One area that has been rightly ripping, in particular relative to historical norms, has been the introduction, interest in, and acceptance of new coffee varieties. When Castillo was introduced many people wanted to turn their noses up at it. In our lab, we were more accepting, as the results on the cupping table were impossible to deny. We regularly found it to perform well against Caturra, Typica, and the many other varieties that we blinded it against. When it won the Cup of Excellence, people were somehow shocked, going so far as to disbelieve the results.
And then, seemingly overnight, Castillos were broadly accepted. What happened?