Coffee is about people.
It’s one of the things I’ve had to remind myself of over the past year as I have grown in my understanding of coffee. Its easy to forget once you start talking about all the nuances of coffee. Roast profiles, brewing techniques, ratios, water quality, in the midst of making the perfect cup we can forget who the cup is for, the people. I need to remember that I myself was at one point one of those who I am trying to convince and show that there is different way. Everyone has an “entry point” into the specialty coffee world. For some, they might have never tried coffee, somehow they managed to get through childhood and their teens and strangely through college without ever trying a drop. They are the ones who only drink hot chocolate when you take them to Starbucks. Or others have been drinking Folgers ever since they can remember. Grandma drank it, so then dad did, and if it was good enough for them, then it’s good enough for me. A strange way of approaching things, but for them it works. These people, although in different places, need "entry points" into the specialty coffee world. I have my brother to thank for my entry point. A few years ago he gave me a bag of Verve Coffee Roasters as a wedding present. I remember holding the packaging and marveling at it’s beauty, and then opening it and the burst of aroma after grinding in my Magic Bullet (I was very foolish I know), and then the maple notes that bursted as I finished the cup, leaving me in awe. From that point I was hooked and started a journey that would lead me to quitting my job and starting my own business.
At Torch, we believe, just like my first bag from Verve, we all have our "entry points". Some people will start like me, previously addicted to bad coffee and then be enlightened by brewing something special and unique at home. Some people will never taste coffee and then a honey Cinnamon Latte from Augies will change their life. And then some people will be apathetic to coffee and just need someone to convince them to sip, they will gag, and then not try coffee again for 5 years. But we all have our "entry points". And we feel our new Dark Roast is one of them that we hope bridges the gap, to come and join us on the other side. With our friends. In a new way to experience coffee. Because coffee is about people.
Check it out here http://www.torchcoffee.com/shop/dark-roast