Mindset

When I first started to explore the world of Specialty Coffee in the early 2000's, and we started visiting the places everyone considered to be the best roasters, coffee shops, and purveyors of espresso, I was delighted, and fascinated. And through it all, I had one mindset.
 

Whatever they were doing, whatever level of sublime tastiness they had achieved, whatever level of mastery they were showing in their craft -- whatever it was had already been done. That meant it was possible. And because I knew it was possible, and that someone had already been doing it at that level, then that was my minimum standard.

My minimum standard, my starting point for coffee excellence was measured by what the best of the best were doing. And until what I was doing was on par, or better than what they were doing, it never saw the light of day. Whether it was learning how to roast or understanding that siphon brewing has everything to do with philosophy first, technique second.

There's always someone who will be doing something great. And to whoever you are, I applaud your genius. Thank you for showing me that, now I'm going to do it better.

That's my mindset.

Being an Artisan: the truth is in the cup

I would like to thank everyone for the overwhelming support I've received regarding my thoughts on “The Ethics of Being an Artisan”. But there's an obvious part of that we have yet to discuss...

Words like “specialty, artisan, craft,” and the oh so popular “third wave” are thrown about too loosely. There is a moment where adopting certain language and terminology advances a specific set of ideals or standards within the industry. But as it is for most industries, once these words are adopted, they have little truth to them beyond carefully crafted marketing.

There are those within the coffee industry with an astounding level of knowledge when it comes to coffee science and specific minutiae in regards to the chemical breakdown during the entire roasting and brewing process. So how does one illustrate and differentiate between the concepts of Theory vs. Practice compared to Practice vs. Execution? Utilizing mellifluous phrases and dropping a bit of scientific jargon sounds impressive – maybe you can conduct seminars, and impress a number of industry folk, but are you an artisan?

Being at the top of your craft is not a statement about experience or knowledge, nor is it an indication of your passion or a reflection of the quality of ingredients you source. It is a statement about execution. Scientific sounding speeches and clever marketing cannot hide poorly executed coffee. What you deliver in the cup tells a story about what you do and what it took you to get there...but it's only the beginning.


Article on LinkedIn

The Ethics of Being an Artisan

I posed the following in an Instagram post, but I will explore it further here.

Fact: Ground coffee begins losing flavors and aromatics immediately after grinding and with every passing second.

So... what's the value of pre-ground coffee? Tick. Tick. Tick.

Let's think about this. If you are an artisan (craft, small-batch, third wave, progressive, high-end, etc.) coffee shop and you sell your coffee for $30 lb, you certainly can't charge the same for pre-ground coffee. [Now, of course this is hypothetical because we all know there aren't any high-end coffee shops that sell pre-ground coffee.]

The value of the pre-ground coffee would decline by the hour, by the minute, by the second. What are we looking at? Thirty hours? Thirty minutes? Thirty seconds until the relative value of that coffee is zero? Remember, the baseline is the whole bean, so you are not comparing it to other coffees, you are comparing it to itself. If you are selling single origin, small farm coffee for the reasons a coffee shop or roaster sells that quality of product, then by all measures, isn't the value approaching zero as soon as the bag lands on the shelf? Even if it were ground on the spot, the relative value would essentially be zero when it reached the customer's home.

It's your job as a seller of artisan goods to educate your customers, it's not on the customer to come to you already educated. Selling high-end ingredients assumes that you are not trying to sell to everyone, but rather you welcome everyone who is looking for something better.

The science is clear. It comes down to words many are afraid to use, and fewer actually embody. Ethics. Principles. Do you have them or not? Once you ask to be recognized as being at a higher standard, you have to operate at - and be held to - a higher standard. And as a practical matter, since everything you are brewing is by the cup, why would you have bulk grinders anyway?

I originally posted this article on LinkedIn 

Espresso Blending: Insights and Innovation

Coffee is roasted. Coffee has an initial “de-gassing” and then coffee is ready to consume. That's the basics in layman's terms.

Here are some thoughts I have been exploring:

Different coffees are ready after a different amount of days, and furthermore, different coffees (in terms of realized flavor extraction) age differently. That being the case, it would make sense to construct your espresso blends to reflect this. So if you have a Sumatran coffee that takes 5 days to degas and a Guatemalan that takes 2 days, and an Ethiopian that takes 1 day, then if you roasted the Sumatra on Sunday, you would roast the Guatemala on Wednesday, and the Ethiopia on Thursday. By doing this, all the coffees are “ready” at the same time.

The second factor would be the longevity of said coffees flavor nuances. Now we know about coffee being good for X days from roasting, but in terms of realized flavor extraction of various beans at different roast profiles there is a window of useability for espresso that may or may not correlate with the specifics we find for brewed coffee. Yes, it may be a plus or minus shift of a day or two, so it is worth considering.

