Latest / Coffee People Podcast / Roast! - Alden Hozouri, CAFÉ LaTERRE & Crossings Coffee

Transcript

Roast! - Alden Hozouri, CAFÉ LaTERRE & Crossings Coffee · Coffee People Podcast

0:12
Good morning and welcome back to the roast West Coast coffee
0:15
podcast. I'm your host Ryan Walton.
0:17
Today I get to chat with Alden Hosiery, he wears a lot of hats
0:22
for starters. He's the general manager
0:24
operations manager at Cafe litter.
0:26
One of this shows roast industry partners he is also the founder.
0:30
Under and had roaster of Crossings coffee company which
0:33
he started in 2015, Alden chats with me from Cafe litter and it
0:38
was kind of lovely to hear the sound of coffee beans, pouring
0:41
steam, once teeming and drinks being made.
0:44
In people chatting in the background, he is inquisitive
0:47
and purposeful and clearly motivated.
0:49
He's also a bit of a grinder putting forth his best efforts
0:52
day after day after day on a bunch of different projects.
0:56
This dude was set to go to medical school before pivoting
0:59
into coffee, which feels like a theme with high motor coffee
1:02
professionals not the medical school, specifically, but the
1:06
pursuit of high-intensity careers that eventually lead
1:10
them to coffee before we get to all that.
1:13
Take a moment to follow at Cafe, dalit are at Crossings coffee
1:17
and at roast was closed on Instagram and then share this
1:20
podcast with a friend. We appreciate your help growing
1:23
the show and a special thanks to Marissa who tweeted it out.
1:26
Her followers last week, that was awesome.
1:29
I hope you're out there. Listening this episode right
1:30
now, Andre watching Reality Bites which I'll admit I owned
1:34
on VHS tape. If you've been listening and
1:37
enjoying, please think about supporting the creation of the
1:40
show with a paid subscription option.
1:42
On roast westcoast.com those subscriptions.
1:45
Help us provide more and more coffee content improve the
1:48
quality of the show and find more ways to engage with you all
1:53
this morning. I'm drinking a cup of coffee.
1:55
So, It's pretty much the same routine as every other morning
1:59
and I hope you have a full mug too because it's time for the
2:02
roast West Coast coffee podcast and this interview with Alden
2:06
hosiery. I'm excited to see him and it's
2:28
been. It's been a minute.
2:30
Let's just jump into the show. Can you give me a, just a quick?
2:33
What's your name and your multiple?
2:35
Many, many titles. My name is Alden, Missouri and I
2:40
do a lot of coffee stuff. I guess, the thing that I'm
2:44
person was closely associated to would be my brand.
2:46
Crossings coffee. I launched the back in 2015, as
2:50
a one of many Roasters, across San Diego and the goal being to
2:57
source and deliver Exquisite copies to the people, my spin my
3:02
hook, my drive is kind of taking my research oriented background
3:07
and applying it to Coffee where we can take the lens and take a
3:10
deep dive on understanding. What happens everything from
3:14
seed to Cup and every step along the way.
3:16
I kind of demystifying the black boxes surrounding what it takes
3:19
to you know build create and deliver great coffee, I try to
3:23
take that approach and every single step in my coffee
3:27
philosophy, everything from I've got coffee growing in my
3:30
backyard. I'm collaborating with Farmers
3:33
across the world on, you know, fun, fermentation experiments.
3:36
I'm repeating them here at home and not in a way to be like,
3:39
look, I can do it too, but more being like, holy shit.
3:41
This is really, really hard. How did you guys manage to pull
3:44
this off on scale and also how do you How are you able to have
3:49
the idea and approach to be like?
3:51
Hey, let's tweak this one variable.
3:52
Let's tweak this variable and understand how it impacts the
3:55
coffee down the road. You know, I'm a fermentation
3:57
nerd. I've been brewing coffee and
3:59
kombucha for years. And so kind of jumping into, you
4:03
know, different fermentation Styles and techniques, and then
4:05
coffee was kind of like my natural next stuff and roasting
4:09
it as well. So that's kind of my business in
4:12
being able to take that really deep analytical, dive on. on
4:17
where good coffee comes from and how we can better appreciate
4:20
that getting here and translate that into, not necessarily an
4:24
educational format, but bring transparency, where people can,
4:27
you know, see this one coffee, whether it's like a daily driver
4:30
or like a high flyer and Hopefully, so people can better
4:35
appreciate and understand all the work hands, knowledge and
4:39
Collective mindset. It took to get that coffee from
4:43
wherever it came from to that couple holding in your hands.
