Once upon a time, a morning cup of coffee was relatively simple—a can of Folgers brewed in a coffee pot. But today, the coffee scene is more complicated. Those interested in a better cup of coffee can quickly become overwhelmed by the avalanche of choices.
James Hoffman is obsessed with coffee. After winning the World Barista Championship in 2007, Hoffman rose to prominence as an English barista, coffee consultant, author, product reviewer, and entrepreneur. With 2.2 million YouTube subscribers, Hoffman’s YouTube channel helps those interested in coffee know what is worth spending money on and what is cheap, over-hyped, or gimmicky (and there is a lot). According to Hoffman, a great cup of coffee doesn’t have to be complicated.
Hoffman is also credited with pioneering the third-wave coffee movement in England. To summarize, first-wave coffee was plain coffee (like Folgers) purchased in grocery stores and brewed at home, in offices, or in restaurants. Second-wave coffee is attributed to Peet’s Coffee and Tea started in Berkley, Calif., in the 1960s. Some might be unfamiliar with Peet’s, but they inspired another company: Starbucks. Coffee houses like Peet’s and Starbucks sparked coffee’s second wave, which highlighted the origin of the beans and the flavor profiles present in those beans when roasted (nutty, fruity, earthy, etc.). Third-wave coffee takes the second wave up a notch—getting even more specific about individual coffee farms (rather than countries), ethical pay for the farm workers, local roasting of raw beans, and brewing coffee with an emphasis on water temperature, flow rates and the particle size of the ground beans.
Launching his YouTube channel in 2016, James Hoffman records videos from his kitchen studio space. With financial support coming from his fans, Hoffman purchases products himself to give bias-free reviews. His videos are often described as practical, easy to understand, funny, engaging, and thorough. For millions, James Hoffman has become a trusted guide in the perplexing world of third-wave coffee, making it simple again—so anyone can enjoy a great-tasting cup of coffee every morning.