We care about coffee. Not only for 10th latitude reasons (geckos and coffee seem to go together), or 1,200 meter reasons (Xandari is perfectly located). Derek gets at it here, but there is more to say and the recent expedition to Ethiopia provides fodder for the next best post on topic. But that will come in due time.  Mainly, we just love coffee and we happen to work in places where it grows well.

So we watch for useful stories about coffee.Below is an excerpt from midway through a great piece from Atlantic‘s website, the most surprisingly interesting written piece on coffee in a long time, and as you have likely noticed coffee stories are a mega-meme these days:

Like many users of the Internet, I had actually already seen “Kill the K-Cup.” The mysteriously anonymous YouTube video was published this January, and spread widely. It spawned a hashtag #KillTheKCup (at the suggestion of the final frames of the video), which is still alive on multiple social-media platforms. Imitators have posted videos of themselves throwing their Keurig machines out of windows or bashing them with baseball bats, Office Space style. The “Kill the K-Cup” video was the most popular post on the environmental website Grist for multiple days. I asked the author of the post at the time if she knew the origin of the video; she didn’t. It was relatable enough that it got picked up on news sites even before journalists knew where it came from. It seemed like a strangely high-investment approach to video production, especially for something that no one bothered to take credit for.

Except then, of course, someone eventually did…

Read the whole piece here.