4:46
I want to say, you've been on the show once before we were
4:50
talking about how you were in the process of just opening
4:53
opening up a cafe and Solana Beach, and you're actually
4:55
sitting in that Cafe. And I'm sitting here in my
4:57
closet thinking God, that sounds so nice to hear the beans
5:00
dropping and just kind of the chatter of people around And so
5:04
I'm going to leave all that into the show.
5:05
I think that's fantastic. Yeah, I want to get really into
5:09
Crossings today, but I want to just take a brief moment since
5:12
we were on the show, talking about Cafe litter, and just ask
5:16
you, what's going on over there? You have the open location
5:20
you're in on the Pacific Coast Highway and Solana Beach and
5:22
you're under construction. I believe that a second
5:24
location. What's the status?
5:27
And then I'm kind of wondering having a background in
5:31
Hospitality what? Kind of delay is what kind of
5:36
what kind of preparation time? Do you build into a project like
5:38
that? I feel like everyone says, you
5:40
know what, we're going to be open November 1st and then
5:43
November 1st is December, 1st is Christmas is and so on and so
5:47
forth. And so I'm wondering how you
5:49
adapt to that while you're running this business and the
5:51
Roasterie it it's a it's a project for sure.
5:56
So we I'm really fortunate within this project for
6:00
Catholics are in that you know, the concepts a bit.
6:04
I should start off by saying that where Capulet are is kind
6:07
of cool branded with another business called Salon Road
6:10
sweets. It's a long road sweets is
6:12
similar to solo salons. If you're familiar with that
6:16
business model where basically rather than having a building
6:19
with chairs, that the owners are renting out to people, they
6:21
built individual Suites that they sublease out to stylists,
6:24
nail technicians massage therapist.
6:26
Anyone in the Beauty Spot Health industry and so at this Solana
6:29
Beach location, we have 26, Suites that are like I said,
6:33
individually owned. And operated part of the
6:35
overall, brand image was to have a cafe that Cafe is technically
6:38
owned by the salon but it is independent and separate from
6:41
the salon. And that's where I come in these
6:43
guys hired me to build the brand from the ground up and kind of
6:47
create its own culture that matches the aesthetic style and
6:50
experience that clients and stylists are receiving in the
6:53
salon delivering the same exceptional experience and a cup
6:56
of coffee. So we work with a terrific
7:01
construction crew contractor team to build out the Lawn and
7:05
we're able to kind of like tuck in Cafe plans in there as well.
7:08
So in terms of like building timeline the salon isn't waiting
7:15
on for us, we're kind of waiting on the rest of the salon.
7:18
The Encinitas location is a much bigger project.
7:22
We're jumping from 26 sweets in Solana Beach, to 43 in
7:25
Encinitas. It's a much bigger building.
7:28
The cafe is actually getting a little smaller funnily enough,
7:32
but you know, the reason the reason For that being, you know,
7:34
instant Solana Beach. We've got a serving window to
7:37
kind of service, the outside, the 101 and the community
7:39
outside in Encinitas. It's just going to be the inside
7:42
point of sale. So it's a Google tidier, way
7:45
more efficient. And I have little experience,
7:48
building a few other cafes where the goal was to create as Tiny
7:51
and efficient of a footprint without compromising the quality
7:54
of your product. So it was totally just repeating
7:58
that same kind of experiment, you know, different equipment,
8:00
slightly, different layout. But you know, just kind of how
8:03
do we create? Work space where you can have
8:04
one brief account of just spin on the pl and attack, all the
8:07
different workflows and workstations, and without
8:09
stretching them out, without creating additional delays, and
8:13
also still offering coffee tea and food and all that fun stuff.
8:17
So, you know, I've been working really closely with the
8:19
architect and our general contractor to kind of forecast.
8:23
What the timeline of the entire building looks like because we
8:26
can't open until the whole building passes inspection.
8:29
We're kind of dependent on the material shortages delays
8:32
construction. Crews electronic Plumbing
8:34
everything for the full building.
8:36
So all of that is definitely way over my head but you know
8:41
they're really talented crew with a lot of experience.
8:43
So you start a project like this, like we broke ground
8:46
probably you know, five six months ago you can forecast all
8:51
you want. At the end of the day reality is
8:54
going to rear its head and as we closer to the holidays and the
8:57
fall time, delays are kind of inevitable people.
