Filter Stories - Coffee Documentaries8 Des 2025

Coffee Quality, Part 2: How “quality” became a myth

If you ask two specialty professionals what makes a high-quality coffee, you’ll likely get a surprisingly consistent answer: clean, sweet, juicy, bright. To an outsider, they would be forgiven for thinking coffee quality is universally defined.

But the truth is more sober.

In this episode, we examine how a simple cupping form helped create a universal idea of quality. We then look at the evidence that, in fact, it’s just the personal preferences of a small group of people masquerading as universal quality.

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Go deeper into the story of quality:

2004 cupping form from the Specialty Coffee Association of America

SCAA Coffee Cuppers Handbook (4th edition, 2011)

Cup of Excellence cupping form

Kenneth Liberman's book, "Tasting Coffee: An Inquiry into Objectivity"

SCA's video series on the CVA presented by Peter Giuliano

Check out Standart, the award-winning coffee magazine. Get a free magazine and a free bag of coffee by clicking here. How does Perfect Moose detect what kind of milk is in the pitcher? Click here to find out. See the Mikafi countertop roaster at the Thermoplan stand (6637) at World Of Coffee Brussels. Not attending? See it here. What does the Marco MilkPal look like to you? WALL-E? Something Steve Jobs would be proud of? Check it out here.

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