Latest / Coffee People Podcast / Roast! - Ruben Enriquez, Origen Coffee Roasters

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Roast! - Ruben Enriquez, Origen Coffee Roasters · Coffee People Podcast

0:11
Good morning and welcome back to the roast West Coast coffee
0:14
podcast. I'm your host, Ryan Walton.
0:17
Today, I'm sharing a conversation with Ruben
0:19
Enriquez. He is the founder and head
0:21
roaster of the family-run order hand, Coffee, Roasters in Vista,
0:24
California. According to Ruben, I can also
0:27
be called origin Coffee, Roasters and Order.
0:30
In is Spanish for origin. Ruben has done quite a bit in
0:34
his career and he started his Coffee Company after working as
0:37
a mechanical engineer. He also spent time exploring,
0:40
the culinary arts and even went to business school, he kept
0:44
coming back to coffee as a way to connect with his roots, his
0:47
birthplace in Mexico, the feelings that coffee evoked in
0:50
the community, it created from the beginning.
0:53
It was his goal to Source roast and serve top-tier organic
0:57
specialty coffees from producers who demonstrated a commitment to
1:00
the best sustainability practices.
1:02
Has he reiterated to me? Several times how important it
1:05
was that it was organic and Specialty, not just one or the
1:08
other. According to Ruben quote, this
1:12
is our foundation, we work directly with some of our
1:15
farmers at origin and also, with our green coffee importers who
1:18
believe in our philosophy and support us and finding great
1:21
Organics. In just a moment, you'll hear us
1:24
talking about his journey to coffee and the growth of his
1:27
business. One customer at a time, starting
1:30
with online sales moving into farmers markets and eventually
1:34
into retail. We also talked a little bit
1:36
about what it's like to work closely with family.
1:39
While you're listening today, take a moment to follow at
1:41
origin Coffee Roasters on Instagram origin is spelled or
1:46
igen and do me a favor by clicking the follow button on a
1:50
roast West Coast, while you're there, you'll Also, find links
1:53
to this podcasts coffee newsletter on roast
1:56
westcoast.com right now, I'm drinking a can of cold brew that
2:00
I picked up on a recent road trip across the country.
2:03
And I think you should grab one too, because it's time for the
2:06
show. So Ruben, welcome to the roast
2:27
West Coast coffee podcast. I appreciate you being here.
2:31
Could you just say for me, what the name of your company is and
2:35
what you do there? Thank you.
2:36
Thank you for having me. Write.
2:38
My name is Ruben. Enriquez.
2:40
And I am the owner and founder and owner and head roster of
2:46
every hand coffee roasters. Andorra.
2:51
How did you pronounce that or a hand or a hand?
2:53
Or you? Most people right here with
2:54
United States origin majority but origin.
2:58
Yeah, so you have other hand Coffee Roasters but I want to
3:03
learn a little bit more about you.
3:05
What was your kind of your first experiences with coffee that
3:08
made you interested in coffee as a drink or as something that you
3:12
thought would become, you know, a big part of your life, you
3:15
know, you know that I don't know you you you know that story
3:20
about fish that it's always on the water, you know, and, you
3:25
know, swimming underwater and he's happy, you know, he doesn't
3:30
know anything different until someone take that fish out of
3:34
the water. That was me though.
3:36
Basically, I was born in a place where coffee special, you know,
3:42
really good coffee is grown there, but also it is very high
3:47
quality. Copy those.
3:49
Oh, I was I was actually immersed in that culture at that
3:52
time. I didn't realize that until I
3:54
move out of my town when I notice it.
3:57
Notice that as I was missing something and I was like what is
4:02
you know what is that? You know where you know I
4:05
started going to a coffee shop even people family friends and
4:10
everything and all I could find was a instituted can coffees,
4:15
you know it's instant coffees and I was like well it's
4:18
Something is wrong, you know, like, all maybe there is.
4:21
I need to go back to my time, trying to figure it out.
4:23
What's going on, you know, that? That was my first experience
4:25
though and not is not alike. Something that I experienced
4:31
that I have is yours that I remember something, I've once I
4:35
move out of my town and I said, oh, that was, there is something
4:38
that in that town in my original original place.
