That talk was very similar to the one that I'd given in Dublin recently, which people have asked about seeing.

So I decided I would record it on Dhe.

Share it now.

This is then was right.

Friendly was really relaxed, and so this talk is reflective of that.

It's a little less serious in tone and content than the talks I have given at bigger, more serious events and conferences.

I don't think I said anything particularly shocking in there, but it's definitely a lot more relaxed.

Nonetheless, I enjoy Leave me a comment afterwards.

If these questions I'll do my best to answer them.

So how the past predicts the future, I would argue, and I wouldn't be the first to argue this, that a great deal of what's gonna happen can be discerned by what has happened in the past, you know, I mean, we we are doomed to repeat our failures as a species.

We've proven that over and over and over again.

So what I want to do is talk a little bit about how we got to hear, to see where that sort of sends us off as a trajectory for where we go next.

Make sense.

All right.

So I'm gonna start a long time ago to some people, to me, to whoever 2005 is a few people.

Maybe he were working and coffee in 2005.

The others maybe want to come in the UK.

The coffee scene at that time could best be summarized with this on.

This is not me throwing shade on someone's coffee machine or whatever this is.

Anyone know this manufacturer for For Chino, For Chief Jo White's cold.

For Gino, it's a contraction of Frank's cappuccino.

Uh, genuinely on.

This is a company based in Birmingham and they were building like this.

This style, I kind of just like boxy classic espresso machines back then and in the UK, we didn't really know very much about coffee to me, Honest Thies.

This was the company that was sponsoring the Brewster competitions back then on the competitions.

What kind of very much about like syrup chocolate and like sweet, sweet things and a bit of bartending flair, and that's kind of where we were on the coffee scene was not hugely advanced.

There were a few people trying, but really, we were not making good coffee.

Even, you know, the top end of things.

It was not particularly advanced, and I started working for a different machine company.

Then on Dhe.

My job is a training manager, and I would travel on the UK, and I would work with businesses and what with coffee suppliers, the language, their coffee suppliers on education and training.

Because at that time, no one, no one roasted their own coffee.

Right?

Uh, I would say that there were loads of little coffee companies all over the UK loads and loads of them on.

Most of them bought their coffee for master arrest and Lincoln in your right.

These are companies that we're doing probably in the region of about 4000 tons, each off kind of private label coffee.

Um, that that's a lot just for context.

And you would go and they would have these these kind of computers full of people's preferred blends, that we're all basically the same with different packaging.

Andi, you went and you said I want coffee that I can sell for, like, nine quid a kilo and they'll be like, Yeah, right on.

Then you would get a bag of coffee or a pallet of coffee at the end of it.

And at that time, there were a couple of little sort of start happy things.

Has Bean James Gourmet coffee over and Russell?

Why?

These were these tiny little weird anomalies in the UK market.

These were people who roasted their own coffee.

And that was just weird that I promise it was weird.

Downstairs, we have to hostess to worst thing machines.

We got little 15 killer and red is the kind of the other one the bath.

If you go downstairs, you'll see it that used to belong to Master Roast, actually, and it was bought by a customer of theirs in Milton Keynes on after two years, he was like this worst thing.

Business is a bit tricky.

Can you just rest my coffee again?

And I'll put the roaster on eBay, Uh, which worked out for us.

So back back then were in sort of, actually a little bit later, but around then we bought that roast on eBay for a disgustingly small amount of money, but it was in a disgusting state back then.

Not a lot of love for coffee as it was then.

But this was This was really the market, you know, like, there were loads and loads of coffee companies all over the UK basically selling the same thing, which was kind of fascinating and weird.

And in the UK, we thought that everything special came from outside on dhe.

The Scandinavians were really where it was at.

This will make me feel old.

How many people can tell me who that is?

He was so famous to me.

Uh, he was the world breast the champion in 2005 his guy called trolls pulls from Copenhagen, Still still in Copenhagen.

Contra coffee.

If you go, there is war in the T shirt on.

But this point that the Danes just kept winning the first chance.

You know what I mean?

Like a freak Storm would want it before Martin Helder brand I wanted before he was Danish to the year after him.

Klaus Thompson want it.

It was just It was getting boring.

And the nice thing was that it got so boring that the Danish weren't even interested.

In 2000 and 86 people competed in the Danish first championship because, yeah, we've got champions.

Who cares?

There's no mystery about what would happen if you win, because they were just for five Danish people walking around Copenhagen.

Not a big city who were world champions so rolling around two dozen six.

And that's a year.

That stuff starts to happen in the UK right?

Little seeds of things start to happen, and I guess I would say that the competition vaguely begins to professionalize.

