Latest / Coffee People Podcast / Roast! - Jeff Taylor & Maritza Suarez-Taylor, Bird Rock Coffee Roasters

Transcript

Roast! - Jeff Taylor & Maritza Suarez-Taylor, Bird Rock Coffee Roasters · Coffee People Podcast

• 0:15
  Good morning and welcome back to the roast West Coast coffee
• 0:18
  podcast. I'm your host Ryan Walt on this
• 0:21
  show. We interview the coffee
• 0:22
  Professionals of the West Coast and try to increase our
• 0:25
  appreciation for our morning cup of coffee and by extension the
• 0:29
  farmers, who grow the Coffee plants.
• 0:31
  The roasters. Who prepare the beans and the
• 0:33
  Baristas who turn those beans into delicious drinks for us in
• 0:37
  a manner that can only be compared to Alchemy this week.
• 0:41
  I'm joined by Jeff Taylor and Maritsa Suarez.
• 0:43
  Taylor the husband-and-wife team behind Bird Rock Coffee Roasters
• 0:47
  based in San Diego, California, they purchased Bird Rock Coffee
• 0:51
  from the original founder, Chuck patent, five years ago under,
• 0:54
  their Petey's coffee Banner based out of Topeka Kansas Jeff
• 0:58
  is the midwestern salesman. CEO of the two and he's a
• 1:02
  natural boisterous Storyteller Marita originally of, Bogota
• 1:06
  Colombia is quieter more selective with her words.
• 1:09
  She is the director of quality control for Bird Rock and
• 1:12
  chatting with them. It seems clear that they work
• 1:14
  very well as a team, their skills and banter complement
• 1:18
  each other. In a moment, we'll get into our
• 1:20
  conversation and delve into the growth of Bird, Rock how they
• 1:23
  work together as a family and how quality coffee Above All
• 1:27
  Else? Is There?
• 1:28
  Guiding Light as a company. But before we get to the show,
• 1:31
  I'm going to ask for your help. This is the third season of the
• 1:35
  roast West Coast coffee podcast. And I'm still trying to grow the
• 1:38
  coffee Community through this show.
• 1:40
  If you know, a friend who loves coffee or is into
• 1:43
  entrepreneurship or just likes listening to podcasts, please
• 1:47
  share the roast West Coast coffee podcast with them, send
• 1:50
  them to the newsletter at roast westcoast.com, share the show
• 1:54
  on, whichever social media you're using and you think is
• 1:56
  the least evil? Then go have a mug of delicious
• 1:59
  coffee at your Local coffee, roaster.
• 2:01
  You've earned it. While you're listening today,
• 2:04
  take a moment to follow both at Bird Rock Coffee Roasters and at
• 2:08
  roast West Coast on Instagram. As always, you can find links in
• 2:12
  the show notes wherever you are listening.
• 2:15
  Before we get started during the show.
• 2:16
  Jeff, mentions green probe eggs as part of the coffee importing
• 2:19
  process. We don't really describe what
• 2:22
  that is grain Pro is actually a brand name of airtight,
• 2:25
  hermetically sealed storage bags.
• 2:27
  That can be used as Liners in a coffees burlap sack Back helping
• 2:31
  to prevent changes in the coffee due to a host of variables,
• 2:34
  like, exposure moisture, oxidization, insect infestation,
• 2:38
  or mold, their game changers, for food quality and safety.
• 2:42
  We also reference the cup of Excellence several times, which
• 2:45
  as you may have guessed, is an international coffee
• 2:48
  competition. A very prestigious one that has
• 2:50
  been going on since 1999 and it includes an auction for highly
• 2:54
  rated coffees. The competition is rigorous with
• 2:58
  thousands of coffees competing for a spot.
• 3:00
  In the multistage cupping and tasting portion of the
• 3:03
  competition in order to place in the top 10, a coffee will have
• 3:07
  been tasted and judged more than 120 times, that's all of the
• 3:12
  background info. You'll need for today's
• 3:13
  interview this morning, I'm drinking a cup of black coffee
• 3:16
  for my industry, partner, leap coffee.
• 3:19
  And I have a, can of cold brew from zoom bar, coffee, and tea.
• 3:21
  Just chilling in the fridge because this is a long episode
• 3:25
  and I might get thirsty later. I hope you also have a full
• 3:28
  month because it's finally time. Time for today's roast West
• 3:31
  Coast coffee podcast. And our interview with Jeff and
• 3:34
  Marita of Bird Rock Coffee Roasters.
• 3:56
  So I but if you wouldn't mind just saying for the roast West
• 3:59
  Coast, Audience who you are and what your role in coffee is.
• 4:06
  All right. Well, I'm Jeff Taylor, I've done
• 4:08
  every rolling coffee. I started as a barista, I became
• 4:11
  a coffee roaster. Obviously, owning my own company
• 4:15
  only my own business. I started my first coffee shop
• 4:17
  in 1993, and so I was a barista and then I decided to get a
• 4:22
  roasting. So, I spent some Years Learning
• 4:24
  to roast coffee and then I realized I can't roast bad
• 4:28
  coffee and make it taste better. So I started Did sourcing coffee
• 4:31
  and traveled the world from 2000 to 2015 and 2010.
• 4:37
  I met my wife and we started traveling together.
• 4:39
  And I quickly realized she's better at tasting coffee that I
• 4:42
  am. And so, she took over the
• 4:44
  tasting role in the quality control role and I had to step
• 4:47
  up and decide what my next step was inside.
• 4:49
  Done. All those steps in the cafe
• 4:52
  business. So in my next step became
• 4:53
  running the business and so I'm now focused on growing the
• 4:56
  company. And as I like to say, I've kind
• 4:59
  of transitioned into the Suction business because that's what I
• 5:02
  do. Now, a lot of time, spend my
• 5:03
  time opening cafes and she's taken over the quality control,
• 5:07
  and do you Maritza. My name is Martita.
• 5:10
  So what is failure? I am a director of quality
• 5:13
  control or the Rock and I help to do quality control.
• 5:20
  Also, entities, just direct them And where did you?
• 5:24
  You grew up in Columbia. I believe how did you get your
• 5:27
  starting coffee there? My family is.
• 5:34
  Naughty things, like my family on a big farm and I but, you
• 5:38
  know, the cool people on my family here.
• 5:40
  No, my family doesn't work. Just coffee.
• 5:42
  No, they don't have a, I wish I did.
• 5:46
  Yay. So my family is knowing coffee.
• 5:56
  My, they don't have a coffee that ground.
• 6:00
  My grandparents were flown boudica, that is Noah.
• 6:04
  Honda is known for coffee. There is coffee there, but
• 6:08
  really, really minimum, they were really, really high
• 6:12
  altitude area. So we're planting potatoes and
• 6:15
  so on. So now having some cows, they
• 6:19
  were like country country Fox, and how are you starting coffee?
• 6:26
  I was doing my internship. I was looking for an internship
• 6:31
  when I was studying my background is like, Think about
• 6:35
  it. How to say in English.
• 6:37
  It's like a coffee science, coffee coffee science to change
• 6:42
  with food science Through Time besides and sorry like up with
• 6:45
  science. So I was looking for an
• 6:46
  internship in that and I start to see Bruce idea and wanted to
• 6:51
  in the normal roads that I was looking for doing like in the
• 6:59
  weak area in Colombia with sometimes I need to catch
• 7:04
  myself. Laughing.
• 7:05
  How I pronounce them you can I don't say or think.
• 7:09
  Yeah it like in the energy industries that word.
• 7:13
  No well-known in Colombia. So I look at coffee because he
• 7:18
  wasn't too much at that time. Yes it was a big industry in
• 7:23
  Colombia and everybody was inspired by coffee.
• 7:26
  I was inspired really like coffee when I was growing up in
• 7:29
  the 90s and there was a soap opera Telenovela.
• 7:34
  How about about this call women with coffee aroma?
• 7:42
  So I was inspired by Dy story of that.
• 7:44
  Telenovela that all the names of famous famous soap, opera NG all
• 7:49
  over Latin America. Yeah, I think has been
• 7:51
  translated to my knee and I love languages.
• 7:55
  So what inspired by Dad when I was growing up as a kid and
• 7:59
  everything around us in Colombia was so - so.
• 8:03
  So that part of the TV help us just to get inspired by those
• 8:08
  stories that they were telling about this.
• 8:11
  This girl, that was growing up, picking picking up coffee from
• 8:14
  trees and she ended up being the CEO in a calm in a coffee
• 8:21
  company. So I was really inspired by
• 8:23
  that, so I I wanted to look at coffee and I apply for the
• 8:28
  Federation coffee, growers in Colombia for an internship there
• 8:32
  and I got it. And since I started to work with
• 8:37
  the freeze-dried coffee, my first task tour with that, in
• 8:44
  that part, like developing like the flavors, the things
• 8:50
  basically, in that in the throat.
• 8:53
  And next time, It was working with just the internal
• 8:57
  consumption and I study on the tendency of internal consumption
• 9:02
  in Colombia. So it was just a lot of analysis
• 9:05
  of the different brands in Colombia.
• 9:07
  So how they rolls the color? The the Columbia most of the
• 9:13
  coffee is ground. So the size particle of the
• 9:16
  ground coffee and next I ended up in a project that was was the
• 9:23
  start of the LT coffee in Colombia was just try to
• 9:27
  determine in which region of Colombia, where was the flavor
• 9:31
  profile and the varietal distinction in that in those
• 9:36
  areas I work for the Federation for close to seven years.
