Specialized Coffee Shops and Their Role in The Creation of Added Value
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Coffee processing involves numerous actors along the coffee production chain, and it is in the final stages that baristas play a crucial role, adding the final touch of magic that consumers will enjoy. This study focuses on the transformation of the product within specialty coffee shops through its fundamental actor: the barista. Eleven in-depth interviews were conducted with baristas, owners, and managers of such establishments to explore the value creation and relevance of these places in the context of emerging global trends. Through an information matrix, the significant role of these professionals in the industry is analyzed. Although the barista field is gaining strength in Colombia, driven by international trends and domestic production potential, the barista profession is still relatively unknown at the local level and requires greater recognition.
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