A Matter of Taste
Artisan coffee houses continue to pop up and have surprising success in our Starbucks–saturated culture. While big boys like Caribou, Starbucks and Gevalia as well as unknown small batch roasters all promote organic and fair trade practices, it's the taste of their coffee that keeps customers coming back for another cup. Pound for pound, the customers' desire for delicious coffee trumps their concern over social justice. And a Fair Trade label on a bag don't mean the coffee inside tastes good.
David Waldman of Rojo's Roastery says a superior cup of coffee starts with the water you use to brew it. That's why he has his very own water–distilling plant on the premises of his New Jersey shop. "Our responsibility to achieve perfection at every step of the (coffee production) chain –– from procurement, to exporter/importer and right down to barista is huge."
Taking it a step further, Brooklyn's micro–roastery, Gorilla Coffee claims they are a 101% Fair Trade business. Like other artisan coffee houses they handroast small batches every day, and they stand behind the freshness by placing a roast date on their coffee bags. Gorilla Coffee customers say that the shop's deep, dark roasted coffees ultimately taste better than the coffee brewing at larger chain coffee stores.