9:00
Get sick, people have other jobs, it doesn't help.
9:03
There's a pandemic slow going on.
9:05
It doesn't help that there are truck drivers shortages and as
9:09
we get closer to the holidays, you know, people are starting to
9:11
buy presents and gifts for Christmas and Hanukkah and that
9:15
kind of exacerbates. The trucker shortage problem,
9:18
you know, there are material, shortages, material cost
9:21
increases and it just totally compounds and exacerbates the
9:24
deadline. So, you know, it's a bummer
9:26
that, you know, we were hoping to open beginning of November
9:28
and not slipping into maybe the being of December but the end of
9:32
the day considering all the different factors Actors we have
9:34
to work with a month. Is a drop in the bucket.
9:36
You mentioned that all the individual sweets are separate
9:39
for the salons and stylists and that sort of thing.
9:42
But for the cafe is like the cafe menu at the Solana Beach,
9:46
location transfer to Encinitas and to your future projects.
9:49
So that they'll be consistency among those.
9:51
Yeah. And that's actually been my
9:52
biggest concern with with, as we scale and grow is, you know,
9:56
we've set a really high bar in Solana Beach and I was confident
10:00
in that bar, but I want to make sure we copy paste that
10:02
experience on all. Allegations.
10:04
You know, I think people will give you know, larger coffee
10:07
companies, you know, not going to name any names starts with s
10:11
and ends in ER bucks, but they give them a lot of grief for
10:14
being big coffee. And, you know, and for, you
10:17
know, making life difficult for all the other smaller
10:18
businesses. And yeah, if I have my choice
10:21
of, you know, shop to go to, they're probably not going to be
10:23
my first one. But I think we do need give him
10:25
a lot of credit for being able to say, hey, a cup of coffee.
10:27
You get in Albuquerque's, can be the same cup of coffee.
10:29
You get in Miami. It's in the same.
10:30
When you get in, Dallas can be the same when you get in
10:32
Portland. It's actually kind of remarkable
10:35
that they can scale that much and you know maintain the
10:38
expectation and the experience that you get wherever you go
10:41
provided, you follow the instructions and everything else
10:43
like that. So when creating an experience
10:46
at a cafe where everything is premium, everything is high and
10:50
everything is made to order and the quality of the product is
10:54
kind of key. It kind of it's difficult to
10:57
make that go hand-in-hand with convenience.
11:00
So you know what I tell people is you know Capulet are is All
11:03
about quality over convenience, but not quality at the
11:07
compromiser. At the sake of convenience.
11:09
We want to make sure that you can have your cake and eat it
11:11
too. So you know what I've been
11:13
working on more intimately is developing a robust training
11:16
program. Making sure that we can have,
11:18
you know, really clear and concise Sops and that the
11:21
resources that I'm training to people.
11:23
I'm bringing on all get along. Well, it up really well with one
11:25
another and that they understand the product me understand the
11:28
mission. The understand what we're trying
11:30
to accomplish here. In addition, a Mayan since
11:33
Crossing Ames is supplying coffee to all these different
11:35
cafes, how can I Source coffee and create a pipeline of
11:38
delivery? So that the cops I'm getting
11:40
aren't going to be rotating every other month because I've
11:42
ran out. So its source and coffees with
11:45
you know, different Farms, different networks, and making
11:47
sure that, you know, we can say probably hate this is going to
11:50
be our drip offering for the next quarter.
11:52
This is gonna be our special offering for the next two
11:54
quarters. Yeah, I just kind of really make
11:57
sure that that that sense of consistency is there.
12:00
Well, that that leads me more into the crossings coffee.
12:03
Roaster kind of questions, which is you, the founder and head
12:07
Roaster at Crossings, and you mentioned earlier in the show
12:11
that your coffee nerd and you're into all these things and you're
12:13
passionate about, you want to learn more, but that's being a
12:16
coffee in her. Doesn't necessarily mean you
12:18
start a business? What, what inspired you to think
12:22
to yourself? You know what, I'm going to do
12:23
this on another level. I know you have a lot of coffee
12:26
experience, but doing it for yourself, as an entrepreneur,
12:29
putting your name on the Putting your logo on the bag.
12:32
Takes a different sort of commitment.
12:34
What was the inspiration for that?