• 9:43
  And then next, I was offered a position in the genome and
• 9:48
  coffee group. The company, the Colombian
• 9:50
  company of the Inner Man coffee growth, and I took it, Them.
• 9:55
  That is the way that leads me to this guy here and some guy here,
• 9:59
  Bill. Roundabout way.
• 10:00
  There's a, there's an interesting story there in 2005,
• 10:06
  I was traveling and I was judging the cup of excellence in
• 10:08
  Colombia and I think was an Ava, wasn't it?
• 10:11
  Yes, it was Meadows neighbor. We the wheeler region but we
• 10:15
  flew in the neighborhood we were judging the cup of excellence
• 10:18
  and I found a fault. I coffee that I really liked in
• 10:20
  the cup of excellence and so we bought it.
• 10:22
  I think it was the number four. Coffee.
• 10:25
  I can't remember because number for coffee that I wanted to buy
• 10:27
  and so we did, I bought it with somebody else.
• 10:29
  We bought it at the auction and after we bought in the auction I
• 10:32
  called and some people I knew it, the Federation and said,
• 10:35
  listen, I really want to go to Colombia.
• 10:37
  I want to go to La Plata, which is where this coffee was grown
• 10:40
  the area. I said, I want to go visit this
• 10:42
  coffee farm and they saw Jeff. That's not going to happen.
• 10:46
  That's a really just not. They're not going to allow you
• 10:47
  to go there and they said I'll ask.
• 10:49
  But it's not going to happen. I said, okay and sure if he
• 10:52
  called back he emailed me back and said no they said no They
• 10:55
  being the the powers that be at the Federation and so I waited a
• 10:59
  couple weeks and I called my buddy back there at the
• 11:01
  Federation to do ask him again because I really want to go
• 11:04
  visit this Farm. I said, I just bought this
• 11:06
  coffee. We paid top dollar for it.
• 11:08
  I really want to get the visit the farm and hopefully be able
• 11:10
  to buy this coffee in future years.
• 11:12
  And so he went and asked him again and he emailed me back.
• 11:15
  And he said they said no and so I waited two more weeks and I
• 11:20
  called him back and I said, dude ask him again.
• 11:23
  It's like I really I don't see a reason Then why I can't go and
• 11:25
  they emailed back and he said, I can't believe it.
• 11:27
  They said yes. So I got to go when I flew into
• 11:31
  Columbia I went and visited this coffee farm and apparently it
• 11:34
  was a big deal. I didn't know it, but
• 11:36
  apparently, that was kind of a dangerous read.
• 11:38
  One of the most dangerous regions at the time and I was
• 11:41
  the first quote, unquote Gringo to visit.
• 11:45
  We found out later and the way we know, the reason we know that
• 11:49
  is there was a newspaper reporter, local newspaper,
• 11:51
  reported that went with us on the trip.
• 11:53
  When I went to visit the producer And they interviewed me
• 11:56
  and we had a translator there to translate everything and she got
• 11:59
  a lot of that reporter got a lot of facts wrong but that's okay.
• 12:02
  They all do. But they get my name and and
• 12:04
  that sort of thing and then and it was a it was a good trip.
• 12:07
  It went off without a hitch, right?
• 12:09
  And the newspaper article came out and I never really saw it.
• 12:13
  I saw it later on. I think Maritsa just
• 12:17
  coincidentally at that time, had just started the job at the
• 12:20
  Newman group and we didn't know each other.
• 12:22
  We didn't meet for five years later.
• 12:24
  I think five years. Later, we met.
• 12:26
  But when she started this new job, her boss Mario pulled this
• 12:29
  clipping out of this newspaper and said my dad said you're
• 12:32
  doing specialty coffee. Take a look at this.
• 12:34
  Some Gringo went down to Wieland.
• 12:35
  Thanks, there's good coffee there, maybe you should check
• 12:37
  there. And so she did what every good
• 12:39
  employee does. She took it?
• 12:40
  She looked at it? She stuck in a file on her, in
• 12:43
  her desk. And that was it, right?
• 12:45
  That's kind of way that works. And then, four years later, five
• 12:49
  years later Kimber, exactly. We both happened to be judging a
• 12:51
  competition in Ecuador, I flew to Ecuador to judge.
• 12:54
  Other coffee competition in 2009.
• 12:57
  So, as for years later, and Maritsa was there on behalf of
• 13:01
  her company Norman grip. Again, we didn't know each
• 13:03
  other. We met in Ecuador, and she had
• 13:06
  looked at that article in four years.
• 13:07
  So I'm sure she did remember, it was the fellow and we met in
• 13:11
  Ecuador. And, and the story I like to
• 13:13
  say, is she flirted with me for a week?
• 13:15
  And I finally gave in, it's okay.
• 13:17
  I'll have dinner with you jerk. You know how that goes if yeah.
• 13:24
  My wife and I have a similar story in which she just, you
• 13:27
  know, she really cleared it with me and I was just oblivious.
• 13:30
  Exactly, I was oblivious to what was going on.
• 13:32
  So, her story is a little different than that but yeah,
• 13:37
  anyway, so we judge. Yeah.
• 13:40
  Anyway, so after that competition might be the clue
• 13:44
  that I really wanted to see her again.
• 13:45
  So I flew down to Colombia and we our first date.
• 13:47
  And then this is after I got home, I flew back to Columbia
• 13:50
  and we had our first date and then we started dating and five
• 13:53
  trips to Colombia. A year for two years and I asked
• 13:56
  her to marry me and she said, yes.
• 13:58
  So then we went through the immigration process for a year.
• 14:03
  So, now, with three years now, we're almost eight years removed
• 14:05
  four, no, five years removed from when we first took that
• 14:08
  trip to Colombia she was cleaning out her desk to move to
• 14:11
  the United States and that's when she pulled out that article
• 14:14
  and she said, oh my God, that's my husband, there's like in that
• 14:18
  kind of an ironic twist that. So we have that article frame
• 14:21
  now, that is really interesting and that article was about you
• 14:24
  and you as PT's coffee roasting, right?
• 14:27
  Correct. Which is the company that
• 14:29
  acquired Bird Rock from Chuck Patton who a lot of San
• 14:32
  diegoans, know, the original founder.
• 14:34
  Correct. And it's been almost five years
• 14:37
  since you guys acquired Bird Rock, which it kind of feels
• 14:40
  like a lot longer to me, but I feel like time is weird now and
• 14:45
  that was a, that was a really big deal.
• 14:47
  I think, in coffee in craft coffee and particular, it kind
• 14:51
  of reflected a type of purchase that was more in line with
• 14:54
  You're at the time. What were your expectations at
• 14:57
  that time of like we're going to acquire this in expand and how
• 15:02
  has reality, I mean we've gone through a ton of stuff in last
• 15:05
  five years. What were your expectations
• 15:07
  then? And a, how is things actually
• 15:09
  panned out for it for the Sensi, a position?
• 15:11
  Well, perception is always interesting to me because your
• 15:14
  perception of how we acquired Bird Rock is mine's a little bit
• 15:18
  different. I've known, I had known Chuck
• 15:20
  since 2009. He and I had traveled to go
• 15:22
  that's how we knew each other, right?
• 15:24
  And Going back to 2009, we were in Nicaragua and he and I were
• 15:29
  sitting out one night at this competition, drinking a beer.
• 15:31
  And we one time, we said mean we don't have the best lives ever.
• 15:35
  We get to travel the world and buy coffee for a living and
• 15:37
  drink beer at night and Latin America.
• 15:39
  It's like it doesn't get much better than this and he said,
• 15:42
  yeah, you know, I just didn't have to run a retail Cafe and he
• 15:44
  damn near perfect. And I said, well dude, if you
• 15:46
  ever want to sell your business call me, I'd love to live in San
• 15:49
  Diego and that was the that was in 2009 and nothing was ever
• 15:53
  said that again. Fast forward to 2015.
• 15:57
  PT's was at a point where the industry the industry was
• 16:01
  changing. Because as you know, when the
• 16:02
  when the economy crashed in 2008 2009, there was a big shift in
• 16:07
  the industry at the time PT's have wholesale accounts in 35
• 16:11
  States and we were going gangbusters, right?
• 16:14
  Half of our actually, about all of our wholesale accounts that
• 16:17
  time the bigger ones started, roasting their own coffee.
• 16:21
  That's when all the micro roaster started popping up was
• 16:23
  around 2009 to thousand fourteen.
• 16:26
  There was a big boom in Mike, we're roasting and everybody
• 16:29
  wanted to do what we were doing and so we started there's a
• 16:33
  wholesale company. PT started losing accounts left
• 16:35
  and right and Petey's was doing great.
• 16:38
  We had great coffee, everything was going well, except we didn't
• 16:41
  really have a too much of a retail presence because Topeka
• 16:44
  Kansas where we lived and worked was only 10 of 100,000 people.
• 16:48
  It's hard to build a real good solid brand on a retail Cafe, in
• 16:52
  a town that size because you don't have the density of
• 16:54
  population. Elation and so we determined
• 16:56
  that. Okay, we got to make a change in
• 16:58
  our business plan. We got to get to a bigger city
• 17:00
  where we can open some retail, cafes to stabilize our bottom
• 17:03
  line. So then we can do wholesale and
• 17:05
  it all just works together and so we found some local business
• 17:09
  partners in Topeka men. We knew that had done well in
• 17:12
  life and they bought half the company from us.
• 17:15
  And we agreed to take all of that money that they gave us in,
• 17:17
  reinvest it into expanding PT's brand into another market.
• 17:22
  And I was actually looking in Washington DC.