4:42
That's hence, the name Orient that actually was calling me.
4:46
Follow me basically. Yeah, that was and you were and
4:50
I'm sorry the name of that the place that you're from in
4:53
Mexico, is where well, it's a central is in central, Mexico is
4:57
Michoacan Mexico. Exactly.
5:00
The birthplace of one of the rare places and the coffee in
5:04
Mexico. And, you know, that that town is
5:07
very rich in terms of climate for coffee.
5:11
You know, you have altitude, you have the whether you have lots
5:14
of water. You know, lots of good.
5:17
People also actually right now is one of the epicenters of
5:19
agricultural in Mexico. You know.
5:22
So to this day they still Harvest and grow and harvest
5:25
coffee. Very good coffee there too.
5:27
Yeah. So So what was the reason that
5:30
you left in the first place? Well as everyone, you know, your
5:35
something in your guts, something tells you to go right,
5:38
you know that you know, discover, you know, very much
5:44
enjoy the world. Basically, to me, they were Liz,
5:46
I'm a citizen of the world basically zero.
5:48
So I start moving at different places.
5:49
I started moving a right there in.
5:51
Mexico to the capital Morelia that time because I was actually
5:55
at a school at that time. And then I moved to celaya
5:58
Mexico. Then I moved to Baja California
6:00
and I went to the United States. So it was a different places
6:04
outgoing from their states. I actually moved from LA to San
6:06
Diego at one point, you know? So yeah, that's that was the
6:09
reason basically, something internal you end up in San
6:13
Diego. When do you decide that you're
6:16
going to start working in coffee?
6:18
You know, I was working on a still working, I can say in the
6:23
engineering field, and I don't know if I can put it this way,
6:28
you know, whatever profession you have, you know, I'm heavy
6:31
called, whatever you do engineering, whatever.
6:35
You have a purpose and you just have a one way to do things,
6:39
right? So I have engineering because I
6:41
have, and I had a, my creativity.
6:45
I need, I wanted to put it in different In places, right?
6:49
So, I was designing, a lot of things in a working for
6:52
different companies and working on mechanical design engineer in
6:57
electrical, you know, manufacturing, quality control
7:01
production management, a different things.
7:04
So, one point I was like, you know what, I really want to do
7:07
my own thing, you know, and it was not necessarily engineering.
7:13
Now, the reason is you can do engineering as I say, you know,
7:17
engineering is I brought the is something that you can say, oh,
7:20
I want to do this for the rest of my life and that's it.
7:22
You have a division as an engineer to start whatever you
7:27
want. And but you see with that in
7:29
within a different is called, you know, I have I see with a
7:31
different lenses basically, even in my Roastery, you know.
7:35
All the tools, I have all the the it is within this, in
7:39
scientific method. You know, you you have to
7:41
observe, you know, repeat and make sure things and in order to
7:46
accomplish something that so, Engineering is not left.
7:49
It's just, I use change the profession though.
7:52
Yeah. And I was a years after 20
7:55
years, actually of doing engineering specifically, as a
7:58
career. So when, when did you decide
8:01
that? Okay, I'm going to turn my focus
8:03
back to coffee this thing from my youth.
8:05
From this place that I grew up and I'm going to start.
8:07
I'm going to, I'm not only going to work in coffee, but I'm going
8:10
to start my own coffee company. Well, there was a moment of
8:14
introspection and that moment is not just one day, you know, it's
8:18
just Like a period of time where I was, I was actually looking
8:23
for, you know, ideas brainstorming, you know, trying
8:27
to feel different things, you know.
8:28
So I one point I thought I noticed that I was inclined to
8:32
the culinary arts. So I went to the Pasadena school
8:36
of culinary arts and I actually was immersed in that culture for
8:40
a while. I was interested in wine beer,
8:43
you know, trying to see different paths and slowly you
8:47
know. Whenever I wanted to to, I ended
8:51
up doing always doing coffee, you know, like even I wasn't,
8:54
you know, I wasn't as I was going past three, you know, I
8:57
was doing anything and I ended up, you know, very focused on
9:00
trying to replicate it and do something with my coffee.
