What you didn't know about coffee: Asher Yaron at TEDxUbud

Published 2012-06-21
After several trips to Bali, Asher Yaron finally decided to move there and follow his desire to create a local, organic, sustainable business.

With Balinese coffee farmer friend I Nyoman Wirata, Asher created F.R.E.A.K., that is, "Fresh Roasted Enak (delicious in Indonesian) Arabica from Kintamani," which is involved in all aspects of the coffee business "from the cherry to the cup." Asher also has plans to use pure spring water from Kintamani to further improve the flavor of their coffee and return a percentage of the profits to community projects in the Kintamani region. Asher's upcoming venture: Coffee University.

In the spirit of ideas worth spreading, TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. At a TEDx event, TEDTalks video and live speakers combine to spark deep discussion and connection in a small group. These local, self-organized events are branded TEDx, where x = independently organized TED event. The TED Conference provides general guidance for the TEDx program, but individual TEDx events are self-organized.

All Comments (21)
  • elide soares
    I remember staying in my aunt's house when I was a child, and the smell of fresh roasted coffee that she use to roast in her backyard will stay with me forever, not of course to talk about the taste of fresh roasted coffee that by the way she had harvested from her own small coffee plantation! Wow! Thank you so much for the talk!
  • Trish Simmons
    I learned something as I always do from every Tedx, but this definitely felt like listening to a traveling merchant presenting at Costco.
  • kd1s
    In my case I started with an induction cooktop and a pan. That was good. Then I looked around for more automated methods - settled on a West Bend Stir Crazy popcorn appliance. Figured out the timing as to what color I like the beans - I go just before dark roast. It's awesome and as he says you can use whatever you're comfortable with - in my case I'm in $62.97 in equipment consisting of a French Press, the Stir Crazy and a Burr grinder. And I've been evangelizing on it too.
    Growing up in Jamaica years ago, we didn't know about stale coffee or stale cocoa. we usually just make them from fresh beans at or near the time when we wanted them. Chocolates could be stored for a while but it never seemed necessary to have prepared coffee for more than a week. I believe that this video is in perfect sync with the coffee culture I know. Strangely too, all those people that I knew who used to live so long in Jamaica were usually coffee lovers. I remember so many old folks who were at age 100 to 114 years. One man in particular was 119. Another did not know his own age when he came to our village. People surmised that he was about 70. At some point someone managed to obtain his birth certificate and he learned that he was ninety nine. Two years later he fathered a son. He die about nine years later. There were a few who got so old that we would have to put them out to sit in the sun sometimes. I believe these ones were not able to naturally keep themselves warm. We used to say we were 'sunning' them. These people had great stories to tell. They were never ill for long before dying. Most died when they were still able to 'help themselves' doing ordinary stuff. They would call the folks around to say they were 'tired'. They would go soon after wards. Things has changed. I wonder if bad coffee is to blame...
  • Bob Campbell
    I used to hang out at a coffee house where the coffee was fresh roasted on site. I spent a lot of time learning about the craft. This may appear to be a commercial, but it provides information that most people never hear about. I'm glad TED decided to allow this talk.
  • Temesgen Mengesha
    Here in Ethiopia , Coffee matured coffee beans from the plant collected ,dried in a natural sunlight. Then seeds removed from the fruit by pounding ,washing and then naturally dried in an open sunlight and air. Then stored in a sacks or containers for use as a coffee drink .If you want to drink coffee fresh,roast ,pound as a coffee powder, then boil water on demand , add coffee powdere on to the boil in a special tool called "JEBENA " which is traditionally clay made equipment that every household culturally have and using for coffee only. In this way coffee keeps its natural taste and good for using
  • Mark Hefner
    I roast my own coffee at home too in a $10 wok normally used for cooking fried rice. It's true, there is nothing equal to fresh roasted coffee. I've had a similar experience with the results of fresh roasted coffee as mentioned in the video and I've been doing this for years. It's as easy to make as rice.