12:36
That's a good question. I do this a lot.
12:43
I think not knowing better. No kidding.
12:48
That's if that's her. I feel like that's that's half
12:51
of the battle is not knowing that you shouldn't do something.
12:54
Yeah, you're faking it. Exactly.
12:57
I think half the people come up and be like, what does it take
12:59
to start a business? Can you teach me?
13:00
Teach me and it's like, I don't, people have asked me, or of
13:02
actually started Consulting for different, you know,
13:04
entrepreneurs and Shop owners around the country and, you
13:07
know, if you're already in the thick of it, it's like, okay,
13:09
cool. Well, how do we make this
13:10
better? But for a lot of people that
13:11
want to come up and they're talking about their ideals and
13:13
And what their desires are and opening a cafe.
13:15
It's kind of just, like, I really want to be transparent.
13:18
Not sugarcoat what it's like for you.
13:20
Like it's not, it's not going to take you 10 15 years of school,
13:23
and residency and Entrepreneurship, or in.
13:27
It's a different type of grind, but it's still a grind and it
13:31
takes heart and soul and a lot of commitment to do.
13:32
So, if you kind of have to be a bit of a bit naive to jump into
13:37
it and then it's sink or swim for me personally, you know, I
13:41
made my career switch. Of in the thick of it like
13:44
quarter life existential crisis where I was set to go to med
13:48
school. United, I taken my mcats I was
13:51
in the process of applying, you know, I had nearly a decade of
13:55
research experience on my back. You know, I'd done all the
13:57
things that I knew, I needed to do to set my career up for a
14:00
lifetime in medicine. And I've woke up one morning,
14:04
kind of just feeling the dread of like, is this what I want to
14:07
do for the next you know 16 years and then start my career.
14:10
What is it that actually would make me happy to put?
14:13
My feet on the ground, I feel like, yeah, let's get this
14:15
broke. You know, let's go.
14:16
Let's start the day and I didn't feel that it was medicine.
14:20
I didn't feel like it was working in a hospital.
14:22
There's a lot that I romantic size and loved in the idea of
14:26
being that kind of person that's contributing to helping the
14:28
community in that way. But I also think I'm more
14:33
innately a Creator, and I type of relationship that I wanted
14:37
with people with something I focus on actually had a really
14:39
neat experience with one of my fellow paragraph internships.
14:42
Where The the surgeon that I was shadowing he was just like, it's
14:46
important question to ask yourself, what kind of
14:49
relationship do you want with? Could be working with, you know,
14:51
do you want the kind of where you can see them?
14:52
You know, once you know, and and he's speaking in the context of
14:57
like a patient, you know, he's like if you want to be, you
14:59
know, like a like a cardiovascular surgeon, for
15:01
example, you know, you're not going to have a relationship
15:04
with your patient there, they may not even know who you are.
15:06
They're going to see your name on her discharge paperwork, but
15:09
like there's gonna know you have some big name that saved your
15:11
life or would you rather have The relationship that maybe the
15:15
neurologist would have what you're having consistent, you
15:17
know, check-ins and follow-ups to patients, you may know them
15:20
over years of time and, you know, you're not necessarily
15:23
like one done. Fixing them, it's an ongoing
15:25
relationship, but it's that much more into like, what type of
15:28
interpersonal connections you want to have with people working
15:30
with and, and that kind of stuck with me for a bit.
15:34
And I realized that, you know, the thing that popped into my
15:38
head was all throughout College. I had this really great
15:40
experience where my dad would pick me up Sunday morning and,
15:43
you know, Keep my uncle, my grandfather, and I would go to a
15:47
different coffee shop, Sunday mornings and it was kind of just
15:49
like our routine. And it was a really great
15:51
experience for us to kind of all bond together and share what
15:54
went on for us during the week. Talk about anything from, you
15:57
know, movies and cars and books and you know, just day-to-day
16:01
life stuff. And at the time, I didn't
16:03
realize how special it was. It was just part of the routine
16:06
that I look forward to each week.
16:07
But now looking back like those were some of the Fondest
16:09
Memories that I have during my time in college and especially
16:14
be that much more sweet ever since my grandfather had passed
16:18
but what was really cool was the different jobs would go to I
16:21
didn't know them, one from the next, you know, maybe we'd go to
16:23
Panera Bread one day. Maybe we'd go to, you know,
16:27
specialty roaster than acts. Like, I didn't know the
16:29
difference, but it was like that, that sense of community,
16:31
and that sense of quality time, and it was cool.
