What’s next for Coffee Common?
Today is the last day of TED2011 and I wanted to talk a little about what we’ve accomplished, but more importantly what we plan on doing next. We’ve received an overwhelming show of support, both online and in person, and I’m not the first to suggest that we haven’t entirely earned every bit. Don’t get me wrong, it’s incredibly flattering and we’ve worked really hard to get to this point, but I know we haven’t changed the world.
We’ve got a long way to go, and the launch at TED2011 was just intended to be a first step. The next steps will decide how much of that early praise we actually deserve, which of course leads to the question - what are those next steps? We’ve got our work cut out for us, that is for sure. The story of coffee is massive. Every little bit of it is massive. From intellectual and political revolutions born in coffee shops to the history of the farms and the families who run them. There are hundreds of people involved in a coffee’s journey before it arrives from a barista handing over a cup, and we’re going to attempt to tell those stories. This is no small task, but we aren’t looking at this as a short-term project.
Our goal at TED2011 was simply to get people talking, and I think there’s really no question that was achieved. Our mission going forward will be to keep those discussions happening. We’re certainly planning more events. Nothing beats face-to-face conversation and you can be sure we’ll be talking about that when we can. We also have this website - this platform - which we intend to use it to its fullest. We’d love to know what you have found most useful and what you’d like to see more of. Beautiful photos can draw people in, but what happens after that is crucial. In all of this the discussion is what is important, and what we’re trying to drive. The more people are talking about these issues, the more knowledge is spread and the more informed people get - inside and outside of the industry. Informed consumers will only help the greater good.
It’s worth noting that while we’ve claimed to bring in some of the best in the industry, those included will continue to evolve. These were just the first set. There will be others. Also, there is no official party line and we don’t agree on every level. Or even any level. But we agree that the topic is important and want to have these discussions in public. This is a collaboration of people with different opinions, but a singular goal of a brighter future. Thanks for joining us on this journey so far, and we’re counting on you to hold us to these promises. Stay tuned…