9:03
And I said, you know what, you know, that's what I want to do.
9:06
Basically, you after you went to school.
9:09
You. You and, you know, I had emailed
9:11
a little bit. And you started roasting at
9:13
home. Yeah.
9:14
And then you purchase or a small, roaster, and a production
9:17
area. Here in Vista, California night,
9:21
what made you decide to pick the order and the origin, or the
9:25
order and name only Readiness, find it?
9:27
Whatever you say? Yeah, I want to, I want to be
9:29
respectful the names and if my pronunciation is not great.
9:32
So I want to make sure that I'm getting right.
9:34
I want to share something with you later after I made the
9:36
coffee business. Okay.
9:37
But but yeah. Well well, my question is, what
9:41
where did that name come for you and what does it mean for the
9:44
coffee company? Okay, well, you know, for me was
9:48
Something, you know, some Outsider from the right here,
9:51
you know, it was very intuitive, you know I you know origin
9:56
basically literally means origin.
9:58
Origin. Origin is basically where you
10:01
are coming from. Basically, your roots.
10:03
Basically means that go back to the land, its origin.
10:07
Basically, it is just as you change the way I am with E and
10:12
Spanish is already hand is the same thing, origin.
10:14
The name came after, you know, I have a couple of Of, you know, I
10:19
was reserving a little bit and then I said, you know, it
10:22
actually makes total sense to me, and I felt so comfortable
10:26
and, you know, you know, Marketing in the school with
10:28
because I actually went to business school also, at one
10:30
point they were telling you all make something Clover, you know,
10:35
a name that is so I was trying to play with it and I said, you
10:38
know what, no it doesn't make sense to me, you know?
10:40
I was like always like, you know, I want to put it away, I
10:42
feel it, you know, it wasn't necessarily something that I
10:46
have That I wanted to turn right away, I wanted to restore and
10:51
and see if the business from a different perspective, you know,
10:54
out of a traditional business school basically.
10:57
And that's how I ended up with a reason.
11:00
Once you launched as a company, you started, I think as an
11:03
online store. Yes.
11:05
And now you have, you have a cafe spot in the business park
11:08
in Carlsbad that I've been to that, I stopped by, but this
11:12
last year with a lot of businesses doing work from home.
11:15
How did you adapt to that and Things change now that people
11:19
are going back to work in the office for us isn't, it's been
11:23
like anyone else, you know, we are being impacted drastically
11:28
for Orion. Actually, the impact is very
11:30
positive though and I'm very, very humble to say that, you
11:35
know, when I, when we started this, this concept when I
11:38
started this concept, I wanted to do it in a way with.
11:42
We don't know pressure. You know I was very, you know,
11:46
with my career with the premise for Universal busy man, you
11:49
know, you know, I didn't have any pressure of, you know, of
11:52
all, I have to do it in x amount of time or whatever.
11:57
So, I did it slowly and we I tried to make Foundation a good
12:01
foundation for it. So lots of Education, you know,
12:05
and I wanted to put everything, you know, the seeds and plant
12:09
the seeds actually on the, on the soil, very well.
12:14
So I think this happened this health, Situation help me to
12:19
actually verify that actually did very well.
12:21
Because at that time, one of the first thing was, okay, how can I
12:25
put that this coffee in customers hands.
12:29
So I started online online business, you know, and I, you
12:33
know, obviously if no one knows you, you know, I decided to go
12:37
to a farmers market and I wanted to, you know, see that
12:40
experience firsthand, you know? And, you know, I wasn't in a
12:44
hurry, I said, you know, to myself one customer and a week
12:47
is perfect. You know, one you know, you do
12:49
the math, that good for customers a month.
12:51
They don't. I start adding and adding that
12:52
it turns out that I start making more and more and more and it
12:55
and I think the quality of our products and I'm very humble and
13:02
I have a lot of customers actually feel the same way,
13:05
those are the things that actually keep us afloat.
