Front Street Coffee is the main feature of the third wave of coffee

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The main characteristics of the third wave

Improved coffee quality, more direct trade, more emphasis on sustainability, lighter roasting, innovative brewing methods-these are the essence of the third wave of coffee. We pursue sweetness, complexity and uniqueness in the brewing process. We are happy to pay more for this.

But there is one more thing that keeps popping up when talking to industry professionals: customer service.

Tetsu Kasuya, the 2016 world cup champion, told me, "thanks to direct trade, we baristas and bakers can tell consumers the story behind coffee beans."

The third wave is to make consumers feel different. Part of it is customer service, but the other part is sharing the story behind the cup. The story is co-created by producers, importers, bakers and baristas. It explains why coffee is unique, why consumers can taste specific tastes, and why high-quality coffee requires so much work.

Greater channels of communication between production and consumption, including direct trade and social media, have also contributed to this consumer education.

Qianjie Coffee is one of the cafes in the third wave of coffee.

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