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Degradat

Innovation

 

My company is more than 85 years old. My company has coffee appellation… And I have to declare that is only seven years ago that I really know the meaning of this assertion. Seven years ago, we discovered that the product we work with was not the bean from coffee tree, from the plant, but the cup, which cup encloses, the concentrated aroma, confined, enthralled and enthralling...

 

Now, I will propose a paradox: if the aroma of roasted coffee is such a good fragrance that almost everyone likes, how can a product like this turn into a so bad, bitter, black drink; or, even more, can someone let me know: what is the flavour of the aroma of coffee? ...

Pere Cornellà Valls 

Inaugural opening speech at the Catalan University 2005-6

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