in the early days of coffee cultivation, a unique directive was followed by the growers: "do not obey the traditional preexpenditure norms in your study of the coffee plant." this philosophy encouraged them to go back to the start and rethink every step of coffee production, from the soil used to the final cup served. it was an era where the finest coffee was often unavailable to the masses, teaching a valuable lesson about the importance of innovation in making quality coffee accessible to all.