When you think about quality coffee and what it takes to help usher in change in both how it is rendered and then how it is perceived globally, you would likely be overwhelmed with the notion. It is a lifelong vocation that requires not only personal commitment, but a large team of people to accomplish it Toady we get to talk with the new World Barista Champion Boram Um, who's family has been on this quest since his father moved to Brazil from Korea to begin his second professional life as a coffee farmer.  Boram graduated in Business in Boston University and joined his father in the world of coffee in 2014 being certified as a Q-grader. With the desire of an entrepreneur he founded Um Coffee Co. in 2016 and in 2017 achieved best coffee shop in Sao Paulo.  Since 2019 he began competing in Barista Competitions and for 3 years straight was crowned national champion in Brazil. In 2023 for the first time in history of Brazil Boram achieved 1st place in the World Barista Championship.  Boram has been traveling the globe speaking and presenting to audiences of coffee professionals in places like Leaders Forum at the Cafe Show in Korea, Hotelex 2023 in Shenzhen China, and Coffee Fest Madrid, and many others. Today we get to talk about Boram's career, competition, and the business of rewriting the script for coffee in Brazil and achieving higher quality in coffee.  In this episodes you will learn about: Boram's Journey in Coffee Managing People and Quality Control Impact of Coffee Shops on Farming Practices Winning the World Barista Championship Focus on People and Coffee Um Coffee Co.: From Farm to Cafe Sustainable Practices in Coffee Production Building Relationships with Coffee Producers The Importance of Training and Education Expanding Um Coffee Co.'s Reach The Global Coffee Community Um Coffee Co.'s Future Plans Links: Instagram: @boramum @umcoffeeco @fazendaumcoffeeco https://www.umcoffeeco.com.br/?lang=en WATCH Boram Um's Performance   Related episodes:  452: CHAMPIONING THE CUSTOMER EXPERIENCE IN COFFEE W/ 3X SA BARISTA CHAMPION, WINSTON DOUGLAS THOMAS OF CEDAR COFFEE 451: BUSINESS GROWTH, INTEGRITY, AND COFFEE FARMER EQUITY W/ MARTIN MAYORGA OF MAYORGA COFFEE 444: FOUNDER FRIDAY! W/ JULIA PEIXOTO PETERS OF PEIXOTO COFFEE, ARIZONA 061 : You Don’t Know Beans about Brazil w/ Kelly Stein, Coffea Podcast 255 : The Triumph of Black Brazilians in Coffee w/ Phyllis Johnson Sustainability Series #1 : The Farm   OWNERS! Want to be a part of a dynamic group of fellow coffee shop owners all working together for each other's success?  Apply for Key Holder Coaching Group today!      Hire Keys to the Shop Consulting to work with you 1:1 to transform your coffee shop operations, quality, and people.   Custom consulting for your unique business. 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