13:07
Basically and I know I've sometimes I feel bad for a lot
13:12
of coffee shops. I like a lot of customers that,
13:15
you know, they are struggling and everything but For us was
13:18
the opposite. In 2018 I did implemented a very
13:23
nude quality control system in or Roastery actually heard from
13:27
the very early stages of 2018 and I start seeing right away
13:31
within two or three for four months, I saw ourselves
13:35
doubling. I thought we were like 150% up
13:37
and two hundred percent. Then the pandemic came and I
13:40
call it was like a ripple effect, you know?
13:42
And that was a, I understand a lot of coffee shops, close the
13:45
doors, and I do people wear and The market, we were on the
13:49
outside most of the time. So for me, you know I started
13:52
seeing like you know I couldn't catch up with my orders, you
13:55
know, green coffee. So I have to you know order more
13:58
of going to Oregon story him basically and I started getting
14:01
you're getting getting more coffee and Morgan coffee morning
14:05
coffee. And and and today it's been a
14:09
blast. You know.
14:10
It's a lot of work. You know, we are just working
14:13
another Now that area right now and we have a little another
14:19
another place working right now and and another part in market.
14:22
So very busy things got you you definitely are Diversified with
14:26
the farmers markets and online and the Business Park.
14:29
The one day that I stop by was kind of the middle of the
14:32
afternoon and there were still people kind of coming into this
14:35
business park, where you have a really cool container set up,
14:38
right? How do you manage balancing that
14:42
act between trying to create the foundation?
14:44
These online sales and and making sure you can adjust.
14:47
But also creating engagement with the customers that are
14:50
coming up during during covid during the pandemic, you know,
14:53
they're they're taking time out of their day and they want to
14:55
spend it with you, right? You know sometimes how you know
15:00
you think about sometimes good things, come by itself.
15:05
I was thinking a little bit you know to my father my mom the way
15:09
they used to do business at one point.
15:12
And I actually I remember I was Seven, eight, ten years and and
15:17
I was actually managing their businesses, you know, I was
15:20
actually very customer Centric Focus oriented.
15:25
So I am a believer that, you know, you have to, you have to
15:31
interact with your customers. You have to feel you have to
15:34
see. You have to see in a third
15:36
dimension not just when you're online there is, it feels cold
15:41
to me even though, you know, I sometimes you know the person or
15:44
some But, you know, when you are face to face in a foreign market
15:49
or or when I go to my, you know, cafes, I will supply right here
15:52
in San Diego. We go.
15:54
And, and I live in Liberty coffee and people is waiting for
15:57
us. Sometimes people is I waving at.
15:58
Yeah, you really hope you're right.
15:59
You know, you can so that we were late or the people or
16:03
customer, or the cafe was actually running low and we
16:06
arrived with the coffee and we feel that that energy that
16:09
Source team basically, that's what keep us moving part of your
16:14
team. Believe is your wife and your
16:16
family that works with you yet? What is that experience?
16:20
Like I've added the opportunity to work with my wife, you're
16:23
spending a lot of time together, you're creating a business
16:25
together. What was that experience?
16:26
Like for you? You know oh tea and coffee
16:29
businesses. Mainly is mainly a family-owned
16:32
business, you know, we have yet, we that's it for right, you
16:38
know, we have to manage your Roastery or cafe or farmers
16:42
markets and online sales and and And all the families involved
16:46
and one way or another. My wife though, she's very, very
16:50
good and different. You know, she's like, oh every
16:52
style coffee lover. To, you know, she's right now
16:54
that 100 Market, you know, and very busy sometimes, my daughter
16:59
is delivering, coffee, my wife, myself.
17:01
My wife is also an accountant, so, everything kind of, we put
17:05
everything together, you know, I am, you know, putting, you know,
17:08
I'm doing the minders on the machine, you know, I'm upgrading
17:11
software I am doing all day. In things, even my youngest
17:17
daughter. You know, she is very good on
17:19
face-to-face with the customers and explaining the origin of the
17:22
coffees and and, and I see that she's very good.
17:26
Also in touching base with them and with their needs basically.
