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C

The prefix “com-”

emphasizes the idea of

Melanie Sugeng is a two-time winner of The Baris- people coming together,
ta League, a coffee competition like no other. In this
fast-paced and fun event, baristas compete in a series sharing common
of challenges that test their speed, accuracy, creativity,
and teamwork. I asked Melanie how her participation interests.
in the competition impacted her sense of community
within the specialty coffee industry, “Being able to meet
baristas and coffee professionals from all over the globe
who share one really important thing in common: a love
for coffee. Participating in The Barista League has giv-
en me such an opportunity to connect with coffee
lovers all over the world and create meaningful, lasting
relationships, and that has only intensified my sense of
community in this amazing industry. Specialty coffee
is all about community, or that is definitely what made
me fall in love with the industry anyway. I have never
felt a more wholesome representation of collaboration Aum (left) and Melanie (right) after their second win.
than at The Barista League.” Photo / The Barista League
The competition itself requires participants to
engage in a series of rounds that challenge their crea-
tivity as baristas, not only in coffee-making but also in
crafting specialty mocktail drinks. Competitors enter
the competition with limited knowledge of what they
will be working with, thus forcing them to rely on
their on-the-spot creativity. It also involves distin- Embracing Hyperlocalism One of the key aspects of hyperlocalism is sourcing
guishing oneself from other teams within the confines ingredients and products from nearby farms and business-
of coffee-making. The concept of hyperlocalism has been gaining trac- es. This not only supports the local economy but also
“It really is ‘not your usual barista competition’ - tion in recent years, particularly in the food and beverage ensures that products are fresh, environmentally sustain-
there is something about the way the project managers industry. It refers to sourcing ingredients, products, and able, and often unique to the area. Businesses that embrace
curates this particular event that removes it from every services from within a limited geographical area, typical- hyperlocalism can also utilize it as a marketing strategy.
competition I’ve been in. The value of community shines ly within a community or neighborhood. Building meaningful relationships with customers through
through in a way that I can’t really describe: maybe it’s This movement emphasizes the importance of personalized interactions, and leveraging the locality of
the way the events are set up, or the atmosphere that supporting local businesses and creating meaningful their products or services can set them apart from larger,
is created. I strongly recommend going to one if they’re connections with those around us. By embracing hyper- chain businesses. By highlighting their commitment to
ever visiting your area so you can understand what I localism, businesses can make a positive impact on their supporting local producers and artisans, businesses can
mean when I say that the spirit of this particular com- communities and foster a stronger sense of locality. attract customers who value community involvement and
petition is second to none.” Melanie says. In his article, Unlocking the Potential of Place sustainability. This can ultimately lead to increased cus-
Coffee competitions play a crucial role in the spe- Marketing (Toposophy, 2023), Peter Jordan points out tomer loyalty and success for the business.
cialty coffee community, promoting excellence, foster- that the importance of local identity, community soli- One of the most significant benefits of hyperlocal-
ing a competitive yet collaborative spirit, building re- Photo / The Barista League darity, and pride in local places is resonating with ism is its positive impact on communities. By sourcing
lationships and connections, driving innovation and residents and visitors alike. Local businesses are focus- from within the neighborhood, businesses can contrib-
trends, recognizing talent and skill, and inspiring others ing on widening their appeal based on place and prov- ute to economic growth and provide support for small-
to constantly improve. As the industry continues to enance. Personal identity and values are also playing a scale producers. Additionally, hyperlocalism fosters a
evolve, these events will continue to serve as platforms greater role in decision-making, including how people sense of solidarity within the community, as people
for individuals to showcase their passion for the craft identify with places. Sustainability is becoming increas- come together to support and celebrate local business-
while pushing the boundaries of what is possible in the ingly important, intertwining with the quality of the es. This strengthens bonds between neighbors and
world of specialty coffee. environment and the wellbeing of communities. creates a more vibrant and connected community.

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