From Bloomberg.com
Eileen Rinaldi was visiting Brazil a decade ago to buy coffee beans when a traveling companion opened a pack of Via, Starbucks Corp.’s instant coffee, for a quick morning fix. Despite her own desperation for a cup, the founder of San Francisco’s third-wave shop Ritual Coffee Roasters couldn’t bring herself to drink what she calls “that swill.”
This article was originally published by Coffeetalk.com. Read the original article here.