Asher Yaron has been a coffee freak for over 10 years and currently resides in Valencia, Negros Oriental, Philippines. He is the creator and founder of F.R.E.A.K. Coffee in Ubud. Asher’s research and discoveries about coffee focus on the pharmacological effects this natural substance has on the human brain and body. His 2012 TEDx talk is one of the most widely viewed TEDx talks ever about coffee, and his online teachings via his YouTube Channel “Coffee University” demystifies and debunks a lot of disinformation promoted by the big coffee companies.
Asher presents a chronological case study of how coffee has evolved from its initial discovery as a medicinal substance by its early users, to the present day where it has been co-opted and controlled by major corporations for the purpose of profit.
Mr. Yaron looks at the 3 major ‘Waves”, or epochs, of coffee’s evolution. Beginning with the 1st Wave and the commercial distribution of coffee throughout the world, into the 2nd Wave which mainly focused on Espresso equipment and the role of the Barista, and into the current 3rd Wave which concentrates on growing origins and micro-roasting. He also presents a case for the future of coffee, the coming 4th Wave, the fresh roasting revolution, in which he foresees the home roasting phenomenon going viral.
