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February 21, 2011 07:46 pm PST

Coffee Common Launches

(photos by Kyle Glanville) I take my coffee pretty seriously. So the idea of some of the most respected names in the coffee business—who, under normal circumstances, consider one another competition—coming together to work towards a common goal is very interesting to me. As a consumer I'm always trying to get my hands on really delicious coffee. As an enthusiast, I'm constantly annoying my local baristas with questions. As an advocate—well, my advocacy work to date has consisted mostly of caffeinated rants to friends. But a few months ago, the opportunity to explore that a little deeper presented itself. In December, my friend Stephen Morrissey, who works at Intelligentsia, called with a crazy idea. In 2010, they provided coffee services for the TED conference in hopes of spreading the word about really good coffee. Stephen also happened to be the 2008 world barista champ; he knows about really good coffee. His idea for this year: rather than just serving coffee, the goal would be education. Rather than employees of a single company, the bars would be staffed by some of the best baristas in the business from all around the world. Rather than beans from one roaster, various skilled and talented roasters would be contributing the best they had to offer. This wouldn't be advertising for a single company, it would be advertising for coffee itself. But does anyone really need to learn about something as ubiquitous as coffee? And would something this weird even be possible? Turns out the short answer to both questions is yes....


Original Link: http://feeds.boingboing.net/~r/boingboing/iBag/~3/1vWQGkmjsks/coffee-common-launch.html

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