January 2011

We were thrilled to host Lee Ann Waterman of York Region Media Group's North of the City magazine this summer. We took her on a tour of our roasting facility and gave a demonstration of the roasting process. To read the full article visit:

http://www.yorkregion.com/community/northofthecity/article/925653--not-your-average-joe

As is often the case, some details got lost in translation. As a small community business, we always appreciate the exposure that these type of interviews offer. However, we would like to clarify a couple of points:

• We began this exciting journey after learning all about roasting coffee from our mentors Merchants of Green Coffee in Toronto. For the first couple of years we did use them exclusively as our green been coffee distributor. Recently, due to the challenges in the industry and a shortage of coffee from certain countries, we have expanded our supply chain to include a couple of other green bean merchants.

• It is true...African coffees are lighter in body. However, the higher caffeine content is due to the shorter roasting time. Every bean offers a different taste profile based on their origin. From there, we explore roast profiles to best highlight the specific characteristics of every bean. The lively nature of the African bean taste profile is best suited to a lighter roast profile. The darker the roast, the less caffeine.

• We believe that a very dark roasted coffee more often than not loses the special characteristics of that bean's flavours. It is for this reason that our beans are generally roasted to a medium , adding or subtracting a degree or two of lightness depending on the taste profile we have determined to be best suited to a particular country. We do not roast our beans to the point that they are 'glistening in oils' because we believe that causes many of the essential flavours (the oils) to be lost.

• Although we believe that the French Press offers consumers the best way to experience all of the flavours to be found in coffee, every method offers the consumer an opportunity to enjoy the difference of FRESHLY ROASTED coffee. The 'fresh' is one of the most important factors to experience.

• We take orders every day! Contact us whenever you like and we will get back to you asap to discuss your options and confirm your order. We deliver on Wednesdays and Fridays depending on your area. Your coffee will be roasted the day before your delivery.

• In addition to our half pound and one pound biodegradable bags, we also offer a large mason jar (approximately three quarters of a pound) and a small mason jar (approximately one third of a pound). Please look under "Where to Buy" for more details.