• 17:24
  See again, I just came back from another trip to Ecuador, and I
• 17:28
  am literally, within two days, turn around and flew to
• 17:30
  Washington, d.c. for three days where I was touring, 30
• 17:33
  different locations, and I was trying to pick three that we
• 17:36
  were going to open up immediately in DC.
• 17:38
  And when I came home from that trip, I was sick as a dog.
• 17:41
  I found out later I Giardia from my trip to Ecuador which was a
• 17:44
  lot of fun. But while I was home, sick
• 17:47
  laying on the couch, Chuck called and said, dude, my wife
• 17:51
  and I have had it, we are ready to sell.
• 17:53
  He said you're the only When I'm calling right now, if you're not
• 17:56
  interested, I'll call some other people but you're the one.
• 17:58
  I'd like to have an opportunity and I'm like, really San Diego
• 18:03
  or Washington. D.c.
• 18:05
  I think we're going to San Diego and so I just happen to have
• 18:08
  leveraged half my company. So I had the funds and the
• 18:11
  timing was just perfect so I didn't really buy Bird Rock with
• 18:15
  a big expansion quest in mind. I've just looking to grow our
• 18:18
  business outside of Topeka to where we could get a more solid
• 18:21
  base with a bigger population. The timing of of things is so
• 18:25
  interesting and how everything works.
• 18:27
  You know, I just lately you walk into a coffee shop one day and
• 18:30
  you meet somebody and the changes your whole life which
• 18:32
  has happened to me on a couple of occasions for, you know, you
• 18:36
  pick up the phone or you're in a different place, you've
• 18:38
  mentioned Ecuador a few times, and I'm just curious, where,
• 18:41
  where would you consider in Ecuador, like, kind of the
• 18:44
  coffee center? Where are these coffee
• 18:45
  competitions? I've been to Ecuador as well and
• 18:47
  my wife lived there for a long time.
• 18:48
  So nice. Just curious.
• 18:51
  You want to talk about that. So, there was some Competition
• 18:55
  similar to a cup of Excellence. There is called the Gold Cup has
• 18:59
  allowed 1000 order, so they accepted to like their own
• 19:04
  competition and they were looking for coppers and they use
• 19:08
  words like I got to meet when Jeff and I were George's there.
• 19:13
  Yeah, I got to meet somebody from in a certification for UTC,
• 19:21
  it's like a cafe. What's Cafe?
• 19:23
  I was taking a plane. Meaning that and I met somebody
• 19:26
  from Ecuador that was taking the training with me and at the end
• 19:32
  he called me, he said there is a, there is a competition is
• 19:35
  like the third time that we are doing this competition in equal
• 19:38
  or would you like to go and now that you are a couple?
• 19:42
  Do you like to go? Let's say yes for sure.
• 19:46
  I would like to go on see coffee from Ecuador and see what buddy
• 19:50
  for has so they send invitation to Rosters here in the US and
• 19:57
  this just Jeff. Yeah, it's a lot of posturing
• 20:01
  here in the US and they were like, coppers from Peru, and one
• 20:06
  from Guatemala. And they really, they really
• 20:10
  like, what is pretty mentally with these Jewels?
• 20:14
  Was the start of this wasn't a cup of Excellence.
• 20:17
  They were doing their own and they were trying to figure out
• 20:18
  how to do it. Yeah.
• 20:20
  So at the time, like they didn't have like Channel To sell the
• 20:25
  coffee, please. Please couples that they were
• 20:29
  going on. It's like this.
• 20:30
  Come on the US and other countries that they were going
• 20:34
  so condition. That was they do in different.
• 20:38
  They did the competition that time.
• 20:40
  It was in the beach. I'm trying remember what the
• 20:44
  city was? That's why I don't talk like
• 20:48
  that. Remember, either?
• 20:50
  So it wasn't for jacking. It was no Manta.
• 20:54
  Monta motto is where the first competition?
• 20:57
  That's where we met was in Monta.
• 20:59
  Yeah, that's where she flirted with me.
• 21:00
  You know that competition was there.
• 21:05
  Now, they are doing it. I know, Already in the border
• 21:09
  with Peru but they are doing it in different areas.
• 21:14
  It's not a name that you here brought up as often and coffee
• 21:18
  as Peru and Colombia and other Latin American countries, but it
• 21:21
  is a such a beautiful place. I can tell you why I went to I
• 21:25
  went with a specific purpose in mind.
• 21:28
  If you go back to that time in 2000, late 2008, early 2009,
• 21:32
  almost all the Mourinho coffee and Colombia.
• 21:35
  Almost all of it was locked up, I start.
• 21:36
  Buck's Starbucks was buying almost all the coffee in the
• 21:38
  Marine, your region at that time.
• 21:40
  And so I couldn't get access to, any know, me know that I that I
• 21:42
  liked. And I thought, well, you know,
• 21:45
  Ecuador as a border with Colombia, there's got to be some
• 21:47
  coffee on the other other side of that.
• 21:51
  Country border that probably tastes just as good as some of
• 21:54
  the coffee. That's in the Rio.
• 21:55
  It's just not as famous. And so, I thought I'm gonna go
• 21:58
  to Ecuador and just explore that a little bit and see what I
• 22:00
  find. And ironically enough, I did
• 22:03
  find somebody who was planting some coffee on that border at
• 22:06
  the high elevation and was planning a cell 28.
• 22:09
  And so, I was like gold mine. I was like, I, this is ended up
• 22:12
  not to be so great because he wasn't a good coffee farmer but
• 22:15
  that happens. But we did meet a lot of good
• 22:17
  people and we met. We did it up buying some coffee.
• 22:21
  From drawing a blank. It's been a few years.
• 22:25
  We did the buying a high ground coffee that was on the border
• 22:27
  with Colombia but we haven't gone back all my pictures come
• 22:30
  from. Their number one, Rafaella, that
• 22:34
  was a beautiful coffee. We just have trouble getting it
• 22:37
  out of Ecuador has been our problem and then the other ones
• 22:40
  were buying now, what are we buying now from Ecuador?
• 22:43
  We're buying from the papaya. There is there is a lot of
• 22:46
  importance when doing a really good job there.
• 22:49
  Yeah, yeah. Caffeine Ford's.
• 22:53
  Yeah, but the Papyrus, they started they own.
• 22:58
  They own like way to bring the converter US Direct connection
• 23:02
  and they are supporting on the neighbors that those areas have
• 23:06
  really high ground. Yeah, but also also a they have
• 23:12
  challenges because for the altitude know, the coffee's not
• 23:15
  like in other countries only Harvest Harvest cane and it was
• 23:20
  in this month. Now, they have, like, you're
• 23:23
  really this month. It was like, 30% of the three,
• 23:27
  the cherries that the tree has a red.
• 23:30
  So next morning is just a saying, and the next one is very
• 23:35
  so. So they have their own unique
• 23:40
  challenges for the output. I actually was when I was
• 23:44
  traveling out of Ecuador, I was alone.
• 23:46
  My wife is on a different flight and I had a backpack full of
• 23:49
  coffee which I think raises some red.
• 23:51
  Red flags in the airport. Yeah, sure did a gentleman with
• 23:55
  a large gun suggested. I go into a back room with them
• 23:58
  and I was like, no! No, I'm okay, I've just gotta
• 23:59
  because I couldn't speak Spanish very well at the time, but I
• 24:04
  ended up getting a very thorough search in the Ecuadorian airport
• 24:08
  because of my backpack full of coffee, or you probably know
• 24:12
  this already but most of the best coffee is exported.
• 24:16
  So, I would people always tell me to bring back some coffee
• 24:18
  when I go to Costa Rica or somewhere.
• 24:19
  I'm like, why do you have To accept the coffee.
• 24:22
  I would bring back when we wouldn't be nearly as good as
• 24:23
  the coffee. You can buy in my store because
• 24:25
  most of the best coffees are these countries were exported.
• 24:28
  That is changing. However, so so ever, so slowly
• 24:31
  in origin their strength to keep some great coffees and open
• 24:33
  cafes especially in Columbia. Yeah.
• 24:36
  But also, in Ecuador, part of the reason we stopped sourcing
• 24:39
  that could or we don't we Source in Ecuador but we don't do it
• 24:41
  ourselves. We don't travel as much in
• 24:43
  Ecuador because it is a challenging company to a country
• 24:47
  to export from especially if you're not buying full
• 24:50
  containers with Of coffee and Ecuadorian coffee tends to be a
• 24:53
  touch more expensive. And so it was challenging for us
• 24:55
  to do a full container load, and so we decided it was probably
• 24:59
  worth our while to work with some of the importers and
• 25:01
  exporters that are working there.
• 25:02
  But you mentioned caravela, Cafe in ports, Etc.
• 25:05
  Then it was for us to spend our time traveling, when we weren't
• 25:08
  buying enough from there, to justify the expense, so we don't
• 25:11
  actually travel too much in Ecuador anymore.
• 25:14
  You said the rice economy. Yeah.
• 25:16
  So it has been five years now since that acquisition of Bird
• 25:19
  Rock and you PT's coffee roasting and bird rocks a
• 25:23
  subsidiary of PT cement. Make sure I understand that
• 25:25
  right? It seems like you're just in a
• 25:28
  car. Every time I like check my news
• 25:30
  alerts, there's a new Bird Rock opening.
• 25:32
  It seems like we're the announcement for the new Bird
• 25:34
  Rock. What is this this last five
• 25:37
  years been like, for you guys gonna take a nap now?
