Yes! You, and hundreds of millions of others like you around the world.

沒錯 不只你們 全世界還有數億人也是

Which makes coffee arguably the most important discovery

這足以顯示 咖啡是人類史上

in the history of humankind.

最重要的發現

Today, coffee is the second largest traded commodity in the world,

咖啡是現今全球第二大商品

second only to crude oil.

僅次於原油

It's the second most popular drink in the world.

也是全世界第二受歡迎的飲品

Water is number one --

第一是水

And it's been credited with ushering in the age of enlightenment.

據信 咖啡在啟蒙時代就已傳入歐洲

Yet, 95% of the roasted coffee in the world

但全球 95% 的熟豆

is 100% old, stale and dead.

全然老化 腐壞 甚至死去

Coffee once roasted is a fresh, living food,

剛烘焙完的咖啡豆十分新鮮 生氣勃勃

and loses its vitality, and dies in about a week.

卻會逐漸失去生命力 約在一週後死去

And it doesn't matter if it's vacuum sealed, nitrogen flushed,

無論是真空包裝 充氮包裝

or any other fancy packaging process,

或其他精密的包裝工法

nothing can prevent its death.

都無法阻止咖啡豆死去

And storing it in the refrigerator or freezer,

冷藏或冷凍咖啡豆

does more harm than good.

更是適得其反

So, there are varying legends of how coffee was first discovered.

人類發現咖啡的來由眾說紛紜

What we do know, is that coffee's early uses

就目前所知 咖啡的早期用途十分神祕 崇高

held a mystical and spiritual importance among many cultures.

在眾多文化中都相當重要

Initially, coffee was prepared and consumed

起初

as part of religious ceremonies.

咖啡用於宗教儀式中

Monks used it to stay awake at night during long time of prayer,

僧侶飲用咖啡 以在漫長的晚禱中保持清醒

and to attain higher states of consciousness.

也藉以獲得更高層次的智識

They were drinking coffee prepared like this.

圖中便是他們飲用的咖啡

So we've evolved.

人類不斷進步

From a handful of spiritual seekers consuming this beverage to today,

當時少數僧侶的飲品

where hundreds of millions of people, like yourselves, all around the world,

如今已是全球數億人 包含各位

drink coffee every morning.

每天早上的必需品

In our desire to make this special drink available to the masses,

為了將這特別的飲品分享給大眾

we've sacrificed quality for quantity.

我們只求量

It's my mission to recapture

不求質

the mystical powerful effects of fresh roasted coffee,

我希望能重新找回

and make them available to the masses.

新鮮熟豆 神秘 強大的效用

Are you ready for the age of enlightenment 2.0?

且眾人皆可享用

(Audience) Yeah! Asher Yaron: All right!

你們準備好迎接第二次啟蒙時代了嗎?

This... is the branch of an arabica coffee tree

(觀眾): 好了 亞倫: 那就開始吧

grown here in Bali.

這是阿拉比卡的樹枝

The cherries on this tree have seeds inside.

就種在峇里島

Coffee beans -- they're not beans, they are seeds.

果實中有種子

They are seeds of the coffee cherries.

事實上 咖啡豆不是豆

Over 90% of these seeds --

而是咖啡果的種子

these cherries have two seeds -- they are the females,

超過 90% 的果實

and only 5-10% have one seed -- the male.

有二顆種子 這些種子稱作母豆

Once roasted, they taste different.

5% 至 10% 的果實只有一顆種子 稱作公豆

One is more bitter than the other

烘焙後的公母豆味道不同

-- but that's a whole another talk, we're not going to get into that. (Laughter)

母豆較苦

These cherries are, actually, a sweet, edible fruit.

這只是題外話 我們不必深談 (笑聲)

Here, try it!

其實 甜甜的果實可以吃

Now, once these seeds are separated from the fruit, they're dried.

嚐嚐看吧

Look like these.

種子與果肉分離後會被曬乾

Once they're properly dried, they can be stored for months, even years.

就像這樣

But, once roasted, they have a very short life span,

只要曬得夠乾 咖啡豆能保存數月 甚至數年之久

and need to be consumed within a week

但一經烘焙 咖啡豆的食用期限就會大幅縮短

to obtain the maximum amount of potency and freshness from them.

