The Discovery Problem in Coffee Roasting The coffee industry has its own version of the Netflix problem – great roasts and brewing methods hiding in plain sight, awaiting discovery by enthusiasts willing to look beyond the usual suspects.
This phenomenon is not unique to coffee but is particularly striking when considering the vast number of small batch roasters operating outside the mainstream spotlight.
The sheer volume of new releases on online platforms like Blue Bottle Coffee or Intelligentsia Coffee's direct to consumer sales creates a situation where aficionados must sift through an ever expanding pool of options.