De-Influencing Coffee Terroir: Let's Declutter Coffee Marketing

We cannot separate the concept of "Terroir" from it's French roots. We think it’s a story of land, climate and soil, but it's really about power, prestige & politics.

The history of how "Terroir" came to be used in French wineries is not as romantic or scientific as we would like to think. Today, many other products like coffee and cacao are starting to adopt the French wine word without the knowledge of how the word came to be. Its a vague and unhelpful term that I believe creates more confusion for coffee consumers.

Resources:
Mark Mathews Terroir and Other Myths of Winegrowing: https://www.amazon.com/Terroir-Other-...

Making Coffee Podcast: https://open.spotify.com/show/2LeX6Ow...

Instagram:   / lluciasolis  

Patreon:   / makingcoffee  

Website: https://luxia.coffee