• 25:43
  No it's been. Um, we've actually opened
• 25:46
  Technically, we've opened three stores.
• 25:49
  That's all we've opened is three and five years and we remodeled
• 25:53
  an additional one. The Roasting plant we expanded
• 25:55
  and remodeled. So that would technically be the
• 25:57
  fourth that we expanded. So we're up to six stores now
• 26:02
  and then during the pandemic, I took a little bit of a unique
• 26:06
  approach because I realized during the pandemic, there were
• 26:08
  a lot of challenges happening in the economy.
• 26:11
  And yet I was still getting calls from Realtors who wanted
• 26:13
  to lease me property. And so I played Hardball and I
• 26:17
  literally, I told my business partners, my Approach is I'll
• 26:21
  consider any deal as long as I can get a great opportunity.
• 26:24
  I'm going to be frugal and demand the best of the lowest
• 26:27
  rinse I can get. And if I can get good
• 26:29
  opportunities, we're going to take them and my partners agreed
• 26:33
  that we would approach it that way.
• 26:35
  And we did, we signed with so far with two new cafes were
• 26:39
  opening ones in Liberty Station, that will probably open supply
• 26:44
  chain. I didn't take into account, but
• 26:46
  But that one will open up. Probably the next two or three
• 26:50
  weeks and then we're working on one that's at the South edge of
• 26:55
  Liberties of Little Italy. North edge of downtown at
• 27:00
  Kettner and Ash just west of the Waterfront we call it our
• 27:03
  Waterfront Cafe because it's a block west of the Waterfront
• 27:06
  Park and that one we got a really good deal on.
• 27:09
  So we're looking forward to opening that Cafe probably in
• 27:11
  mid to late December. It's kind of a one of the first
• 27:15
  times in recent memory that tenants had a little bit of an
• 27:19
  advantage over realtors in San Diego.
• 27:20
  Exactly. And I recognize that.
• 27:22
  So I tried to try to be choosy and kind of get the best deal
• 27:25
  they could and locationally could.
• 27:26
  And and and there were also some advantage in the Starbucks had
• 27:31
  closed a couple stores closed the number of stores.
• 27:34
  And so I looked at a number of their former locations because
• 27:37
  typically they have pretty good locations and the best and I
• 27:40
  found a couple of them and the good news about the Thing about
• 27:43
  those locations was all the plumbing and electrical was
• 27:46
  already in place. All I had to do remodel, always
• 27:49
  remodel them and make them look like weird rocks and put in
• 27:52
  better equipment and better bar and in a redesign it.
• 27:55
  So it's not a push-button Cafe but rather nice third wave
• 27:58
  friendly Cafe. And I could say, I saved about,
• 28:01
  you know, 150 to 200 thousand dollars on each of those cafes
• 28:04
  that will be opening. So Morita I want to ask you
• 28:08
  about your, the director of quality control.
• 28:11
  And so I'm wondering if you could describe or Explain how it
• 28:14
  is. You decide a coffee as worthy of
• 28:16
  being a beat a bird rock or a PT's coffee coffee.
• 28:21
  You know, what are the qualities of a coffee?
• 28:22
  That make it a good coffee to you?
• 28:26
  Okay. One flavor right in the main one
• 28:29
  is going to be flavor is core Place big role.
• 28:35
  How unique is the coffee? How unique is the flavor?
• 28:39
  I think all the coffees and all the countries has like their own
• 28:45
  base profile and from that you can find copies.
• 28:48
  Our video on coffees are up of that.
• 28:51
  We look really for Unique flavors and There is a bone
• 28:56
  right now with coffee something. Right now with coffee, it is all
• 29:01
  this processing. New processing techniques that
• 29:04
  farmers are doing, but we value alone.
• 29:07
  The varietal of the coffee, I think varietals have a unique
• 29:11
  flavor and it wouldn't seem processing.
• 29:15
  There is a lot of lactic, and I do it Carbonic maceration and
• 29:22
  that, but within, they need to pee.
• 29:25
  Serve the initial quality of the coffee.
• 29:27
  The the / varietal has to offer that coffees are really.
• 29:33
  There is no, like a achieved. I can look and I say, okay, if
• 29:37
  these were born needs to taste like this disease and this is
• 29:42
  its depend of the like the microclimate with the coffee was
• 29:46
  was grown and that and we're inviting from directory Farms,
• 29:52
  that we know exactly what they can.
• 29:55
  Can produce achieved when they produce a varietal.
• 30:00
  We've got direct trade Farms. We work with in Partners.
• 30:02
  I should say that we've worked with for 15 years and we're
• 30:06
  still buying from them every year.
• 30:08
  So we have we some really good direct trade relationships that
• 30:11
  we value. So, yeah, I think this is my
• 30:13
  rice is like flavor profile would be like the, the ants
• 30:19
  were, what we are looking for is a flavor for five how unique an
• 30:23
  outstanding it is. If I'm the input, just a little
• 30:27
  bit. Because reason I talk about this
• 30:29
  all the time and she knows my personal flavor profile is not
• 30:33
  natural. I know there's a huge movement,
• 30:35
  the industry about natural coffees.
• 30:38
  I'm where I'm still looking for the perfect coffee, that is the
• 30:41
  varietal, it's the elevation, it's the to war.
• 30:44
  It's the microclimate, I'm still looking for those coffees.
• 30:47
  We certainly have natural coffees.
• 30:49
  But to me, natural coffees are great equalizers.
• 30:52
  There are so many companies that can buy natural coffees, and
• 30:54
  after a while, While they all start to taste very similar,
• 30:58
  even with the different processes, kind of like apipa is
• 31:01
  in California after a while, you can find, ipas from every Brewer
• 31:04
  out, they're all out there, right?
• 31:05
  And so Naturals to me are a little bit of a great equalizer.
• 31:09
  It, we look for truly exceptional.
• 31:11
  Coffees that not, everybody else can buy quite honestly, because
• 31:14
  most people are buying from an importer and they're buying a
• 31:16
  natural, not shouldn't say most everybody.
• 31:18
  A lot of people, that's what they look for, is just a
• 31:20
  natural. They can get from an importer
• 31:22
  I'm looking for, or we're looking for a truly exceptional.
• 31:25
  These that have that just literally amazing flavor, that
• 31:28
  shines through the variety, the varietal of the coffee, and the
• 31:32
  uniqueness of the tour in the microclimate.
• 31:35
  Is that make sense? Yeah, absolutely.
• 31:37
  You just mentioned other Coffee Roasters and it kind of started
• 31:41
  the start of my brain that I'm based in San Diego, Carlsbad
• 31:45
  area, San Diego area, and we, you know, this is a West Coast
• 31:49
  based show Bird Rock Coffee, which has been around a long
• 31:53
  time and even in the last five years, Years.
• 31:55
  His kind of acted like a feeder program to create some of these
• 31:59
  people who've gone out and created their own groceries.
• 32:01
  These other groups that are you know, half the coffee shops that
• 32:04
  pop up. There's some connection
• 32:06
  somewhere where they work, they're not even on this show.
• 32:09
  My coffee expert, Chris O'Brien, who's a friend?
• 32:11
  He worked at the Bird Rock, you're in Bird Rock for like
• 32:14
  seven years or so, I'm a Christian.
• 32:16
  So how do you guys look at that, as at your now, competing with
• 32:20
  all these people who have gone through this, this coffee
• 32:23
  education, and this coffee process Following in your
• 32:26
  footsteps. Is that a?
• 32:27
  Is it simultaneously? The feeling of Pride or is it
• 32:30
  also a you know, maybe we should keep something back here because
• 32:34
  these guys are all coming out of the gates.
• 32:37
  We welcome all Roasters that we've had a lot of people leave
• 32:39
  here and go on grew their own companies and good for them, you
• 32:42
  know. It's not like I want to train
• 32:44
  people up so that they leave, but I want everybody to leave to
• 32:47
  lead their own full life experience.
• 32:48
  And if part of that is going to be you opening your own grocery
• 32:50
  will good for you. I've never looked at other
• 32:53
  coffee shops all the way back. My Petey's days.
• 32:56
  I never look at other coffee companies as competition.
• 32:59
  We're all doing the same thing. We're trying to grow straight
• 33:03
  coffee and so great coffee, and there's a lot of coffee drinkers
• 33:06
  out there so I don't look at any episodes competition.
• 33:10
  I've never had a single Cafe that I felt like was diluted
• 33:12
  because somebody else opened up six blocks away.
• 33:15
  I still have the same customers and they're introducing new
• 33:18
  customers and maybe some of their new customers might
• 33:20
  interact with with us as well. So it expands the market when
• 33:24
  new people Cafes and groceries. It only expands the market.
• 33:28
  It doesn't take away from us, so I really wish everybody.
• 33:31
  Well, I'm not, I don't worry about other spend zero time
• 33:34
  worrying about other coffee shops, another Roasters, and I
• 33:37
  wish them all. Well they don't always think
• 33:39
  that of me but that is the truth.
• 33:41
  You can ask my wife or ask anybody that works here, I wish
• 33:44
  him. Well I don't I don't spend any
• 33:46
  time worrying about what they're doing.
• 33:47
  We only do what we do and we're happy to see to see them and we
• 33:54
  are happy to expire Them. Yeah, Aspire then to to continue
• 33:59
  to learn more and supporting somehow.
• 34:03
  Some way the values that we win teaching people hear about
• 34:08
  working with coffee and yeah, we like, yo, I wish they continue
• 34:15
  working with us, but I believe they want to live think I think
• 34:19
  for us is good for that dozens of proud that they don't they
• 34:22
  just been inspired by us. So and I hope they feel the
• 34:27
  same. I heard some very wonderful
• 34:30
  things about you, both actually before the show when I was doing
• 34:33
  a little research on you oh good.
