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the student who hasn't quite pinned down the concept; even if he would prefer to turn all attention to the star students who easily understand the material, educated schoolteachers understand the importance of drawing in the students who may not be predisposed to absorbing the content. Imagine a time you cupped with a first-time cupper and she just stood quietly, slack-jawed with a half-full cupping spoon in her hand and a lost look in her eyes. That is the moment when we can exercise a teacher's compassion and save the customer from feeling out of place; or we can reinforce our own position as the local coffee authority and leave her with a bad taste in her mouth about the entire specialty-coffee educa- tion experience. When we leave our guest in limbo, because we have done this, we deserve every barista parody and insult tossed at us. We justify rudeness and lack of professionalism with the veil of educating the consumer, and blame her for not being receptive. As a general concept, consumer education is a dead end. With a strong staff and outstanding coffee, however, providing opportuni- ties to learn is still alive and well. In Milwaukee, Stone Creek Coffee Roasters has been roasting small batches since 1993 and has a developed a reputation as an approachable authority and source of information for local coffee enthusiasts and casual consumers. Their offerings include a tiered structure called "series" coffees. Here's how it works: Stone Creek's Classic Series is made up of staple coffees in a wide spectrum of offerings and roast profiles offered year-round. This series is augmented for those who want to explore a bit more with the Seasonal Series. Further, for the more nuance-inclined, the Lab Series—which recently boasted a Geisha from Hacienda La Esmeralda—is another course of study and appreciation. Stone Creek supports its Series Coffees with public tours, classes, and tastings. Recently, the company finished a tasting focused on honey process. In terms of relating to the four character archetypes, Stone Creek nailed it. A quality honey coffee will offer enough nuance for the experienced professional to enjoy without feeling like they are repeat- ing things they already know (though a professional should continually return to the basics). For the Coffee Fan, this experience could either reinforce his love for the brand if he is already familiar, or introduce him to a new player in the game. When someone is accustomed to drinking flavored lattes, a natural or honey coffee can be a gateway into enjoying coffee that does not need to have the flavor masked. Finally, for the fourth consumer, a comparative experience of two drastically different coffees can be enough to pique interest. Another example of successful educational outreach is the Varietal Series by Madcap Coffee Company in Grand Rapids, Mich. Variety traits have long been somewhat difficult to precisely define because terroir and processing imparts so much character. In developing this series, Madcap worked closely with the producer Gloria Rodriguez to cultivate, harvest, and separate 10 individual varieties of coffee from a single isolated portion of her farm, and process them all at the same mill. This allowed Madcap to present 10 coffees side-by-side differ- entiated only by cultivar. Madcap has offered this experience to great success two years in a row. Though potentially expensive and labor intensive, these types of projects not only generate buzz around a brand, but also plant seeds in the minds of consumers skeptical about the specialty-coffee industry. Even with a solid curriculum and presentation of distinctive coffees, these experiences can turn sour if the host baristas are not sensitive to the desires of the customers. The approachable culture fostered by the leadership of both Stone Creek and Madcap allows these roasters to facilitate opportunities in a way that is safe and comfortable, even for the specialty-coffee initiate. In my time, I have seen many companies offer and subsequently cease cuppings, tastings, and tours. Most are concerned that the costs incurred are not translated into increased sales. This can be a difficult statistic to accurately measure. Some strategies to gauge success of events are to look for the bump in sales immediately following the event, or tracking the return of customers through coupons or certificates. The success of a cupping should not be measured only in a rapid spike in sales, however. An effective cupping generates a relationship with a customer. Patience is key. Nature, on our behalf, asks farmers to wait five years before a coffee tree generates revenue. Let's give ourselves enough grace to be patient and allow a relationship to develop with our customers. The target market for special events is the third archetype. To win over the 20-ounce mocha drinkers, we need to make them feel wel- come and special. Let them know it is OK that they drink eggnog lattes, because it is OK. When tasting coffees, offer a parallel sample with cream and sugar. If possible, tailor the coffee selection to the skill level of the tasters. Comparative tasting is always more effective than tasting a single coffee. Use drastically different coffees with groups with less skill or experience. As they are sniffing and tasting, ask them for their impres- sions rather than lecturing to them. Fifteen years ago, I drank Mexican mochas with whipped cream. A well- timed cup of black coffee changed everything for me. I started attending cuppings and brewing coffee at home on a plastic pourover cone. The passage into a serious coffee education should be a gentle process for a customer, and ultimately, a fond memory, as it is for me. The sensitivity with which coffee educators approach this instruction is of the utmost importance. And in the end, not every customer wants to know what you know—and that's OK. Every customer who walks through your door and wants to buy from you—whether it's a 20-ounce nonfat mocha or a single-origin siphon—deserves your appreciation, compassion, and top- notch service. Every customer who walks through your door and wants to buy from you—whether it's a 20-ounce nonfat mocha or a single-origin siphon— deserves your appreciation, compassion, and top-notch service. 80 barista magazine