Intelligentsia Coffee

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Doug Zell of Intelligentsia Coffee in Silver Lake believes that coffee is as nuanced as fine wine. Explaining that his plan begins at the point of purchasing coffee beans, Doug explains how different sales impact the grower. His direct-trade purchase provides the grower maximum benefit and, he believes, yields the highest quality bean. By marketing beans by quality, rather than quantity, retailers could stagger the price of both beans and brew, selling higher caliber coffee at a premium and affording coffee drinkers a wider palate from which to choose.

Musical break: Spunky by Johnny Jenkins