Fundamentally, producers, rosters and consumers all want to fulfill their highest aspirations. Standing in their way wasn’t necessarily greedy people and corporations. The enemy is the mass market philosophy that incentivizes practices that prioritize profit above all and at all cost, leaving producers, rosters and consumers unfulfilled. They all crave a little more purity and humanity within the industry. Unblended was well positioned to take advantage of these changes within the industry, and lead the revolution. The solution is to change the way coffee is produced, marketed and sold to favor specialty coffee and singularity to add value throughout the entire value chain: producers, rosters and consumers.