Slamet Prayogo, known as Yoga, will never forget La Tazza, a coffeehouse in the SCBD complex, South Jakarta. Four and a half years ago, at an event held at the coffeehouse by the Indonesian Specialty Coffee Association (SCAI), coffee tasting experts ridiculed his coffee. "They said it tasted like chicken shit," said Yoga.

He was then a ‘novice’ in the coffee arena. Yoga, now 58 years old, had only delved into the coffee business one year prior