Latest / Coffee People Podcast / A Pop-in with Craft 42 Roasters, Aaron and Taylor Moore

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A Pop-in with Craft 42 Roasters, Aaron and Taylor Moore · Coffee People Podcast

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Now on to the show. Speaking of which, I'm going to
1:18
get started so we can not forget to do this little pop in and
1:22
then we can get back to it. Hey everybody, welcome to this
1:26
Poppin episode of the Coffee People podcast, presented as
1:29
always by the Roast West Coast Coffee Network.
1:32
I'm your host, Ryan Waltz, and this show is supported by Roast,
1:35
our coffee packaging. They work with roasters of all
1:38
sizes to tell their big stories on that coffee bag.
1:41
I'm joined once again by our friends and supporters, the
1:44
founders of Craft 42 Roasters, Aaron and Taylor Moore, who I
1:48
want to check in with because they're lovely human beings and
1:51
because, frankly, I'm setting the groundwork for a future
1:54
visit. And we'll probably need a place
1:57
or a lawn to stay on. And I always prefer a place with
2:00
great coffee. Hey, Aaron and Taylor, finally,
2:03
welcome back to Coffee PEOPLE. Hi.
2:07
Yeah, glad to be back. As if we haven't been chatting
2:10
for 5 minutes already. So how long has it been since
2:16
you guys launched Craft 42? It's been almost two years,
2:19
right? Most two years, yeah, and 18
2:23
months probably. Well, it would be 18 months
2:25
since we talked to you last because the first half of the
2:29
podcast I was pregnant, that's right.
2:32
And then the second-half, I had the baby in the podcast because
2:37
we wanted to throw a couple more things in there that we thought
2:40
about after and my baby's 18 months, so.
2:45
From 18 months ago when you were getting started launching this
2:49
business, roasting, doing some online stuff, there was a cafe
2:52
tasting room on the horizon at that time.
2:54
I believe we're just starting what's what is Craft 42 now
2:58
today? So I would say like the main
3:02
difference between then and now certainly is volume.
3:09
The community has really taken on the whole tasting concept and
3:17
really love coming in and doing the tasting.
3:22
Experienced Aaron definitely has a heavy role in that and really
3:27
makes makes it what it is. But it's definitely what has
3:32
brought a lot of people to our doors and just that parallel to,
3:35
you know, we live in wine country and just that parallel
3:38
to like wine tasting experience. But with coffee, people are just
3:43
absolutely going nuts over that concept.
3:46
And I would say almost everybody, if not everybody
3:51
leaves saying, wow, I did not know this much about coffee and
3:56
about specialty coffee. And it really, it really has
4:00
blown up for us. So yeah, we're, we're
4:03
definitely, I would say just getting much busier.
4:07
Things are much more out of control.
4:11
When you say coffee experience, the tasting, I was looking at
4:15
your your offerings, the guided coffee experience.
4:18
Can you describe kind of what that is if someone were to come
4:21
in for that? I mean, when you say wine
4:22
tasting, I think I go to the winery, they put wine in my
4:25
glass and then I drink it and that's kind of the end of it.
4:28
I'm sure they're talking to me, but I'm mostly just drinking the
4:31
wine. Well, I'll let Aaron answer that
4:34
because he is the the guide. So we always say, you know, we
4:38
sit down, we talk about either, we either do 3 coffees as pour
4:42
overs or espressos or one coffee three ways.
4:45
We talk about the farm, we talk about farming, we talk about
4:48
processing. And then the big thing is how to
4:51
brew better at home. And we try to meet our guests
4:54
wherever they are on their coffee journey.
4:56
So if they're really geeky about coffee, we get in the weeds.
4:59
If they're still saying, oh shoot, I didn't even know coffee
5:03
was a fruit. We start there and we work our
5:05
way back. But we always start and end
5:08
with, it's just fun. We're playing with coffee.
5:12
We're supposed to be enjoying it, the experience.
5:14
If you want to get super geeky about it, that can be fun too.
5:17
But the only question you're answering when you're in our
5:21
shop is do you like the coffee you're drinking?
5:23
And then you maybe you can take a step further and say why.
5:26
And then just trying to make it light and enjoyable and
5:30
education based has been what we've been trying to do and it's
5:33
been getting some great perception.
