When we serve coffee, who are we serving? If you were to listen in on many conversations about coffee over the counter you would think we are just serving ourselves based on the narrow range of coffees we tend to favor as professionals. We serve both the customer and the farmers interest and how we do or do not cultivate enthusiasm for all the coffees we offer has huge implications for our industry's future not to mention the health and sustainability of your own business.  On today's shift break we are going to chat about cultivating a new mindset that will help us show up at work ready to serve our customers both in our communities and on the farm.    Related episodes: Building an Accessible Coffee Menu w/ Joe Marrocco How to talk to Customers about Coffee The Dark Roast Night of the Soul 270 : A Conversation w/ Mark Michaelson of Michaelson Consulting! Visit our Sponsors! Elevated batch brew and so much more! Ground Control Cyclops Brewer   The best espresso machines in the world! www.lamarzoccousa.com   sb