Evan Hafer

So if you go first wave, which is going to be Folgers, Maxwell House, that's like been around for 100 years.

That's a commodity coffee.

It's going to have Robusta.

It's going to be darker roasted.

That's going to be first wave.

And then.

Second wave would be experiential, so it would be more like Starbucks.

Kind of second wave would be experiential dark.

And then third wave would be more artisan, micro lot, single origin.

And fourth wave is kind of a mix of the...

the best in third wave that really activates your senses in the sense of like, now they're doing anaerobics, so they're using things from like wine and beer, and they're developing all these different profiles, but that artisan craft

the Genesis and like San Francisco and Seattle from third wave, they took on identity politics and then drove it through the trade.

It's pretty impressive.

It's so weird because if you go anywhere, you can get amazing cups of coffee.

You're just going to like wade through the woke-ism to go get it.

I can't go there.

No.

Well, part of the problem is when they over roast it because they know it's going to have cream and sugar in it.

But why over roast it then?

Because you can make a consistent profile and it's just consistently very dark and extremely acidic, basically.