Nine Rules for a Perfect Cup of Coffee

A white cup of coffee surrounded by coffee beans.
I often go to sleep thinking about the cup of coffee I am going to have the next morning.  I adore it!  Whether your morning coffee is an estate-grown brew or just the best supermarket blend you can afford, these basic rules from Eating Well Magazine’s editors and contributors will help you learn how to make coffee to prevent unwanted bitterness and almost guarantee a satisfying cup of coffee every time.


Do not Miss four Health Reasons to Keep Drinking Coffee (and four Cons to Consider)

 Rule 1: Buy fresh beans.
Without question, coffee is best when used within days of being roasted.  Buying from  local roasters (or roasting your own) is the surest way to get the absolute freshest beans.  Be wary of buying bulk coffee from supermarket display bins.  Oxygen and bright light are the worst flavor busters for roasted beans, so unless the store is conscientious about selling fresh coffee, the storage tubes coated with coffee oils, which turn rancid.  Coffee beans packaged by quality-conscious roasters and sold in sturdy, vacuum-sealed bags are often a better bet.

Rule 2: Keep coffee beans fresh.
Always store opened coffee beans in an airtight container.  Glass canning jars or ceramic storage crocks with rubber-gasket seals are good choices.  Never refrigerate (roasted beans are porous and readily take up moisture and food odors).  Flavor experts strongly recommend against ever-freezing coffee, especially dark roasts.  Optimally, buy a 5 to 7-day supply of fresh beans at a time and keep at room temperature.

Rule 3: Choose good coffee.
Snobbism among coffee drinkers can rival that of wine drinkers, but the fact is that an astonishing world of coffee tastes awaits anyone willing to venture beyond mass-marketed commercial brands.  Specialty coffees that clearly state the country, region, or estate of origin can offer a lifetime of tasting experiences.  Look for 100% pure Arabica beans.  The cheap alternatives may contain Robusta beans, noted for their higher caffeine content but harsh flavors.  Arabica devotees a term commonly link “Nasty” to Robusta coffees.
Do not Miss: How to Brew a Greener Cup of Coffee

Rule 4: Grind your own.
Coffee starts losing quality almost immediately upon grinding.  The best-tasting brews come from beans ground just before brewing.  Coffee connoisseurs prefer to grind in expensive burr mills (e.g., Solis, Zassenhaus, Rancilio), but affordable electric “whirly blade” grinders (e.g., Braun, Bodum) will do a serviceable job, especially if the mill is rocked during grinding to get a fine, even particle size.  (Scoop for scoop, finer grinds yield more flavor.)

Rule 5: Use good water.
Nothing can ruin a pot of coffee more surely than tap water with chlorine or off flavors.  Serious coffee lovers use bottled spring water or activated-charcoal/carbon filters on their taps.  Note: Softened or distilled water makes terrible coffee-the minerals in good water are essential.
Related: How Important Is Filtering Water for Your Health?

Rule 6: Avoid cheap filters.
Bargain-priced paper coffee filters yield inferior coffee, according to the experts.  Look for “oxygen-bleached” or “dioxin-free” paper filters (e.g., Filtropa, Melitta).  Alternatively, you may wish to invest in a long-lived gold-plated filter (e.g., SwissGold).  These may deliver maximum flavor, but may let sediment through if the coffee is ground too finely.

Rule 7: Do not skimp on the coffee.
The standard measure for brewing coffee of proper strength is 2 level tablespoons per 6-ounce cup or about 2 3/4 tablespoons per 8-ounce cup.  Tricks like using less coffee and hotter water to extract more cups per pound tend to make for bitter brews.
Don’t Miss: Coffee Shop Drinks You Can Make At Home

Rule 8: Beware the heat.
T hot water will extract compounds in the coffee that are bitter and not pleasant.  The proper brewing temperature is 200°F, or about 45 seconds off a full boil.  (Most good coffee makers regulate this automatically.)  Once brewed, do not expect coffee to hold its best flavors for long.  Reheating, boiling, or prolonged holding on a warming platform will turn even the best coffee bitter and foul-tasting.

Rule 9: Keep your equipment clean.
Clean storage containers and grinders every few weeks to remove any oily buildup.  At least monthly, run a strong solution of vinegar or specialty coffee-equipment cleaner (e.g., Urnex) through your coffeemaker to dissolve away any mineral deposits.  Rinse thoroughly before reuse.

