What is “Third Wave Coffee”?
It is a focus on sustainability instead of mass-production. It’s about having a consciousness about each step in the production chain: farmer, importer, roaster, barista, and consumer. And the consumer gets to know the story behind the beans because the barista in hipster coffee shop will be able to recite it, because the owner of the shop visits the farmers and supports those who focus on quality.
(The first wave was the mass production of coffee and thus the boom in coffee consumption in the 1960s. That’s when my parents bought pre-ground Folgers coffee in a large red tin– it what was available in the stores. The second wave was Starbucks and Peet’s, upping the quality and providing a comfy place to enjoy it.)
If you want to say no to mass-marketed beans and hello to sustainable coffee then join the third wave and choose to frequent hipster coffee shops. Two of my favorite are Verve (who began in my hometown of Santa Cruz) and Ditta Artigianale in Florence.
Ditta Artigianale was the first third wave coffee shop to open in Florence. It now has two locations, and also has a connection to Verve, which I learned about when making this video.
Learn about Ditta Artiginale from the video below and be sure to visit their locations when you go to Florence. For more on third wave coffee check this article out.