Bitter, Acidic, and Everything in Between: Lausanne Coffee Festival 2024 – by Ami S.
Our weekend began early as a handful of our 17G members piled into the van, heading toward Lausanne for its annual Coffee Festival. For some of us, this wasn’t the first time attending – I had participated last year already, knew the rhythm, and felt ready. But for others, this was their first step into the dynamic environment of infinite espresso shots and conversations. There was a certain buzz of nervous excitement in the air.
As we arrived, the festival grounds were beginning to awake with energy. We quickly set up our stand alongside the many others, barely time to nibble on our croissants as we set grinders, checked extraction times, and organized our coffee bags. Meanwhile, the visiting crowd began to pour in, coffee enthusiasts eager to taste and compare the specialty brews of the festival. But at our 17G Coffee stand, we had brought more than just our espresso shots and filter pours. We were here to share the stories behind each cup—ones that fueled our passion and kept us committed to this journey.
The lines grew fast, but we were ready. Some of the team jumped into action, extracting espresso shots with precision, while others worked on perfecting each filter coffee brew. As familiar as I was with the routine, I found myself returning to my favorite opener: “What kind of coffee do you enjoy, an acidic or bitter one?” This wasn’t just about starting a conversation; it dove straight into what mattered to them. I’d explain how our Rwandan beans offered rich, chocolaty notes, while our Colombian coffee was bright and fruity. And once this door was open, I’d take the opportunity to dive even deeper.
For some visitors, the complexities of coffee processing—like washed versus natural—were already familiar territory. But as we discussed these techniques, their eyes would flicker to our banner, and I’d smile, pointing at it, saying, “That’s me in Kenya, working with the farmers on the very techniques we’ve just been talking about.” It felt personal, grounding our mission in real, lived experience. Sharing how 17G Coffee invests in education for female farmers, empowering them to not only produce good quality coffee but to understand and shape the process, it's impossible to describe the moment customers realize that our coffee held in their hands transcended a mere beverage. Even for us, it reinforced our appreciation for the dually educative experience that was formed by 17G, both for a high school student barista and a female Kenyan farmer.
As the day went on, it wasn't just the customers that transformed. What truly stood out to me was the change I witnessed within our own team. In the morning, newer members remained hesitant, unsure how to jump into conversations or explain the more technical aspects of coffee. But by afternoon, I glanced back to see everyone engaging confidently with visitors, outlining the differences between washed and natural processes or detailing the story behind 17G. They weren’t simply repeating facts about the company anymore—they had become the embodiment of its values, beautifully intertwined with their own experiences with coffee.
It wasn't until the sun dipped lower in the sky and the crowds thinned, that our aching knees finally claimed our exhaustion. We had spent the day not only developing muscle memory with the espresso machines but filled with pride for our company mission as we inspired initial strangers. On the van ride back to school, despite the numerous espresso shots we had consumed, some of us - like me - dozed off, exhausted but deeply satisfied.
For me, this year’s festival was more than a repeat of last year—it was a chance to witness growth, not only in myself but in our team. We had turned a simple coffee stand into something more - a place where stories were told, connections were made, and people left with more than just a cup of coffee.