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10 Third-Wave Coffee Innovators Worth Buzzing About

Over the past decade, categories such as yogurt, chocolate, and juice have made this leap from commodity to mass delicacy. Some consumers no longer blanch at a $9 bar of chocolate half the size of a Snickers or $11 for a cold-pressed juice. Not only have these become the fastest-growing segments in their respective categories, they’ve created multimillion-dollar markets that never before existed. Greek yogurt was an obscure 1% of U.S. yogurt sales in 2007. Then Chobani entered the scene, luring consumers away from their sugary-sweet Yoplaits. Now Greek yogurt accounts for 40% of the $7.4 billion U.S. yogurt market, while industry heavyweights like Danone and General Mills are racing to catch up.

Coffee crusaders are convinced that they are on the verge of a similar disruption, and they’ve got deep-pocketed investors cheering them on. After Starbucks’s 20-year reign as coffee’s dominant force, this once fringe group is launching a culinary, cultural, and financial battle to get a piece of the $30 billion U.S. coffee market.

These are the purists who aim to persuade us to convert our morning ritual to a $7 cup of black gold.

Read the feature story: The Multimillion Dollar Quest To Brew the Perfect Cup Of Coffee

DS