Under Geoff's management, Intelligentsia practices direct trade, working closely with actual producers--and not just importers or exporters-- promoting a “seed to cup” attention to their product. Geoff Watts assisted in the opening of Intelligentsia Coffee in 1995.Today, he travels extensively to farms throughout Central and South America, Africa, and Indonesia, establishing new relationships with farmers, exporters, and specialty coffee importers throughout the world, all the while gathering insight and understanding of what it is that makes that makes coffee extraordinary.
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