Morten’s mission

“PEOPLE TEND TO FORGET THE PICTURE AND EMOTIONS OF THE DREAM THAT STARTED IT ALL AND REGRESS TO ALL THE TECHNICAL AND SYSTEMIC NECESSITIES OF A BUSINESS.”

As a scientist and researcher, Morten Münchow believes in experiments having a cause and effect, and results that are black and white.

In 2002, he recalls brewing a coffee in a small moka pot. While most coffee drinkers savour the brew and determine if they like it or not, Morten had a deeper train of thought.

“I tasted the succession of flavour characteristics during the brew,” he says. “I thought about it. I understood it, and I realised I could explain it.”

Thanks to a ‘coincidental connection’ with his morning brew, Morten used his understanding of chromatography, a technique used to separate a mixture of chemical substances, to explain the flavour succession of coffee brewing. His task was to take a complex subject matter and present to a non-academic audience for 45 minutes as part of his university course requirements. He used