16:34
Being a part of shops that had worked hard to hear in an
16:37
environment that allowed for us to have that thing.
16:39
And now looking back I think that was single-handedly, you
16:43
know, the most important thing for me So if I look forward to
16:47
what I want to create with my name and my businesses and the
16:49
things that I'm putting my hands on, you know, I want to create
16:52
an environment of community and kindness and facilitate other
16:59
people to have their own versions of what that experience
17:02
was for me, that leads you to Crossings where did that name
17:06
come from for you? And I'm not assuming that those
17:09
two things are connected but it feels like there might be a not
17:11
too, too big of a leap there. Yeah, so Crossings was the name
17:18
I stumbled upon when thinking about what I wanted this brand
17:22
to do. And I had this idea of this
17:24
entity in my mind on what I wanted to accomplish.
17:26
And essentially, if I distill it, it's I wanted to pursue
17:32
coffee and beer, you know, down the road.
17:35
I want Crossings to be a brand that Embraces, you know, craft
17:38
coffee and also craft beer, you know, San Diego, were fortunate
17:41
enough to know, both really, really well.
17:43
And And there are a few companies that have tried
17:45
tackling both and a few of them do it really really well.
17:48
And I think I can also do it really really well.
17:51
So I think coffee at the time was the more easy to approach
17:57
first step and in terms of overhead, in terms of cost in
18:00
terms of material, in terms of equipment and training and
18:04
licenses and permitting. So that was the one I started
18:06
with first, but the idea of being Crossings is the
18:08
intersection of coffee and beer and you know, since then the
18:12
idea has evolved work. You know, I like I said I kind
18:15
of love all things fermented. So now looking ahead, I kind of
18:18
fantasize the idea where I can have a business that focus on
18:22
coffee and beer and maybe spirits and wine and other fun,
18:26
fermented things that we may not even know about here in America
18:29
but are commonplace in other places around the world.
18:31
So I really want to kind of broaden Horizons and be able to
18:35
reach out and you know, explore and understand other cultures.
18:38
And what drinks beverages are part of their everyday culture
18:40
that, you know, we can take and appreciate here.
18:43
I just think it's the coolest thing.
18:45
How long have you had Crossings as a as coffee available to the
18:49
world but five years ago. Five years.
18:52
And so we're we're is Crossings right now.
18:56
Like, what state of that business are you in?
18:58
Are you in the beginning phases? Still after five years, or even
19:01
a growth phase, like, what's your, what are your current
19:04
goals. So we started out 2015 2016 and
19:08
we were in growth phase. And then I stumbled upon Another
19:13
business relationship and crossings kind of took the back
19:16
burner. I still kind of maintained and
19:18
was doing some wholesale, some retail, but it was more of a
19:21
passive project. And then, Then I kind of went
19:25
quiet for about a year and a half, two years, where I kind of
19:28
was working on a few different projects and it wasn't until
19:31
maybe eight, ten months ago, maybe almost close to a you're
19:34
not where I kind of realized my vision again and kind of brush
19:38
the dust off and kind of what full steam ahead.
19:41
So, I say we're definitely in the beginning phase again.
19:43
If not kind of leaning into pretty heavy growth stage as we
19:47
speak. That's really interesting.
19:49
You know, you just measured you brushed it off.
19:51
I feel like I feel like there there was always this sense when
19:56
I was growing up that you you get to a point in your education
20:01
and your experience where you sort of lock into a life and
20:05
whether that's a career or whatever it is and I haven't had
20:10
that experience at all in my real life but I think I thought
20:13
I would you know that I would find a place to settle and that
20:16
would just be my life and I think the pandemic might have
20:19
shaken the dust loose on a lot of people who may be felt that
20:22
they were in that position or that they were stuck in a cycle
20:25
and it gave them time to think about is this really what I want
20:29
to fucking do with the rest of my life, excuse, my language,
20:32
everyone. And so that's not saying that's
20:35
what happened with you, but I think there's a lot of people
20:37
who are in a similar boat, who are deciding right now or have
20:41
decided recently, Am I going to change this path that I'm on?
20:46
And I say in particular, because we see, in the news all the
20:48
time, there's not enough workers.
20:50
They're not enough Hospitality workers, not enough of this.
