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More Than a Bag
 

It’s really unfair what we expect from a bag. Not only do we demand it hold our coffees and present our names—which is all we used to require of bags—we also expect it to describe our companies, explain to customers the ethos and ethics of our business, and we want the bag to tell a story about the beans, whether that’s the country they came from, the individuals who grew them, the GPS locations of the lots, the processes used, the roast levels, or the finer nuances of the flavor profiles. We even ask the bag to teach the art of brewing, with recommendations on equipment and recipes. If you haven’t thanked your bags for the work they do lately, for how much overtime you owe them, take a minute to rectify that.


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