一週內必須食用完畢

Roasted coffee is a fresh food,

否則鮮度與香氣便會流失

and should be treated that way.

剛烘好的咖啡豆十分新鮮

Now, during the roasting process

必須盡早使用

there are over 1500 chemical reactions that take place.

在烘焙過程中

Just think about that for a minute.

會發生超過1500種化學反應

We don't have a minute... Let's think about that for 10 seconds.

請思考一分鐘

1500 different chemical reactions!

時間不多 10 秒鐘好了

The seeds are completely transformed

1500 種化學反應呢

from their dried, green, inert state,

種子徹底改變

to their alive, fresh roasted state,

從乾燥 青綠 了無生氣的狀態

where they can be assimilated by our bodies.

變為新鮮 生氣勃勃的熟豆

The seeds have become in this process

接著便可為人體吸收

a pharmacological resource

一經消化

that can benefit our human brains and bodies

種子變為藥理資源

in ways we have not even begun to discover.

滋養腦部與身體

Now, let's take a look at some coffee roasters.

但過程尚待研究

This is a one-kilo roaster.

我們來看看烘豆機吧

For those of you who are metrically challenged,

這是一公斤的烘豆機

that's 2.2 pounds.

不擅長單位轉換也沒關係

Cost: 6,000 dollars!

一公斤等於 2.2 磅

Three-kilo roaster, 6.6 pounds, for the metrically challenged --

售價 6000 美元

13,000 dollars.

三公斤烘豆機 也就是 6.6 磅

And a five-kilo roaster... 18,000 dollars

13000 美元

Folks, technology for roasting coffee -- It's pretty simple.

五公斤烘豆機 18000 美元

You just need heat.

烘豆的技術其實非常簡單

Tin roasting pan... 75 cents?

就是加熱

Indigenous coffee cultures around the world they roast their coffee like this.

錫製烤盤 0.75 美元?

Their focus is on freshness, and immediate consumption.

傳統咖啡文化皆如此烘焙咖啡

Commercial coffee cultures

重點在新鮮與立即使用

roast their coffee like this.

商業咖啡文化

Their focus is on marketing, packaging, and shelf-life.

卻不是如此

One produces coffee that is alive, vital, potent.

重點在銷售 包裝與保存期限

The other produces coffee that sits on the shelves for weeks and months,

前者生氣盎然 活力十足 香氣飽滿

and is old, stale and dead.

後者的保存期限長達數週 甚至數月

Now, roasting coffee is a lot like making popcorn.

但毫無生命力

You heat up the seeds, and after a while,

烘豆就像爆米花

they smoke and pop, or crack.

加熱豆子一段時間後

There are actually two cracks.

豆子會冒煙 爆開或裂開

When the louder second crack is just beginning,

事實上 應該會有兩次爆響

turn off the heat, you start the cooling process.

聽到較大的第二聲爆響後

Not a lot of mystery here.

關掉熱源 讓咖啡豆降溫

Takes a little practice to know when to turn off the heat.

沒什麼特別的

But, if you can make popcorn without burning it,

稍加練習 就能抓準關掉熱源的時機

then you can roast coffee.

爆米花時若不致燒焦

After the coffee is roasted and cooled,

你就能烘好咖啡豆

it goes through a period that it needs to settle.

熟豆降溫後

So, it takes a while for the beans to settle,

需靜置片刻

even though they've been cooled.

豆子得再放一下

But this time period is several hours.

即使已完全降溫

Not days, not weeks... like some of the mass coffee producers claim.

靜置時間僅需數小時

My own tests had determined a peak potency time for espresso --

而非一般咖啡供應商所說的數日 甚至數週

of 11 hours after roasting.

親身試驗後 我認為濃縮咖啡香氣最佳的時間

And a maximum freshness cut off date

在烘焙後 11 小時

of 7 days after roasting.

最新鮮的時間

Let's take a look at some recent studies that have come out

是烘焙後 7 日內

about the benefits of coffee -- which there are many.

看看近期發表 關於咖啡益處的報告

(Imitates error sound) That's not.

其實咖啡好處多多

These studies... what are they studying?

