The Mandate - Part 4
Estate Espresso
(Quite honestly this is the scariest of the Mandates I have (or will) put out since it dictates the very product that keeps us in business. I've sat in front of the computer for hours deliberating whether or not to commit myself to this. Since you’re reading it though that means I'm committed. But if it goes sour then it could seriously affect us. I just try to keep in mind: With great power ... No not that one! It’s: If I could make this shop whatever I want what would it be? No point playing safe.)
This isn't so terribly surprising for anyone that knows me. We've been serving single estate espresso on and off ever since the shop opened back in 2005. In the beginning that was more just fluke and circumstance but once I got to know espresso a little better I came to appreciate what one bean could do.
It doesn't need to be said that there are great espresso blends all across the US these days but what I want to strive for is best summed up by the term "distinctive." If you leave my shop having tasted something you haven’t tasted before then we've done good. I truly believe that the ability SE espresso has to palpably be some single thing makes it a better bridge to engage the average coffee drinker than any blend. The Yirg in the hopper right now is like biting into a sweet orange - rind and all. That’s something customers can grab on to. Some (many?) may not like it for lacking balance or roundness or whatever ... and where’s the chocolate? ... but it’s so great to see people flip out once in a while because their eyes were opened.
Estate espresso is still a pretty new concept among roasters; Many of them don't even consider it to be real espresso. But I have a feeling that we'll be able to swing some pretty good stuff in the next few months. We'll still test blends and occasionally make up our own (since not sampling other espresso would contradict a later Mandate - you'll see soon enough) but hopefully the emphasis will remain on the estate.
And no second grinder, that’s cheating! OK, no not really but I don’t have room on the counter for another grinder and I’m afraid of beans going stale in one hopper or another. Besides, I want everyone to experience these unique tastes (be they good or not so very).
I've recently heard of some really great stuff out there which might perfectly fit what I’m looking for. Anyone with suggestions please sound off!
(Quite honestly this is the scariest of the Mandates I have (or will) put out since it dictates the very product that keeps us in business. I've sat in front of the computer for hours deliberating whether or not to commit myself to this. Since you’re reading it though that means I'm committed. But if it goes sour then it could seriously affect us. I just try to keep in mind: With great power ... No not that one! It’s: If I could make this shop whatever I want what would it be? No point playing safe.)
This isn't so terribly surprising for anyone that knows me. We've been serving single estate espresso on and off ever since the shop opened back in 2005. In the beginning that was more just fluke and circumstance but once I got to know espresso a little better I came to appreciate what one bean could do.
It doesn't need to be said that there are great espresso blends all across the US these days but what I want to strive for is best summed up by the term "distinctive." If you leave my shop having tasted something you haven’t tasted before then we've done good. I truly believe that the ability SE espresso has to palpably be some single thing makes it a better bridge to engage the average coffee drinker than any blend. The Yirg in the hopper right now is like biting into a sweet orange - rind and all. That’s something customers can grab on to. Some (many?) may not like it for lacking balance or roundness or whatever ... and where’s the chocolate? ... but it’s so great to see people flip out once in a while because their eyes were opened.
Estate espresso is still a pretty new concept among roasters; Many of them don't even consider it to be real espresso. But I have a feeling that we'll be able to swing some pretty good stuff in the next few months. We'll still test blends and occasionally make up our own (since not sampling other espresso would contradict a later Mandate - you'll see soon enough) but hopefully the emphasis will remain on the estate.
And no second grinder, that’s cheating! OK, no not really but I don’t have room on the counter for another grinder and I’m afraid of beans going stale in one hopper or another. Besides, I want everyone to experience these unique tastes (be they good or not so very).
I've recently heard of some really great stuff out there which might perfectly fit what I’m looking for. Anyone with suggestions please sound off!
posted by Shannon at 9:30 PM
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