Welcome to the first issue of Roastmaster’s Talk. Over the past fifteen years, I’ve had countless “Roastmaster talks” with customers while a batch of beans has tumbled around in the coffee roaster. I will use this forum to discuss common questions about coffee and tea, highlight new offerings, seasonal drink ideas, and post responses to emails.

My passion for coffee began while working in my parent’s coffee shop as a teenager. I was intrigued by the exotic origins of the coffee beans I was packaging for our customers. We were “just” retailers of beans supplied by a variety of regional coffee roasters. Visits to our suppliers’ roasting plants and sessions at their cupping tables gave me a greater understanding of what it takes to unlock the full potential of a coffee bean. My college years provided me an opportunity to research and write papers on the history, cultivation, and production of coffee. The desire to have the greatest control over our products’ quality led to the opening of our coffee roasting operation in 1991.

To be successful as a specialty coffee roaster, I feel one must be dedicated to these principles:

• Source great raw arabica green beans from around the world.
• Roast often in small controlled batches.
• Each coffee origin has a unique flavor profile reflecting the microclimates were it was produced. Unlock each bean’s fullest potential by having different roasting styles best suited to each batch of coffee.
• Fresh is best! Allow customers the opportunity to enjoy the full aroma and flavor of coffee by providing them with truly fresh coffee beans.
• Teach the customers how to brew great coffee and espresso at home.
• Never stop seeking the next great cup of coffee.

It is my hope to address all of these topics, and more, as I share my thoughts in this forum. Please feel free to email your questions and comments to: roastmaster@lacostacoffee.com.

Thanks for visiting our site. May your next cup be a great one!

Doug Novak
Roastmaster and Drinker of fine coffees and tea