What are we Doing?
Something that I have been asked more recently is: So what do you actually do? You might casually follow our page or randomly see me selling coffee at events, but what is Devine Coffee actually doing? This is what we do and kind of why we do it…
Currently we are roasting coffee. That’s it. That is our main focus and that is where we are putting our energy. We want to deliver fresh roasted coffee to your door. Locally we are trying to set up in markets and stores so that people nearby don't have to pay for shipping (TOTALLY UNDERSTAND THAT). But to make it very simple and straight forward, we are roasting coffee. I am currently set up on my Mill City 1 Kg roaster, and it is a CHAMP. I buy unroasted “green coffee” and put it through our machine that turns it into the brown coffee you both desire and need in your life. Of course there is much more to it, the operations and the other details are important, but that’s what we do on a basic level.
Why do we do it? We are hoping that when you try our coffee it is something different from what you are used to tasting. If you get Starbucks or Dunkin Donuts every morning, I understand that convenience. I have taken advantage of that convenience, but I am here to tell you that your coffee experience could be so much better. Most chains like that talk about their coffee being fresh, and it might be, but there is a good chance that their definition of fresh might be different from what you imagine. A really fresh coffee in my opinion is about 2-10 days off roast. Your coffee will still be good for about another two weeks to a month or so, sometimes it might stretch depending on how it was stored, but after that it really depends. Simply put, coffee loses flavor after the initial 10 days.
With that in mind, I have never seen a Starbucks bag of coffee with a roast date on it. That troubles me because, if they are selling you coffee that is advertised as fresh, a roast date needs to be visible on the bag or on a sign at the counter. I am sure you might catch a morning where their coffee is fresh (maybe), but there is a way higher probability that the coffee you are drinking was roasted months ago. That’s not fresh. I know most people go to Starbucks for the Fraps and Lattes, but if you are going for a drip coffee, your Mr. Coffee machine at home with fresh roasted beans will give you a better cup of coffee, guaranteed.
I posted in the last blog different options for batch brewing/home coffee pots that are SCA approved. If you are ready to make that purchase, do it! If you are ready to try some manual brewing, do it! But if you have a small Mr. Coffee on your kitchen counter, start there. Start there with fresh beans and really experience the difference. You’ll taste a difference and you’ll never look at Starbucks the same again.
I hope you give us a try because I love sharing this experience with other people. If you ever have any questions on where to start or what to buy, I would love to point you in the right direction. There are so many resources available, stop wasting your money, start drinking better coffee.