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At JavaJ our focus has always been on origin. I would say we are one of those rare "destination shops" that customers go to because they know they are going to get the highest quality coffee and they are probably going to learn something new. We are a small shop, and our daily sales are minimal, but that being said we sell a lot of wholebean. We feature weekly cuppings, single origin espresso and are always pushing the envelope. My general advice is don't talk down to your customers. Find a common language, and walk them through what they are tasting.
Also, espresso is an extraction method like any other. We regularly mix up the SO offerings, both in terms of roasters and origin. It helps customers understand more about origin, and can lead to a greater appreciation of simple black coffee.
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