Page 76 - #56 English

Event

Coffee experience – new possibility of
redefying everything.

Isabela Raposeira is a coffee goddess from Bra-
zil who has been in the coffee industry for 17 years.
She explained that because the term “speciality cof-
fee” was born not so long ago in 1974 and is only
42 years old, so the major part of consumers do not
understand the role it plays in the industry, therefore
industry people are more responsible for educating
the consumer to make them understand what a good
cup of coffee is and what they really want. In her
Coffee Lab she often holds coffee events, which are
aimed to bring new coffee experience to the customer.
For example, she lets customers try by themselves
high quality and poor quality coffee, and after care-
ful comparison people would clearly understand why Isabela Raposeiras
they like high quality speciality coffee. Coffee Lab is
also one of the industry’s leaders as they work with
high quality beans and attract a large number of coffee
lovers and people who want to know more about it.

Good quality coffee is not just a short trend.

Michal is a founder of “Standard” magazine; at
the age of 22 in times of traditional media recession
he made a crucial decision to open a totally differ-
ent magazine. Talking about his life, coffee industry
experience and also summarizing points of 4 previous
speakers, Michal said that design, marketing, service
and creativity play the most important roles in the
industry, and that according to his own observations,
speciality coffee is not just a short trend, but a long
lasting tendency.
For now speciality coffee has difficulties in all of
the countries, but that is exactly why we all need to
work harder and look for opportunities. As a magazine
balancing between industry and ordinary people, we
need to always look for interesting stories, that will
make customers get to know coffee makers, under-
Michal Molcan stand what speciality coffee is and let them accept it
gradually.

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