Michael Sivetz spent most of his life researching and studying the entire chain of the coffee trade, and sharing what he discovered with the rest of the world through the publication of numerous books and articles on coffee quality and coffee technology. Beginning in the 1950s, his early experience as a pioneer in the field of large scale coffee processing opened his eyes to that fact that the big coffee players were more concerned with profit than quality, and that consumers were being duped into believing that their mass produced products (pre-ground coffee in a can and instant coffee) were the pinnacle of taste and aroma.