This is the 2nd in a 5-part solo series with Lee Safar on the "Changing Coffee Industry" post MICE (Melbourne International Coffee Expo) 2022 returning for the first time in 3 years, which was the host of the WBC for 2022. In this episode of the series, Lee talks about the disturbing nature of coffee cults witnessed at MICE, their willingness to lie to coffee industry consumers, and their intention to win you over with new product launches while pretending to advocate for producers in other parts of their business. This podcast is brought to you by our Patreon community. To support this podcast and watch this episode without sponsor messages, join our Patreon page here https://www.patreon.com/mapitforward