5:35
That's very cool if I were. I'm obviously down here in
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Southern California right now. If I can't make it to the shop,
5:42
any chance like we could do a guided tasting online somehow
5:45
someday? Is that in the future where
5:46
someone could? Be Yeah, yeah for.
5:47
Sure. Oh, that's so fun.
5:50
So what we could do is like, obviously most of it's virtual,
5:55
but we could send you the coffee so that you have that like and
5:58
we'll just walk you through each of them.
6:00
Like obviously you're an experienced Brewer, so we could
6:02
just send you. Our sample.
6:07
I feel like you like you know your stuff.
6:11
Very nice of you to say. Well, but I think I think that'd
6:13
be a great thing for anyone. And I don't.
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I'm just, I get excited when I think about things and you're
6:17
telling me about this tasting and it's like, well, I can't be
6:19
there, but I want to do that. You put together a sample pack
6:23
of three, you know, little things and you ship them out and
6:25
you spend 45 minutes on a Zoom chat with somebody and wow, man,
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they've got a whole new experience.
6:31
And what I think is. Really thought of our next
6:33
business idea. I know, right?
6:35
Well, I don't want to, I don't want to take credit for it
6:37
entirely, but maybe a little bit 10%, that's fine.
6:41
What I was thinking was how cool it is as I was thinking about
6:44
it, I get to talk to people all over the country in the world
6:47
and and obviously in Canada. But even just experiencing how
6:52
different regions talk about coffee or what is popular in
6:55
their area is kind of a cool way to to experience coffee and play
6:59
with it like you said. Which leads me to you had two
7:03
years of playing with coffee, but also in a business
7:05
standpoint, do you still like coffee or you kind of over it?
7:08
I. Think that's a really good
7:11
question for me because I like started out in this whole
7:16
process. Not a huge coffee drinker is
7:19
more Aaron. But then when Aaron was starting
7:21
to geek out about the coffee and the specialty avenue of it, I
7:26
really started to get more into it.
7:28
And I would say I'm literally obsessed with coffee at this
7:32
point. Like I get excited when a new
7:35
one comes in. I get excited in all the
7:37
different ways we can brew it and how that changes the taste
7:40
profile. And I just, I don't know.
7:43
I just feel like, yeah, we're literally obsessed with coffee.
7:46
I think our whole life has turned into the answer is coffee
7:50
to everything pretty much. But what do you think?
7:53
I don't know. I mean, I, I like it even more
7:56
now than before. And now it's when you have that
8:00
interaction with your guest and it's always different people, of
8:04
course, but they're, they're enjoying it and they're picking
8:08
up all these little things you're talking about and you're
8:09
feeling that they're really enjoying it and they're getting
8:13
excited about all these little things that you enjoy.
8:15
You're passing along and you're using these illustrations maybe
8:18
to try and communicate that. And then they're tasting
8:20
something, a beverage that they maybe have had every day of
8:24
their life for the last however many years.
8:26
And then they're just drinking it completely differently.
8:30
We in the shop always talk about how, you know, specialty coffee
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and commodity coffee are just two different beverages.
8:35
So if you've only had commodity coffee, like you haven't had
8:38
specialty yet. So it's just like almost forget
8:40
what you've had before. And so just having people have
8:43
that experience always excites me, always makes me really happy
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to talk about coffee and and share that.
8:51
And now we have stuff where before when I had a little geeky
8:54
coffee I wanted to bring in for the next one, I'd be like, hey,
8:56
Tay, here's like this one. Now we're in the car today and
8:59
she's going, I really think we need to bring in another fun
9:02
coffee before Christmas. And we have 11 coffees right
9:05
now. Whereas like a year ago, a year
9:07
ago, I would have been like you, you have too many varietals like
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this is getting out of control. And now I'm like right on that
9:13
same train with him where I'm like, OK, OK, so let's, what
9:15
else can we bring in? Let's bring out something else.
9:17
Like I'm starting to get that niche and like that like
9:21
exciting aspect of it, but. I hosted a little pop up this
9:25
weekend at A at a mountain biking fundraiser in the woods.
