What would you say is the biggest, and worst, misconception in the consumer coffee market these days?
To this day, I think the biggest misconception about coffee in the consumer market is that most coffee consumers believe coffee is a manufactured product, and do not know or realise it is an agricultural product. Being an agricultural product, it is affected by the same things that heirloom tomatoes, or prized Cara Cara oranges (for example) are - freshness, growing conditions, quality of processing, etc. There are people who would never, ever used canned tomatoes or drink reconstituted, frozen orange juice, but have no qualms about drinking coffee that was roasted six months ago, and ground 5 months and 3 weeks ago.
