I started this business because I love great coffee and I feel that specialty coffee is being overpriced.

So, I am bringing my premium coffee to you at a fairer price.

My family and I learned the coffee business by running a Coffeehouse. We listened to our customers and experimented with blends and roasting formulas to develop our smooth-tasting flavorful Premium Coffee.

I've determined that the best tasting coffee comes from an experienced Roast Master... the one who is involved in the roast just like the Executive Chef at a fine restaurant concerned about each plate. In addition, I've learned to avoid a roaster who simply presses a button and leaves all the work for the computer. This kind of roaster simply doesn't have the passion that I have, to refine a recipe to its perfection.

Corby Kummer in his book, The Joy of Coffee, describes the importance of a roaster. He says, "A clumsy or distracted roaster (in the coffee business, "roaster" more often means the person who operates the machine than the machine itself) can watch the company's investment go up the smokestack. A skilled and subtle roaster, on the other hand, can transform mediocre beans into a smooth blend and very good beans into something unforgettable."

Mr. Kummer also states, "a roaster needs the instincts of a chef and the skill of a machine operator. Even if he or she has decided in advance what the degree should be, real-time decisions make evenness of development something of a feat."
He continues, "That's why the roaster never strays far from the machine after the first pop, standing by it anxiously and constantly checking the scoops."

Our Roast Master, like the Executive Chef, uses their experience and senses to insure the special quality that craft roasting produces. They feel, smell, watch... monitor, record and create a premium coffee that is not over roasted. No burnt after taste and smooth on the stomach.

If you want your coffee to be "something unforgettable", treat yourself, every day... every cup... every drop... to our Premium Coffee, at a Fairer Price.

Here is some insight.... listen up!

Question: What is the general definition of Craft Roasting?
Mike: Craft Roasting is a combination of art and science.
Art, from the perspective of years of coffee knowledge and roasting many batches of coffee.
Science, from keeping up with cutting-edge technology in regards to roasting processes, and those outcomes.

Question: What possessed you to become a Roast Master?
Mike: A standard industry definition of Roast Master is still being developed as this is an ever changing industry based on new knowledge and innovations. However, it generally means someone who has had hands-on roasting experience with, sample roasting, blend development, green sourcing, origin visits and instructing on coffee. My first coffee experience began with cupping coffee samples and production lots for quality control purposes and this opened my eyes to all the wonderful flavor, taste and aroma attributes that coffee can embody. I kept cupping coffees, learning more about the coffee processes and the people responsible for producing the coffees. The more I learned and experienced, the more I wanted to continue to learn.

Question: Any special training needed?
Mike: The best training for roasting great coffee, no matter what the size of your business is, is constant cupping and tasting your coffee. Once you begin to understand what is happening in the roaster, and begin to understand the modifications you make for different origins, you can start to catalogue those results, and build upon that knowledge as time goes by.

The coffee industry now has a number of groups offering training on cupping, sensory development, roasting processes, green sourcing, etc. Working with your co-workers and peers, comparing notes is an integral part of learning and keeping your skills fresh.

Question: As a Roast Master, do you have a number of steps you follow when creating a premium coffee product?
Mike: In creating a blend for someone, you first need to understand what they are looking for in a coffee product. Then you begin to taste different varietals with them that highlight desired traits that are wanted. After several varietals are selected, you begin to blend several together to see what you can make. This is where your experience kicks in, because over time you begin to understand what works well together, and what doesn't. In this industry, you constantly learn something new, so it is important to approach developing a coffee blend with a balance between what you know, and what you can learn.

Question: Besides Craft Roasting, we roast in smaller batches. Would you share the benefits of small batch roasting?
Mike: The main benefit of small batch roasting is that you get to really hone in on each individual coffee varietal, and make it the best it can be. Even minute modifications to a roast profile can dramatically change the flavor of the coffee, so roasting in small batches allows you to give each coffee more focused attention, thus perfection in each roast.

Question: Craft Roasting is a combination of technology and the human experience... your roasting experience. Give us some insight on how you prepare a roast, let's say our World Blend. What is the process?
Mike: Before we start with any roast, we ask questions and we listen.
We need to know who will be drinking our coffee, what they like in a coffee, when they will be drinking our coffee and how they will prepare and serve it.
We seek to know what coffee feels good and why it is liked, as well as the ones that may not have been liked as much. After these initial discussions, we usually try several coffees to benchmark preferences. We listen to their feedback and tweak the coffees, roast levels and blending ratios to find the perfect balance, flavors, acidity, body and overall cup appeal for the customer.

Question: Do you have any advice for our customers to help them achieve greater enjoyment from our Mike Shea's Coffeehouse Traditionals?
Mike: In order to enjoy great roasted coffee, you need to start with cold, filtered fresh water, and use the proper water to coffee ratio. No matter what style of brewer you are using, we recommend using 2 tablespoons of coffee for every 6 ounces of water. This will provide the best flavor extraction. Grind only what you need, and keep the rest stored in an airtight, dark, cool location. Never store coffee in a refrigerator, a pantry is typically the perfect place.

Remember, Coffee is perfect to share with our friends and family to savor the moments in life. So, don't keep it all to yourself... Share, invite a friend over or send some to a family member as a gift.

As Always, I pledge to price my Craft Roasted Coffee, at a Fairer Price.
Mike Shea