This is not detailed by any means, but it's something to get you to think a little bit. As a practice, it's certainly not a a simplistic one. You need to consider other factors, like: Does the flavor intensify over the useable time, and then drop off like a Dry Processed Ethiopian or does it peak from days 6-10 like a Central American coffee? What about percentages in a blend? How does roast level affect flavor nuance and stability? Then you correlate those factors to the initial degassing time and come up with a new set of variables. This is a simplistic look at some of the little discussed factors involved with maximizing the flavor potential in your espresso, and it is something I would suggest thinking about if you want to improve your craft. 

If you think about these kinds of things when you are roasting and blending, and would like to have a discussion, share your thoughts with me @ caffedbolla AT Yahoo DOT com.

Happy roasting!

Espresso: Building a Foundation

Roasting as a professional is a craft I do my best to approach in a thoughtful manner. There are too few coffee roasters who approach from the perspective of:  skill+knowledge+time = craft development. Most roasters seem to approach from the perspective of : green coffee+heat+time = brown coffee. brown coffee = "I am a roaster!" This distorted perception is not a reality, and is one of the most deceptive practices perpetuated throughout our industry.

I've been roasting for ten years now, and although we are a small roaster, we roast 40 or more different espresso every year, all consisting of usually 2-3 coffees, and we never repeat a blend. This is in conjunction with roasting about 50-60 strictly SO coffees throughout the year for whole bean and siphon coffee at our shop.

Many customers have said there is something unique to our espresso that they don't experience anywhere else, and I think that's true for every roaster who has found their voice and wants to communicate something to their customers. Espresso has a language of its own, it speaks to your senses and it speaks to your heart, but it has to start somewhere.

What coffees? What percentages? What profiles?

Those are all good questions.

The higher quality your green, the greater ability you have to construct a great espresso blend from a few components. I personally like blends more than SO espresso for two reasons, 1) not every coffee works as an espresso and 2) you will run out of said coffee too fast. As I mentioned before, I prefer using two or three component coffees for our espresso, more coffees than that and they start to get lost in the mix.

We do not use filler or commodity coffees for our espresso. All coffee we roast is above Specialty Grade, so as components they each have a wealth of complexity to draw on. I start with two different premises, one is a base component with highlights or accent notes from one or two other coffees. And the other is from a synergestic perspective of the component beans coming together to create a flavor (or flavors) greater than those of the individual beans.

Having a base coffee does not necessarily mean that will be the highest percentage in a blend, but it does mean that particular coffee will have the most dominant flavor. The greater familiarity you have with each coffee and how their flavors manifest in the espresso extraction process, the greater chance you have of creating a wonderful espresso blend.

This is how I would advise a new roaster to begin the active process of creating a great espresso blend: Start with five, ten, or twenty coffees. Roast, brew as coffee, and taste. Take notes. Now brew each coffee as an espresso and compare the differences in specific flavors to those from your coffee notes, paying close attention to which flavors have intensified from the espresso extraction method. This way you can understand how the extraction process changes, highlights, and reveals those unique characteristics. This is a starting point. Repeat the process for those same coffees with a different profile. Do this again and again and again until you have a feel for how each new coffee will act as an espresso.

Always roast components separately.

You will want to understand the tendencies of different bean densities and how they work together. What about SHB, maybe soft beans or Pacamara or Margogype, or peaberry? How does an Ethiopian peaberry roast compared to a Central American peaberry, and how do each work as a component of espresso? Continue building your knowledge base, know what profiles work best with what coffees, know how profiles should change for a Central American paired with a Brazilian vs one paired with a dry-processed Ethiopian.

Begin blending those coffees. If you started with twenty coffees, that will give you 380 two bean blend permutations and 6,840 three bean blend combinations. And quite a bit more once you factor in the varying percentage possibilities. That's a lot of tasting!

Do this for the next twenty coffees, and so on and so forth. Again. And again. And. Again.
After thousands of tastings, notes, profiles, and blend possibilities you will have a firm grasp of the basics. Now, with a solid foundation, you are ready to begin.

With each new roast, I seek to learn something new, and develop my craft. I hope you will do the same.

Happy roasting!

Ideas shared, nurtured, and cultivated grow into dreams realized

It was an early summer evening in 2001, Yiching called me and said, "I think we should start our own (coffee/tea) business."

I was making the bulk of my income delivering pizza at the time, "Let me run some numbers," I replied. I spent the next several hours driving around, furiously jotting down notes and figures on a stack of napkins, until I eventually called her back.

"We can do it." I said. The napkin never lies.

And at that moment, we forever changed our lives.

From an early feature on caffe d'bolla

A seminar or two from the Small Business Development Center. Determining how to best fund our venture. Two years of traveling to CoffeeFest, and the SCAA with each of us taking different sets of classes with reams of notes, and figuring out by the following year what was and was not relevant to us. This was followed by months of hitting numerous coffee shops and espresso bars locally, in the Pacific Northwest, and overseas, where we quickly developed an understanding of why that first sip is so important.

We also sought out those owners who were doing something special and did our best to pick their brains with what limited understanding we had at that time. Sprinkled in the midst of it all was an on-going search for wares and ceramics, as well as eighteen months of location searching and lease negotiations until we found the right spot. Design decisions, planning, re-drawing, and more planning. Menu development, espresso testing, and a whole host of other decisions made on the fly, which was only possible because of our extensive research and planning.  And that barely scratched the surface of what happened.


