The evolution of Medellín's coffee culture, from a history of exporting the best beans and serving locals subpar coffee, to a vibrant local cafe scene that offers high-quality, locally-grown coffee. Thanks to a new generation of entrepreneurs, Medellín is now home to a burgeoning third-wave coffee movement, with cafes serving specialty brews and educating consumers about different varieties and brewing methods. The Echavarría family, for instance, transitioned from primarily exporting beans to establishing Pergamino Café that trains local baristas and serves top-notch coffee to the community. These businesses not only enhance the coffee drinking experience but also aim to improve the financial wellbeing of local coffee growers, ensuring fair payment and sustainable practices. This shift is significant in a city like Medellín, which has a complex history with economic inequality and violence. The coffee industry is now seen as a means of social and economic change, with local cafes like Rituales and Urbania directly supporting farmers, victims of conflict, and ex-combatants, while promoting environmental conservation.
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