"Coffee is more than just a drink. We feel it is more like an aesthetic experience," says Greg Fea, president and CEO of Illy, North America, makers of Italian coffee. "To the ancient Greek Kalokagathia, the concept was that beauty and taste cannot be separated. What's beautiful is good and what's good is beautiful. To have a perfect cup of coffee is really something good." Fea says making a perfect cup isn't easy because of the many delicate variables involved in the lengthy production process.