Monday, February 13, 2023

Terroir Book Launch - Feb 13th 2023

Terroir Book Launch

Coffee from Seed to Harvest - Feb 13th 2023

Dear Baristas, do you see this beautiful picture? And that shiny embossed title? It might look like a 3-D render but you should know that this is not an e-book — it's the real thing. It is the first ever hardcopy release from Barista Hustle. And it's been a colossal undertaking for the whole education team. As our seasoned readers will know, this project began life as an online course.

At the start of the project, we tasked Jem Challender, our Dean of Studies, with reworking Terroir into a format that would open it up — and make the immense amount of facts and figures contained in the Terroir course more accessible.

Next, with help from the book's co-editors Tom Hopkinson, Jean Zimmer and contributors Matt Perger and Getu Bekele, the manuscript emerged, and that feeling that we had a book with real relevance to both baristas and producers really ignited.

We had interviewed Getu Bekele (author of Ethiopian Coffee Varieties) as part of this Terroir project and, after realising how incredibly deep his knowledge and experience of different terroirs are, we then asked him to write a foreword for the book. What he produced is delightful and inspiring, and lucky for us, his contribution to the Terroir book also included quite a few dozen corrections to our original manuscript, too.

'Although the concept of terroir is highly advanced in the wine industry, little is known about it in the coffee sector … This book is the first to thoroughly discuss the coffee plant in connection with the main building blocks of terroir.'

Getu Bekele (Author of A Reference Guide to Ethiopian Coffee Varieties)

We sent an advanced copy of this book to Andrew Tolley. Here's what he said about it:

'Reading Terroir has given me an even greater respect for the diversity and complexity of coffee and the professionals who tirelessly work on producing better coffee… [it is] the essential seed-to-harvest text for all coffee professionals.'

Andrew Tolley, (Director SCA Board, founder of Taylor St Baristas, and lead trainer at the Simonelli Knowledge Hub)

We have been given a lot of support by Scott Rao who will be helping distribute the book for us in Europe and the US. Here's what Scott has to say about the new book.

'Terroir is a beautiful book put together by the Barista Hustle team about growing coffee: its botany, agronomy, the inputs and limits of growth, coffee-tree diseases, and the effects of climate change on coffee production. The book includes gorgeous photography and interviews with experts such as Tim Wendelboe, Hanna Neuschwander, Willem Boot, Graciano Cruz, and Anabella Meneses. Terroir offers an incredible education about the conditions that contribute to the success — and failure — of coffee production.'

Scott Rao (Author of The Professional Barista's Handbook)

The beauty Scott mentions is thanks to our incredible design team. Jacob Thue, our art director together with our illustrator Alexandra Ionescu have both transformed what might easily have felt like a dry text book, into something that hopefully you'll want on the coffee table, right next to your copy of The Physics of Filter Coffee :D

Publishing something physical is a big milestone for Barista Hustle; a company which has dedicated the last 8 years to becoming the world's largest online knowledge base for barista skills and coffee production.

Books can be purchased individually or in cartons of 18 copies. If you'd like to pick up a copy, here's a link to the Terroir product page.

To the Boundaries of Coffee,
Team BH