9:29
When I got home, my wife, she, she was there, but we drove
9:33
separately. And when I got home, she asked,
9:35
did you like do as well as you had hoped?
9:38
Did you make any profit? Essentially?
9:39
It was what she was asking me at the event.
9:43
And I was like, you know, I'm not going to like I, I haven't
9:46
exactly. We're not going to discuss that
9:48
yet. Like we're going to look into it
9:49
and just see where all the things lie.
9:51
And then in my head, I'm going, well, yes, if you don't include
9:54
these other things that I did like because I was excited about
9:57
it and wanting to do it and I was there and donating to the
10:00
thing and it was just a whole, it's like, no, no, no.
10:03
Like, yes, there money is part of it.
10:05
I'm sure somewhere along the line.
10:08
But the excitement of spending the weekend talking to all these
10:11
people about coffee and bikes was like, yeah, I won either
10:14
way. Like and I was out camping so
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no, no worries. Totally.
10:19
I say this as I mentioned my wife and and you're obviously a
10:22
partner couple knowing that all relationships require work over
10:26
time. And so if you're listening
10:29
getting engaged or married partnered, know that if you are
10:33
really in it for the long haul, it's a lot like owning a
10:36
business. It's going to require work.
10:38
And that said, your personal and professional lives are fairly
10:43
intertwined. I'm wondering if during kind of
10:46
the building and growth of this, this business during what your
10:50
family has grown too, We mentioned that.
10:54
How do you make it work in a way that feels fulfilling and not
10:58
turning your lives together into work?
11:00
Obviously liking it as part of it, but there's also this,
11:03
there's a day-to-day component that you have to go through and
11:06
then come home together and be together and raise your family
11:09
together. How do you make all of that
11:12
manageable? That's all tailored.
11:19
We're still working on that. But no, having two kids and the
11:25
business and everything, I mean, I don't know, it's so hard.
11:28
I think a relationship in general is so much work.
11:32
Like there's no way anyone has, you know, the flawless, perfect
11:37
relationship where it's all just like rainbows and butterflies
11:41
every day. Being in a forever relationship,
11:47
it's work, really hard work. Not just like in the
11:53
relationship, but I think independently, like as
11:57
individuals, like just really recognizing the things that
12:02
you're going to have to adjust in a positive way to sustain the
12:07
relationship. But with the business involved
12:11
there, there's obviously like challenges and difficult times
12:15
and we would think, oh, you guys must spend so much time
12:17
together. We don't really spend that much
12:21
time together. We divide and conquer.
12:23
So I do a lot of the behind the scenes work that the business
12:29
requires, you know, the communication with people, all
12:32
the billing, all the finances, all the book work and that.
12:36
And then Aaron is like really the face of the coffee tasting
12:41
experience and the CAF wild the coffee shop.
12:46
But and then and, and then also like for me, I just feel like
12:52
with being home with the kids all the time.
12:54
I, I, I kind of work from home, I guess you can say, and Aaron
12:58
is more there and present. So I think like just getting a
13:04
actually a little bit of time away from each other can be good
13:06
sometimes. And we come home and we get to
13:08
talk about it. I'm like wanting to talk so much
13:11
because I've been with kids all day and Aaron's like been
13:13
talking all day doing tastings and just wants maybe a little
13:16
bit of quietness. But we still managed to like
13:19
really enjoy each other's company on in those moments that
13:22
we get too. Yeah, it's, I don't know.
13:26
It's been, I think. The answer is a wine.
13:29
Yeah, lots of wine. That's the answer to all
13:33
successful relationships. During the day.
13:35
One at night and and yeah, I think there's no way I could sit
13:41
here and say like there haven't been challenges.
13:42
There absolutely have been challenges.
13:44
But I think yeah, it's definitely made us stronger as a
13:47
couple. Our kids have really witnessed a
13:50
lot of hard work and tenacity. And so I think I, I think we're
13:57
better because of it, honestly. And that's an honest answer.
14:00
I really do. I, I think I can see why some
14:03
couples would find it very difficult to work with each
14:05
other. But yeah, I think we have like
14:09
separate qualities that add to the business and coming together
14:12
like work really well. So I don't know if I answered
14:15
that well. What do you think?
14:16
You went on a tangent. I respect you.
