Understanding Quality: The SCA’s new Coffee Value Assessment System | Peter Giuliano

Session Description:
The specialty coffee industry is built upon the idea that coffee quality makes coffee more valuable to coffee farmers, roasters, retailers and consumers. But how do we measure quality, and therefore estimate value? Traditionally, the industry has relied on tools like the SCA Cupping protocol to assess value. How can cupping be improved, in light of advancements in sensory science and economics? Peter will give key insights into the development of’SCA's new Coffee Value Assessment System, a thorough explanation of the changes this might bring to the cupping protocol, and offer a dose of sensory science to boot.
Presenter:
For over 30 years, Peter has worked in the specialty coffee trade, as a barista, retail manager, cupper, roaster, coffee buyer, and business owner. A long time advocate of coffee education and community, he has served as Chair of the Roaster’s Guild, President of the Board of the Specialty Coffee Association of America, and Chair of the Industry Advisory Board of the UC Davis Coffee Center. Today, Peter is the Executive Director of the Coffee Science Foundation and the Chief Research Officer of the Specialty Coffee Association. In these roles, Peter advocates for scientific research in coffee, and serves as a liaison between the academic research community and the specialty coffee trade.

[@isaachannigan920]

Sensory tastes are subjective because it depends on if you like that thing. Some people don't like citrus so a Kenya coffee might be unbearable and they would enjoy a Brazil more because its less acidic and more " flat" so thats why calibration is so important. I like the idea of using real items to describe tastes to others.