Passing the Torch: The Tradition of the Gevalia Master Taster

I am often asked how one attains the title of Master Taster. And I always respond in the same way: coffee is an art for which one must feel passion.

I began my professional career as a photographer, which was my profession for seven years. Although I enjoyed it, I knew it was not my permanent career and continued to explore other fields. In the early 1960s, I trained as a First Tenor with the Royal Swedish Opera Company and was offered a contract. However, in a stroke of good luck, I discovered coffee at the same time, and after exploring the art of images and the art of singing, I found that the art of coffee was my passion.

My mentor was a Master Taster named Arne Roslund, who guided me through the process of becoming a Master Taster. With passion in-hand, my next task was to hone my senses of taste and smell. Through many days of Triangle Tests, bean examination and cupping, I began to learn how to taste. People are always amazed when I tell them that I achieved the rank of Master Taster after seven years of tasting. But I always tell them that cupping is a profession that requires years of careful observation and constant learning, and that becoming a Master Taster only happens after a matter of years.

In addition, the honor of being named Master Taster can only be bestowed by one who already holds the title. I was honored to be named Master Taster by Arne.




Now, over four decades later, I am getting ready to hand my tasting spoon to the next generation of tasters. It is now my privilege to share the timeless skills needed to become a Master Taster with David Holfve, who has joined Gevalia to learn the art of cupping. David has a keen sense of smell and an enthusiasm for the work, but more importantly, I know he will become Master Taster because he possesses that which trumps all other qualities needed in a taster: David has the passion for coffee. It is an honor to present him with his own tasting spoon.