14:18
Still love me. Yeah, basically.
14:22
I you know, I had parents who were business were ran a
14:25
business together, a hospitality business.
14:27
And so, you know, now in my 40s, I'm still coming up with lessons
14:31
that I learned seeing them together as I apply them to my
14:33
own relationship. You know, my wife and I are, are
14:36
coming up on 22 years or something like that together.
14:40
So I'm, you know, and we have work together.
14:43
We don't currently, but like she was at the event this weekend
14:46
and without her, I would have been lost.
14:48
And, but I think there's, it's because we have these different
14:53
perspectives and different skills and different things that
14:56
that we that we do well, but then can come together and be
15:00
excited about each other's thing.
15:02
And so I'm always curious about that and why I ask you that.
15:07
I know we're just supposed to be popping in, but I think it's
15:09
important to ask and find out what's what's coming up for
15:13
Craft 42, what's on the horizon? We're we're entering this, it's
15:17
October 21st. I'm going to put this show up
15:19
snappy like that. So people will be getting it
15:22
pretty quick here right around Halloween.
15:28
I feel like I'm doing all this well.
15:29
Yeah, I feel bad because I feel like involved in that, like the
15:33
business on a, you know, like face to face basis.
15:37
But I do think that like there are big changes probably coming.
15:43
I cannot tell you how many times in a day I hear people say you
15:47
guys are growing. You know, you guys are growing
15:49
out of this space. You're too, you're too big for
15:51
this space now. And I feel that when I'm in
15:54
there, it just kind of seems like we're just stepping around
15:58
things to get to where we need to get because everything is
16:01
just so busy. But yeah, I think that there are
16:04
definitely some opportunities and plans in the near future for
16:09
possible expansion, though. We want that to stay true to
16:13
what we're doing already. Yeah, I think I'm just very
16:18
careful with those types of decisions.
16:20
I'm typically confident once I've made it, but I just want to
16:23
make sure that I'm not doing anything that is going to take
16:27
away from what we wanted to do to begin with.
16:30
But I don't know. Yeah.
16:32
I think we're we're really finding that when we started the
16:35
company, we had these ideas of what we wanted it to be.
16:39
And I think we expressed it to you early on in our last
16:43
podcast. And actually, I listened to it
16:45
recently, relisted to the podcast we were on, and was
16:48
amazed that like a lot of those things that we kind of thought
16:51
hopefully would be our values continuing have worked out
16:55
almost unbelievably well in a certain way.
16:59
And just refocusing and always staying focused on coffee
17:03
education and brewing at home and just keeping it like it's
17:08
light, it's fun. Like I love being in a cafe, a
17:12
craft cafe that's got a fun hipster vibe.
17:14
And that is super exciting to me.
17:16
But also we want coffee to feel approachable to everybody, no
17:20
matter what age they are. Like dad loves good coffee, you
17:24
know, type of thing. Like mom likes great coffee,
17:27
everybody likes good coffee. So we have this great diversity
17:30
of demographic of people that are coming in and just saying,
17:33
the amount of times I've had a coffee tasting from adult kids
17:38
and their mom and dad who are back in town who want to connect
17:41
with their child for something that they think they like, which
17:45
is craft coffee. And then mom and dad sit down
17:47
and they're like, you know what? I really like this too.
17:51
And now they both like it cuz it's not just for anybody.
17:54
So just seeing that excitement, you know, and refocusing on
17:58
that. Hopefully we'll see where that
18:00
goes as far as maybe potential expansion.
18:02
But really just staying true to our values and staying to true
18:06
to our brand into what 42 means for us has been really exciting.
18:11
And then obviously Christmas season is we'll be here before
18:14
we know it. So, you know, we're working on
18:16
all that stuff, all our comfort and joy holiday plan that will
18:20
be released and all of the fun things that are going on with
18:23
what we're bringing into the store.
18:25
And we're always trying new coffees and cupping constantly
18:30
and that's just a lot of fun. So we've had what do we say over
18:33
40 different coffees in the last 12 months and it seems like the
18:37
pace is picking up. If I'm a first timer to the
18:42
website from out of town or if I'm a first timer to the shop,
18:46
what is the coffee that you're going to say?
