Welcome to the 6th episode of the Rate of Rise Live Series! In this interview we are talking with industry veteran, green coffee expert, and author of the new book "Green Coffee",  Chris Kornman! 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 Chris Kornman is a seasoned coffee quality specialist, writer and researcher, and the Lab & Education Manager at The Crown: Royal Coffee Lab & Tasting Room. He has extensive experience traveling in and purchasing coffees from East Africa and South America. Chris came up in coffee at the beginning of and through the 3rd wave coffee movement and has been deeply involved in many different facets of the green coffee trade through its many evolutions.  Today we are going to be discussing the world of green coffee buying, trade, and insights into how to approach it in a practical and ethical way.  We cover: Green buying and what's shifted over the years Density as an accessible measure of performance  What we need to be aware of now in varieties  Misconceptions of coffee based on origin Focusing on the people as a framework for sourcing Connecting to customer preferences in spite of ourselves Misconceptions about green buying  Humility and respect for the farmers Links: Buy the book! www.roastmagazine.com/greencoffee The Crown: Royal Tasting Room Subscribe to Roast Magazine! (Use code "ROR" to get $5 bucks off your subscription)   www.keystotheshop.com Consulting and coaching: chris@keystotheshop.com