Coffee - The Fourth Wave

Asher Yaron presents a chronological case study of how coffee has evolved from its initial discovery as a medicinal substance by its early users to the present day where it has been co-opted and controlled by major corporations for the purpose of profit. Mr. Yaron looks at the 3 major ‘Waves” or epochs of coffee’s evolution. Beginning with the 1st Wave and the commercial distribution of coffee throughout the world into the 2nd Wave which mainly focused on Espresso equipment and the role of the Barista and into the current 3rd Wave which concentrates on growing origins and micro-roasting. He also presents a case for the future of coffee the coming 4th Wave the fresh roasting revolution in which he foresees the home roasting phenomenon going viral.