Pete and Doug Cooper talk Goldberry Roasting third wave coffee

Canning-Dean:
Hello, my name is Emily Canning Dean, and I am here with Doug and Pete Cooper from Goldberry Coffee and they are going to talk to us a little bit about Third Wave Coffee. So Doug and Pete, can you explain to our audience a little bit about that and how Goldberry differentiates itself from others in the market?

Pete Cooper:
Thanks for thanks for having us. I think first it’s important to talk about what like first or second wave coffee is. Those would be coffee shops where coffee is on the menu, but maybe more as a complimentary piece to other food items or things like that. So it can still be, you know, really good, but it’s more of a side piece to other items on the menu. Whereas third wave coffee shops, coffee really is the hero. We take a lot of care and time in roasting and brewing coffee that is what we consider craft and specialty coffee.

So the first part of that would be sourcing coffee and getting coffee that is specialty coffee. And specialty coffee is any coffee that is rated above an 80 on a scale of 1 to 100, and those ratings happen by Specialty Coffee Association Q Graders. It’s on a standardized scale and they go to school for a long time to learn to taste and grade coffee. So we don’t buy any coffee that falls below that that specialty grade. It also encompasses direct trade sourcing or ethical sourcing, making sure that we are bringing in coffee that is high quality and sourced ethically from smaller farms. And we do have direct trade relationships with farmers in Mexico, and we’re working on one in Kenya as well.

And then our roasting technique, we’re very artisanal in our roasting. We roast in small batches to keep it fresh and so we can control and maintain the coffee quality and consistency a lot better. And we roast our coffee to bring out the natural flavor inside the coffee that’s inherent in where it’s grown.

And then also it comes down to precision brewing. So we spend a lot of time and effort in making sure that we are brewing our coffee in the way that it is meant to be brewed depending on each coffee. So we don’t brew every coffee the exact same way. There might be different ratios we use or different grind size we use or different water amounts or brew techniques that we use depending on the coffee. But some of us went to school to learn Specialty Coffee Association techniques and be certified in how to brew and taste coffee correctly. And so we do all that on the backend and then present it simply to our to our customers so that they are tasting the coffee the way, the best way that it was meant to be tasted.

Doug Cooper:
That was Pete Cooper my son. I’m Doug Cooper, the dad. But to bring this down kind of to ground level how it translates to us, one of our core values is thoughtfulness. And we are a back integrated roasting company and we have coffee shops, and because we’re able to roast our own coffee thoughtfully, carefully, then we’re able to translate that to our coffee shops.

But we try to do everything, whether it’s roasting coffee, whether it’s serving coffee, brewing coffee, the way we serve, the way we approach people, thoughtfully, balancing what is good for them and what makes their life better with how to do our business as excellently as possible.

And I think that is where we take the third wave and apply it to our customers, whether they’re wholesale and retail, um, where they find us to be very approachable, and very kind and servant-minded, where the other competitor coffee shops tend to just serve coffee and feel good about it. So I think that’s a pretty good explanation from high level to lower level.

Canning-Dean:
All right, well, gentlemen, thank you so much for that insight. We really appreciate it.

Pete Cooper:
No problem, thank you.

Doug Cooper:
You’re welcome.