And, for the best in healthy gourmet coffee, get your Organo Gold coffee HERE.


What Your Starbucks Habit Really Costs You

It is getting a little more expensive to have a Starbucks habit.

The Seattle-based coffee company said Tuesday that it would hike prices by an average of 1% in the Northeast and Sunbelt regions, where for roughly five years prices did not rise.

Starbucks is after the lead of other food companies, including McDonald’s and Chipotle, which have hiked prices in the past year to cope with rising commodity costs.

The company said the average price of a “tall” — the smallest drink — brewed beverage would rise by 10 cents in New York.  This morning the price hike was already in effect, as caffeine cravers shelled out $2.01 for a cup of coffee, up from $1.91.  The coffee-house allows for some regional pricing, so the real cost of your morning habit could vary.  However, that could easily bump the price of a large — “venti” — latte over $4 a cup, not including tip.

If one of your resolutions is to cut costs this year, it might be worth noting what your coffee habit will cost you over time.

If you buy one $4 latte each day, that coffee habit will set you back $28 a week, about $120 a month and $1,460 per year.  After five years, not including tips, you have slurped away $7,300.00.  If you account for missed investment returns, the loss amounts to roughly $9,300 (assuming a 9% average return).

After 10 years, your Starbucks habit costs you a car.  Moreover, after 30 years, the cost is $239,891 that you drank away (including investment returns), could have bought a house.  Over 40 years, the Starbucks habit could reduce your retirement nest egg by an astounding $634,428 — enough to generate an income of more than $2,600 a month.

No one is suggesting that you give up your daily jolt of Joe.  (This would be a particularly unlikely suggestion from me — the person whose caffeine addiction built that impressive tower of latte cups.)  However, you might want to consider a cheaper way to go at it.

Costco, such as, sells a 2.5-pound bag of Starbucks French roast for $22; A couple of gallons of milk will run another $7.  For that $29 — roughly the cost of a week of barista-made lattes — you can have a pot of lattes every day for at least a month.  Your net savings is $91.

Invest that savings in a diversified portfolio of stocks and you could have your jolt and your retirement plan too.  Based on these numbers — and investment returns of 9% annually (about the historic average) — the amount you save by brewing your own Starbucks coffee could be worth $481,108 at retirement 40 years from now.

I am just giving you something about which to think.

Save money and get a healthier coffee here

Or, better yet, consider letting your coffee pay you:


Why Organic Coffee?

Reason Number One:

The number one reason most people go organic is to avoid potential exposure to inorganic chemicals.  The FDA has a maximum acceptable level of food contamination by chemicals used during farming and processing.  Unfortunately, it seems like every month there is a new study contradicting previously trusted medical thresholds for trace chemicals in our diet.  From antibiotics and hormones in milk and meat, to mercury levels in fish, to trace pharmaceuticals in our public drinking water, we can potentially consume small amounts of chemicals at every meal.

Can these trace drugs accumulate to dangerous levels?  How do they interact with one another?

It is impossible to test these questions because there are too many variables affecting the results.

What further complicates things is that the FDA is a business.  Budgets limit their effectiveness, and therefore have to make funding decisions based on highest risks of exposure and impact.  In reading the Food and Drug Administration Compliance Program Guideline Manual, # 7304.004, less processed foods (like baby food for example) have a higher priority and are screened heavily, consequently 50% of their budget is directed to foods in this category.

Where does coffee fall in their priority list? 

The FDA states: “…unless specifically approved by Head Quarters, do not sample Raw Agricultural Commodities such as green coffee beans or hops that undergo extensive processing which either eliminates or significantly reduces pesticide residue before the final food is ready to eat.”

Enjoy a cup of Healthy Organic Coffee.

 Coffee is not a priority.

Are there maximum levels of pesticide residue allowed in coffee?  How much of this residue is left after washing and roasting?  Does the residue break down into a radical component that is potentially more dangerous?  Coffee grows in tropical locations that are subject to weather variables and insect infestations, both problems that could change the levels of pesticides used during the growing season.  Would the same amount of residue remain on beans heavily sprayed in one area versus beans in another?  Farms handle these situations differently.  They use different types and amounts of pesticides, and they certainly process coffee in different ways.

