Before 1900, Colombia didn’t grow coffee. By 1940, it had started to compete head-to-head with Brazil, a coffee-growing factory farm that delivered good but not great coffee. It was as if the developers were thinking that if Brazil’s natural coffee-growing conditions were good, Colombia’s were even better. Colombia developed a standardized system that separated and graded coffees grown on individual farms primarily by size. The system was great for flavor consistency—it practically established a single flavor profile known as Colombian coffee—but nearly eliminated individual farm terroir experiences. In other words, consumers took notice of the “100% Colombian” label but stopped tasting what individual farms could produce.