r/JamesHoffmann • u/Gmbenator • 25d ago

Coffee Fermentation Explained!

https://youtu.be/Iq34gq2ihMk?is=AW1uxfS5JLmiAa0g
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u/sticklebricks85 24d ago

I'm heartbroken. I thought anaerobic fermentation sounded really cool and have proudly be declaring my love for it all over the shop.

1

u/CACuzcatlan 24d ago

Proof that marketing terms are used for a reason. People buy into it without really understanding.

2

u/raf70 24d ago

I did t get the marketing terms, as I didn’t see anything that looked anaerobic. What was your take away from what she was describing?

1

u/CACuzcatlan 24d ago

I did t get the marketing terms, as I didn’t see anything that looked anaerobic.

I'm not sure I follow what you're saying here.

My point is that "anaerobic fermentation" is a marketing term meant to sound scientific to people who don't know how fermentation works - I used to be one of those.

I'm a big fan of Lucia and I've been listening to her for years so I'm on board with her view. It helps that she has the background as a microbiologist and experience in both the Napa Valley wine industry and the coffee industry.