Reason Number Two:

The second reason to go organic finds its roots in the global nature of coffee.  It centers on this question:  “If you know something is going on that is potentially dangerous and do nothing, do you share any of the responsibility of the consequences?”

As an educated nation, we understand that certain chemicals can be useful in one situation and dangerous in another.  DDT is an amazing pesticide, but it nearly caused the extinction of the Bald Eagle.  Chlorofluorocarbons, CFC’s, were widely used as refrigerants, propellants, and cleaning solvents.  These compounds break down ozone in the upper atmosphere and therefore contribute to increased radiation levels making it to our lower atmosphere.  While we have made the decision as a country to stop using these products, developing nations still use these chemicals as affordable solutions to common problems.  How do we know what chemicals are being used in other countries?  We do not… but what we can be sure of is the safety of the products from the farms that are certified organic and not using chemicals.

Organic Farms avoid the pesticide issue altogether.  By practicing ecologically friendly farming techniques, they are able to optimize their crop yield while also lessening their impact on the environment.  When considering that the organic food segment in America has grown 30% in the last few years, combined with increased global awareness and responsibility, the future looks bright for farmers ambitious enough to go organic.

Get The Best Organic Gourmet Coffee Here


Ganoderma Coffee: The Healthier Coffee!

Healthier Ganoderma Coffee:

Ganoderma coffee has arrived in a big way to rejuvenate the health and life of avid coffee loving people!  Most of you are aware of the ill effects of excess caffeine consumption. But you just can’t do without the regular dose of revitalizing cup!  How about switching over to coffee Ganoderma-the healthier coffee alternative?

Coffee Ganoderma is an absolutely natural product.  The caffeine content contained in this type of coffee is tremendously low as compared to the fully caffeinated and decaffeinated varieties.  As far as taste is concerned Ganoderma coffee is as rich, strong and deliciously tasty as its caffeinated Vis a vise.

Ganoderma is actually a fungus or more commonly a mushroom!  Scientifically this fungus is known as Ganoderma lucidum.  Ganoderma coffee is impregnated with the extracts of this fungus.  This Ganoderma fungus is naturally bestowed with medicinal properties that protect the immune system, provide energy and vitality, minimize tiredness as well as enhance longevity.

So when you are sipping a cup of Ganoderma coffee you can rest assured that your health is totally safe guarded!  This marvelous herbal concoction of coffee and Ganoderma has become immensely popular globally.  The origin of this amazing fungus can be traced back to China.  The Chinese refer to Ganoderma as the ‘King of Herbs’ and its alternative names are reishi and ling zhi.

Ganoderma is also effective in preventing tumors, and detoxifies the liver.  It has also been said that it is effective in curing heart ailments, insomnia, high blood pressure, diabetes, chronic asthma and bronchitis.  So coffee beans infused with Ganoderma extracts produces this highly nutritious and healthy beverage called Ganoderma coffee.

Ganoderma lucidum and its proven medical efficacy has been acknowledged and endorsed by the American Herbal Pharmacopoeia.  This herb is also known as the Red Mushroom. Ganoderma has been researched extensively for its therapeutic and healing properties.  So Ganoderma coffee is perhaps the best thing to have been discovered for coffee connoisseurs all over the world.

Ganoderma coffee gives you the same punch as any of the caffeinated versions of coffee. But coffee Ganoderma contains far less caffeine than regular coffee.  A cup of regular coffee contains 65-135mg of caffeine.  Ganoderma coffee contains only about 8.5-10mg of caffeine!

So now you can enjoy your coffee drink without feeling guilty about its effects on your health!  Ganoderma coffee will pamper your taste buds the same way as normal coffee. Gano coffee’s regenerative and renewing property strengthens the body’s natural immune system.  So your battle against diseases and your overall life expectancy is enhanced.

So if you are looking forward to a healthier and happy life then turn the tables over to Ganoderma coffee.  Coffee Ganoderma will not only revive your senses but will redefine a more healthy and satisfactory coffee lifestyle.  Say three cheers to good health and to the Organo Gold culture!

Get yours today

Click here to learn how to win a Mercedes Benz FREE by selling coffee!