17:30
So, I think it's a very good experience for me.
17:33
It wasn't always very good. You know, we, we crash a lot of
17:36
times, you know, sometimes, you know, with my daughter or my
17:40
wife, you know, they say you're so bossy, you know, sometimes
17:42
you well, It's hard to make a line, you know, and to break a
17:47
line and I sometimes when I am in a different scenario, tell
17:51
you know, what a business is a business and we are there.
17:55
If I don't tell you honey, but I don't, I don't tell you my come
17:59
to my daughter, my daughter and I tell you her name.
18:01
Don't feel bad, you know. It's just that, you know, we're
18:04
in front of a customers. And I don't want to, you know, I
18:07
want to keep that relationship separate smaller.
18:10
Sometimes it's hard to break it, you know.
18:12
Oh, so hard very hard. I worked for a family.
18:14
Restaurant. So I worked for my dad and my
18:17
mom, we all worked there together.
18:18
And I was looking back. I think about how busy we were
18:23
all the time, because we were doing all this, those things
18:26
that you were doing. And sometimes I wonder my
18:28
parents, probably didn't get to see each other very much because
18:31
one of them would work during the day and one would work at
18:33
night, they would alternate. And that that's a, that's
18:36
something that as an entrepreneur.
18:38
You is different than going to the office 9:00 to 5:00 every
18:41
day. Here's a being, you know, my
18:44
wife Life is a coffee lover. She's a barista, she is the CEO
18:49
of the company. She is actually the cool table
18:51
or kitchen because we also have a kitchen you know, for daily
18:54
and everything. I'm also, I'm his helper.
18:58
When I am rusting she's helping me and the roasting.
19:02
I'm the head roaster, you know, I'm the president, you know, my
19:06
daughter, she's a barista, then she's a customer cell, you know,
19:10
so we work in, we put different hats together, but Bolt.
19:15
The bottom line is that you know, it's a family business and
19:19
and yes we have a sometimes conflict, you know, but we
19:22
overcome and that I think that or strain basically you you
19:27
mentioned that when you when the pandemic started, you had to
19:31
like kind of the up, you do pick up how much coffee you were
19:34
roasting and how much was selling.
19:35
You can see your sales going up. I recently drank a Bolivia
19:38
coffee of yours that I really, really enjoyed.
19:42
What do you look for when you're looking?
19:44
For a green coffee. I'm assuming you get a lot of
19:47
coffee from Mexico, but obviously you expand out into
19:50
all different regions. So, well, thank you for touching
19:53
base. Basically.
19:54
Our, I am not aware, not fixed to a place.
19:58
So, the way I started this is like, you know, when you go to,
20:01
when I start going to seminars, trade shows, you start knowing a
20:04
lot of people from the industry, you know.
20:07
I actually do the direct trade with a few Farmers.
20:11
You can do anything, you know, everything, you know, I have a
20:14
very good. Reporter.
20:16
But most of the times I go to the my my supplies directly and
20:19
say you know what, I really want to you know ten bags of the next
20:23
row. But you you anticipate that you
20:25
know like a year ago. I want to make sure I have this
20:29
lot and I want to buy it. Obviously subject to approval.
20:34
Is there any way you can put it to, with my importer, or
20:38
sometimes I can work with your import, whoever, whatever words,
20:41
you find a way. So, I am constantly.
20:44
Sourcing coffee from all over the world basically.
20:47
Yeah. Believe is actually one of the
20:48
new exactly the first time I have Olivia into the, I was
20:52
missing, you know, a lot of times I was working with Peru so
20:55
I was exploring Peru for two or three years and you know,
20:58
getting very good results. I was actually honored to have
21:02
one of the very, very one of the cup of Excellence at one point,
21:04
one Peru, Guatemala's. I'm actually working right now
21:07
with currency what them Allah and they are coming in a few
21:10
weeks, Colombia's Ethiopia, you know?
21:14
Over the world. So it's just a network
21:17
connecting and I think this is what coffee is about.
21:19
You know, it's a it's open your senses, open your view and try
21:25
to find something and and really I'm pretty much share that with
21:29
your customers basically. Yeah.
