Third wave coffee is a new way of appreciating coffee as a complex beverage, similar to wine or beer. It focuses on the entire process from farm to cup and highlights the role of the farmers and the importance of proper growing and processing methods. Third wave coffee is concerned with specialty coffee only, and roasters often roast their coffee lightly to bring out the natural flavors and complexity of the coffee. The third wave of coffee started in the early-to-late 2000s and is marked by consumers switching to specialty coffee, as well as the increasing availability of at-home brewing instruments. Consumers also became more concerned with the actual sourcing of green coffee beans and the supply chain, leading to a demand for higher quality, sustainably sourced coffee. Organizations like the Specialty Coffee Association have played a significant role in increasing awareness and demand for specialty coffee, while local coffee shops, baristas, and roasters have been instrumental in bringing direct-trade, sustainably sourced coffee to the forefront of the industry.