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Light coffee. and 40% of those, that's what's missing for them. so 40% of the customers are saying we want more blond coffee. so i'm going to have you be one of those 40% customers. so we're going to smell it first. >> okay. what should i be looking for? >> what you're looking for in blond roast versus other coffees you've probably smelled before is exactly, it's not as roasty. so the roast flavor, the roast aroma, is really just supporting the coffee flavor. >> okay. so if you smell the medium roast you'll start to get more of a roasty aroma. and the second step of tasting coffee is slurping ...

>> i tried. >> and now slurp the second coffee. slurp the medium roast. >> and what does slurp do? besides sound terribly -- >> you're aerating. you want to make sure -- remember that through the nose is where you get most flavor. not through your tongue. so we want to slurp it across to aerate your palate, to make sure you got the full experience. >> so we smell, we slurp, and then everybody has a different geography of our palate. so how does that play into -- >> so you're going to identify where are you reacting to the coffee. with the blond roast you're going to be reacting as higher acidi...