• 34:36
  So I want to just touch back on quality control for a minute
• 34:39
  Maritza and ask how much how much has that position changed
• 34:44
  over the years and do you use a lot of technical advancements
• 34:48
  testing and that sort of thing or is it still more of an art
• 34:51
  than a field? A tasting experience for you.
• 34:55
  I do this, both it can be, take helps a lot to confirm, what I
• 35:01
  was tasting of the confirm. My theory that what is happening
• 35:05
  in roasting or, or what is happening in the Aging of the
• 35:10
  green coffee, it is both. I think one cannot be apart of
• 35:15
  the other one. You need to have your skills and
• 35:21
  coffees upload. That is changing all the time,
• 35:23
  including when we have The green coffee that us that that arrived
• 35:28
  here and we are roasting it to plan.
• 35:31
  An example, if we have 10 bags of funders and I accepted to
• 35:36
  roast, it starting in like a month ago by a month.
• 35:41
  Now, the coffee green coffee is changing and also whether chains
• 35:46
  environmental pressure chains SO gas in The Roaster is different.
• 35:51
  The way that air works in the environment is different Ain't
• 35:55
  so all those things play and we need to be constantly evaluating
• 36:00
  your consistency in what we are doing and just try to go with
• 36:05
  the changes of the coffee and the changes of the environment
• 36:08
  and all the tech just help us to confirm that that is happening.
• 36:14
  You know, I would add to that coming from the Midwest where we
• 36:18
  came here from? Yeah, gymnosperm to say before.
• 36:22
  I say we hear we have a very stable climate, right?
• 36:25
  Are we all know? That's what we love it.
• 36:27
  Here are climb is very stable right?
• 36:28
  We all know who live here that we have seasons but when you
• 36:32
  come here for the first time you're like we don't have
• 36:33
  seasoned. It's always 72.
• 36:35
  Well you know we know but coming from the Midwest where we truly
• 36:38
  had Seasons, it would one day would be you're not one day but
• 36:42
  you know, in the winter it would be Four degrees and our summer
• 36:46
  months, when Maurice arrived from Colombia in 2010, the day I
• 36:50
  picked her up at the airport, it was 110 110 degrees.
• 36:56
  The day I picked her up at the airport, she was like, oh my
• 36:58
  God, I think she was good. Yeah, yeah, always.
• 37:08
  What we do is just slightly cooler than San Diego, but and
• 37:11
  Rainier, but in, but so many back to my in Topeka, We have
• 37:15
  such an extreme climate, right? And our roasting plant there, we
• 37:20
  don't have air conditioning are roasting plant.
• 37:22
  So, in the summer months, we start roasting at three or four
• 37:25
  in the morning and we're done by 11 a.m. because it starts
• 37:28
  getting hot after that. And it just that the climate
• 37:32
  you're roasting and changes so much you have to constantly be
• 37:35
  adapting. Your roast profiles to achieve
• 37:37
  similar flavor profiles and so I think we spent Maritsa spent a
• 37:40
  lot of time and I spent a lot of time cutting coffees back then
• 37:43
  and working with our roaster, Mike Back there who's brilliant
• 37:46
  to maintain profiles back there and it's just it made us better
• 37:50
  when we came here because it's easier here with the climate
• 37:54
  that we can control or even an air-conditioned roasting
• 37:56
  facility or I would argue that the weather changes drastically
• 38:00
  this morning. It was like four degrees and I
• 38:03
  was freezing and I had a stocking cap on and now it's
• 38:06
  only about 69 degrees and it's still cold.
• 38:09
  I just took off my second shirt because I was getting a little
• 38:11
  warm. Yeah, but every, you know what
• 38:13
  I'm saying, compared to big way. Streams that were fairly stable
• 38:17
  here, which is nice. You guys are a husband, and
• 38:21
  wife, your co-workers. Your also, in positions of
• 38:23
  leadership, how does that Dynamic kind of help you guys
• 38:28
  work together or create conflict?
• 38:29
  Do you think that it helps you present like leadership to your
• 38:32
  team? You know, how does that?
• 38:34
  How does that impact your family?
• 38:36
  Because you're always together, you're either working together
• 38:38
  or you're at home together, but we always have been clear since
• 38:42
  the moment she moved in Colombia.
• 38:45
  When she first moved here, she didn't drive.
• 38:47
  And so we we drove to work together as well.
• 38:51
  So we literally, in the first five years, I taught her to
• 38:54
  drive on an Old Navy or air force base on the inner roads,
• 39:00
  and one time she got pulled over by a cop over there because we
• 39:02
  wonder what we were doing. And I just sat in the passenger
• 39:04
  side, the laugh. The same office although we did
• 39:16
  share an office but she was always in the coming lab and I'd
• 39:18
  be in the office and then we drive home together.
• 39:20
  And so we've always been together and I think it's just
• 39:23
  become part of who we are. You know, we rarely argue,
• 39:28
  there's occasional times we all do.
• 39:30
  I think whatever he does, but it's not really a thing with us.
• 39:33
  Yeah, it is not perfectly. Well, yeah, I like it's not like
• 39:36
  we do. Funky Soul.
• 39:42
  However, energy gets focused on her seven-year-old son.
• 39:45
  Let me tell ya, it just make sure he gets It's me.
• 39:51
  Would that he can hear me? What I say without coffee?
• 39:55
  I came like that. Oh, yeah, yeah.
• 39:58
  So it would say like, we try to our song, Keep Us on online, we
• 40:03
  cannot separate from the business.
• 40:07
  It's always there in the background, but we have a key
• 40:12
  for our sanity. We need to use to also, just
• 40:15
  focusing be parents. That helps a lot actually.
• 40:21
  In this period of time in the last six months we actually
• 40:24
  found one thing where we actually kind of do it
• 40:25
  separately. I take our son to baseball
• 40:28
  practice and I coaches baseball team.
• 40:30
  She takes him to soccer and brings you home from soccer.
• 40:34
  So those are the two things that we have where she takes those.
• 40:36
  I take him on this side. We each have like an hour break.
• 40:40
  I think it's important to, I mean, that the balance, not just
• 40:43
  in a relationship, but with entrepreneurs and their Partners
• 40:46
  is difficult. But when you're both
• 40:48
  entrepreneurs and you're both part of that it, you know,
• 40:50
  there's Another level of communication that has to
• 40:53
  happen. I think I'm more.
• 40:56
  I am much more entrepreneurial though than what it says but
• 40:59
  it's is much more quality focused and coffee focused and
• 41:03
  less and more averse to risk. He did he just jump without
• 41:07
  looking at. I couldn't sleep and I have no
• 41:09
  fear. She looks and measures and
• 41:13
  thinks about it and counts twice and then maybe takes this
• 41:16
  Rebellion. I've already jumped in his swing
• 41:18
  back and forth, so It's an angle then they say opposites attract
• 41:27
  and it's true I wanted to just quickly address.
• 41:32
  I know you guys have hosted. J russki a fringe coffee up in
• 41:34
  Santa Barbara down by you guys and done some specialty coffee
• 41:38
  stuff with him. He actually just spoke with him
• 41:41
  this week. He's going to he's a guest on
• 41:42
  the show as well and I wanted these fantastic.
• 41:45
  Yeah he's really interesting and from a different perspective as
• 41:48
  a farmer I'm wondering just if you guys have any thoughts on
• 41:51
  the growth of domestic specialty coffee which is obviously See
• 41:55
  what Fringe is doing. Not asking you to pass judgment
• 41:58
  on it but just curious, if you think it's a functioning
• 42:00
  industry or you see growth in that area or just any general
• 42:05
  thoughts on the idea that we would start growing coffee, more
• 42:08
  consistently in the United States.
• 42:11
  Not including Hawaii because obviously we already grow coffee
• 42:14
  and hi. Yeah, we are Meyer a lot, what
• 42:19
  they are doing. Yeah, at least like, ground
• 42:23
  coffee in. California is not easy because
• 42:26
  it's not. Yes, you have some conditions
• 42:29
  here, that that can make things work, but there is also soy
• 42:36
  conditions related. At least in Hawaii, they have
• 42:39
  volcanic soil has a low maintenance but the soil here is
• 42:43
  different. So So the supply of water also
• 42:49
  are some like environmental conditions that you say, like
• 42:52
  what what you consume this, one of the things they're dealing
• 42:56
  with is the cycle of growth, is so much slower here that is in
• 43:00
  Latin America or even Hawaii. It's sometimes 18 months here to
• 43:04
  produce the crop, but that's J's specialty.
• 43:07
  I mean, he's, he's, you're getting older Farms, he's got
• 43:11
  the nutrients down to a science, which is great.
• 43:14
  So he's able to maintain a lot of those things and be They can
• 43:16
  accomplish, its it's going to be J.
• 43:18
  The challenge is really the price point because it is grown
• 43:21
  in the United States. And because of the slow growing
• 43:23
  cycle, it's going to take a certain clientele willing to pay
• 43:26
  the price for those coffees and we can just only buy so much of
• 43:30
  them. And of course, once you get up
• 43:32
  into those high price points, then you really do have to
• 43:34
  compare them with other high price point coffees in the world
• 43:38
  and that's when you just make value, judgments is this one
• 43:41
  worked this? Or is this one worth this?
• 43:43
  And I think his coffees are going to get there either.
• 43:45
  Do, I'm not, I'm not one to judge that right now.
