Purist coffee project

I dedicated the past several years to building the DoubleShot and creating a coffee-centric customer base, honing my craft and expanding my knowledge every single day in order to provide better coffee and more interesting coffee experiences to as many people as I can. That effort was largely successful, if not monetarily, at least in terms of DoubleShot devotees whose appreciation steadily grew for the results shown in the cup. Over time, I've seen that pendulum swing back toward a community that appreciates cool spaces, a chill vibe, and enjoys caffeinated beverages, but perhaps are in too big of a hurry to concern themselves with the source of that caffeine and the meaning within the space.

Had you asked me in 2010 what I thought the coffee industry would be like in 2024, I would've optimistically told you that specialty coffee was gaining a huge amount of momentum, and would be an ardent and pervading force in the world of coffee. I would never have believed what has actually happened: the focus on coffee blurred into a thirst for sugar and artificial flavors and milky machinations to cover up the real taste of what coffee can be. And that's because truly good coffee is only possible through a series of small, determined efforts to maintain a high level of quality throughout the process from cultivation and post-harvest processing to roasting to brewing. And the big players with all the marketing power don't have the ability to fill that niche. So they've convinced the mass markets that coffee in and of itself has no inherent value. And that's the furthest thing from the truth.

This project was born out of a realization that those market forces have a way of influencing their way into even the upper echelon of specialty coffee. That thirst we all once had for the taste of real coffee has been largely forgotten, and the fun we once had dancing around the pole of elation and celebration has been dampened by society's serious tenor. Our folly is extinguished as we tiptoe around hurt feelings and fake causes. I just want coffee to be fun again. I just want to roast coffees that challenge me and push my skills and my palate beyond my comfort zone. I want to make up stories and create artwork that will expand our ideas beyond the here and now. To give rise to laughter and frivolity as we celebrate what coffee can be and honor our friends who toil in tropical highlands to provide us the seeds of all that potential. 

Potential we've hindered because it's too hallowed, and too hard to honor.