21:31
That's what it is. But yeah, the devil Libya was
21:33
one of the first ones I have from bulimia dog.
21:36
Speaking of sharing things with your customers, you've done all
21:39
these different things in the past.
21:40
What is it that you guys are looking forward to doing in the
21:42
future? What's coming up next?
21:44
24 for the coffee company. What do you mean?
21:47
Yeah well there's a need for expansion or Roastery needs an
21:53
upgrade in terms of space. You know, we have to have to
21:57
we're actually have some plans right now.
21:59
We are working. I'm trying to that's the near
22:02
future. That's the main thing right now,
22:03
because you're going to be surprised, but this is the first
22:07
time we are actually doing retail, all a and partner
22:10
markets. We just this year, you know, so
22:12
most of our businesses online Well, sail, you know, coffee
22:17
shops around San Diego and a lot of coffee Club subscriptions,
22:21
that's mainly your or business. And so, I started doing retail.
22:27
So, the other expansion will be retail.
22:29
That's another thing that we're looking for down the road.
22:32
We use open this year, actually, the first retail, but I wanted
22:37
first, my main priority was the quality, The Roasting make sure
22:41
I get, I have a connection with my customers and And and, and
22:45
that was, that was an insult. But this so expansion of the
22:49
Rosary. Definitely look for more retail
22:54
spaces and something new that we are doing actually, is, we are
22:58
going, we are listening to our customers and we are going to
23:01
their particular communities. We are just launching I use
23:06
design a card coffee card, so I have a coffee card right now.
23:11
Your customers doesn't mean you get, those doesn't see it right
23:13
now but this is one of our first Picard that we design, right
23:17
heels all contain with everything, you know, we do
23:20
right here, put over a very good espresso.
23:22
So, so people experience these are their own communities.
23:27
That's what we are actually doing this year, too.
23:30
You know? Very cool.
23:31
Yeah, we were talking about that and how you were you were
23:34
connecting with various homeowners groups and
23:36
associations to find out who would want you to come into
23:39
their their neighborhoods. I want to make sure that I give
23:42
you a chance to order to tell. Us, is there anything else that
23:46
we didn't cover today that you would?
23:48
What would you like people to know about your company?
23:52
Well, what do you think coffee is?
23:55
It's a little bit of out of the traditional if you look at my
23:58
specialty coffee, most was that the coffee and I really, you
24:02
know, I support a lot of our rosters that they are doing very
24:07
well and they are sourcing coffee is very good coffees.
24:11
However, or even coffee is mainly organic specialty.
24:15
Coffee. And that's something that it is
24:17
hard. I understand.
24:18
You know, some people might say, you know what, I don't care as
24:21
long as as a coffee tastes good for me, organic is is respect
24:27
for the land. For me, organic is I despair for
24:30
the workers. For me, organic is respect for
24:33
my customers to. And so we from from the very
24:37
beginning most of our businesses organic specialty, not just
24:41
organic because I'm going to doesn't mean quality at all to
24:44
me. It has to be specialty organic
24:48
so it takes a little bit longer to find really good laws, but I
24:53
think, is we, as a Roasters need to, to communicate and and
24:58
encourage this practice everyone.
25:00
But get that especially right now with all these situations
25:04
where, you know, we have climate change without you, we have to
25:08
respect the environment as much as we can, you know?
25:11
And, and that's one of the beauties of Rehan a specialty
25:14
coffee. A organic and I hope my
25:16
customers are realized that you know that it's organic specialty
25:20
coffee. So the last question I have for
25:22
you today and this is something I asked everybody is, if you
25:25
were to go to another coffee roaster, another coffee shop.
25:30
What kind of coffee do you order for yourself?
25:32
Uh, I thought you used catch me right now.
25:34
I was just drinking my, my cappuccino right hope.
25:37
So. I got you.
25:39
Enjoy your Muscle Recovery by the I have three.
25:42
I am inclined and actually, three beverages first, he could
25:47
be a very good espresso, you know, I don't know if have you
25:51
been in a Mexican restaurant? I'm from Mexico.