• 43:48
  We're not the ones that judge that right now.
• 43:50
  I think they're doing fine. And right now, I think they're
• 43:51
  showing a lot of the copies themselves through their own
• 43:54
  website, which also makes it a little more challenging from our
• 43:57
  perspective. Because I don't want to compete
• 43:58
  against the grower in the same Market.
• 44:01
  You know what I mean? Because it just doesn't work.
• 44:03
  So that's part of the reason we haven't necessarily invest in
• 44:06
  some of their crops right now because they're also selling
• 44:08
  them on their website direct to Consumers.
• 44:11
  And that makes it a little less interesting for me to sell them
• 44:14
  because they're also selling them.
• 44:17
  It's just such an interesting concept and that there's Fringe
• 44:21
  and then there's also kind of a network of Independence and
• 44:23
  they're all kind of doing their own thing.
• 44:25
  And I think a lot of I interviewed a gentleman named
• 44:27
  Kyle, Rosso who's opening a cafe in Del Mar, and I think that was
• 44:31
  kind of their motivation is to see, well, I can, I can be both
• 44:34
  hands of this business relationship.
• 44:36
  You know, I can be the farmer and Aiko he's been Rose.
• 44:38
  If he's a grower and he's opening a cafe.
• 44:41
  And so there's just this really interesting Dynamic that that
• 44:45
  Creates, but it is it is a I don't know, it's a controversial
• 44:50
  topic but it is one that people have very strong opinions on as
• 44:54
  well and and that price point is tough, you know, I love coffee
• 44:57
  but I can't buy a 50 dollar bag of coffee.
• 45:01
  Regularly. Yeah, economics of it that are a
• 45:04
  challenge. I think might be in the future,
• 45:07
  there will be a lot of international buyers buyers that
• 45:12
  that would be interested in by my, the coffee.
• 45:15
  Just because it's growing in, in here, in the US.
• 45:19
  And that's the working in the place.
• 45:20
  What they came to vacation in Disneyland Market, the market
• 45:26
  for the California copies at this point and it's just my
• 45:29
  opinion. I'm perfectly open to being
• 45:30
  wrong or so. I'm just giving you what I think
• 45:32
  right now and I'm open to changing my mind two weeks from
• 45:34
  now too. So I think the market for their
• 45:37
  coffee, at this point in time is really Asia the Asian market.
• 45:41
  They pay top dollar for coffee, they break it down into one
• 45:44
  ounce segments, and sell it to people, for $45, for one ounce
• 45:48
  of coffee. And people pay that over there
• 45:51
  as they give it as gifts, I mean, it's they have a huge
• 45:53
  market for high-end specialty coffees in Asia that we only
• 45:57
  have a small fraction of in the United States and then some Now
• 46:01
  is like the supply-demand. It's not too much coffee grown,
• 46:05
  40. You it grow here in the US and
• 46:08
  also the the uniqueness. Yeah, of be coherent attracts
• 46:14
  markers line, which I don't. We had a great event with Jason
• 46:18
  Mraz and we still think him to this day for coming out and
• 46:20
  helping us support that. And and Chris got a can't chance
• 46:24
  to come out and cup with that coffee.
• 46:26
  And we had a lot of fun and he showed up at Bird Rock the next
• 46:28
  day and did pour overs for three hours Jace.
• 46:30
  A as did. So that was part of the high
• 46:33
  price of that coffee was, there was a lot behind.
• 46:36
  It wasn't just a geisha, it was a Jason Geisha grown by Jason
• 46:39
  Mraz and so there was a lot of elements going into that to
• 46:42
  making it valuable to do that coffee at the price we did it
• 46:45
  for 11 value-add. I would say to any sort of
• 46:50
  program, if you have been doing is bringing up the concept of
• 46:53
  how much does it cost to grow coffee?
• 46:54
  And where is your money going? How much am I willing to pay for
• 46:57
  a cup of coffee? And I think that number is
• 46:59
  creeping up year by Year. And the more customers have been
• 47:03
  educated on the process of going from a farm to your grocery into
• 47:07
  your cup of coffee, the more that we're willing to pay.
• 47:10
  I mean, I regularly and buying or seeing cups of coffee for
• 47:13
  four, five, six, seven dollars. Even at local roaster.
• 47:16
  He's and not, it's not one of those things where you're like,
• 47:20
  oh that's way too much anymore you're going.
• 47:21
  Oh that seems fair or more fair you know on this side of the
• 47:26
  chain I had a heated discussion on Facebook recently with the
• 47:31
  I'll say an old-timer in coffee from years ago and he was
• 47:35
  talking about a Papa New Guinea coffee that he bought at Trader,
• 47:37
  Joe's for $8.99, for 12 oz and I just commented, I said, what's a
• 47:42
  shame? Is that that coffee was selling
• 47:44
  great dollars and 99 Cents. He took offense to that because
• 47:48
  he said I was in his mind he said there's nothing wrong with
• 47:52
  the value coffee. And my pain is in my way, the
• 47:56
  way I see my role is I'm trying to prop the coffee industry and
• 48:00
  Specialty coffee market. So I want my coffees to be
• 48:03
  priced appropriately for the value.
• 48:06
  They're worth. Does that make sense?
• 48:08
  Sure. To me, you're only able to sell
• 48:10
  an eight dollar 99 cent a pound or for 12 ounce coffee.
• 48:14
  If you paid a very low price for that coffee, I mean, the dollar
• 48:17
  ninety dollar, 90 range were two dollar range for green coffee.
• 48:22
  Then you can probably sell that coffee for 899 for 12 ounces.
• 48:25
  If you're paying 350 25 dollars from a pound of coffee, which is
• 48:28
  what we typically do, there's no way I can sell a coffee for 899.
• 48:32
  I would lose money and quality coffee in order to produce
• 48:36
  quality coffee. You have to be paying in the
• 48:38
  three to five dollar range for it, because it just takes so
• 48:41
  much more effort to produce a great coffee.
• 48:44
  And the value is there as long as we as as retailers,
• 48:49
  understand, that's the value of a coffee, then we can pay
• 48:52
  Farmers a better price for a quality product.
• 48:55
  And The sooner we can educate Farmers that that's the value of
• 48:57
  their product. The sooner they'll stop selling
• 48:59
  it for that dollar 99 Mark or dollar eighty Mark or whatever
• 49:04
  and so we can get the price up a little bit.
• 49:07
  Pay Farmers a fair wage and we introduce customers to the price
• 49:10
  of coffee, a little bit more expensive.
• 49:11
  Now, as customers are open to it which they clearly are Chris is
• 49:16
  doing well, we're doing well, we're doing fine then it all
• 49:20
  works. But when somebody, it's just
• 49:23
  when you have a coffee, that's at a low, Rise that drags
• 49:26
  everything down. Does that make sense?
• 49:28
  It puts downward pressure on the price, sharing it creates
• 49:31
  expectations and I think, the more you engage, you know,
• 49:35
  coffee and beer is another one, you know, I used to, I used to
• 49:38
  never want to pay more than $2 or $3 for beer.
• 49:41
  And I really walk in and you're like, seven, eight, ten dollars
• 49:44
  and it's, that's the norm that the norm.
• 49:46
  And that's what has to be with coffee.
• 49:49
  My perspective and coffee, and when I send it off to Coffee
• 49:51
  review, as well, as I'm not trying to get the cheapest
• 49:54
  coffee, I can get with the best. Up.
• 49:56
  I'm trying to get the best cup and a value price.
• 49:58
  That also treats the farmer with respect and there's a fair
• 50:01
  price. That's that's my ultimate goal
• 50:03
  and that's always what I'm trying to do.
• 50:04
  I don't want to send copies for reviews that are based on price
• 50:07
  point and score. I want to based on score and
• 50:11
  value, you know, that's to me is fair but low value low price
• 50:15
  point is not something. We should be judging and
• 50:17
  quality. I don't think it does puts
• 50:19
  downward pressure. That's not worthy.
• 50:22
  I have a whole list of other questions, but we're gonna have
• 50:24
  to split this. I think into Shows at some
• 50:26
  point, we have to get together again maybe in real life.
• 50:29
  Yeah, instead of over the internet here, but I want to
• 50:32
  give you guys a chance, is there anything else that we didn't
• 50:34
  cover today? That you'd really like people to
• 50:36
  know about what you guys are doing with bird Brock with
• 50:39
  Petey's coffee with the business side of things.
• 50:43
  There's so many things W the businesses 1993, my background
• 50:47
  which we didn't talk too much maybe, you know, but I was one
• 50:51
  of the founders of the United States, Barista competition,
• 50:53
  which became the world barista. Ian was one of the founders of
• 50:56
  that helped to write the rules for initially but that was way
• 50:59
  back in the day that I walked away from that because as I told
• 51:01
  you I needed to start sourcing coffee at origin.
• 51:04
  So I did the Barista competition and judge the world.
• 51:07
  I would judge the finals of the world Barista competition.
• 51:09
  Way back in the day before I moved on to sourcing coffee and
• 51:13
  then judged a cup of Excellence coffees and then eventually was
• 51:15
  on the board of directors, for the specialty, coffee
• 51:17
  Association. And just we've done to my wife
• 51:21
  and I we've literally covered the gamut in the coffee industry
• 51:24
  and have been in it for 20, almost 28 years, 29 years now.
• 51:28
  So we've literally touched, every element of the coffee
• 51:30
  industry in one way or another. Not that we've had great impact.
• 51:33
  I'm just saying, we were. We've been involved?