20:52
And and part of that is because people are going man, is this
20:55
really the life that I want to choose and we're in this it'll
20:59
it'll work itself out in the end where they'll be enough people
21:02
to do different things than enough.
21:04
People passionate about this enough.
21:05
People leaving medicine to go to hospitality or vice versa, but
21:09
we're in that middle period still.
21:11
And so, we're all kind of seeing that happen in.
21:13
All time, which is really unique experience.
21:17
You mentioned shipping. And I just want to say like, I
21:20
know like the port of LA and Long Beach are now 24/7.
21:23
And we've been watching videos, you know, overhead videos of
21:26
ships, just parked out at Sea. And if you haven't seen that and
21:30
you're listening to this, you should go check it out because
21:32
it's pretty amazing to see like the actual physical Logistics in
21:36
action and we had just received some orders.
21:39
But I remember looking at the video and thinking I wonder
21:41
which one of those ships, my thing is on, you know, I wonder
21:46
if I could take a boat out to the ship and like find my
21:48
package, I can't you get it myself.
21:50
Please. Let's talk a little bit about
21:53
the roasting that you're doing. Where are you roasting?
21:55
You have your own Roastery. What's and then, what's your
21:58
kind of your philosophy behind the roast that you're putting
22:00
out? Yeah, great.
22:03
So when I first launched Crossings I maybe stupidly, I
22:08
bought a roaster just off of that just to commit myself, you
22:13
know I knew That I was changing careers and I knew I wanted to
22:15
kind of think, you know, my fangs.
22:17
And so I bought a Diedrich 5 kilo roaster like whatever
22:22
little skirt. Not, they would like a popcorn
22:24
popcorn or like like oh no, ya didn't roaster.
22:28
Yeah, not like a, you know, not like a huge, huge roster but
22:31
definitely something serious where I couldn't back out.
22:34
And, you know, there was about a three for monthly time.
22:37
I even flew out to Idaho, where it was being manufactured, in,
22:40
got to be a part of the manufacturing process C being
22:43
built. It was really, really cool.
22:45
And by the time it arrived, I had found, other means to gross,
22:48
I have friends who had Roasters that were generous enough to
22:50
allow me to roast on their machine and kind of got into the
22:53
flow that way. And so the roaster arrived and
22:57
when I thought I would have had a warehouse setup ready to
23:02
install that thing and start ripping away, it was just easier
23:05
to continue roasting on the machines and I was on.
23:08
So it's sad in my garage and then, you know, life came and
23:11
went and you know, other projects came and Went.
23:14
And you know, five years later this big-ass crate apologies for
23:18
my language was still sitting in my garage and I actually a
23:23
little under a year ago, started roasting at the California,
23:26
roasting collective, in San Marcos, where Elliot has created
23:30
an amazing facility for Roasters all across town to come use, you
23:35
know, and he did such a great job, kind of checking all the
23:36
boxes when it comes to receiving and shipping and bagging ceiling
23:41
roasting like everything you could possibly need in your
23:43
You're upset face, he's got it. And so I was kind of left
23:46
thinking, like well what do I still need this thing for?
23:48
So I reached out to Coffee Tech and they were fantastic to work
23:53
with and made it really easy to find another buyer who did want
23:56
a machine like mine and a made it even easier that I hadn't,
23:59
you know, I'd open the crate up once just to kind of taking, you
24:01
know, if he can see what it looked like, but the current was
24:04
already there. So it was in and out, no
24:05
problem. And yeah.
24:07
So now I'm roasting at the collective roasting on a San
24:09
Franciscan SF 25 and it's It's an awesome machine, it's pretty
24:15
similar to the Dedrick, you know, it's a nice heavy, you
24:17
know, drum roaster. It's a little bigger than my
24:19
little 5 kilo and that just makes even, you know, roasting
24:23
for the cafe that much easier. So it was almost like a blessing
24:27
in disguise, you know, just in time and set up and overhead,
24:32
you know, just for the sake of for the sake of comparison, you
24:34
know, that the Dedrick it will do, you know, five kilo roasts,
24:38
you know, safely, you'll do like eight to nine pound roasts per
24:42
batch for batches an hour, the 25, I can roast, you know, 18,
24:47
19 pound batches in that same amount of time.
24:49
So I'm doubling my production in the same amount of time.
24:53
It just it would be a no-brainer, you know, the amount
24:55
of time. Saving.
24:56
You know, I've got all these other projects going on right
24:58
now. It's nice to be able to say.
