The optics could’ve been better

I used to be confused by the reference to “optics” in phrases. It felt like yet another circular logic corporate-speak word. But I get it now and the word kept popping in my head throughout Expo weekend. For many things, the optics could’ve been better.

Coffee Expo was a lot, like all the other Expos before it. There were a lot of people, products, events, old friends, new friends, conversations with people I’ve known for a while, deepening of existing relationships, a feel of genuine welcomeness and community when I could find it, and lots and lots of feelings. 

Every year, I see the recaps and posts (legitimately asking, how do any of you make these posts?? how is your brain working?). I inevitably find out about the stuff I missed—people, new products, news, events—I was off doing something but didn’t know I was missing another neat thing that happened simultaneously. You have to accept that you’ll miss out, but it doesn’t hurt less. 

I met a few of my newsletter readers in real life! And also readers of my feature writing who said they send my articles around (thank you). It makes me tear up every time. 

The specialty coffee industry is built on relationships. You won’t get very far or reach your potential if you ignore this. It is incredibly inclusive to some and as exclusive to others. But the really wonderful thing about aging in this industry—I’ve been in it for well over 12 years by now—is that you get to see your friends blossom into business owners and consultants and change-makers. They make changes in the ways that they wish they had when they were first starting out. 

There are still those multi-decade-old corporations and manufacturing giants. I am no longer fazed by condescension or dismissiveness. I smile politely and decide I’ll never write about their company. This Expo, it only happened once, probably because I was covering one equipment category and not all of them. There were also some moments where it felt like someone wanted to flex their power just cause they could, not because it was the easiest solution to the problem.

Having been to Expo so many times now, I forget that people also attend when they’re new to the industry. Perhaps they’re about to open a new cafe or roastery, or they’re seeing if the industry is right for them. I talked to a few people like this with wildly different experiences. One person said exhibitors often dismissed her, and another said he found everyone welcoming. I attended a panel where a panelist recounted their “discovery” of a certain country’s coffee. When an exhibitor told me it felt like it was a little slower than previous years, I mentioned that I expected less attendance because of US politics & the fact that it’s in a state not friendly to queer people. They had this look of confusion and said, “Oh, I didn’t even think of that.”

And the weekend buzz on & off the floor was the sudden announcement of SCA taking over CQI’s Q program. The optics could’ve been better on that announcement. My one thing to say about it—as someone not involved in the Q and without all of the info—is that this move is not one to be seen as independent of other actions. The angry reactions I’ve heard and read didn’t come from this one announcement, but rather a set of actions that have slowly piled up over time, and this was the one that tipped many people over. It felt like a really good example of the importance of brand reputation management.

etc.

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