George Howell

George Howell is one of the most respected figures in the specialty coffee industry, known for his lifelong commitment to quality and his advocacy for the farmers who produce it. In the 1970s, he founded The Coffee Connection in Boston, which became a model for specialty coffee shops across the country. Howell was among the first to emphasize the importance of "terroir" in coffee, arguing that the specific environment in which coffee is grown—altitude, soil, and climate—has a profound impact on its final flavor profile.

Howell’s career has been defined by his pursuit of excellence at every stage of the supply chain. He was an early proponent of direct trade, working closely with farmers to improve processing techniques and ensure that they were fairly compensated for their high-quality harvests. His work in places like Ethiopia and Brazil has been instrumental in identifying and preserving unique coffee varieties, ensuring that the genetic diversity of the coffee plant is protected for future generations.

As an educator, Howell has been a tireless voice for the specialty coffee movement. He has been a key figure in the Cup of Excellence program, which revolutionized how coffee is judged and sold by creating a platform for farmers to showcase their best lots to international buyers. His focus on sensory analysis and his insistence on transparency have helped raise the bar for the entire industry, encouraging roasters and consumers alike to value the story behind the cup.

In practice, George Howell’s influence is seen in the rise of single-origin, high-altitude coffees that are now staples of specialty roasters. He has taught the industry that coffee is an agricultural product that deserves the same level of respect and attention as fine wine. For those in the industry, Howell represents the ideal of the "coffee professional"—someone who is as dedicated to the science of roasting as they are to the social and environmental health of the coffee-growing communities.