[{"data":1,"prerenderedAt":685},["ShallowReactive",2],{"item:\u002Fbooks-media\u002Ffive-minutes-with-umeko-motoyoshi":3,"platform:site":171,"more:\u002Fbooks-media\u002Ffive-minutes-with-umeko-motoyoshi":623},{"id":4,"title":5,"aiRevisedAt":6,"authors":7,"body":12,"canonical":92,"category":93,"categorySlugs":104,"cid":105,"cover":106,"description":112,"extension":113,"featured":114,"language":115,"meta":116,"navigation":117,"noindex":114,"ogImage":118,"path":119,"publishedAt":120,"readingMinutes":121,"recipe":92,"related":122,"revisedAt":92,"seo":156,"seoDescription":112,"seoTitle":5,"sortKey":92,"sources":157,"stem":161,"tagSlugs":162,"tags":164,"translations":167,"type":168,"url":169,"__hash__":170},"platformItems\u002Fplatform\u002Fitems\u002F53034.md","Coffee Waste, Quality, and the Power of Suggestion: A Conversation with Umeko Motoyoshi","2026-10-20T11:20:39.000Z",[8],{"name":9,"slug":10,"role":11},"Reese Reed","reese-reed","author",{"type":13,"value":14,"toc":88},"minimark",[15,19,27,35,38,47,54,58,61,65,68,71,74,81,85],[16,17,18],"p",{},"Search Instagram for #coffeegram and you'll find striking images of specialty coffee being tossed into the air, splashing from cups, or even thrown at people's faces. Some of these shots have appeared on our own social channels. But what message do these dynamic images send to the very customers café owners are asking to pay $4–5 per serving?",[16,20,21,22,26],{},"@wastingcoffee is a satirical response to such photos and videos, highlighting their contradictory nature while starting a conversation about the value of coffee, who decides that value and how that value is communicated to customers. Umeko Motoyoshi, whose inclusive coffee merch and progressive dialogue you've likely come across on Instagram through their account @Umeshiso_, is also behind the @wastingcoffee account. After four short months of running the account, Motoyoshi is releasing their first book, ",[23,24,25],"em",{},"The @wastingcoffee Guide to Not Wasting Coffee",", this week. The book introduces a holistic operational approach to reducing waste and lowering costs, while increasing quality, customer experience, and team morale. 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Following the launch, ",[23,33,25],{}," will be available through umeshiso.com.",[16,36,37],{},"We reached out to Motoyoshi to chat about the upcoming release.",[39,40,42,43,46],"h4",{"id":41},"why-was-it-important-to-you-to-write-the-wastingcoffee-guide-to-not-wasting-coffee","Why was it important to you to write ",[23,44,45],{},"The @WastingCoffee Guide to Not Wasting Coffee","?",[16,48,49,50,53],{},"Some aspects of coffee remind me of ",[23,51,52],{},"The Emperor Has No Clothes",". We have all these unquestioned standards that we just go along with, even if they don't really make sense to us. And it's super vulnerable to disagree with a perceived majority! But I started to realize that the “majority” didn't really exist as I understood it. A lot of other people also feel stressed about how wasteful certain industry practices can be. At this specific time in our history, especially, as the C market price hits all-time lows, wasteful practices are just irresponsible and insensitive. I wrote this handbook because I've worked in coffee for my entire adult life, it means a lot to me, I want it to be around for a long time, I want to continually grow my respect and care for the amazing product that we work with, and I want to share that with other people. So basically I wrote this because I honestly love coffee.",[39,55,57],{"id":56},"what-was-the-most-difficult-part-of-creating-the-book","What was the most difficult part of creating the book?",[16,59,60],{},"The book was created to be engaging for coffee professionals from all backgrounds and experience levels. I decided to print it zine-style too, with saddle stitching, to keep the price point accessible to a wider range of people. My goal was for the handbook to be both informative and really readable, so it can be used a reference and also enjoyed cover to cover. It's tough to present technical perspectives on extraction yield and roasting in a fun way, so that was a great challenge!",[39,62,64],{"id":63},"how-have-you-seen-the-conversation-surrounding-coffee-change","How have you seen the conversation surrounding coffee change?",[16,66,67],{},"Would you have been able to make this book even five years ago?",[16,69,70],{},"At this point I very clearly understand that quality is part of a holistic system, and that quality does not necessitate waste. If anything, it's quite the opposite. But five years ago, I was still pretty convinced that coffee waste was a necessary evil in the pursuit of quality. No one had ever told me differently. During my ten years as a barista, I'd constantly been told that I should be willing to dump out multiple shots in a row if they fall one second out of parameters—even if they're going in a mocha. It was very taboo to suggest that maybe dumping out perfectly good espresso shots isn't worth it. 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