
How do you think about “the pursuit” vs. the outcome in roasting?
Been interviewing roasters for a series I run, and my latest conversation with a roaster in NYC kept circling back to the idea that the process/craft matters more than any single result (a particular roast, a particular cup). Curious how UK roasters think about this. Do you chase consistency above all, or is there room for the “pursuit is the point” mindset in a commercial setting where consistency pays the bills?
If it’s useful context, the full interview is here: https://thecoffeerealm.blog/2026/07/01/croptalk-vol-2-earnest-pursuit-the-pursuit-is-the-point/ — but mainly interested in how this lands with people actually roasting day to day.