At 81, George Howell Continues To Seek Perfection As He Celebrates 50 Years In Coffee And Running – CoffeeTalk

George Howell, the founder of The Coffee Connection, has played a pivotal role in revolutionizing the American coffee landscape since the 1970s. Known for popularizing light roast coffee, he emphasized its delicate flavors as a contrast to the previously dominant dark roasts. The Coffee Connection gained fame for its unique iced coffee drink, the Frappuccino, which Howell sold to Starbucks in 1994. Despite this transition, Howell has continued to influence coffee culture, particularly as a proponent of the “third wave” movement, which focuses on single-origin beans and direct trade relationships with coffee farms.

At 81, Howell remains committed to quality, recently introducing a new coffee bag design that conveys tasting notes through vibrant colors. During a recent cupping session, Howell and his daughter, Jennifer, showcased various coffees, illustrating the stark difference between fresh and aged beans. Howell’s innovative approach includes freezing green coffee beans to maintain their freshness, a method unique to his business.

The Coffee Connection’s success allowed Howell to open multiple locations, but the advent of private equity also necessitated a shift in focus from coffee-making to business management. This led him to sell his chain to Starbucks for over $20 million. Afterward, he initiated the Cup of Excellence, an international coffee competition that connects high-quality producers with roasters and highlights the importance of direct sourcing.

Howell’s influence is evidenced by industry accolades and the continued expansion of his operations, now under the George Howell Coffee brand with several cafes around Boston. However, he expresses concern over climate change’s potential impact on coffee varieties and fears a shift among new roasters towards less artisanal methods. Despite contemplating retirement, his passion for coffee remains as strong as ever, driven by a desire to share the beauty of his craft with others.

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