Tuesday, May 26, 2009
Honduras Opalaca
I have been recently sample roasting some Honduras Organic Coffee from the Opalaca region. I cupped that at the SCAA Conference and I find it very balanced with pleasant aftertaste. I also have tried some Veracruz Huatusco and Mexico Nayarit that are also very interesting. At Sierra Madre we want to focus on Mexican and Central American coffees. This follows the rationale of finding excellent coffees that are closest to the USA, and that directly impact the migratory Neotropical birds that overwinter in the coffee plantations.
Thursday, May 14, 2009
Working on a logo
I have been working on creating a logo for the company. The one above is the latest iteration. This will surely change a bit as we incorporate other elements.
Tuesday, May 12, 2009
Sustainability blurb
In any start-up there are always questions and choices. Do we go with proven and tried models? or do we try to improve and "re-invent the wheel"?. As Lisa and I discuss choices in roasting equipment, green coffee bean selection, and more recently packaging materials for our coffee; we've come to realize that there is a third voice in all of our conversations: Sustainability.
We strongly believe in the power of businesses to drive innovation, implement ethical choices, improve people's lives (beside's the owners) and change the status quo.
When we think the role of sustainability in our everyday business choices we are considering all these factors, besides the typical obsession with the bottom line. Most people know the analogy of sustainability as a three legged stool, where the three legs are needed to sustain it (Society, Environment, Economy). The third voice in our conversations, is then, a filter through which we will define success only by considering a "triple bottom line" (People, Profit and Planet).
The practical implications of this triple bottom line approach mean that given these options:
a) good for our wallet, bad for planet, socially unfair (mass produced coffee)
b) good for our wallet, socially responsible but bad for the environment (fair trade/non-organic)
c) promotes conservation, socially responsible, provides our income.
(Bird Friendly, Organic, Fair Trade, Same Continent Origin)
We will make choices striving to attain the latter bracket. I emphazise striving because we believe that sustainability is a never ending quest to attain the ideal balance, while realistically we know that there are some limitations to implement this view at all times (There are currently no societies or businesses that are 100% sustainable).
The challenge regarding sustainability for a business then is, to do what we can today, while ensuring to survive the market, so we can continue improving tomorrow.
We strongly believe in the power of businesses to drive innovation, implement ethical choices, improve people's lives (beside's the owners) and change the status quo.
When we think the role of sustainability in our everyday business choices we are considering all these factors, besides the typical obsession with the bottom line. Most people know the analogy of sustainability as a three legged stool, where the three legs are needed to sustain it (Society, Environment, Economy). The third voice in our conversations, is then, a filter through which we will define success only by considering a "triple bottom line" (People, Profit and Planet).
The practical implications of this triple bottom line approach mean that given these options:
a) good for our wallet, bad for planet, socially unfair (mass produced coffee)
b) good for our wallet, socially responsible but bad for the environment (fair trade/non-organic)
c) promotes conservation, socially responsible, provides our income.
(Bird Friendly, Organic, Fair Trade, Same Continent Origin)
We will make choices striving to attain the latter bracket. I emphazise striving because we believe that sustainability is a never ending quest to attain the ideal balance, while realistically we know that there are some limitations to implement this view at all times (There are currently no societies or businesses that are 100% sustainable).
The challenge regarding sustainability for a business then is, to do what we can today, while ensuring to survive the market, so we can continue improving tomorrow.
Tuesday, May 5, 2009
Friday, May 1, 2009
Starting a Bird Friendly Coffee Company from the ground up
We have embarked on a unique adventure. This blog will narrate the story of a couple in Northern Wisconsin (Azael and Lisa) as we craft a sustainable Coffee Company from the ground up. We have dreamed hundreds of business ideas over the years. This time is different, because we are moving beyond dreams and into action.
A few months ago we started thinking of business ideas for the thousandth time in the last decade. We have considered many things in the past, from dog training, Alpaca Farming, to eco-tourism, but always found a reason or ten to hold back (or just plain lack of courage).
Why Coffee?