24:59
Okay, rather than booking or time blocking 20 hours a week
25:02
roast, I can block out 8 to 10 this season.
25:05
It seems that the, it's coming up a lot more often, but the
25:08
manufacturing component of coffee roasting which is, I
25:12
think we all have this romanticize ideal of what coffee
25:15
and coffee roasting is. But the idea that it's actually,
25:18
somebody standing next to a machine that is hot, and they
25:21
are putting things in and Pulling levers.
25:23
And that's that concept seems to be coming up more and more this
25:27
season you mentioned earlier about the care that you you take
25:31
and you're working with Farmers. What is kind of the overall
25:34
Crossings philosophy behind the beans that you're giving to
25:37
people? Do you guys have, I don't want
25:38
to start throwing out terms like sustainable or fair trade
25:41
organic? I honestly don't know.
25:43
I'm wondering. What is it that you're looking
25:45
for in a coffee that you're sourcing?
25:46
And then how are you? How are you preparing that for
25:49
the rest of us? Yeah, that's a great question,
25:51
small. So it's a little Like faceted
25:54
for Crossings as you know, my business, my m-my, my focus is
26:00
finding, you know, Exquisite coffees and then sharing them
26:03
with the people. So I love working with you know,
26:05
primarily I was working with like Kathy Imports or red fox or
26:08
all these other importers. But I recently came into contact
26:11
with a new Collective and I'm not going to share it to a lot
26:13
of up too much about that quite yet.
26:15
It's still in the works, but it's a woman owned farm and
26:20
she's doing some wicked cool experiments on Everything from
26:24
Couture has to for bones to cutaways and all these different
26:28
heirloom varieties. And so I'm really excited to
26:31
start bringing those coffees in basically, I think each coffee
26:34
is an opportunity to highlight a unique process in the coffee
26:38
making World. Whether it's highlighting, you
26:42
know, Resource Management from particular region, or a new way
26:45
we can, you know, Harvest and meant coffees to, you know, a
26:49
wild variety that maybe just hasn't gotten a lot of air time
26:52
yet. I kind of Want Crossings to be
26:54
the window to the rest of the world where we can be like, hey
26:57
you may not have heard about this thing here.
26:59
Let's, you know, try it all together and see what you think.
27:02
So right now, I kind of have a two-pronged approach on my
27:05
product offerings. You might use these words before
27:07
and it's kind of just a nice way to kind of differentiate the two
27:10
but like daily drivers and High. Flyers know the daily drivers.
27:13
Are you get two coffees that you can drink day to day?
27:15
You're gonna be delicious. You can put cream and sugar in
27:17
them. You can do them black, they can
27:19
be delicious. They're not specialty, they're
27:21
not. Wild or, you know, going to be
27:26
something you have to like sipping, appreciate their, the
27:28
coffee. That you can sit and drink with
27:30
your dad and your grandfather and across Generations.
27:33
Like you did and everyone's happy or on a wonderful podcast,
27:38
you know? But the other half are going to
27:42
be these High Flyers and he's going to be the copies that are
27:44
maybe a little bit different where you're going to go out of
27:46
your way because it's a special being.
27:48
There's something unique about it, what whether it's the
27:51
weights tasting or or whether it was like fermented or whether it
27:54
was you need to do roasted or you know it's rare.
27:58
It's you know it's a special team and so I don't want to
28:02
focus on just really Exquisite you know High Point, graded
28:05
coffees and I also don't want to focus on copies that you have
28:08
to, you know, throw cream sugar in to make tolerable.
28:12
I kind of want to like hit both and give people an option to
28:17
choose. Whether they want to pull from
28:18
the top top shelf or something from the daily driver menu.
28:22
But sure. In addition to the those two, I,
28:26
you know, work with a few different, cafes around town and
28:30
in a sense I guess, like white labeling, but white labeling
28:33
myself, but it's Curating a menu for them based off what they
28:39
want to serve. So for Cafe, for the tear, for
28:41
example, we are, you know, we were able to kind of sit down
28:44
and be like, okay, this is what we want the space to physically.
28:46
Look like this is the type of like white glove experience.
28:48
We want people to feel like what type of coffee do we want to
28:51
have? What is that?
28:51
Man? You look like what type of
28:53
syrups are going to be using? What type of milk are we going
28:55
to be using and then kind of working back to you?