  • binacaman
    This definitely is an infomercial. Much the same stuff I learned to talk to customers about, 25 years ago when I got into the gourmet coffee business. Some commonly accepted factoids which are not true, e.g. coffee is the second largest commodity, often repeated but definitely not factual.. etc. The guy's an enthusiastic auto-didact, no harm in that, but doesn't belong on the TED stage. He's getting free commercial airtime. Vacuum packing does work btw... "peak potency"? the words "snake oil" come to mind... 
  • Bikewithlove
    This is the kind of stuff that comes out of my mouth after a nice hot cup of coffee. The gentleman is well caffeinated.
  • Peter Engel
    Hi Asher, Thanks for the inspiring talk about coffee. I have grown up with coffee and watching my Father rost coffee in his factory in Redfern Sydney to supply restaurants and cafes, he had a coffee shop in Kings Cross in the late 1970s, My Aunty had one of the first Coffee Shop in Kings Cross in the mid-1960s. Back then Coffee was a bit of an unknown thing to have "real roasted Coffee out of a real espresso machine". I love your self coffee roaster and would love to find out more. I also love Bali and its people.
  • Edith Spencer
    This is pretty neat! And having had roasted my own coffee and brewed via cold press, let me tell you: it is truly wonderful.
  • Robyn B
    Thank you for this talk. I’ve been a home roaster for about a month now and can drink it straight because it tastes so good. Yes he’s selling but you can cheaply use something else like he said. We have the cylindrical one in our BBQ, it was inexpensive. The organic raw beans are less expensive too.
  • Ramonn1 iron
    We always had fresh coffee roasted and those who prepared it did it twice a week.they had roasters for coffee and chickpeas and all the other nuts like almonds .this was as far back as 40 years ago.Those who did roasting had many years of experience say like from the young age they will start working in those shops.it's not about your machine its how you roast your coffee.EXPERIENCE.☺
  • R Nanjappa
    This guy hit the nail on the head. Coffee has to be freshly roasted and ground, and consumed without storing the powder. We at home ( south India) have been roasting our coffee in an ordinary cast iron frying pan, and grinding it after about two hours. We do roast and grind what we need for the day, and no more. This is what we have been doing for years, many years- learned from our parents forty years ago.
    We do not need any fancy roasting machines.
    We grind it rather coarse, since we use filter to make decoction.
    What coffee we use is a matter of taste, cultivated over the years. We use a blend of Peaberry/Plantation A ( 10/90%). We also have a mix of Arabica/Robusta ( 80/20%)
    Sadly, quality of coffee has declined in recent years. Also, organic seeds are not easy to get.
  • I had coffee from a plantation in Bali. They made it over a tin pan. They also made ginseng tea. It was phenomenal.
  • PT
    This was an interesting video. My wife's Aunt used to roast her own coffee in a frying pan she used to buy the green or tan coffee beans and used to roast them that way. Sounds interesting to try it in the frying pan to roast with a wooden handle. I would not buy an expensive machine to try it though because I like the way my coffee tastes the way it is anyways.Thanks
  • Lucian Baker II
    I have been roasting coffee for 20 years at home. Just a stove top popcorn popper and understanding the relationship between stove setting and temperature in the pan. A beautiful experience every time. I prefer a cowboy cup. 12 ounce cup, 1 standard scoop of ground coffee slightly rounded, and 10 ounces of just about boiling water.
  • The people who brought coffee to the world brew it right. From start, they wash the green beans and toast it on fire then they grind it and boil it. Check it out in Ethiopian coffee ceremony in your nearest Ethiopian restaurant.
  • Mhi kl
    It is so simple to cook your own raw coffee beans as I learned many years ago whilst teaching in Sarawak. All you need is a wok, moderately hot heat and a little time. We take time for cooking food, why not do the same once a week for our favourite cuppa. And just as your first BBQ burger might not have been your best, practice does make perfect.
    (I haven’t tried the popcorn popper but will. Sounds intriguing.)
    Namaste and care,
  • Matt R
    This is a great talk! Thank you for all your work on this Pak Kopi. Your passion and work is much appreciated. I have had FREAK coffee in Ubud and fully believe in the power of what you are trying to achieve. I hope you don't listen to all the negativity below.