(模仿答錯的音效) 不對

They're studying old, dead, stale coffee!

這些報告的研究主題為何?

Or people who drink old, stale, dead coffee!

是那些不新鮮的咖啡豆

I have not seen a single study

或是喝那些咖啡的人

that has used coffee within a few days of roasting, let alone its peak time, or within 24 hours.

我從沒見過任何報告

I can tell you from my own experience,

主題是烘焙後數日的熟豆 遑論 11 小時或 24 小時內的咖啡

and how it feels in my body -- and tests are done for myself,

依個人經歷 親身試驗

there are so many more health benefits

及親自實驗的結果

that have not even been discovered yet.

我能告訴大家 咖啡對人體好處多多

Not even touched.

只是我們還沒發現

Yet, these reports are showing that coffee has a lot of health benefits.

更別提深入研究了

It's the number one source of antioxidants in the US diet.

這些報告都指出 咖啡對健康有許多益處

A study just came out in the last week,

美式飲食中 咖啡的抗氧化物含量最高

that showed that people who drank coffee tended to live longer.

上週才發表的這篇報告指出

There is a lot more to discover about coffee,

常喝咖啡的人 通常較長壽

even though it's been around for so long.

我們仍需多加研究咖啡

I have been on a 10-year quest for the perfect cup of coffee.

儘管咖啡歷史已十分悠久

Didn't even know what that tasted like, because I'd never had it before.

我追尋完美咖啡已有 10 年之久

I just knew, somehow, it was out there.

我從沒喝過完美咖啡 不知味道如何

I tried everything.

但我相信 完美咖啡一定存在

In the beginning, I focused my efforts on upgrading my coffee making equipment,

我什麼方法都試過了

thinking that was the answer.

一開始 我把重點放在咖啡淬取器材上

After several years, not much progress,

認為問題就出在這裡

and acquiring an Italian espresso machine and a burr grinder,

幾年後 我幾無所獲

didn't know what else to try.

手邊擁有一臺義式咖啡機與磨豆機

It didn't even occur to me

卻不知該如何是好

that the roasted coffee I was using made the difference.

我全然不知

Because everything I tried,

問題就在我所使用的熟豆上

in its vacuum sealed, space-age packaging,

我的實驗

all tasted the same.

例如真空包裝 太空包裝

It was consistent.

結果味道都一樣

Now I know, it was consistently old, stale and dead

沒有絲毫不同

-- but at the time I didn't know it.

我現在才知道 那是因為熟豆不新鮮

Then one day, some friends gave me a gift.

但當時我一無所知

It looked like this --

某日 朋友送了我一個禮物

They said it was fresh roasted coffee,

就像這包

that they roasted at home,

朋友說 這是一包新鮮的熟豆

in their hot air popcorn popper.

自己烘的

I had not idea what they were talking about at the time.

而且是用熱氣式爆米花機烘的

But the next morning I decided, "I've tried everything else, I'll give it a try."

當時 我完全不知其然

As soon as I took that first sip,

但隔天早上 我認為"試試也無妨"

I knew immediately -- This wass what I'd been searching for!

喝下第一口的瞬間

All in the sudden, a lighting bolt came out of the sky,

我就知道 這就是我一直追尋的完美咖啡

I was surrounded by white light, angels, courts of white angels! (Laughter)

瞬間 天空竄出閃電

Not really.

身旁盡是白光 天使 與天使的讚歌 (笑聲)

But, my life changed in that moment.

說笑的

And like all home roasters,

但我的生命從此改變

I started to look around my house ways to roast coffee.

如同所有家庭烘焙者

Home roasters, we are an innovative, wacky bunch.

我開始翻箱倒櫃 找尋烘豆的新方法

We turn ordinary household appliances into coffee roasters --

家庭烘焙者十分古怪 也十分創新

Hairdryers, heat guns, hot air popcorn poppers,

我們會把尋常的家電用品變成烘豆機

some smoke out their roommates using a pan on the stove --

吹風機 熱風槍 熱氣式爆米花機

I looked around my house,

也有人在火爐上加熱平底鍋 結果把室友熏得四處逃竄

I re-discovered my outdoor barbecue grill. (Laughter)

我環視四周

I acquired a one-pound drum and a chicken rotisserie skewer,

找到了戶外烤肉架 頓時眼睛為之一亮 (笑聲)

and a motor that turn that drum three revolutions a minute. (Laughter)

我拿了一個一磅的鐵桶 烤雞肉架

My first batches were very uneven

和一部能使鐵桶每分鐘三轉的引擎 (笑聲)

-- some seeds roasted very dark, some very light,

第一批熟豆烘得很不均勻

but still, because it was fresh it was the best coffee I had ever had!

