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And yet for so many of us our love affair with coffee is rooted in a simple desire to be zapped into a state of higher productivity. With quality in a supporting role, the industry has evolved to prize quantity and convenience over all else. But every once in a while we stumble upon a cup that gives us pause. It may come in the form of a cappuccino, or a single-origin drip coffee from the south of Ethiopia, but it's always lush, vibrant, sweet, and silky. There’s something about these particular cups that demand our attention, as if they’re screaming out to us, refusing to be ignored. We have no choice but to stop whatever it is we’re doing and revel in the experience. And so we found ourselves asking, why can’t every cup be this way? It has become our mission to recreate these moments with each and every cup we are granted the privilege to serve.




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