114 : The New Rules of Coffee w/ Jordan Michaelman and Zachary Carlsen of Sprudge.com : Winning over consumers, approachability in coffee, challenging perceptions of coffee, selecting the rules, coffee as a love language

Sprudge is here!!! Founders, Jordan Michaelman and Zachary Carlsen join me on the show talk about their new book, "The New Rules of Coffee". In this conversation we unpack their creative process deciding what to include in the book, their goal for the content and tone taken in writing these "rules", and what this book means for both consumers and pros. We dive into select rules from each section of the book and discuss everything from snotty baristas, coffee's colonial heritage, mine and Zachary's grandmother's "special" coffee, why you don't need fancy equipment to make great coffee at home, and how coffee can save the world. Jordan and Zachary have been on the leading edge of what is going on in specialty coffee for the better part of a decade through their work with Sprudge. The distillation of what they have learned, seen, and experienced as integral members of the specialty community is written out in an approachable, gently challenging, and refreshingly practical way in this book. With consumers being both our livelihood as professionals, and the main audience for this book, it would behoove us to take note of these New Rules of Coffee. Enjoy! Links to learn more about Sprudge and the book tour: www.sprudge.com Sprudge on Instagram Become a Stockist: Books@sprudge.com This Episode is brought to you by: www.prima-coffee.com www.pacficfoods.com