Howard Schultz: belief

Transcript context

…Before the Italy trip, I just want to really contextualize coffee in America. I think coffee has been declining since like 1940. It’s still part of the American culture, but it’s not that it’s on the way out. There’s nothing new or interesting except for this little segment of— Especially coffee, which was tiny. I think what you’ve just described, the reason for that is that coffee was terrible. It was instant coffee, stale coffee, and primarily Robusta beans, which was the low-grade coffee that Starbucks was never involved in. Walk us through the two types of beans.…

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