before. And the other thing that you should really get from this is that it’s a lighter brew. It’s not heavy and thick that you would necessarily associate with those other coffees that maybe you used to drink many years ago.
Mamma Velo: Yeah it doesn’t taste like any coffee I’ve drank before
Scott Bentley: You may be thinking it’s actually, it has more something akin to like a tea, maybe like an oolong.
Mamma Velo: That is just it. Yeah. Even when I look at it as it doesn’t look so dark, I don’t do something. So the lemony like
Jools Walker: I have to take some of this coffee myself. I’m going to indulge. Mm mm.
I’m with mama V with what she was saying about the sort of citrusy flavors that were coming out of air, but this is super sweet. There’s something about this. There’s a really nice sweetness. That’s coming from it as well.
Scott Bentley: Well, I think that’s pretty much my pitch. I hope that Jools can convince you that her coffee is great too.
Jools Walker: Okay, mom, I’m going to give you my coffee to try now. Um, and it’s by a female farmer called Luz Chacon. Now I’m not going to tell you anything about the flavors. I’ll let you taste that for yourself, but I am going to tell you the story about her farm and how she got into this.Piano
Jools Walker: She’s a female farmer. It’s a generation, this beautiful land that she’s got in Colombia, her children are involved in this as well. And this particular coffee is called coffee and Luz Chacon told me to tell you that it was made with love, an idea that the cup of coffee that you will have in front of you in just a moment is actually doing greater good for other mothers out there as well.
Scott Bentley: Wow Jools, you really did his heart strings.(23:33)That was quite a symphony.
Jools Walker: Okay. It’s taste time. Uh, my mum is now taking a sip of Luz Chacon’s coffee.
Jools Walker: All right, mom. Are you, um, are you feeling anything with this coffee? Anything at all?
Mamma Velo: Not as much as number one
Jools Walker: I feel like you’ve got something on the tip of your tongue that you want to say.
Scott Bentley: The suspense is killing me Mama V
Mamma Velo: No, it doesn’t, you know, It tastes a bit bitterish
Jools Walker: Okay. So I’m going to indulge myself and have a try of Luz Chacon’s coffee as well. The first thing I’m going to say is that it is good coffee. It isn’t blowing me away in the same sense that the geisha coffee is I’ve got, I’m going to be honest. It tastes kind of chocolatey like a bitter chocolate
Mamma Velo: bitter I would say a bitter chocolate, I think you’re right. That’s a bit of feeling that I
Jools Walker: like dark, dark chocolate, nothing, nothing wrong with, with dark chocolate. Of course. I love dark chocolate, but. It is a good cup of coffee.
Scott Bentley: Okay, Mama V, So I think we’re all dying to know. If you could choose a cup of coffee to drink tomorrow, would you choose Luz Chacon’s coffee or this geisha coffee?
Mamma Velo: Number one.
Scott Bentley: Thank you.
Jools Walker: I told you mum, we’ll tell it how it is.Piano
Scott Bentley: I, I hope you don’t feel too distressed about the fact that I whooped your ass again and Mama V, the tenants in the post.(52:22) So a little lookout for that.
Mamma Velo: Why did you tell her?
Scott Bentley: It was an absolute dream to meet you
Mamma Velo: Okay
Scott Bentley: You are incredible. Thank you so much for your time.
Mamma Velo: Thanks very much for having me
Scott Bentley: Take care.
Mamma Velo: Yeah bye
Jools Walker: Oh Scott. So the tasting happened a few hours ago, you know, I’ve got to say this whole thing. Still still breaks my heart. Because I enjoyed having that conversation with Luz, and I just felt like I had a connection with her when she was telling me about her, her life story.
Also when she was being really frank about some of the stuff that had happened to her in her life as well, like her, her brother being murdered as well. And actually. Talking about that out loud fact that she even invited me and my mom to come to her farm that really hit me. And that’s the thing in the nicest way.
But I was feeding(26:17) into immediately because there was that human touch and that human connection cheesy as that sounds, it really is. And I was just like, yes, this, this is the story. This is the information that the everyday consumers should know about their coffee, but. My wonder is, is how you communicate the stories of the farmer to the drinker in the way that Luz was able to, to do that to me and I was there.
Scott Bentley: Hmm. Yeah, it’s difficult because I think, you know, you obviously had a one-to-one conversation with her. That kind of thing is incredibly difficult to put over in terms of, you know, on a bag of coffee where you’ve got maybe. 30 words to sort of say something, they just not as evocative of actually speaking to that person and hearing her story.
Jools Walker: So, you know, I, I know that it’s now possible to find Luz, you know, you can scan a QR code on some bags of coffee that you pick up in the supermarket and you’re then connected with the farmer. You know, you get to speak to them and hear their stories. So the technology is there for us to do that. And that’s something that, you know, in another lifetime didn’t even exist.
Scott Bentley: And it’s something that you said to me, really struck a chord. People don’t have the opportunity to connect with these stories. If we do have these QR codes, if we do have the stories that if we want to find out, we can, then people will not everybody, but more people will. And if enough people do it may change slowlyPiano
Scott Bentley: And now it’s time for the credits.
Jools Walker: This podcast was produced by James Harper, the creator of the coffee podcast Filter Stories.
Scott Bentley: Yep. He also Tinkles the Ivory’s and plays that piano music you can hear in the background. Now we’ve put links to the show notes to Sadiq’s roastery and the geisha coffee that he roasted for us.
The links to Luz Chacon’s iFinca a profile from her farm in Colombia
Jools Walker: Now, if you liked the show, you know what you need to do smash that subscribe button on your podcast
Jools Walker: Apps.Smash it! That way you don’t miss the next episode,
Scott Bentley: you can help us in other ways, by leaving a review on things like Apple podcasts or Castbox
Jools Walker: You can also follow Caffeine Magazine on Instagram, so you can find Mr. Caffeine himself. Scott’s @caffeinemag me Jools @ladyvelo and of course, James Harper, our wonderful producer @filterstoriespodcast.
Scott Bentley: Did you enjoy listening to Luz’s story? Would you like to hear more from farmers? Let us know, and we can do that for season two.
Jools Walker: Now in the next episode, Scott and I are heading into our kitchens to later rest a very long running debate
Scott Bentley: Instant coffee. Is it rubbish or is it good for something?
Jools Walker: Now we are going to put it to the test by showing you how to make a delicious tiramisu and coffee ice cream. And there is no fancy equipment to be used at all. The recipes for it are so easy. They are practically Childsplay.
(29:20)Man’s voice You’re going to need some mascarpone cream. Some eggs, some sugar, some ladies fingers biscuits and some coffee.
Scott Bentley: So the question on everybody’s lips is what’s better instant or specialty for making these desserts?
Oh my God. I’m not trying to poison you, Neil.(29:40) I promise.
Jools Walker: Thank you so much for listening and we will speak to you next time.