Benefits of Taking Tongkat Ali

Organo Gold Café Supreme with Tongkat Ali

Every natural herb brings us many benefits.  Some herbs cure specific diseases or address specific health conditions while the rest help us for our physical and mental well-being.  In addition to that, some herbs give us a wide spectrum of benefits addressing a range of issues.  Tongkat Ali is one such herb offering many benefits for different conditions.  Let’s take a look at the Tongkat Ali benefits that it has in offer for you and me.

How Tongkat Ali Works?

First of all, it is vital to understand how Tongkat Ali works to fully understand the Tongkat Ali benefits.

Tongkat Ali primarily is a medicine for stimulating male hormones (testosterone) so it enhances the testosterone production.  When taken in proper doses, Tongkat Ali increases the testosterone level of the blood, enhancing and prompting all effects that are created by testosterone.

In addition to that, Tongkat Ali stimulates the central nervous system, indirectly.  In this way, consumers gain indirect advantages as well.  Although there are thousands of consumers for Tongkat Ali in the world, there have been no reports about damaging side effects.

The Benefits

People use Tongkat Ali for two reasons; sexual performance enhancements and other diseases.

Sexual Enhancements

Following are the benefits related to sexual performance enhancement gained by Tongkat Ali users:

1. Infertility is one of the main benefits Tongkat Ali delivers.  But this is not the most prominent benefits.  If someone is critically suffering from this condition, relying fully on Tongkat Ali is not recommended.

2. Impotence is one of the main dysfunctions helped by Tongkat Ali.  Since testosterone plays a vital role in impotence, enhancements of testosterone definitely helps in getting rid of impotence.

3. Improper or little ejaculation is also addressed by Tongkat Ali.  The amount of fluid in male ejaculation is also subjected to the level of testosterone.  However, there are other medicines for addressing this problem and it is advised to take a mixture of treatments for best results.

4. Erectile dysfunction is the main issue addressed by Tongkat Ali. By increasing testosterone level of the male body, Tongkat Ali helps men get rid of erectile problems, so they can better enjoy the sex life.

5. Premature ejaculation is a condition treated by Tongkat Ali.  The person should be able to witness the power of this herb within the first few hours after taking the medicine.  Tongkat Ali usually shows immediate effects in certain areas such as premature ejaculation and erectile dysfunction.

6. Some people fell exhausted after performing sexual intercourse.  By taking Tongkat Ali, users will be able to enjoy long sexual performance as well as feel fit after completing it.

Other Uses

There are other Tongkat Ali benefits other than sexual performance enhancements and here are a few.

1. Tongkat Ali is widely used for treating Malaria in the south-east Asian region. However, this is replaced by the modern medicines.  But, there are remote regions that trust the use of Tongkat Ali for Malarial treatments, even as of today.

2. Body builders and fitness enthusiasts use Tongkat Ali for maintaining a proper body as Tongkat Ali increases the testosterone level in the blood.

Get your Tongkat Ali Cafe Supreme Coffee today


Your Coffee Habit: How to Make it Healthier

What’s your Coffee Habit?

For many people, including me, grabbing a Café Latte or Café Mocha is the high point of a day.  You may occasionally give it up for a few weeks at a time, but the comfort and gratification from this basic pleasure doesn’t keep you away from the local coffee shop for long.  However, there are a few things you can do now to make this unhealthy habit, a lot healthier:

Go for soy milk over cow’s milk:

Some sources suggest that cow’s milk is a common food allergy that can contribute to eczema, asthma, sinus congestion or digestive upset.  Soy is high in protein and in calcium. It is also beneficial for heart health, prostate cells, menopausal and PMS symptoms, bone density and sex hormone balance (due to its phytoestrogenic isoflavones).  Breast tenderness, irritability and acne breakouts before menses can be lessened by having a cup of soy milk each day.  Recent studies even suggest that soy protein contributes to fat loss and muscle maintenance during a weight loss program.