25:55
Again, when I go to a Mexican restaurant, actually, if you are
25:59
in Mexico and you go to a Mexican restaurant, you asked
26:01
for the salsa, right? And then if the sauce is good
26:04
and that's actually most people say, most unlikely everything
26:07
inside is going to be good. It's Bledsoe is what it is for
26:10
me, you know, if you go to a coffee shop, if I find a very
26:13
good espresso, chances are that most of the copies are actually
26:17
really good to. You know, sometimes espresso
26:18
tells you a lot like the salsa, no cappuccino.
26:22
It's another one and I you know, it really tells you about the
26:26
Barista it tells you about the, you know, the skills you have as
26:29
a barista but also cappuccinos are to me, it's a perfect movie,
26:33
you know, you have the copy which is the protagonist and you
26:35
have your antagonist, which is the milk they had to be in
26:38
harmony. Money.
26:39
So so to me, I really enjoy a cappuccino because I feel, you
26:44
know, the sweetness of that milk with it with it with that
26:49
coffee. And I really made me wonder, you
26:52
know, made me kind of go beyond now.
26:54
They'd be at the other one is one of my favorites.
26:57
Actually, I can say, any, any drip coffee, you know, my
27:01
favorite put over, you know, I like to explore and really see
27:06
that particular taste of that. Ocular land that particular
27:10
farmer of that particular region, you know, that's what I
27:15
wanted to say. So a very good Ethiopia, Junior
27:19
Chef. Oh, pursues a very good natural
27:21
Ethiopia, you know, you feel it? You just you you without food
27:26
over, you know, you know, go to to Guatemala seven regions what
27:31
the Mala you can go to and get something kind of very sweet
27:37
and, and I can say good a city or you can get something more
27:42
like you know, more creamy taste, you know, that so
27:46
definitely put over it's probably what I'm more leaning
27:50
toward when I'm looking for a discipline coffee.
27:53
I love that description of the cappuccino being like, a movie
27:57
with the protagonist. Yeah, that's really an
28:00
interesting way to think about it.
28:01
And yeah, yeah, yeah, it's important for, you know, for
28:04
the, if I have a lot of customers who, you know, are
28:06
actually Italians and they, Come to our shop and they actually
28:11
agree on the same thing. And, you know, it has to be a
28:12
balance, you know, there are different variations, you know,
28:15
some people say I wanna, you know, I cortado very close to a
28:20
cappuccino, you know. Make sure you have a, you know,
28:23
the idea is that they want something balance, you know.
28:25
And that's how you, you understand, you know, the needs
28:28
of a customer, you know, and the glottis is more for the American
28:33
and also respectful to. But this more meal is on
28:35
balance, you know more milk than coffee though and then the
28:38
flavor in season. I think so.
28:39
Not much fun over flavors and everything you know, additional
28:42
flavor is because our copies are really flavorful by itself.
28:45
So you don't actually need to do anything.
28:47
But we well I agree that coffee that I had was really enjoyable
28:52
actually drank it as a French press as a pour-over.
28:55
And just really was able to taste different things depending
28:59
on how I viewed it. So, I really appreciated that
29:01
you were sharing that with me Ruben, I really appreciate you
29:04
joining the show today and just congratulations on the last year
29:08
and the Excessive had, and I'm excited to see what you got
29:11
coming out in the future. It is my honor, my pleasure and
29:15
and I want to thank you. Thank you.
29:16
And your ally is also for me. Okay to recap origin Coffee
29:30
Roasters, sell specialty, organic coffee online at local
29:34
farmers, markets and cafes. And they open their first retail
29:37
space in Carlsbad. California.