The beginning comes and goes so fast that you barely have time to appreciate it. There were many relationships being built behind the scenes, most which we still maintain today. It was a time of discovery and a time of challenges, but soon a greater challenge loomed ahead. There came a day for both of us, in the early summer of 2004, when we said goodbye to the our former lives, unlocked our doors and pulled the string on the OPEN sign for the first time.

caffe d'bolla first year store front

When I look back to how this all started as an idea some fourteen years ago, just a few short months after we were married. I am most proud of the support and belief we had in each other so early in our lives to know that together, we could accomplish anything.

Best of State 2015, our third straight.

And as soon as Alex learns how to pull shots, we can think about our next adventure.

Alex, Yiching, and me. Kansai, Japan 2015.

Thoughts on SCAA 2011

I'm back from the SCAA, and for Yiching and me, it was a short Friday to Sunday trip.

Much thanks to Jay Caragay for thinking of me when he came up with this presentation. I thought it went well, although I would have loved more feedback from the audience, particularly directed to any of the specifics each of us focused on.

Things I think:

There is too much fear and complacency in the coffee industry.

V60, or any pourover. should not be done by untrained barista. Clearly evident in many of the offerings at the show.

Tracy Allen is a coffee professional's professional.

Strada: A journey in hype?

Note to Exhibitors: It would help to have people working the booth who actually know the product.

Baratza has an exceptional new grinder.

A properly made pourover tastes great! Too bad I only found one.

James Hoffman always looks taller in person.

There needs to be a separation between the "Specialty Coffee" and "Coffee is Special" crowds.

Brewer's Cup needs a huge overhaul. Coffee first is the right direction, but breathe some life into it.

Didn't see his performance this year, but it doesn't matter, Pete Licata goes above and beyond. Great win. Fantastic representative.

Houston is an incredibly polite and friendly city.

A Question of Direction

It's often said that actions speak louder than words, and in this case it's the lack of direction that's speaking volumes. And what it clearly illustrates is the poor messaging put forth by coffee industry leaders -- in this case the WBC and it's "subsidies" around the world.

While this may seem like a minor decision, a blip on the Specialty Coffee radar, it's not. What I want to clearly point out is that the fault does not lie with a barista, the fault lies with the lack of leadership at the top of the industry and how apparent it's become that there needs to be unified and clear messaging from within in order for Specialty Coffee, the WBC, and the like, to move forward.

There has been much hullabaloo in the past couple of days regarding the advertisements that Italian Barista Champion Francesco Sanapo has made for Green Mountain Coffee Roasters promoting the K-cups (Keurig). The first to weigh in was Brian W. Jones, a graphic designer, former barista, and current coffee enthusiast who strongly questioned Francesco's involvement on a blog piece, "Molto Triste! Barista Prima K-Cups" on his blog, "Dear Coffee, I Love You" located HERE, where he writes, "... for a coffee culture that is continually discussed regarding their relevancy in the emerging progressive coffee scene, it’s sad to see the Italian Barista Champion being used in this way."

A short while later, Sprudge, the coffee news website, confusingly stood in support of Francesco's decision, with the following line being the central theme of their post, "...So many, many facets of specialty coffee are funded on the back of compromise..."

Now these could go by without much concern, however, Andrew Hetzel, one of the most respected consultants in the industry comments, and totally misses the boat. He writes, "By choosing Francesco or any genuinely skilled barista to head its campaign, the company has elevated the barista profession to a new height of public awareness and made the position of national champion even more desirable for competitors." and later, the following, "The specialty coffee industry is at a crossroads: will we go back down into the basement and play with our Chemex as we have done in the past or is it time to organize, commercialize and push for the public visibility, awareness and ultimately the appreciation from mainstream consumers that we need in order to revolutionize global coffee quality. There cannot be widespread change without widespread support."

What Andrew, Jordan from Sprudge, and to some extent, Brian, have missed is the consequences of this messaging. And again, in this case, the fault clearly lies at the lack of understanding within the WBC. When a Barista champion, (whether it be regional, national, or world) is crowned they are representing the both the industry and the craft as a whole by accepting the award. It is the job of the PR departments to have a unified message to create awareness of the vast difference between a commodity approach to coffee and espresso and a more artisan, Specialty approach towards coffee and espresso.

Linking someone like Francesco to this type of product is telling the public that there is no difference between K-Cup espresso and espresso produced by a Champion barista. But hey, they're potentially reaching millions, so it's ok!

Advertisements, commecials, product placement, etc. These are all messages, and these messages have consequences. For all the hours of hard work the various coffee associations put in regarding internal improvements through training and education, they need a little training of their own. A continual and methodical unified industry-wide message will have a far greater, and far more positive impact on educating the average consumer than the quick-fix mentality of "Let's let everyone know about us, then we'll worry about how to go from there."

As an industry, we do need to be concerned about educating consumers where we're going, but more importantly, how are we getting there?