18:48
This is the one to start with because it represents what we
18:50
do. That's a challenging question.
18:54
I know. I just.
18:55
I see your face. Yeah.
18:57
Like if I send somebody to the website.
18:59
So good. There's so many good ones
19:01
there's and it depends on which which perspective you're
19:04
thinking of in terms of like our morning glory is just absolutely
19:12
delicious and very much you know, your day-to-day milk
19:16
chocolate, nutty comfort coffee that you could just brew in any
19:23
way. And if it's going to turn out
19:25
amazing any every time. But I think I know your answers.
19:29
Well, my answer is always the most annoying answer in craft
19:32
coffee, which is that That depends.
19:35
That depends on what you want to do.
19:36
That depends on the mood you're in.
19:38
For me right now, I'm really geeky on the Louis Rubio coffee
19:41
from Nicaragua. It's like a carbonic maceration
19:44
coffee. It's got these fun whiny mold
19:48
wine vibes going on. It's soft.
19:50
It's got florality. It's we're in wine country, so a
19:54
lot of people that come in are familiar with that.
19:57
So when you're talking carbonic maceration, they're like, Oh
19:59
yeah, we use that wine all the time.
20:01
And you're like, yeah, so they've done this in coffee.
20:03
And here's what you know, they say it, you know, brings out in
20:07
the coffee and. I also like a fun thing to talk
20:09
about. I I kind of cough and say nerd.
20:13
Oh, big time. You don't understand what I'm
20:16
dealing with over here. Like I just started and I, I
20:19
think if I'm going to be honest, I think I was the first one to
20:22
be like, what a roasting coffee from that moment.
20:27
He grabbed his phone and went down this like rabbit hole of
20:32
coffee and I just still remember like exactly where we were
20:36
sitting, exactly what that felt like.
20:38
And he just took it to this whole new level.
20:42
And I loved it because the man is a genius with copies very,
20:46
very much. He'll say other.
20:48
He has studied and learned so much about coffee and it's
20:54
always, you know, a revolving door of learning and making sure
20:58
that we are up to date with everything.
21:00
But he really, I know he's having a hard time with.
21:02
That very pleasing liberal use of the word.
21:05
Gosh, you're so yeah. But he's very, very, very, very,
21:10
very knowledgeable on coffee. And I would say there are people
21:14
that are like, go see Aaron at Craft 42.
21:16
He he'll help you, you know, do better at home.
21:18
And I think that just seems to be really the the direction
21:21
we're heading in. Have fun with it.
21:23
But like take home. I just love picturing people
21:26
sitting at home and drinking a little coffee with their partner
21:30
or their family or if they have us all in their house for
21:33
Christmas, you know, our coffee. I mean, not us in particular,
21:36
but I just think it's so exciting to like picture them
21:41
talking about it and what they taste and how, how share this
21:44
weird coffee or how they how they could brew it better with
21:47
different at it. ANYWAYS, it's just there's so
21:49
much that we're not seeing that excites me.
21:52
Yeah, so. It's always enjoyable to connect
21:55
with the two of you, and I find your sincerity, your sincerity
22:00
as human beings, comes through when even over video chat from
22:04
thousands of miles away. You know it's not something I
22:06
take for granted in the slightest.
22:08
Which is why I want to let you off the hook at the end of this
22:10
chat with a really easy question.
22:12
Any thoughts on the upcoming US election you'd like to share?
22:17
Sorry you cut out there. I thought you said the US
22:20
election. I said, any thoughts on the US
22:23
election you'd like to? No, just kidding.
22:26
Let's go with how about this favorite holiday movie for the
22:32
Christmas season with a nice cup of hot coffee?
22:34
Oh shit. Want for Christmas?
22:36
All I want for Christmas? Yeah, hands down, yeah.
22:40
Have you heard of it? All I want for Christmas.
22:42
Yeah, but Die Hard is the only Christmas movie that I watch so.
22:48
Guy loves controversy. I watched that movie for the
22:50
first time last Christmas and I thought to myself, this is not a
22:54
Christmas movie. Oh, it's, oh, it's absolutely.
22:57
It is the quintessential Christmas.
23:00
Movie politics. Hey everyone, thank you for
23:21
popping into the show today with me and the duo behind Craft 42
23:24
roasters, Aaron and Taylor Moore.
