"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.