 Top it off with cinnamon:

Cinnamon is all the rage now in the treatment and prevention of type 2 Diabetes because of its insulin-sensitizing effects.  Insulin instructs the body to store extra calories as fat if they are not burned off after consumption.  An insulin-sensitizing agent is one that causes the cells of the body to have a better response to insulin, which ultimately lessens the need for excessive insulin secretion.  A study published in Diabetes Care found that half a teaspoon of cinnamon a day significantly reduces blood sugar levels in people with type 2 Diabetes.  It also reduces triglyceride, LDL cholesterol and total cholesterol levels among this group.  Less insulin is beneficial beyond weight loss reasons and cholesterol control as avoidance of high insulin levels over long periods of time is linked to reduced risk of cancer (i.e. breast), Alzheimer’s disease, high blood pressure, accelerated aging and heart disease.

CoffeeOne cup a day is not that bad:

New research confirms that moderate coffee consumption has possible benefits and may not cause us harm.  These benefits include reduced risk for type 2 Diabetes, gallstones, liver disease, colon cancer and Parkinson’s disease.  Studies show that type 2 Diabetes is lower among regular coffee drinkers (two or less cups per day).  In addition to the long-term health benefits, the immediate effects of coffee consumption include improved endurance in long-duration physical activities and higher, fat-burning effects before a workout.

And while I’m happy to share the health benefits of drinking coffee, we can’t ignore its harmful effects.  Coffee, if consumed in large quantities can interfere with healthy sleep patterns, exacerbate anxiety and increase heart rate and blood pressure.  It can sometimes even contribute to an irregular heart rhythm.  Many studies have considered the effect of caffeine on women’s health issues such as osteoporosis and breast health. The symptoms of fibrocystic breast disease (breast tenderness and cyst formation) are known to worsen with caffeine consumption and too much caffeine causes calcium loss from bones leading to reduced bone density and strength.

Don’t forget that coffee has toxins.  Or that almost every book on anti-aging always recommends avoiding coffee and tea?  My solution is simple.  Never consume coffee past lunchtime because different people metabolize caffeine at different rates. Enjoying your coffee early in the day will reduce the impact it may have on your sleep. Always avoid caffeine if you endure anxiety, stress or depression.  When you do enjoy your caffeine dose of the day, choose a soy latte with one shot of organic espresso and not coffee and top it off with cinnamon.  Always follow your caffeine drink with a 500 ml bottle of water to allow for rehydration and take a high potency multi vitamin and multi mineral such as Clear Essentials to replace lost minerals.  One shot of espresso has less caffeine than a cup of coffee and your bones will benefit from the soy milk.

Get the Healthier, Non Toxic, Better for you Organic Coffee Here


Who should take Ganoderma herb

Ganoderma herb benefits everyone:

Ganoderma herb benefits everyone, especially if taken for long-term. However, certain group of people needs Ganoderma more. This herb plays an important role in maintaining their health due to their specific occupation or genetic trait.

Let’s look at some of these groups and see whether you fall into one of them.

Genetic factors

Does your family member have the history of getting cancer, stroke, heart attack, high blood pressure or diabetes? It can be your mother, father, brother, sister, uncle, aunt, grandfather or grandmother. If yes, you should take the necessary precautions to avoid getting those health problems.

Besides a healthy diet, good emotional health and regular exercise, Ganoderma herb is one of the most important supplement you should take. It helps to:

  • enhance your immune system to prevent cancer
  • improve blood circulation to prevent stroke, heart attack and high blood pressure
  • regulate hormone system to prevent diabetes

Ganoderma is a good preventive herb, without any side effects for long-term consumption.

Constant germ exposure

Are you a doctor, veterinarian, nurse or biologist who are constantly exposed to various bacteria and virus? If so, you must have a strong immune system to avoid getting sick and prevent other serious infection.

And Ganoderma is one of the best herb to strengthen your immunity.

Constant toxin exposure

Are you working in chemical lab, plastic factory or places with high pollution? Do you always inhale chemical smell while working? In that case, you must help your body to detoxify those toxins you get while working.

Ganoderma effectively helps to reduce free radicals and neutralize unwanted toxic substances in your body. This prevents you from getting strange diseases due to long-term intoxication.

High concentration required

Does your work need high concentration and alertness such as driver and pilot? You must have good body energy to carry out your task without getting tired easily.

You can take Ganoderma herb which significantly boosts your energy without the addiction and side effect of caffeine in coffee and energy drink.

Irregular working hours needed

Jobs like pilot, air hostess, police officer and sometimes doctor may need irregular working hours. You have to work at night-time and sleep at day time. For a prolonged time, this is very damaging to your body. In fact, you will age faster.