It still looks very different tohave it does now, but this one company that I work for it was a very smart guy that started, decided that it was worth trying to do something in good coffee that was trying to grow a coffee culture.

And he was way before his time.

We tried to start a burst the guild in 2006 nobody came.

Uh, just there was no one to turn up on dhe personally, that for me that was kind of a big year because I got involved in competitions I won the UK that year on.

I don't know why I put these voters up.

But oh, uh, that God, it's the picture.

It's, um So So this was this was, huh?

Just a very young, less great version of me.

Yeah.

So?

So this was this wasn't just about me going to compete in the world, but it was really about what?

I don't know.

How important was me on the Net that confounded here, Kind of getting more or less than like a global community?

Is that that time I'd start and coffee in 2003 and I just I thought very lonely.

So I had coffee friends on the Internet on DDE not really in London and that stayed that way for a long time.

But getting involved in the competitions, you realize that this is this big kind of global community out there.

All these different cultures who away way further down the line of good coffee.

Then the UK wasn't that time right, which is quite inspiring, quite useful, but wasn't quite distant.

Um, so it brings us around to sort of 2007 on in London.

At that time, there were two really interesting coffee businesses in particular that I won't talk about, uh, one.

I hope it's familiar to like a couple of people here.

Anyone?

What?

White.

So this guy, uh, camera club, lovely go flat white Was this interesting anomaly to me along with the other business that'll come next, which I may as well bring up which is moment, actually so flat white and one with right, they're both They're both very successful in 2007 and they're very successful doing quite different things.

Flatware is successful doing espresso in this whole new way.

Ah, where the game waas put as much coffee as is possible into the basket and then get a little liquid liquid out as possible on the other side.

And if you want to be weird and nerdy about it like when we started weighing espresso, Well, I went in on bull shots with Cam 28 grounds into the basket, right?

Genuinely astonishing on about 20 out, which waas, you know, intense, huh?

As an experience, A little kind of salty and whatever, but it looked good to pour milk into, and they were smashing out drinks.

They were having fun.

They were super busy.

They were doing like 110 120 kilos a week out of that kind of peak times.

And they were doing this thing that was quite new.

And then you had Monmouth, right?

Started in 1978.

But in 2007 they're really kind of.

They're cranking as well.

Borrow.

Market is hugely busy, and the thing that they're doing, that sort of bothers me.

Still it not this bad thing.

It was that they were doing filter coffee, right?

They were doing lots and lots, lots, lots and lots of filter coffee, hundreds of cups, bruised order on filter coffee on.

For years and years afterwards, everyone was like, Nah, don't filter coffee.

No one buys it you're like, but they do hundreds a day, and it was like he had no, uh, they were just outliers on dhe.

The thing that's interesting for me, it was clearly there was this demand for coffee, and if you did something good and interesting, people really, really responded to that.

But it wasn't doing the thing that maybe we've seen more recently, where people are like, Oh, coffee.

There's money in that.

I'll just have a coffee, right?

People looked at this well I call that looks hard.

Maybe I'm not gonna do it.

I don't know.

But there was all this success, but none of the magnetism.

For some reason, people weren't desperate to get into it the way that we saw in the in the years that came later.

And that kind of waited me out.

Um, for me, I That was also a year where we actually traveled around the U.

S.

To try and sort of see things.

Anyone recognize this guy?

Little hero moment for me.

It's kind of his name is David Shoma.

He's fascinating.

The coffee is his shops tastes like it did 10 years ago because that's how he likes it.

And actually, that's immensely impressive.

You're The thing that bothers me slightly is that he still pulls better shots than all of its stuff.

That's what I like.

They just like a little bit better every time and his staff are rigorously drilled.

You working here a za bar back before you get to touch a coffee machine.

So the fact that he let me steamed milk it was mostly done.

In fact, we had a TV crew for us, it felt like specialty was kind of booming around the world.

Like San Francisco was a big thing.

Portland was a big thing.

Vancouver had like a massive sea and Seattle still doing its thing.

It felt like coffee was gaining momentum everywhere.

We seemed like a good thing for us starting square mile a decade ago in a row.

Welsh, which some of you I know are familiar with our visitors there on DDE.

I think that one of the lessons we learned back then waas the value of community, right?

The people that used to come to these weird events that we did I'm very proud of, Um I know something here in this room that came to this event on dhe.

Probably this event, if you're not in this voter, there's a few people that you might recognize if you work in a coffee too long.

Um, community was turned out to be this really powerful and interesting thing in London.

The early kind of coffee community here was a very coherent, very together coffee community.

I'm