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Get ready for the next wave of coffee culture. Consumers are learning more about coffee how it's grown, roasted and prepared. While coffee consumption overall has declined slightly in the U.S. in recent years, 31 percent of Americans say they drink specialty coffee daily, and 45 percent drink it each week, according to the Specialty Coffee Association of America.Semilla's coffee comes from a small Brooklyn roaster called Parlor Coffee. Parlor's business is mostly wholesale, but the company also hosts cuppings for the public: twice-weekly free tastings featuring a half-dozen coffees, served black with spoons for slurping and spit cups for those worried about caffeine. If you're using a $10 or $20 electric grinder, experts say you're better off using a bag of coffee ground at the store.Baratza has been growing about 30 percent a year for the past five years and sold 80,000 grinders last year. But the challenge for Baratza and others riding this latest wave of coffee culture is to make sure the focus on quality – whether it's eschewing milk and sugar or recommending a $200 machine – doesn't come off as effete or snobby.
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