• 51:35
  Is that make sense? Sure.
• 51:36
  We've been a part of the discussion and we've always had
• 51:39
  focus on quality and the other story off until last thing.
• 51:44
  I'll tell you share with you their story often tell when
• 51:46
  people ask why we do what we do. Literally, there was one point
• 51:50
  in my life that changed my life and change.
• 51:53
  What I do in this coffee business, this day, I don't know
• 51:56
  if you know, but I was a photo journalist by trade.
• 51:58
  And when I opened my first coffee shop, I wasn't planning
• 52:01
  on opening a coffee business. I wanted a good cup of coffee.
• 52:05
  I moved back to Topeka from the Northwest and I was familiar
• 52:08
  with Starbucks. Before they went public.
• 52:11
  I was familiar with them. They had two stores, the time
• 52:13
  and I literally never gave a second thought, wasn't I
• 52:16
  obsessed about starvation. Worry about them.
• 52:19
  I was a photographer. I was a photojournalist.
• 52:21
  I was covering sporting events. I covered World Series and Super
• 52:23
  Bowls things like that. And when I got this job at the
• 52:26
  Topeka Capital Journal, I moved back to Topeka in 1990 91 and
• 52:32
  there was no coffee at all. There was gas station coffee and
• 52:35
  that was about it and I was like this is really strange and I
• 52:39
  just couldn't accept it. I was like, what can't be too
• 52:41
  hard to open a coffee shop. So I did and I started I'd like
• 52:45
  to tell everybody this because people because I've been doing
• 52:47
  it. So long people think I just
• 52:49
  Loaded with all this. And I really didn't, I started,
• 52:52
  I borrowed three thousand dollars thousand for my mom.
• 52:55
  At Thousand for my partner's mom.
• 52:58
  And 1,000 from a friend of mine, Jim Brandt, who is still a good
• 53:00
  friend of mine who happened to her at the time.
• 53:04
  Lived in Seattle, but had moved from Topeka.
• 53:07
  And so I knew him and when I emailed him and said, dude, I'm
• 53:10
  trying to come up with a thousand dollars so I can start
• 53:11
  a coffee business. He's like how quickly can I get
• 53:14
  it to you because I know what you're doing.
• 53:16
  Nobody else in speak a new right and So I borrowed three thousand
• 53:20
  dollars with that three thousand dollars, I went to the bank and
• 53:23
  I said, here's a piece of equipment, I want to buy.
• 53:25
  I've got three thousand dollars used as collateral long with
• 53:27
  this piece of equipment. Will you loan me?
• 53:29
  Six thousand dollars and they did.
• 53:31
  And that's how I started. My first business.
• 53:33
  Literally we bought a Krups coffee maker at one of the
• 53:38
  department stores on remember, which one.
• 53:40
  But that was our drip coffee in our very first Cafe, I didn't
• 53:43
  start because somebody gave me a lot of money.
• 53:46
  I literally built this thing from nothing from all.
• 53:49
  Road money that I paid 20% interest on for one year and
• 53:53
  from that we had we had success and we kept learning more but
• 53:57
  the Turning Point came about two years later.
• 53:59
  After that, we started that first Cafe.
• 54:01
  I was really feeling my oats and I was still working as a
• 54:05
  photojournalist but I was feeling my oats because I had to
• 54:08
  cafes at that point in two years and we had a line out the door
• 54:11
  and both of them. And so I was thinking, man, I
• 54:13
  got the World by the tail one. I must be doing something really
• 54:15
  well and I was in Lawrence Kansas one evening getting A
• 54:19
  beer and I stumbled into this dude that I affectionately call
• 54:23
  him an old curmudgeon because he was probably 20 years older than
• 54:25
  me, and, you know, kind of look like me now and that sort of
• 54:28
  thing. And he told me that he had been
• 54:30
  in one of my cafes the night before and I was like, oh yeah,
• 54:32
  would you think pretty good, huh?
• 54:34
  And he's like, well, you have nice cafes.
• 54:37
  There were a lot of people, but your coffee sucked.
• 54:40
  And my jaw hit the ground. I was like, wow, I opened these
• 54:44
  cafes because I wanted a cup of coffee.
• 54:48
  And I forgot the coffee. I was focused on the cafe doing
• 54:51
  poetry, slams and all those cool things that coffee shops were
• 54:55
  doing in the early 90s and at that point I realized.
• 54:58
  Wow, I got to get back and focus on coffee and I said that's
• 55:01
  never going to happen to me again.
• 55:03
  You know, there's always people that will say something like
• 55:05
  that but I'm like, I can't let that UND.
• 55:07
  I can unknowingly sort of bad coffee and so, well, that even
• 55:12
  sounds right. But you know what I'm saying?
• 55:13
  I couldn't. So I just was determined.
• 55:15
  I had to learn more is what it boiled down to.
• 55:18
  We spent the last 25 years focusing on quality coffee
• 55:22
  because the one thing I realized is, if I have a trendy Cafe,
• 55:26
  there's always gonna be somebody that's more trendy, right?
• 55:28
  There's the, we have those in San Diego already.
• 55:31
  I can't be the trendiest Cafe and I don't want to be the
• 55:33
  trendiest Cafe. I want to focus on quality
• 55:35
  coffee from point, A to service, and let everything else fall in
• 55:41
  place, where it does. And I figure if we serve quality
• 55:43
  coffee will always be in business.
• 55:46
  I mean, not be the wealthiest we may not be the biggest.
• 55:48
  August but will always be in business.
• 55:49
  I have security if I focus on quality coffee, make that my
• 55:53
  life's passion, and that's basically what we've done.
• 55:56
  So it's just from that one point in time without old curmudgeon
• 55:59
  on the street, who called me out.
• 56:01
  And I thank him for it to this day because it opened my eyes.
• 56:05
  So I can find a friend like we we could believe in in that we
• 56:10
  focus on quality and we know quality Konami separated Kenobi
• 56:16
  just in the coffee shop. Putting the roaster.
• 56:19
  Me, so we go back to the farm and everything Parts together.
• 56:23
  It is a chain. So we let the farmer.
• 56:28
  We just don't focus in the far away.
• 56:29
  Don't give the feedback is time that we receive a sample of each
• 56:34
  time that we get their coffee. So it cannot be separated, we
• 56:38
  gave our feedback, we thought we talked with then each jeered and
• 56:44
  standard they are having this problem with the weather or They
• 56:48
  didn't found the the fertilizer than me or they started to
• 56:53
  convert to organic, so it cannot be separated.
• 56:57
  It needs to be a change that I start with the farmer and finish
• 57:01
  with your Easter quality coffee. Does not start at the espresso
• 57:04
  machine. It starts on the farm.
• 57:06
  Yeah. And that has to be continued
• 57:07
  into the importing process. I remember, when grain Pro bags,
• 57:11
  you know what grain Pro is? Everybody does.
• 57:13
  Now I remember when we first, when they first came out with
• 57:16
  those because it was such a alter, it was a Changing event
• 57:19
  because it's preserve the quality of green coffee, right?
• 57:23
  And for law at first, it was only maybe five or six coffees a
• 57:27
  year, we'd put in Berlin at the end grain Pro.
• 57:29
  Now everything has green Pro. It just we don't buy it unless
• 57:32
  we can put it in green crew but in 2004 that wasn't the case.
• 57:36
  Green Pro wasn't available commonly back in so it's you're
• 57:40
  always you're always growing even after 20 25 years as you
• 57:43
  said you're doing that always learning.
• 57:46
  I'll ask you. This is my last question.
• 57:48
  And it's a very I like to think of it as a simple one, but it
• 57:51
  never is. But if you were going to go and
• 57:53
  get get one coffee from just, a random place you stopped on the
• 57:57
  side of the road. What is it that you're going to
• 57:59
  order? Kofi.
• 58:03
  Yeah, we could meet you can make it taste better.
• 58:07
  But black coffee, I think we'll be ready way to go.
• 58:12
  I tend to do one of two things. I either take my own coffee with
• 58:17
  me and I have a commandant, a grinder and I've got, you know,
• 58:21
  had grind. Handheld grinder since 2002.
• 58:23
  I've had handled Grinders and I've always carried it with me
• 58:26
  to origin. I used to carry a French press.
• 58:28
  That's how I made us coffee when we first met.
• 58:33
  It was a very pocket more. That's all right.
• 58:36
  That's all right. That was my opening lines like,
• 58:37
  yo, baby, I gotta pee. Very, you want to try some?
• 58:43
  Yeah, it was might be berries that.
• 58:44
  So, on Kamara peaberry and if the in Ecuador, so now it's a
• 58:49
  word. Yeah.
• 58:52
  But anyway, the I saw either take coffee with me, or I tend
• 58:56
  to go around to cafes and meet people and find out where the
• 58:59
  best coffee is and that's where I'll go.
• 59:01
  Maurice will tell you when we go to Bogota, to see your family,
• 59:03
  I'll literally take an Uber and go across town to get a good cup
• 59:06
  of coffee. And she lost, sometimes you
• 59:08
  shakes her head in, like, I'm sorry, like what am I supposed
• 59:10
  to do? I'll spend, you know, eight
• 59:12
  dollars in cold acquittal of eight dollars in Bogota to drive
• 59:15
  across town to a good Cafe instead of drinking bad coffee.
• 59:19
  It's just not worth it to drink, bad coffee.
• 59:21
  Well, I don't disagree with you there, I really appreciate that.
• 59:25
  You both spent all this time. With me this morning.
• 59:28
  I know you got a lot going on. Just thanks for being on the
• 59:30
  show. Today guys it's our pleasure.
