Thursday, April 3, 2008

A new season for Fresh Coffee Now!

As time goes on, we take for granted the gifts we have and lose the enthusiasm we once had at the goodness we’re blessed with everyday. I've been listening to the positive messages in my life and have looked at my gifts. Indeed, the darkness of routine masks the excitement we once had when things were new. It's not easy to realize what we live for every day.

When I started working with coffee, I remember how beautiful the aroma was and how to use the shiny espresso machine was a goal for me. As I continued my quest for knowledge through effort and interest, I conquered my goal, became an expert in my craft, and began to make people happy. The gift I have wasn't so I could make myself the most beautiful cappuccino, it was the knowledge I had of my craft that made me able to give people the best I could.
At some point, I got interested in roasting coffee. I took advantage of the opportunity I had to improve my knowledge and had to take gradual steps through time, bit by bit, and eventually I was able to do it myself. I had several teachers over the years and assembled a body of understanding that helped me do the best I can now. I have been blessed with the opportunity to put to work all the knowledge I've amassed and enjoy the rewards. I don't have to search out the best coffee roaster or the most skilled barista around to show the people I love what is available. I can make the work I have done available to people every day. I am thankful for that!

As the seasons change, so do our aspirations, and sometimes it seems we have to move on and start a new chapter. Our roasting company was at home in the basement of a café/restaurant for nearly two years and, with all the focus on the café, it was difficult at times to stay excited. It made me want to so something drastic to change the reality of the situation. I did my best to work through and now have the opportunity to reinvigorate my interest in coffee with a change for the better. I wouldn't want to give up my life's passion for a break from hardship.

Fresh Coffee Now has turned to a new chapter in its development, starting with our move to a more user-friendly venue. Gone are the days of huffing burlap sacks of coffee down stairs. Our commitment to quality is growing stronger daily, and with this our standards are growing also. We will be offering more organic, fair trade coffees then ever before, as well as our Jamaican coffee that stands alone in quality. Delicious standards like Guatemala Antigua, Yemen Mocha, and Indian Malabar, among others, will remain great sellers. I hope our loyal customers will spread the word among friends. Tell them how to get Fresh Coffee Now!

Joe

1 comment:

mattsutte said...

Way to get all deep on me Joe :)