Cupping Methods in Trade, Lab & Consumer Communication with Morten Wennersgaard from Nordic Approach

In this episode, Morten Münchow talks with Morten Wennersgaard, co-founder of Nordic Approach, about how cupping methods evolve from trading desks to lab calibration to consumer-facing storytelling. They cover:

• Using the 2004 SCA 100-point form and Cup of Excellence protocols in procurement
• Supplementing scores with complexity, intensity & core flavor categories
• Aligning internal teams through rapid panel calibration exercises
• Translating lab data into clear, engaging descriptors for roasters and end-consumers
• A preview of Nordic Approach’s 2025 Autumn Cupping event

Whether you’re a coffee buyer, Q Grader, roaster, or enthusiast, you’ll discover practical insights on making sensory data work at every level of the coffee supply chain.