What's exactly new about "Third Wave" Coffee?

It's funny, All this "Third Wave" chatter... There's a lot of noise out there in Coffee Land, people wishing to claim ideas that are bigger than their personal contribution. Kinda like Nirvana and Candlebox being mentioned in the same article about the Seattle "Grunge" scene over a decade ago.

To me, it seems that "Third Wave" is acquiring more meanings than it should.

Obviously It's become a marketing term, but unlike most other marketing terms, it resonates with the people who have been involved in it long before it was dubbed so.

Fortunately, in my opinion, It's become bigger than it's briches, so to speak, coming to mean different things to different people,

As much as "Third Wave Coffee" can be considered a movement... Coffee itself, to me and every other person I've known to be moved by it... Is a highly personal journey. The movement to create a higher standard in American Espresso and Coffee isn't new...

Alfred Peet opened his doors forty years ago this week, bringing freshly roasted single-origin beans and the promise of a more discriminating palate to California, and in turn, America.

There have been proponents of fine, consistent espresso drinks in America since at least 1978, courtesy of Mr. Espresso.

Much respect to the East Bay.

Latte Art has existed since around then as well, although not in the states.

And get this.. some people, containing actual MORAL FIBER have personally sourced and paid fairly for green beans for decades!

I would argue that the world was simply not ready for their message...

That is until now.

What's new to me about the Third Wave of Coffee is that people are beginning to listen to the message, instead of just hear it.

As a career barista and a new roaster who's worked at many a "specialty" coffee purveyor in various places... I offer the definition that to be a "Third Wave" coffee operation, you should adhere to the following MINIMAL parameters during ALL business hours.

1. Have a custom espresso blend and pour latte art in every drink that can sustain it.
2. Offer french press or mellita single cup pours of carefully selected single-origin coffees that are ground per-order
3. Execute all drip coffees brilliantly, consistently and often as a matter of principle.
4. Support organic/sustainable farming and fair labor practices with your green or roasted bean purchases and your staff.
5. Be willing and able to educate any and every customer if prompted.
6. Always try to improve.
7. Play Bob Marley's early recordings often.

If you can't or won't do this....

Then your just making coffee.