Good title. Specialty coffee, at the indie level, always seems to be agitating with a swizzle stick…always seems to be “preaching to the choir”. To be sure, education is happening. However, a swizzle stick may work for stirring a coffee cup but it is useless for stirring a pot. Where is the influence? This is where I would see an organization like the SCAA take a role but I haven’t seen the effects as a consumer. Part of the problem is unity. How do you present a simple message with so many members surfing on different waves? Fair Trade, for better or worse, makes it simple for its participants and consumers. I like the idea of condensing words for maximum impact (kind of like a Bruce Lee punch). I’m always excited to see coffee events occurring outside the “coffee community”…evangelization. Interested to hear how your message/goals crystallize around your post.