In this episode, David sits down with Jay Ruskey, the founder of FRINJ Coffee, to discuss how he pioneered the California-grown coffee movement by transforming avocado groves into high-end coffee farms. Jay dives deep into the agronomy of coffee, explaining why stressing plants is actually a mistake, how California’s unique "latitude over altitude" climate produces distinct flavor profiles, and how he applies winemaking fermentation techniques to coffee processing. They also explore the business model behind FRINJ’s farmer-first collective and preview their upcoming Geisha lot at the Dubai auction, showcasing how a new American origin is shaking up the global specialty coffee market.