We both love to drink it, have personal associations to it, and are fascinated by the possibilities. Think about it; this is a product that can change the world through fair trade, habitat conservation, promoting organic agricultural practices, and has the potential to impact the social stability and sustainable development of entire nations.
When I was a young boy growing up in Guadalajara (Mexico), I remember being fascinated while listening to my Grandfather Jose's grand stories about his experience growing up in his family hacienda in the mountains of Veracruz (where coffee was one many crops), the revolutionary war in which he had to fight (age 15) to defend the Landowners interests, and how after their side's defeat, he left to set up a Coffee Roaster Shop in Mexico City.
My Granfather's early enterprise was succesful, and the stories stuck with me. He would describe the wonderful aromas of fresh mountain coffee roasted in the morning, that would drive the crowds into his shop -"El Cafe es Chismoso" (Gossipy), he would say- as well as other great stories such as the time when two German empresarios (circa 1925) sat outside of his shop for two days and then asked him "how much for the business?", he replied that it was not for sale and they left. Next day same question, same answer. The same scenario played out for a few days until my Grandpa, tired of this, quoted the Germans a price he estimated to be about three times the real value of the business, and how they came back a couple hours later with the full amount in Silver and Gold coins.
Moral of the story: I always have associated Coffee with fabulous mountain plantations, exquisite aroma, tremendous value, and endless possibilities.
We have decided to start a specialty coffee roasting operation. We have read books, sampled great coffee's, talked to people, made connections to producers, importers, became members of the SCAA and attended this year's conference. We have a name Sierra Madre Coffee Company, and we are currently setting up our infrastructure (roaster, shed, webpage, etc).
Our business model is based on sustainability, and therefore we are very concerned with the social and environmental costs and impacts of coffee in the totality of it's production cycle (from seed to cup).
Day 1
We have a name, potential logo and we are now a registered LLC in the state of WI
A few months ago we started thinking of business ideas for the thousandth time in the last decade. We have considered many things in the past, from dog training, Alpaca Farming, to eco-tourism, but always found a reason or ten to hold back (or just plain lack of courage).
Why Coffee?
We both love to drink it, have personal associations to it, and are fascinated by the possibilities. Think about it; this is a product that can change the world through fair trade, habitat conservation, promoting organic agricultural practices, and has the potential to impact the social stability and sustainable development of entire nations.
When I was a young boy growing up in Guadalajara (Mexico), I remember being fascinated while listening to my Grandfather Jose's grand stories about his experience growing up in his family hacienda in the mountains of Veracruz (where coffee was one many crops), the revolutionary war in which he had to fight (age 15) to defend the Landowners interests, and how after their side's defeat, he left to set up a Coffee Roaster Shop in Mexico City.
My Granfather's early enterprise was succesful, and the stories stuck with me. He would describe the wonderful aromas of fresh mountain coffee roasted in the morning, that would drive the crowds into his shop -"El Cafe es Chismoso" (Gossipy), he would say- as well as other great stories such as the time when two German empresarios (circa 1925) sat outside of his shop for two days and then asked him "how much for the business?", he replied that it was not for sale and they left. Next day same question, same answer. The same scenario played out for a few days until my Grandpa, tired of this, quoted the Germans a price he estimated to be about three times the real value of the business, and how they came back a couple hours later with the full amount in Silver and Gold coins.
Moral of the story: I always have associated Coffee with fabulous mountain plantations, exquisite aroma, tremendous value, and endless possibilities.
We have decided to start a specialty coffee roasting operation. We have read books, sampled great coffee's, talked to people, made connections to producers, importers, became members of the SCAA and attended this year's conference. We have a name Sierra Madre Coffee Company, and we are currently setting up our infrastructure (roaster, shed, webpage, etc).
Our business model is based on sustainability, and therefore we are very concerned with the social and environmental costs and impacts of coffee in the totality of it's production cycle (from seed to cup).
Day 1
We have a name, potential logo and we are now a registered LLC in the state of WI
Subscribe to:
Posts (Atom)
