Welcome to this episode of Coffee Science for CoffeePreneurs! In today's episode, we delve into an essential concept that has been overlooked in our previous discussions on the theory of science, research design, and statistics— the "Evidence Hierarchy." I’m Morten Münchow, and I’m excited to explore how this model can transform our education systems and collaborations with research institutions in the specialty coffee business.

Highlights
Introduction to Evidence Hierarchy: Understand the relationship between expert experience, observation, and scientific scrutiny. Discover how applying this model correctly can revolutionize our approach to coffee education and research.

World of Coffee Seminars:
If you're attending the World of Coffee event in Copenhagen in June 2024, don't miss our free seminars in Room 6, Hall B. Topics include "How to Start a Roastery," "Cupping Form Confusion," "Rate of Rise Irrelevance," and "Improving Sensory Skills." If you can't make it in person, tune in to our live stream or catch the recorded sessions on our YouTube channel.

Expert Opinions vs. Scientific Research:
Learn why the current reliance on expert opinions in coffee education is problematic and how transitioning to a more evidence-based approach can benefit the community.

Case Studies and Research:
We discuss our own research, including the controversial topic of organic acids in coffee tasting and the Rate of Rise theory in roasting. Discover the gaps between anecdotal evidence and scientific validation and why it’s crucial to address these issues.

Challenges in Coffee Science:
Explore the barriers to collaboration between the specialty coffee business and universities, and how bureaucracy and politics hinder scientific progress in our community.

Call for Collaboration:
We invite educators and researchers to join us in a critical, open dialogue about the state of scientific methodology in the global coffee education community. Let's push for progress and refine our knowledge and practices.

Show Notes and Links:

• UC Davis article: Acids in coffee: A review of sensory measurements and meta-analysis of chemical composition
• SCA’s article about UC Davis’ work: Acids in Coffee: A Review of Sensory Measurements and Meta-Analysis of Chemical Composition
• CoffeeMind’s article: Acids in brewed coffees: Chemical composition and sensory threshold
• Creativity and commerce: a shifting balance for specialty foods and beverages
• Kat Melheim’s (roasterkat) Instagram post ”Same coffee roasted four (very similar) ways.”
• Comparison of Chemical Compounds and Their Influence on The Taste of Coffee Depending on Green Beans Storage Conditions
• “Quality does not sell itself”: Divergence between “objective” product quality and preference for coffee in naïve consumers. British Food Journal and also summarized by Morten at ReCo in Gothenburg in 2015 in this YouTube Video

By recognizing and applying the evidence hierarchy, we can better navigate the complex landscape of expert claims and scientific evidence, ultimately improving our educational systems and collaborative efforts in the coffee community. Join us in this insightful episode to become part of this transformative dialogue.

I metup with Andrew Stordy at their new office in London to see their new factory, plan our upcoming collaboration but primarily to sit down with Andrew and interview him about the IKAWA technology and business history.

In this episode, Morten interviews Kristina Vaarst Andersen, the senior author of our recent paper co-published in CoffeeMind. It is a paper covering the interpretation of the data we collected in a research project investigating the dynamics of business models of coffee roasteries. We started this project around eight years ago, and despite struggling with collecting enough data, we have finally gotten an excellent paper written up and published. Unfortunately, Morten did not set the microphones correctly, but hopefully, it is well enough polished in post-production for you to extract the meaning.

Please find the paper here (Presse the 'Fulltext' link on the right side of the page):
https://orbit.dtu.dk/en/publications/creativity-and-commerce-a-shifting-balance-for-specialty-foods-an