有些烘得很深 有些很淺

So I was really encouraged.

但豆子十分新鮮 仍是我喝過最好的咖啡

I upgraded... got a bigger drum, got a bigger motor -- (Laughter)

我信心滿滿

and I was in business.

拿了更大的鐵桶 更大的引擎 (笑聲)

Until today, I have created

開始專事生產

an affordable, portable, energy-efficient roaster,

至今

that produces an excellent result.

我發明了便宜 輕巧 省電的烘豆機

And throughout my discovery process I've just had one question --

成效相當卓越

How can I create the best of both worlds?

研發過程中 我只問自己

How can I have the best, freshest coffee, and supply to the masses?

如何滿足兩邊的需求?

My answer is in creating a coffee roaster

如何烘出最好 最新鮮的咖啡豆 又能大量生產?

that every cafe in the world can afford and have access to.

我的答案是

This is precisely what I've done.

發明一種所有咖啡廳都買得起 買得到的烘豆機

This... is the My Roast!

這就是我的發明

(Audience) Yeah! (Applause)

"我的烘豆機"

It is a two-kilo roaster,

(觀眾): 耶~ (掌聲)

also comes in a five-kilo model,

這是一臺 2 公斤的烘豆機

made entirely of stainless steel,

也有 5 公斤的

and uses 1/10 the electricity of other similar size roasters.

全由不銹鋼製成

The seeds go into this drum,

耗電量僅為同容量烘豆機的十分之一

this motor turns the drum seventy revolutions a minute.

鐵桶可盛裝咖啡豆

I've created this roaster for a fraction of a cost

引擎每分鐘轉動鐵桶70圈

of some of the commercial roasters you've seen -- about a tenth of the cost.

這臺烘豆機很便宜

Remember, if you can make popcorn without burning it,

售價僅為市售烘豆機的十分之一

then you can roast coffee.

記住 只要爆米花時不致燒焦

And the technology for roasting coffee

你就能烘好咖啡豆

is pretty simple -- you just need heat.

烘豆的技術很簡單

I'm creating a coffee university, here in Bali.

就是加熱

It's going to teach everything about coffee

我想設立一間咖啡大學 在這裡 在峇里島

-- from the cherry to the cup,

你能學到咖啡的一切

growing, harvesting, processing, roasting, and barista training.

從生豆到淬取

The age of coffee enlightenment has begun! (Applause)

包含種植 採收 加工 烘焙及咖啡師培訓

It's time for a revolution,

咖啡的啟蒙時代來臨了 (掌聲)

and a reinvention

革命的時候到了

of the way we grow, process and prepare our food.

改變的時候到了

Nature has given us the gift of super-foods,

我們必須改進種植 加工 備料的方式

that not only sustain our life,

大自然贈與我們超級食物

but enhance and energize the life force within us,

不僅能維持生命

so that we can operate efficiently, effectively, and powerfully.

還能提升 活化生命力

Fresh roasted organic arabica coffee enhances my ability

人體運轉時才能兼具效率 效用與強度

to focus my thoughts and attention to create and manifest my dreams.

新鮮的阿拉比卡豆

I believe it is a powerful super-food when consumed fresh,

能提升思維與專注力 創造與實踐我的夢想

that can help humankind do the same.

只要能盡快食用 咖啡這種強大的超級食物

But, please, don't take my word for it,

同樣能助人實現夢想

don't listen to what any experts are saying.

但請別全然相信我

You must try it out for yourself,

別相信任何專家

come to your own conclusions.

你必須親自嘗試

Now is the time to wake up,

自己做結論

and smell the fresh roasted coffee! (Laughter)

是時候起床

Thank you. (Applause)

聞一聞新鮮熟豆了 (笑聲)