By Bob Fish
I love coffee. I love coffee so much that I started a coffee shop in 1995, which has since grown into a 300-plus unit chain throughout parts of the United States. When I started that coffee shop, I thought I knew a lot about coffee. I certainly knew more than the average person at that time.
But I have since discovered that what I knew then was from a consumer’s perspective alone. In other words, I knew what I liked when it came to taste and flavor profile.