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I have to say that until 2005 I didn’t drink any coffee.... I was fascinated by the smell of it, but I found it didn’t keep any promises. And then that year I went to Nicaragua for a long internship at a coffee exporter, as part of my training as an agronomy engineer. I discovered coffee, its socio-economic issues, the beauty of its landscapes and the people who cultivate it. A founding experience. I came back determined to show that it is possible to reconcile the quality of coffee, the fair remuneration of producers and respect for the environment.


Since then, I have continued to explore and cultivate this beautiful diversity, from tree to cup. With a diploma in hand, my first jobs have allowed me to consolidate my technical knowledge on coffee production, but also to acquire new ones on the supply chain, the specificities of market and the producers’ organizations.


Along the way, the sensory dimension took a growing part in my work to promote the producers and roasters. Encouraged by my title of French Cuptaster Champion in 2011, I chose to reinforced my sensory analysis skills by following the DU of the University of Suze la Rousse, before continuing with the trainings of Q grader (2015) and AST Sensory Skills (2016).


The holistic vision of the coffee sector that I developed, allows me to support producers, exporters, importers and roasters since 2015, through projects combining ethics, transmission, taste and innovation. My investment in the promotion of specialty coffee translated in organizing the Cuptasters Championship in France during almost 10 years and I am regularly asked as a sensory judge in various international competitions.


Founded in 2018 with barista-trainer Alexander Passmore,  who left for other adventures, the Cupping Club is part of the continuity of this journey. Designed to meet a need for education and for sustainability in the sector, it tells the complexity of the world of coffee without simplifying talkings, putting things in perspective and multiplying approaches, whether scientific, sensory or artistic. Its content is fed by and for a collective of contributors and a community of members.


I wish you beautiful and rich discoveries,

Morgane Daeschner

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