29:39
This year, they're looking forward towards the expansion of
29:43
their Roastery and into more retail spaces, Ruben briefly
29:47
mentioned it, but one way they are expanding, is by partnering
29:50
with Community, homeowners associations to set up coffee
29:54
cards, designed to create Cafe like experiences right in the
29:57
neighborhood. They already have one pilot
29:59
guard running in a private community in Rancho Santa, Fe
30:02
it's a pretty unique business model that I haven't heard
30:05
before Reuben and I chatted a few weeks ago but this This week
30:09
I checked in on him to see what they were serving right now, and
30:12
he said they were serving some new single origin coffees from
30:15
Honduras, Guatemala, and Colombia, I'll link to their
30:17
online shop in the show notes. I mentioned in the opener that I
30:21
had a cold brew, that I picked up on a recent road trip.
30:24
I was driving from the Midwest back to California and while it
30:26
was a very direct trip without a lot of relaxing.
30:29
Vacation time, I did make a point to hit up as many coffee
30:33
roaster. He's, as I could along the way,
30:35
my very first stop was at Ruby colorful coffee.
30:38
In Stevens Point Wisconsin, they also have a roasting facility in
30:42
nearby Nelsonville. Walking into the cafe, right
30:45
near the downtown, the river and the University of Wisconsin
30:48
campus. I felt right at home in part
30:51
because Wisconsin is my own origin Source, but also because
30:55
it just had a very relaxed Vibe and the Ruby Baristas a be an
30:59
errand. And the general manager Kellen
31:01
were incredibly welcoming Kellen.
31:03
Even took a moment to tell me how he got into coffee just to
31:07
note before I play this. We were standing in a working
31:10
Cafe and we were both wearing masks, which is why the audio is
31:14
a little muffled. What got you into coffee and why
31:20
do you like it or love it? Okay, so my name is Callan perky
31:24
kalle. N, Fe R.
31:26
KU, I Ruby Coffee Roasters. I've run the Ruby Cafe in
31:31
Stevens. Point.
31:32
GM Coffee started for me. When I was 16 years old and I
31:37
was downtown Madison, not even know the name of the small
31:40
coffee shop and I have my first shot of espresso and from then
31:44
on things changed, but the atmosphere of coffee shop.
31:48
When I I was a teenager was honestly withdrew me a copy and
31:52
I have a food background and having something a cafe that is
31:56
local focus and Community. Focus was something that was on
31:59
my mind for a long time but coffee and food, always go
32:02
together and this is where it all landed.
32:07
Check out at Ruby Roasters on Instagram and I'll link to the
32:11
Ruby website and share some photos from the trip on roast
32:13
westcoast.com. Plus, I'm looking forward to
32:16
sharing some more travel Clips with you and upcoming episodes
32:19
from far off places like Fruita Colorado which is one of my
32:22
favorite stopping points on the drive between the Midwest and
32:25
the coast and the Aspen Street Coffee Company is one of the
32:28
reasons why if you have been enjoying listening to the
32:31
stories of Entrepreneurship of coffee, Professionals of coffee
32:34
itself, please share The rose to West Coast coffee podcast with a
32:39
friend and if you've got time to give us a review on Apple or
32:42
wherever you listen I promise it will be appreciated.
32:46
Organic word of mouth is the best way for this show to grow
32:50
and honestly I can't thank you enough for listening and making
32:53
a point to appreciate your morning cups of coffee just a
32:56
little bit more. If this episode inspired you to
32:59
drink some coffee, please stop by one of this shows.
33:02
Roast industry Partners like Cafe litter Camp, coffee,
33:05
company, or coffee. Eagle roasting, you could also
33:08
order a bag or two for at home from steady-state.
33:10
Roasting, most, your coffee company or zoom bar coffee and
33:13
tea and if you need a little monthly, pick me up, think about
33:16
setting up a subscription. So you never run out from a ray
33:19
of coffee or leap coffee, a link to all of those great roast
33:23
industry Partners online. And as always, thanks to Cape
33:26
Horn coffee importers and first light whiskey for supporting the
33:30
show and helping me grow, the craft coffee Community.
33:34
I also want to thank Ruben for spending some time with me.
33:36
On the roast West Coast coffee podcast.
33:39
This episode is was has been written produced and recorded by
33:42
me Ryan Walter. I hope this show is found you
33:45
happy healthy and with at least enough sanity to make it through
33:49
the day and please always tip your Baristas and be sure to
33:54
drink good coffee.