A term that I always want a better, or at least more concise word for when I write a post, or indeed am talking about coffee, is the term by which we refer to the segment of the coffee industry which is wholly quality focused and eternally striving to improve coffee as a whole.
‘Speciality coffee‘ is the typical goto phrase which is far too general and the spectrum which it could technically cover would include a large spread of poor coffee with good marketing. A food connoisseur may be considered to be interested in speciality food but that would be far too wide a gamut for a concise explanation as to what they enjoy or expect when they go to a restaurant.
I suppose the partial reason for why we always default to “speciality coffee” is to a degree at least people know what you are talking about and it’s an approachable term in that it is harder to impune much snobbery as opposed to a word like ‘connoisseur’, and to an outsider it probably seems quite accurate.
A further problem with ‘speciality’ coffee is that it has been adopted by the larger companies, whose doses and standards do not come close to meeting what I consider to be true speciality coffee.
But what are the alternatives? A few get kicked around but they don’t cut the mustard in my mind.
‘Third Wave‘ is a popular term but the pay off of it is that it doesn’t make a whole bunch of sense to an outsider.
‘Connoisseur‘ is typically construed as snobby and unapproachable, which is the exact opposite.
The best term I can think is passionate, but using the term ‘passionate coffee’ doesn’t make much sense, perhaps there’s a synonym that can be better used, but a passionate barista is at the heart of what the focus is about.
It could be said that this is merely semantics, but I think there is a larger problem in the barriers of communication that are faced by baristas when trying to connect with the clientelle is how we refer to the segment of the industry we mean in a concise way. Speaking to the average person saying 3rd wave will lead to very little understanding which starts making the whole conversation start to become arcane and confusing to the uninitiated which, in turn can risk creating the negative view of snobbery and alienating the very peole we’re trying to reach.
Does anyone have a better term?