23:27
The Kelowna, BC community has responded to what they're
23:31
putting down at the Craft 42 tasting room, not just in terms
23:34
of the coffee, but in their effort to both create and enable
23:39
an excellent coffee experience. They dive into the tastings but
23:43
still make the effort to meet the guests where they are.
23:47
Where have I heard that phrase before?
23:49
Oh yeah, my coffee sensei, Chris O'Brien and I have said that
23:53
exact phrase on the Coffee Smarter podcast like a million
23:57
times. Of the two, Taylor's craft
24:00
engagement is the one that has gone from appreciator to
24:03
obsessive, to the point that she's catching up with Aaron
24:06
down that rabbit hole. And their customers span that
24:09
gamut as well, from first time coffee appreciators to those who
24:13
embrace their inner coffee nerd with open arms.
24:17
That's the pop in for today. If you don't happen to be in
24:20
Kelowna, go online to craft42roasters.ca to buy coffee
24:25
gear, apparel or book a coffee tasting experience, which
24:29
frankly, every coffee at Craft 42 is an experience.
24:34
Links, as always, are in the show notes and in our newsletter
24:37
that is on the Internet. And if you sign up, you'll
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24:57
Shout out to Roast, our coffee packaging found at rostar.com.
25:01
They're the overarching presenting sponsor of Roast West
25:04
Coast and we'll help you tell the big story of your small
25:07
business. They've been an incredible
25:09
support in enabling us to develop this platform where we
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share the stories of Coffee people.
25:15
And they also provided the packaging for our new coffee
25:18
collaboration with Relative Coffee, which is pretty awesome.
25:21
And you can see in the newsletter, we'll be back with
25:24
another episode of the Coffee People podcast and a bonus
25:28
episode of the Coffee with podcast featuring musician and
25:32
artist Michael Tsipras later this week.
25:35
Thank you for listening, for sharing, asking questions and
25:39
being coffee curious. This pop in episode of the
25:42
Coffee People podcast is part of the Roast West Coast Coffee
25:46
Network and this episode is was has been written, produced,
25:49
researched and recorded by me. Ryan Walt, wherever you find
25:53
yourself today, I hope it is with a fine cup of coffee.
25:57
Thank you for listening to us tell the stories of coffee
26:00
people. Cheers everyone.
26:06
Aaron and I are excited because we have really capable staff who
26:09
are just wonderful. We have the best.
26:11
On how I feel bad we never brought up the staff.
26:13
We never brought the staff. That's why next time, our
26:15
staff's so good. The staff are amazing.
26:17
Yeah, honest to God, like I don't know how we got so lucky.
26:22
And I think like a lot of it's intuition when I'm, when I'm
26:24
interviewing, we do have like a very strict hiring standard of
26:29
like some experience and certainly passion behind coffee.
26:33
And being a good. Human and just a good human.
26:35
And I, you have to feel that because you can be very much
26:38
swayed in a way that you never thought.
26:41
And honestly, like our staff, they just care about us and our
26:46
brand and our success so much. Like they treat it like it's
26:51
their own, each and every one of them.
26:53
And it just, you feel that when you're in there.
26:56
And I think like I've had several people come up to me and
26:59
say that about, you know, their experience when they're in there
27:02
and we're not there. Just like, oh, your staff are so
27:05
nice or your staff are great. Every staff make a great latte
27:07
or stuff. You know, really we're
27:09
knowledgeable about the beans when I ask them questions.
27:11
So like when Aaron's not there, we feel at least, or me, we feel
27:16
at least comfort in the fact that like they just treat all of
27:19
our customers like it's their own business.
27:21
And I don't know what we did to get so lucky, but honestly.
27:25
And we have starting a business. I thought, I wonder if like
27:30
we're going to struggle to find what if we don't find anybody?
27:32
And what if like, you know, even like I would say like 8 months
27:36
ago, I thought to myself, I don't know if I'm going to have
27:38
enough staff and then I'm going to have to work.
27:40
How am I going to work with the kids and.
27:41
We have waiting must to work. Literally, I would say, OK,
27:45
let's like, OK, we'll go back. Too far, too far.