The documentary film outlines the dedication and artistry of baristas as they navigate the world of coffee competitions.
BY VASILEIA FANARIOTI
SENIOR ONLINE CORRESPONDENT
Photos courtesy of Cole Torode
The recently released 30-minute documentary “The Flower Story“ offers direct insight into the journey toward the 2024 World Barista Championship. The film is a project by industry veterans Cole Torode, head of coffee and operations at Rosso Coffee Roasters, and David Crosby, founder of Rosso Coffee Roasters—both two-time World Barista Championship (WBC) coaches. Featuring competitors Giorgio Visitacion, Nelson Phu, Mikael Jasin, and Cristian Oltean, the documentary emphasizes the collaborative spirit that defines this community, encapsulated by the motto, “Teamwork makes the dream work.” We spoke with Cole to hear more about “The Flower Story“ and the baristas’ stories told throughout the film.
The Barista Journey: A Blend of Skill and Passion
“The Flower Story“ intricately weaves together the personal narratives of the featured baristas, capturing their unique motivations and aspirations. Each competitor brings a distinct flavor to the competition, showcasing not only their technical prowess but also their deep passion for coffee.
“It’s about more than just making coffee,“ Cole says. “It’s about the connections we build and the stories we share.“ This sentiment resonates throughout the film, highlighting that every cup of coffee served carries the weight of an individual’s journey and experiences.
As the competitors train and prepare for the championship throughout the film, viewers will witness the realities of their dedication, encompassing both triumphs and trials. Cole reflects on the challenges faced by the baristas. “Every moment of preparation is a testament to their commitment; it shows in how they uplift each other and face the pressures together,“ he says. This sense of unity is a testament to the broader themes of perseverance and community that drive the documentary.
Personal Narratives and Universal Themes
Unfolding across various international stages—from the Philippines to Romania to Canada—the documentary features profound stories interwoven with cultural significance. National barista champion Giorgio, representing the Philippines, highlights the transformative impact of feedback within the film, saying, “Listening to and acting on feedback can elevate not just the individual but the entire coffee industry.” This ethos of growth through collaboration resonates throughout the documentary, underscoring the importance of community in shaping individual narratives.
Nelson, the barista champion of Canada, exemplifies the pursuit of excellence with unwavering determination. “His skill and poise showcased incredible determination,“ Cole says.
Meanwhile, Mikael’s return to competition after a period of burnout illustrates personal growth and tenacity. He shares that his new approach to competition is characterized by deeper self-awareness, saying, “Emotionally, I’ve grown, and it’s reflected in every cup I prepare.”
Cristian, hailing from Romania, connects coffee to familial ties, saying, “Coffee brings us together; it’s a shared experience that transcends cultural boundaries.” Each story highlights the individuals behind the bar and connects them to the rich tradition and culture that coffee represents globally.
Behind the Scenes: Challenges and Community
While documenting these journeys, Cole faced numerous challenges, both logistical and emotional. “We used biometrics to monitor our health, stress, and sleep during competition times,” he says, noting how essential it was to prioritize well-being amidst the high-pressure environment of competition. The stress, compounded by sleep deprivation, posed emotional challenges for both coaches and competitors.
However, amidst the chaos, heartwarming moments emerged. “Watching the competitors support each other during practice was profoundly moving,” Cole recalls. The collaboration exhibited during training illuminated a critical aspect of the barista community: Competition isn’t merely a battle; it’s a shared journey toward excellence.
A Broader Conversation on Specialty Coffee
Through “The Flower Story,“ Cole hopes viewers can gain a deeper understanding of what coffee competitions represent. “The (WBC) is not just about finding the best barista in the world. It’s a platform to share experiences and personal journeys surrounding specialty coffee,” he says.
The documentary challenges perceptions of coffee culture, encouraging audiences to appreciate it as a shared experience, characterized by community just as much as it is by competition.In addition to their work on the documentary, Cole and David have launched a media company, Buy the Drip. This platform features a weekly video podcast that provides global coffee professionals with an opportunity to share their stories, insights, and opinions. They also publish a weekly newsletter, offering their personal insights into the coffee world.
“We have some ideas in the works for more content, and we’ll see some of those releases through the next few months,” Cole shares. Reflecting on his 15+ years in the coffee industry, which began in an era with limited access to information, he expresses the fulfillment of sharing the knowledge he has gathered over the years. “A high tide raises all ships, and through sharing, we believe that as an industry we can all find ourselves at a better place than we were yesterday,“ he says.
The emergence of documentaries like “The Flower Story“ signifies a notable evolution in the specialty-coffee industry, reflecting a growing appreciation for the narratives that shape this vibrant community. As the sector matures, these projects not only elevate the profiles of talented baristas but also deepen our understanding of coffee culture and its widespread impacts. Each year, as more stories are told, the coffee industry continues to evolve, establishing a foundation for a richer cultural dialogue and reinforcing the communal bonds that unite coffee professionals worldwide.
“The Flower Story“ is now streaming online—click here to watch it.
ABOUT THE AUTHOR
Vasileia Fanarioti (she/her) is a senior online correspondent for Barista Magazine and a freelance copywriter and editor with a primary focus on the coffee niche. She has also been a volunteer copywriter for the I’M NOT A BARISTA NPO, providing content to help educate people about baristas and their work.
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