A solution to improve your health condition is to take Ganoderma. This herb helps to regulate your body balance, improve your sleep and reduce fatigue. Of course, having normal sleeping time is the best. But if you couldn’t, taking Ganoderma really helps a lot.

Anyone who wants to be healthier

Of course, you still can take Ganoderma if you’re completely healthy and always stay in a clean environment. However, no one is perfectly healthy. We just don’t know our real health condition.

Therefore, you can safely take this herb for your long-term health care.

Get Ganoderma Coffee and Supplements Here


Healthy Coffee without the harmful Caffeine

Now you can ENJOY highly nutritious Coffee!

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Most of you are aware of the ill effects of excess caffeine consumption. But you can’t do without a revitalizing Cup of Joe!

Pretty Lady with Coffee Cup

Our coffee is caffeinated however; the presence of Ganoderma neutralizes the negative caffeine effects so you get the “boost” without the negative effects of caffeine! Our Green Tea is caffeine free!

Switch to ORGANOGOLD GANODERMA COFFEE - the Healthier, rich, creamy, smooth and DELICIOUSLY tasty coffee!

Ganoderma is not just a nutritional supplement it is a miraculous herb studied for its many healthy benefits!

100% Organic Ganoderma ~ revered for 5,000 years as the Worlds #1 Superior herb! Also, scientifically proven worldwide as Nature’s most potent health booster! It is associated with longevity, youthfulness, vitality and virility! Click on “What is Ganoderma” on the left.

Organo Gold is dedicated to maximizing the potential of Ganoderma with research, development and an ever expanding line of scientifically developed Ganoderma based products.

Organo Gold is the world leader in 100% Certified Ganoderma Lucidum.



  • Dehydrates
  • Very Acidic & Toxic
  • Raises Blood Pressure
  • Raises Stress Level due to Increased Cortisol
  • Coffee Jitters & Caffeine Crash


  • Balances PH Level of Body
  • Natural Detoxification
  • Increased Immune System
  • Provides Energy
  • No Jitters or Caffeine Crash due to Ganoderma
  • Oxygenates the Body
  • 100% Certified Organic Ganoderma 

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Make money in the coffee business – be the solution not the problem

What business are you in?

Albert Einstein

Many people in the coffee business have it wrong – they think we are in the coffee business. They get hyper-focused on issues related to coffee. They think that great coffee will save their business that the next latest greatest trend in coffee will swoop in and save their failing store.

This is not unusual – it happens in a lot of businesses. People forget they exist for the customer first. Without thinking first about what the customer wants, they will eventually fail. Customer satisfaction is why we exist. It’s what we make money from and how we grow and succeed.

Problem solving

I’ve said this to people many people over the years, and I’ll repeat it here. The way we make money is by solving people’s problems. The bigger and more complicated the problems we solve, the more money we make. Need a hole dug? Solve it with a few bucks and a cash-starved teenager. Need a solid piece of beautiful and well-built furniture? More complex, but can be solved by a craftsman with the proper knowledge and experience in furniture building. Have a brain tumor you need removed? OK, now we are talking an incredibly complex problem needing the finest of surgeons with a multi-six-figure education, years of experience and a team of people to help.

Small problem, small price or big problem, big price, nothing changes. But still, all the transactions were goods and/or services for cash. All of them were giving a customer what they wanted or needed in exchange for cash.

If we are not in the coffee business what business are we in?

1.       We sell Organic Coffee No caffeine. Yes, I know many people call it coffee, but let’s face it. We sell the opiate of the masses. People, companies and nations need it to work.
2.      Meeting space. Pastors, architects, community groups, business leaders, women’s literary groups, book clubs, newcomers clubs and more. Sometimes I joke I’m going to give away product free and charge $10/hour for seating.
3.      Community. We are the Cheers of our community and a “pond” that people from all walks of life swim in. High school kids, senior citizens, college students, moms-with-kids, business people, pastors, politicians, down-and-out and corporate folk. They all mix and mingle every day at our giant water cooler.
4.      Emotional welfare. Not only is caffeine a euphoric, the emotional level of many is bolstered by hanging out, studying, people-watching, getting work done, all at a place where “you need people to be alone”. One of my favorite senior customers lost her husband 6 years ago. She’s in our shop everyday because she “needs to get out and see people and be social”. I know she loves coffee, but that’s secondary to her need for socialization.
5.      The Third Place. Everyone needs a place outside of home and work they can call their own and many coffee shops fill that need.
6.      Fuel. Oh yes, we do sell food and beverage at our store, and let’s face it: our bodies need fuel every day.
7.      Great Organic coffee. Yes, we actually have customers who love, are fanatical about and demand great coffee. But honestly, they are not the largest slice of our customer pie. As a matter of fact I tell students at our Batista school this. Probably 95+ percent of our customers really could care less about what happens behind the bar. They just want a good cup of coffee.

