Coffee Common Embraces The Collaborative Advantage

Coffee Common is one of the first projects to launch in partnership with Alex Bogusky, Rob Schuham and John Bielenberg’s new venture Common, announced last month. The movement began when Intelligentsia Coffee—who is no stranger to collaboration—invited some of their biggest competitors to share their collective passion for exceptional coffee at TED2011. While I was visiting the FearLess Cottage last week, Alex began talking with Stephen Morrissey of Intelligentsia, who happened to be familiar with a blog I write about specialty coffee. From that point on, I became fully invested in helping Alex, Stephen and the rest of the all-star team bring Coffee Common to life.

“Coffee doesn’t need sugar,” as Coffee Common’s quasi-mantra states, begins to reveal the groups larger mission—to educate consumers about the culinary nuance and complexity that makes great coffee truly special. Next week, eight of the world’s top coffee roasters will provide eight unique coffees to be prepared by a team of the world’s best baristas for TED participants. These professional baristas, who are the “celebrity chefs” of their industry, are voluntarily crossing the globe to share their dedication to the craft. This experience aims to demonstrate how the wonders of coffee stretch far beyond that of a caffeine delivery mechanism and why it should be regarded with as much appreciation as fine wine.

Along with Bogusky, the members of Coffee Common believe in the power of collaborative advantage as a way to educate consumers about superior quality and ethical business standards. A greater appreciation and understanding of coffee will help support a market that values and encourages economic prosperity and social parity for the hardworking individuals who remain unseen throughout the process. The debut at TED marks a first step that will allow Coffee Common to engage an audience who is already expecting to be enlightened and challenged. What better way to do so, than over a cup of great coffee?

Coffee Common | Common