The challenge is making a quality cup of coffee from its inception to the cup. Coffee producing countries and farmers quality of life needs to be improved thru coffee consumption in our part of the world. Coffee roasters are improving their methods of processing and cupping coffee to maintain a high quality product and in return can command a standard of living that is far beyond just sustaining livelihood. Cognoscenti Coffee is currently working with Four Barrel Coffee, a roasting works in San Francisco, exercising direct trade with farmers and roasting coffee of the highest quality that allow for single origins to be expressed, limiting the need for blends. Their coffee is well balanced with body, clarity, and flavors that speak of the coffee terroir. One of the greatest challenges now for coffee is changing our understanding of coffee, where it can stand alone without milk and sugar, the origins, the people involved and the optimistic direction that the coffee industry is heading that benefits both the customer and producer. The inherent characteristics of coffee don’t have to be astringent and bitter but rather the opposite full of amazing complexities that share flavor profiles as rich as wine.