People go where they love to go

I know, an obvious statement, but one I think is overlooked. My store doesn’t exist to please me. It exists to please the customer. I’ve seen too many coffee businesses that exist to please the owner, or maybe better said they exist, but forget to please the customer. If a customer likes a store, they’ll come. If they don’t, they won’t. It’s so much more than great coffee; it’s an emotional decision.

This week I had a meeting with a potential client at our store. The meeting was at 2PM and when they arrived one of my staff called back to my office to tell me. I said, “Go ahead and get them a drink and then have them grab a seat“. My staff member said, “No problem on the drink, but there aren’t any seats available“. Mind you this was at two in the afternoon, we don’t do lunch and we have over a hundred seats in our store.

Why were we that busy?

Although the fall is typically a busy time of the year, our store is pretty consistent. It is not unusual for us to be that busy during the day. And though the name of our business is JP’s Coffee, not everyone at the store right then was drinking coffee. Some had coffee or a latte, others had a smoothie or hot chocolate, and still others a bagel and glass of water. But they were all there, meeting with friends, doing business, studying, reading, taking a break from work or socializing with those around them.

So what am I really selling?

I once went to a coffee shop that had zero atmosphere. It had white walls, one picture centered on each wall and gave the most sterile vibe I’ve ever felt. Needless to say, they didn’t last more than a year in business. Was it because they had bad coffee? I think not. Poor service, I doubt it. Poor location or maybe that was a small part of it. But most of all, they just weren’t a place people wanted to go. They weren’t solving the problems, or at least enough of the problems coffee shop customers wanted solved.

Success comes to those who solve problems. In the coffee business that means being a place people want to go to. It’s about being the right place in the right place.  People want to connect, to feel good, to have problems solved and have an emotional connection.

What does your community need you to be? What kind of place are your locals longing for, wanting you to be so they can connect with you and love to go there all the time? Be that place and you‘ll make money. It’s as simple as that.

Start Your Coffee Business Today


Coffee Trends

 Coffee Facts:

Next to military arms and oil, coffee is the largest commodity based industry in the world. It has an annual sales volume of over $10 billion. It is consumed by 65% of North Americans and is the 2nd most popular drink in the world next to tap water1! Here are some interesting coffee facts:

  • Coffee is grown in 50 countries around the world and is the principal commercial crop of over a dozen countries, half of which earn 25% to 50% of foreign exchange revenue from coffee exports.
  • More than 10 billion pounds of coffee beans are grown per year, providing more than 20 million jobs.
  • Coffee is indigenous to Ethiopia and was most likely discovered as food before it became a drink. The most popular legend of how coffee was discovered involves an Abyssinian goat herder named Kaldi. Kaldi awoke one night to find his goats dancing around a tree speckled with red cherries. When he tasted one of the cherries, he too started dancing with his goats. It is more likely however, that wandering Ethiopian tribesmen used coffee as a food supplement by squashing the coffee cherries and eating them for nourishment as needed. Later, the cherries were soaked in water to make a drink, but it is not thought that hot water was used until the Arabs discovered how to boil water in 1000 A.D.
  • Coffee was believed to have medicinal properties. Avicenna, an Islāmic physician and philosopher of the eleventh century, said of coffee: “It fortifies the members; it cleans the skin and dries up the humidity that are under it, and gives an excellent smell to all the body.”

