The magic baristas can render from coffee relies on not just their skill and the incredible efforts from producers and roasters, but also on the quality of the equipment they have to work with. Over the past couple decades the quality and consistency of machines has improved in massive ways. Much of the reason for this lies with the way machine manufacturers and baristas have evolved their relationship on to the other. Today we will explore this evolution with the VP of Synesso Espresso Machines, Ryan Willbur!  Ryan Willbur has been working within the Specialty Coffee Industry for over 15 years. His career has taken him from barista, to Account Management, Marketing, Sales, and Leadership. Along the way, Ryan has been a competitive barista, a coffee roaster, and has spent many hours learning and sharing about the technical workings of espresso and coffee equipment. Ryan is currently the Vice President of Sales & Marketing for Synesso Espresso Machines. In this role, he travels the world, building relationships with customers, and working to understand coffee culture in various markets. From his perspective, people are the core of the coffee industry, and Ryan believes wholeheartedly in building relationships as the best means of doing business. Today we are talking about the how machines, barista culture, and the industry have been shaped by the way we communicate and serve each others needs along the value chain.  Links: www.synesso.com Ryan on IG: @RWILLBUR   Listen to these episodes next: 238 : Leading, Hiring, and working with your Coffee Tech w/ Hylan Joseph 405: Beyond the Schedule w/ Wil Brawley of Schedulefly 089 : La Marzocco USA General Manager, Andrew Daday : Leadership, Innovation, service, heritage 408: Coffee Tools, Music, and Serving the Community w/ Anita Tam of Slow Pour Supply Co. Hire Keys to the Shop Consulting to work with you 1:1 to transform your operations, quality, and people. Schedule a free discovery call now! https://calendly.com/chrisdeferio/30min Thank you to our amazing sponsors! Get the best brewer and tool for batch espresso, iced lattes, and 8 minute cold brew! www.groundcontrol.coffee   The world loves plant based beverages and baristas love the Barista Series! www.pacificfoodservice.com