I Tweeted this @lvcoffeeculturemag but this bears expanding upon.

Many of you have heard about and are part of the so-called Third Wave movement in the coffee culture. That means you pay attention to things like Direct Trade, Farmers, sourcing, roasting, taste, stuff like that. After tweeting about this topic, I ran across an article about Starbucks launching a new model that they say will revolutionize the coffee industry but not to call it "Third Wave".

Unfortunately for Starbucks they are late to the party. Third Wave has been on for many years. Specialty Coffee artisans especially those in places like S.F., Seattle, Oregon, Idaho and here in LV are all over crafting great coffee, sourced from Fair Trade farmers.

It almost seems ironic that a company like Starbucks would abandon its quest to dominate the world with so-so to poor quality coffee would now try and make atonement for their folly by mocking "Third Wave".

Read the article for yourself. http://bit.ly/1wfat9J