As an industry, our flavor preferences turn into what we market, which turn communicates a message about quality and what people should care about when it comes to "the best" coffees. Too often we are content to let the our message be incredibly narrow regarding flavors and preferences. Without context this leaves a lot of great coffee that may be more enjoyable for the consumer, at a disadvantage.  On this Rate of Rise episode we will be talking about tools to bridge the flavor preference gap with coffee legend, Phil Beattie of Dillanos Coffee Roasters! Phillip Beattie is the Director of Coffee for Dillanos Coffee Roasters.  He is an experienced coffee industry leader with over 20 years in roasting, sourcing and quality control. Known for his contagious energy and passionate leadership. He served as chair the Roasters Guild, been on international cupping juries, and has been a certified Q Grader. He had the privilege of roasting for two United States Barista Champions, once in 2015 and again in 2019. Phillip feels fortunate and blessed to work in the world of coffee. In our conversation Phil gives us wonderful insights on the state of roasting, how we market, and what tools or system changes are needed to correct the current imbalance that favors our own tastes vs that of the consumer.  We cover:   Links: www.dillanos.com Related Episodes: 282 : How to Listen to your Customers 196 : Understanding Customer Preferences w/ Peter Giuliano Transcript RoR #17 : Evolving Our Approach to Cupping w/ Charlie Habegger of Royal Coffee Visit our sponsor ROAST MAGAZINE and subscribe!