It may seem very strange, but cupping is probably the most
important way that coffee professionals taste coffee.
It's how we buy the coffee, it's how we taste coffee,
it's how we evaluate all our coffee whilst we're roasting it.
Obviously it's not particularly the way we sell coffee, but the
idea is to take out any other variables that we can use.
So the only difference you taste is the difference between the
coffee, which sometimes can be minuscule.
So this way you really get to know the difference between
the coffee or the type of roast that you've done, for instance.