• 59:33
  Thank you. Thank you.
• 59:34
  But a lot of fun. Thank you for listening.
• 59:35
  Yeah, absolutely. Normally after an interview, I
• 59:54
  would jump into a quick recap, but today is a little different
• 59:58
  early in the episode, I referenced the sale of birds.
• 1:00:01
  Talk to Pete, he's coffee and from Chuck to Jeff and Marita as
• 1:00:04
  being discussed publicly as similar to the purchase of a
• 1:00:07
  Craft brewery. A few years ago, I think the
• 1:00:10
  Assumption I made at that time without even realizing it was
• 1:00:14
  that some big money player came in with a buyout, kind of, like,
• 1:00:17
  Miller did with Saint Archer here in San Diego.
• 1:00:20
  It's an assumption, I think a lot of people made at the time
• 1:00:23
  and considering all the purchases of craft breweries
• 1:00:25
  that were happening. Those of us who are not insiders
• 1:00:28
  in the coffee, industry can be forgiven for making it.
• 1:00:31
  It but I could also tell it bothered Jeff a little bit and
• 1:00:33
  after the show was over, he expounded on the purchase of
• 1:00:36
  Bird Rock Coffee from the original owners and then gave me
• 1:00:39
  permission to share that with you.
• 1:00:45
  The only thing I would wrap up with is if you don't mind.
• 1:00:49
  The one thing I think that is I would like to communicate to the
• 1:00:53
  people of San Diego because all the most of the people here know
• 1:00:56
  about is I'm the guy that bought Bird Rock and so they seem he's
• 1:00:59
  just some guy that came in in their minds.
• 1:01:01
  It's some guy that came with a lot of money to buy a business.
• 1:01:04
  Dude, I've literally started from zero, I don't come from any
• 1:01:08
  money. None, you know, my family, I
• 1:01:11
  don't need to talk about my family but I've built everything
• 1:01:15
  is taking me 28 years and so when I hear people talk like
• 1:01:17
  that, that I just came in and bought a business.
• 1:01:19
  They want reason, Chuck chose me to bias because he trusted me Is
• 1:01:22
  what it boils down to. And I've worked hard for 30
• 1:01:25
  years to build a business and I started from scratch and to be
• 1:01:29
  treated as if I'm just some rich guy that bought a business, it
• 1:01:32
  literally cry, it breaks my heart because it's just not
• 1:01:34
  true. You know, we're really hard to
• 1:01:37
  create because there's this Knight take, I take great pride
• 1:01:39
  in Bird Rock to this day. I don't want to ruin it for
• 1:01:41
  Chuck, you know, Chuck knows. I feel that way it is
• 1:01:45
  interesting, what you mentioned early on and it was something
• 1:01:47
  that I made a note to myself to address in.
• 1:01:50
  The intro is how we perceive These this type of thing because
• 1:01:54
  I wasn't really into the coffee community.
• 1:01:58
  At the time, I was actually running a restaurant in Pacific
• 1:02:01
  Beach, a barbecue place. And I remember the news around
• 1:02:04
  that and I remember kind of the chatter for my friends who were
• 1:02:06
  in coffee and in just and hearing that and thinking oh
• 1:02:10
  it's kind of like once they were comparing it to say nurture and
• 1:02:13
  it's a really interesting. I'm sure you look like you've
• 1:02:15
  heard that before. And so it is a really
• 1:02:17
  interesting perception. And as I Was preparing for the
• 1:02:20
  show and I hope I didn't offend you with A question early on no,
• 1:02:24
  you know, reading more about that and reading about, I found
• 1:02:27
  an interview with you and Chuck in it.
• 1:02:28
  Both, that was really interesting where it was clear,
• 1:02:30
  there was a relationship and I don't know, we're still friends
• 1:02:33
  and and so it is I think it is a great way to you know, what we
• 1:02:39
  read in the news. I think we've all learned this
• 1:02:41
  in the last year, our may not necessarily be a direct
• 1:02:44
  reflection of of what the reality is and especially when
• 1:02:48
  it comes to businesses and Entrepreneurship.
• 1:02:51
  How a You'll gets done, sometimes, it's right place,
• 1:02:54
  right time, sometimes it's relationships.
• 1:02:56
  Sometimes it is hey, we want to grow and these people are ready
• 1:03:00
  to go. And so there's there's always
• 1:03:02
  going to be a give and take in that and it is interesting that
• 1:03:05
  how people perceived it, I would from the outside.
• 1:03:11
  It doesn't seem like Bird Rock has has not been successful in
• 1:03:15
  the past five years. Thanks have continued to grow
• 1:03:18
  and do. Well, there's there's nobody
• 1:03:20
  putting money into our business. We are Also financed, it bank
• 1:03:24
  loans and growth and using cash flow to grow up in another
• 1:03:27
  store. It's really still bootstrapping,
• 1:03:30
  but we're doing it the best way we can to be safe.
• 1:03:33
  So that the whole thing doesn't fail at some point.
• 1:03:35
  We're not over-leveraged but we are being smart and Frugal and
• 1:03:40
  trying to do the best we can to grow this business because I
• 1:03:42
  need to I gave. Every last penny, I had to Chuck
• 1:03:47
  Chuck that he got. All my money that I had, and I
• 1:03:49
  got all his stress. It's like some thought.
• 1:03:52
  What about this deal? Well, my next call is going to
• 1:03:55
  be the Chuck and see if I can get a loan.
• 1:04:05
  Okay. Now to recap Jeff and Morita our
• 1:04:07
  coffee, people, coffee lifers, since acquiring Bird Rock Coffee
• 1:04:11
  Roasters, they've opened five new cafes including their
• 1:04:15
  Liberty Station and Little Italy locations, which have actually
• 1:04:18
  opened. Since I spoke to them.
• 1:04:19
  Recently, making a total of seven in the Bird Rock family.
• 1:04:23
  I have no doubt that will not be the end of their growth.
• 1:04:26
  I also thought it was really interesting that Marissa was
• 1:04:29
  inspired to look towards coffee as a career after watching the
• 1:04:32
  Colombian telenovela Cafe Con Aroma day.
• 1:04:34
  Mujer, which says a lot about the impact of representation on
• 1:04:38
  television in the original show, which began airing in 1994 a
• 1:04:43
  woman working as a coffee. Harvester, Works her way into
• 1:04:46
  ownership and eventually runs her own coffee Farm.
• 1:04:49
  It is a telenovela. So there is also some romance
• 1:04:51
  and deceit and some more Romance.
• 1:04:54
  The show was hugely popular and was recently rebooted.
• 1:04:57
  The entire first season of the new show is on YouTube which I
• 1:05:00
  will be binging for the next few days and I'm going to share some
• 1:05:03
  videos on roast West. Stay calm finally and to repeat
• 1:05:07
  Bird Rock coffees. North Star is quality.
• 1:05:10
  Jeff and maritza's theory is that if they provide a great cup
• 1:05:13
  of coffee, the business will continue to thrive.
• 1:05:16
  Answering the question of what makes for a high-quality cup of
• 1:05:19
  coffee is a little bit more difficult to answer at Bird
• 1:05:22
  Rock? They judge each coffee based on
• 1:05:24
  its own merits. Evaluating the flavor, and
• 1:05:26
  taking into account, each beans unique characteristics.
• 1:05:30
  You can head to Bird, Rock Coffee.com to learn more about
• 1:05:32
  their process to order coffee. For yourself or Define the cafe
• 1:05:36
  closest to you in North County. San Diego, roast West Coast
• 1:05:40
  industry. Partner Camp Coffee Company.
• 1:05:42
  Exclusively serves Bird Rock coffees, and this has nothing to
• 1:05:46
  do with anything, you just heard in this episode.
• 1:05:49
  But for our regular listeners, I want to keep you updated to
• 1:05:51
  something that came up in a previous episode.
• 1:05:54
  Netflix has still not reached out to me to begin negotiating.
• 1:05:57
  A coffee travel show where Chris O'Brien from coffee cycle and I
• 1:06:01
  traveled to all the great coffee regions of the world tasting.
• 1:06:04
  Of these and getting coffee smarter.
• 1:06:07
  We're waiting on you Netflix. Give us a call.
• 1:06:10
  And while you're waiting for the next update, and the next
• 1:06:12
  episode had to roast westcoast.com to find links to
• 1:06:15
  all of our other show Partners, like Maria coffee leap, coffee,
• 1:06:19
  zoom, bar coffee, and tea mostra coffee, Cape Horn coffee
• 1:06:22
  importers first light whiskey and steady state roasting and
• 1:06:26
  also thanks to Jeff and Maritsa for making time for us today.
• 1:06:30
  If you want these shows sent right to your email along with
• 1:06:33
  articles about coffee photos and videos and vocabulary, make sure
• 1:06:37
  to sign up for the newsletter and or subscribe at roast
• 1:06:40
  westcoast.com. I specifically want to thank
• 1:06:44
  Kathy Rogers for signing up for the annual subscription last
• 1:06:46
  week. It was awesome to see that email
• 1:06:48
  come in Kathy. I hope you are drinking an
• 1:06:51
  especially good cup of coffee today.
• 1:06:54
  This episode of the roast West Coast coffee podcast is was has
• 1:06:58
  been written produced and recorded by me Ryan Walt.
• 1:07:01
  I hope to show is found you happy healthy.
• 1:07:04
  And with at least enough sanity to make it through the day and
• 1:07:08
  please always tip your Baristas and be sure to drink good
• 1:07:12
  coffee.