The North American Coffee Market:

North American coffee consumption is growing by 2.5% a year. In the United States, total sales of coffee in 1994 were about $7.5 billion, with specialty coffee representing about 33% or $2.5 billion of that. Organic specialty coffee sales were estimated at $150 to $200 million. Specialty coffee is, however, the fastest growing segment of the coffee market. Since 1987, the number of coffeehouses in North America has increased from 1,400 to over 10,000. Better taste is the primary reason for its popularity. In Canada, half of Canadians drink coffee every day, three or four times a day. Only 55% of North American consumption is roasted and ground coffee, while a full 45% is still instant, indicating the huge potential for gourmet coffee growth.

Coffee Trends: 

While coffee consumption worldwide is actually declining slightly, the market for two types of coffee – gourmet and organic – continues to rise.

  • Gourmet Coffee: Gourmet coffee is made up of high quality Arabica beans. The gourmet coffee industry started in the early 1960s and has grown to $5 billion at the turn of the century. The majority of this growth can be attributed to a general trend toward quality in the market.
  • Organic Coffee: Organic coffee is coffee that has been produced without the use of synthetic fertilizers, pesticides, insecticides, or other harmful chemicals that threaten the long-range sustainability of soils, ecosystems, and groundwater supplies. As the demand from consumers for environmentally friendly products and practices has increased, organic sales from 1992 to 1997 grew from 1% to 2% of the overall coffee market to as much as 8% and have continued to rise since. A Stanford University Study has found that 66% of consumers are willing to pay more for a company’s products and services if they believe the company is environmentally and socially responsible.2

In spite of these trends, the following disturbing facts are still true:

  • 95% of the coffee sold on the market is 100% stale3.
  • Millions of coffee farmers live at or below the poverty line due to unfair trading practices4.
  • Technician coffee production is the 2nd largest cause of Rainforest destruction5.
  • Technician coffees are the 2nd most heavily pesticide sprayed crop in the world6.
  • Over 75% of the coffee consumed in North America is grown on these technician coffee farms7.

Fortunately, the two newest trends in the coffee industry along with the move to organic coffees make efforts to lessen these problems. They are fair trade and fresh roasting.

What is Fair Trade?

Fair trade refers to a revolutionary economic system that directly benefits poor coffee producers in southern countries. In this system, coffee companies commit to buying coffee only from small coffee farmers who have organized themselves into democratic co-ops. These co-ops sell their coffee collectively and collectively use profits to help their communities. The co-op coffee price per pound is guaranteed by the company purchasing the coffee. This eliminates the rapid and sometimes catastrophic fluctuations in the world price of coffee on small producers. Fair trade coffee also eliminates middlemen and “coyotes” that often take advantage of coffee farmers by charging excessive fees for transportation and shipping. The fair trade system has been part of the European coffee industry for over a decade, yet Canada has barely been introduced to the concept. In the last few years, however, the fair trade coffee industry in Canada has grown considerably. TransFair Canada is the Canadian branch of TransFair International that regulates this industry by acting as a third-party monitor giving credibility and consumer confidence to products that carry the TransFair label. For more information, see TransFair’s website at

Fresh Roasting:

As the demand for a higher quality cup of coffee increases, it is only natural that consumers begin looking for a fresher product. Only in the last couple of years have a few coffee companies began addressing the freshness issue by guaranteeing a maximum shelf life of their product. This is not wide spread at this point, however. Our company, Equator Coffee Roasters, is one of the few that offers weekly delivery of coffee guaranteeing freshness. We can expect to see in short order, an increase in this service and the number of cafés with in-store roasters.

1 Source: Canadian Coffee Association and Specialty Coffee Association of America, 1997 & 1998.
2 Start and Run a Profitable Coffee Bar Tom Matzen & Marybeth Harrison, Self-Counsel Press: North Vancouver, BC, 1997
3 Source: Coffee Processing Technology, 1963 and Coffee Quality, 1987, by Michael Sivetz.
4 Sources: Fair Trade Labeling Organization, 1999, and OXFAM, 1999. The small farmer grows 60% of the world’s Arabica coffee supply and 98% of the top quality Arabica coffees and most live at or below the poverty line.
5 Sources: Smithsonian Migratory Bird Institute, Sustainable Coffee Congress, 1996 and Good Wood Alliance, 1998.
6 Sources: Pesticide Action Network, 1997 & 1998. Many technician farms use chemicals banned for use in North America, such as DDT.
7 Sources: Mesoamerican Development Institute, 1999.