"It's what's in the cup that matters," right? But is that actually true? The SCA's Chief Research Officer, Peter Giuliano, examines trends in consumer preference research that suggests a coffee's extrinsic attributes play a significant role in coffee choice and enjoyment by specialty coffee consumers.
The SCA's Chief Research Officer, Peter Giuliano, examines trends in consumer preference research that suggests a coffee's extrinsic attributes play a significant role in coffee choice and enjoyment by specialty coffee consumers.
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