De-Influencing Coffee Terroir: Let's Declutter Coffee Marketing

We cannot separate the concept of "Terroir" from it's French roots. We think it’s a story of land, climate and soil, but it's really about power, prestige & politics.
The history of how "Terroir" came to be used in French wineries is not as romantic or scientific as we would like to think. Today, many other products like coffee and cacao are starting to adopt the French wine word without the knowledge of how the word came to be. Its a vague and unhelpful term that I believe creates more confusion for coffee consumers.
Resources:
Mark Mathews Terroir and Other Myths of Winegrowing: www.amazon.com/Terroir-Other-...
Making Coffee Podcast: open.spotify.com/show/2LeX6Ow...
Instagram: / lluciasolis
Patreon: / makingcoffee
Website: luxia.coffee

[@hugochavez5503]

🍷Magnificent☕️ 👏🏽👏🏽👏🏽 Definitely sharing and listening to again. Gracias! [Esp, since i roast for a company that lauds terroir on our mission and coffee bags]

[@cesarserrano2676]

Thank you fot this video, it is very interesting to know others points of view.

[@6blocks96buildings3]

Hi Lucia, thank you for this amazing video. It's a good way to refresh the deep-dive you did for your podcast. Since you have said in the past that you are interested in tea as well, I have a question regarding tea and soil: Would you assume that the soil composition has a more significant influence on the taste of tea since we are not consuming the fruits of the plant but rather using its leaves? Especially in pu-erh tea there seem to exist pretty significant and stable differences between the taste profiles of different sub-regions, granted that those plants are seed-grown so the differences in genetic variety will probably still have a larger influence along with local processing styles and agricultural practices. William over at the Farmer Leaf KZbin channel has some interesting videos on this topic (especially the regional deep-dives he recently did) and he does seem to think that soil composition has a significant impact on the taste of tea.

[@Robertplatt420]

If you don't farm like we do, then it's not terroir! Awesome video !