The Coffee Adventure
When I first started in the Specialty Coffee Industry, I wasn’t even a coffee drinker. Like many, I grew up around lukewarm, day old, half brewed Folgers coffee. No matter how much I tried, I never could quite take to it. Since then, I’ve owned and operated several coffee businesses including a coffee supply distribution company and a specialty coffee brand, as well as trained numerous talented baristas and helped set up cafes of all sizes. I suppose there’s just something about a great cup of coffee that inspires us to accomplish so much more. Of course, that could just be caffeine talking.
The history of the modern American coffee shop is actually quite fascinating. The progression from pure Italian espresso to the present day American coffee bar tells an interesting story which, for those curious, might explain why we love coffee so much. For starters, we should probably give credit where it’s due. The term “specialty coffee” was coined in 1975 by Norwegian born Erna Knutsen who first used the the phrase to distinguish superior beans with unique flavor profiles from that of ordinary variance. In addition, like most industries, there’s always a trailblazer to acknowledge. In this case, the worldwide sensation known as Starbucks gets most of the credit.
The term “espresso,” as derived from the Italian word “esprimere,” simply refers to the process of “pressing out,” coffee. This method of rapidly brewing coffee beans, was perfected in the early twentieth century and continues to evolve to this day. Starbucks didn’t arrive on the scene until 1971 when the original founders opened their first shop in Seattle’s well known Pike’s Place Market. Primarily an equipment dealer and wholesale roaster at the time, it wasn’t until employee Howard Schultz purchased the company in 1987 that the business began opening multiple coffee shops. The rest, as they say, is history but it was Starbucks who popularized and brought high end coffee beverages to the masses. In true Americana fashion, it was also Starbucks who later streamlined the process of delivering espresso beverages with consistent results across the globe. Similar to the McDonalds success story, the company opted to produce an arguably inferior product for the sake of delivering consistent tasting coffee to it’s customers. Of course, that’s probably a controversial statement but it’s a well held opinion among coffee enthusiasts that Starbucks left the specialty scene several decades ago. Industry champions have long since improved upon the coffee revolution Starbucks so ingeniously began.
Today, most of us have come to enjoy the sweeter side of the coffee world and the modern day coffee shop has capitalized on this. Like Coca-Cola, the sweeter is often considered the better and if caffeine can deliver the addictive energy buzz we crave, then all the better for business. With all that said, our present day beverage concoctions sure do taste good and are so much fun to prepare and enjoy. From rich dark chocolate mochas to tantalizingly sweet latte innovations, the endless portfolio of coffee and non-coffee beverage sensations can easily be legally obtained from any local coffee dealer. As a stimulant enjoyed by 66% of the population, coffee has found it’s way into the hearts of over 137 million citizens and continues to gain new fans each year.
Over the decades, I've been privileged to befriend some of the world's leading coffee and tea professionals. Our wholesale coffee supply distribution company and specialty coffee brand, awarded our family the opportunity to witness virtually every aspect of the modern coffee scene. From the farmers who carefully produce the beans, to the best roasters in the biz and the chefs who develop all sorts of surgery flavors, we’ve experienced it all and then some. Most of you probably know the names of your favorite coffee related brands and companies. When we think of these same names, we recall the owners we’ve partnered with over the decades. The up and downs we shared together and personal stories we experienced. It was more than just a passing career. The task of providing everything a coffee shop might ever need was so monumental, that we were forced to engage in every facet of the coffee world. It was a lot of work to be sure but also an amazing experience which allows us to pass on what we’ve learned to you.
The creation of By the Hearth Bookshop and Coffeehouse is our latest adventure and one that has brought us back to the basics. It is such a delight to once again serve each of our customers face to face, share the stories that shape our community, and use our knowledge of the coffee biz to bring a smile to our new friends. The decades we spent working with countless bakeries, developing our own doughnut line, and even working with Starbucks, gives us a chance to use our knowledge to support our little Iowa town. As we continue to develop our ever expanding food menu and tailor our beverage offerings to suit local tastes, we are excited to see what the future of coffee has in store for us all.