This is the first episode of a five-part series on The Daily Coffee Pro by Map It Forward Podcast, hosted by Map It Forward founder, Lee Safar.

Our guest for this series is Ted Fisher, a cultural anthropologist from Vanderbilt University and Author of the book "Making Coffee Better".

In this episode of the podcast series, Ted and Lee delve into the concept of quality in specialty coffee.

They discuss how quality is a social construction that often masquerades as an objective measure, its impacts on market dynamics, and its role within the coffee industry.

The conversation touches upon the influences of power, manipulation, and cultural perceptions on defining quality. Additionally, they explore Fisher's background and his journey into coffee research, particularly in Guatemala, as well as the challenges faced by small business owners in the industry.

This episode also addresses the importance of community and the subjective nature of taste and quality in coffee.

00:00 Unpacking the Social Construction of Quality

00:50 Sponsor Spotlight: Becoming a Coffee Consultant

01:28 Introduction to the Series and Guest

03:09 Ted Fisher's Journey into Coffee Research

07:16 Exploring Quality in Coffee: A Cultural Perspective

10:52 The Subjectivity and Manipulation of Quality

18:10 The Role of Certifications and Industry Dynamics

24:04 Concluding Thoughts on Quality and Personal Preferences

27:04 Preview of Next Episode: Power Dynamics in Coffee

Connect with Ted on LinkedIn here: https://www.linkedin.com/in/effischer and find Ted's Book "Making Coffee Better" wherever you get your books

••••••••••••••••••••••••••••••••

🤑 This episode is brought to you by Map It Forward's revised on-demand online workshop "It's Time to Become a Coffee Consultant" available now on our website with additional new bonus material including the coffee consultant career map. Get more details on how you can create an alternative revenue stream today at https://mapitforward.coffee/workshops

••••••••••••••••••••••••••••••••

💡Support this podcast, watch this episode without sponsor messages by becoming a paid member of this youtube channel or joining our community on our Patreon here: https://www.patreon.com/mapitforward

https://www.mapitforward.coffee

For more information about MAP IT FORWARD go to https://www.mapitforward.coffee or https://www.instagram.com/mapitforward.coffee/

This podcast is available everywhere you listen to your favourite podcasts include Youtube, Spotify, Apple Podcasts, Stitcher, and Google Play, on Apple and Android devices