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 A Big Driver in Future

 Consumer  needs  create  demands,  which  are  then
 satisfied by better designs and advanced products. With
 more focus on design, Hoffmann believes materials can
 be the next driver for coffee ware in the future: “We’ll
 see materials begin to change to those that have a lower
 environmental impact — either in their creation or their
 recycling impact post use. Environmental impact is start-
 ing to drive a wide range of decisions in many countries
 now, and I think this will be a very big driver in coffee
 in the next few years.”
 This year, Hoffmann will start to work on his first
 project beyond coffee. But no worries, as he also reveals,
 “I have some big plans for YouTube too.” So stay tuned!

 Q&A  What do you do at lei-

 sure?
 It has been some time since
 I had leisure time. What
 little time I do have is spent reading, or watching YouTube!  C
 M
 What coffee filter/maker do you use the most? Why?  Y
 I have a Breville/Sage brewer at home that makes my first
 CM
 coffee of the day every day.
 MY
 Which origin of coffee do you like the best?   CY
 I hate choosing, but probably Colombia — so much diversity   CMY
 The Mindset Matters   When starting The World
 of styles, and I love the combination of fruity and sweet flavors
 Atlas of Coffee project, Hoffmann aimed to fill a big gap in   K
 that the best coffees from places like Huila or Nariño have.
 the coffee industry. The lack of resources and reliable
 references might have got many people frustrated. The idea
 behind the book is a determination by Hoffmann to “make
 some sense of the noise for people and make coffee a little
 clearer”. “I want consumers to enjoy coffee more. Be it
 brewing it better, buying it better or just understanding it
 a little more — it all contributes to making coffee a more
 delightful part of our lives,” as he shared in an interview
 back in 2014. The 2nd Edition of the book has already been
 launched. The statistics about each producing country have
 been updated with some new and expanded chapters.
 The coffee market is fast growing yet becomes even   James Hoffmann
 more competitive worldwide. When asked what would be
 Co-founder and Managing
 the one thing he would like to change about the coffee
 Director of Square Mile Coffee
 culture, Hoffmann answered, “The mindset that to grow,   Roasters. Working in coffee
 you need to take customers from a competitor — instead   since 2003, as a barista, barista
 of creating new customers.” The growing population of   trainer and more recently also
 as a speaker and consultant. He
 coffee people and coffee market is a cheerful scene but the
 was the World Barista
 mindset is something that really matters. A sustainable
 Champion in 2007 and also
 development for coffee involves the participation of all,   published The World Atlas Of
 coffee people and consumers.   Coffee.

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