Tasting of the coffee varietals takes place in the “Cupping Room,” where a “super scientific” grading of the coffee is done on a scale of one to 100, although most coffees don’t go below 85 points on the scale. “There is a lot of coffee in the Cupping Room,” Schultz explains, and coffee vendors allow buyers to smell, crack and try the coffee beans. “Every country is different” with its selling and trading, as is the money exchange process, and the set prices of coffee vary greatly. Then, Schultz must import the coffee beans into the US, store them properly, roast the beans, and package the final product. “You pay more for specialty coffees,” Schultz adds, so the “direct trade” business is “very important” to presenting the best in coffee flavors and values.