Like a poor quality Leonard Nimoy science show, the search for the Great Coffee Bean is paradoxically becoming both easier and more difficult. The easy part is that it’s never been easier to find great green coffee beans. The hard part is that it’s easy for everyone to find them so demand and prices have soared! I think that from an economic perspective, we are in the middle of a great awakening between coffee growers and roasters. The growers are starting to recognize the potential value in their crop, the benefits of organic and natural agricultural practices, stewardship of the land, and care for the communities around them. Juxtapose this against the grinding poverty and education limits and you know that this process is a 20-30 year one. But in the end, the vast underpricing of coffee caused in part by corruption and lack of information is slowly coming to an end.
The challenge that Deep Cello faces (indeed all uber-quality roasters do), is that there are many people out there posturing as if they were coffee roasters, using the right words, and images, and talking a good game. But for many of us, trying the coffees they produce leaves us in shock sometimes (tho sometimes it’s great!). If you try a roast from somewhere and it doesn’t leave you with a deep feeling of respect, then you should keep looking. We are both humbled by and proud of the fact that Deep Cello has a 95%+ reorder rate. That’s how we try to evaluate what we are doing. If you are curious about our coffees, then give us a try.