Welcome to the 7th episode of the Rate of Rise Live Series!  The RoR Live Series is a project in partnership with Roast Magazine taking the popular RoR series on Keys to the Shop and to the SCA 2022 Global EXPO in Boston where we have some live face-to-face interviews with 10 of the coffee industry's brightest minds In this interview we are having a wonderful chat with Will Frith all about the current rise of Asian coffee.  Will Frith is a long time industry veteran with a broad range of experience as a barista, roaster, trainer and educator, and entrepreneur. He has been researching and working in the growing specialty coffee industry in Vietnam since 2012 and is the founder of the co roasting space Building Coffee in Ho Chi Minh City, Vietnam. Will is passionate advocate for Asian coffee and presented on this subject during the SCA expo. In our conversation with him we dive into the current rise of asian coffee in the industry and what we need to understand in order to support it and experience the wonderful variety it offers.  We cover: What has led to the current surge in asian coffee Specialty robusta Alienation / Differences in cultural preferences  Learning about emerging processes  Local ecosystem of specialty  How roasters should approach these coffees Sustainability connection  Most common questions and concerns The key of branding and connecting the consumer Links: Building.coffee Bel: Will's Coffee and Wine Bar   www.keystotheshop.com Consulting and coaching: chris@keystotheshop.com