The World Barista Championship (WBC) has long been the crown jewel of coffee competitions, drawing significant attention and setting trends in the specialty coffee industry. However, this focus on barista competitions often overshadows other significant roles, such as coffee roasters. This disparity has raised questions about the inclusivity and representation within the industry. Interviews with industry professionals like Diana Johnston Ledezma, Bob Goldman, and Jon Frech reveal concerns about the unequal recognition and suggest potential solutions. These include enhancing audience interaction in roasting competitions and developing more objective assessment criteria. While the WBC's marketability cannot be denied, there is a growing call to celebrate the diverse skills across the coffee supply chain. As the industry evolves, there is hope that future competitions will better represent the collective efforts that contribute to coffee excellence.
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