28:57
Okay? What kind of coffee is going to
28:58
best serve this overall image? And so from that I, you know,
29:02
Source coffee specifically for this Cafe that are going to fit
29:07
It that kind of menu offering ask and then, you know, I do the
29:09
same thing for all my other clients as well, if they want
29:12
something that's going to be moving more acidic, or maybe
29:14
it's going to be little bit more fruity juicy something.
29:16
It tastes like, bubblegum, whatever you're looking for,
29:18
like we can work together to make that happen.
29:20
I don't think it's very difficult and it's kind of cool
29:22
where I think shop get to feel a little bit more special in that,
29:25
you know, they had a voice in choosing, what type of coffee?
29:28
They want to serve, sure, that engagement with your, what your
29:32
engagement with them is, is also an engagement with the end
29:35
Drinker because That shop is curating that selection for the
29:39
people. They think are coming into their
29:40
shop, and that might be different and each different
29:43
Community, totally, and even different pockets of each
29:46
different community. So that's where you're at now.
29:49
What, what's next? What, where do you see?
29:51
Crossings going? Where do you see this project
29:53
going in the next six months, a year, 10 years?
29:56
What's what's your vision board? So, take over the world of
30:00
course you. And you and every coffee roaster
30:04
is except for maybe Jimmy. Silva a jaunty doesn't want to
30:08
take over the world. He just you know he wants to
30:10
make coffee and live the good life.
30:12
That sounds nice too I could be happy doing this.
30:16
The rest of my life, another big part of what I want to do with
30:20
the crossings Brandis used it as like a platform to help the
30:24
community. And I spoke to kind of creating
30:26
a space for people to come and sit and chat and have a really
30:28
good time. And I also still want to be able
30:30
to, kind of, I guess lean into, like the more humanitarian side
30:34
of things as well, you know, medicine and helping.
30:37
My community helping people who need help is still kind of a be
30:39
calling for me. And even though I'm not going to
30:41
be, you know, fixing brains and the Arts physically, I think
30:45
there are a lot of underserved communities.
30:48
There's a lot of space to help just our own local backyard,
30:52
whether it's shelters or, you know, food drives, homelessness,
30:59
you name it. There's, you know, our city
31:02
needs help, every city needs help.
31:03
And I think if we have the ability to do better and do more
31:06
than its kind of all, Has an obligation to do.
31:07
So, if I can use this business as a means to kind of check both
31:12
boxes, both here in town and also were Outsourcing coffee
31:15
from. Not to say, it's like charity
31:17
work or anything. I'm not trying to speak to that,
31:19
but like, if I have the ability to be able to work with, maybe
31:24
the communities who could use a little extra support and I have
31:27
the means and ability to do. So, then how cool was that?
31:30
I want to leave at that opportunity so I I'm slowly
31:34
working Crossings into a space where we get to do just that.
31:38
So I'm still very much in kind of like data collecting phase
31:42
right now. You know, receiving Greece, if
31:44
anyone listening here as a resource or a an organization
31:50
that they've love to you know connect me with I would love to
31:52
talk and see if there's a way we can make it happen.
31:55
Crossings is not you know my full-time gig.
31:57
It's not my source of income. It's really a passion project
32:01
right now. So I want to take chances and
32:04
But the opportunity to be able to use it as like a resource for
32:08
anyone really, and then, you know, long-term goals, five, ten
32:13
years down the line. I definitely would love to still
32:15
lean into, you know, maybe offering a brew component or
32:18
maybe get into stealing wine, making, I don't even know.
32:22
You are part of this Cafe lechera family as well.
32:25
And I know from talking to you previously, that there's big
32:29
Ambitions there for multiple cafes, and multiple salons, kind
32:32
of all over the place. Does that?
32:34
That create a situation in which creating a Crossings coffee
32:37
roaster. Location of its own is possible
32:41
or not possible, or how does that relationship work?
32:44
Absolutely. Yeah I would definitely love to
32:46
open up a castings brick-and-mortar some point in
32:48
the future. I think it's gonna be like a
32:50
right time, right? Place kind of a thing and the
32:53
cafe litter is the the where most of my focus and efforts
32:57
going right now, you know, we've got, you know, one already built
33:00
number two is on the way with plans to build, you know, three
33:03
to four more The fact, you know, and my goal isn't to like you
33:07
know, man all five, you know by myself with the build kind of a
33:10
team of leadership and a network of people where we can
33:13
collectively manage this experience together.
33:15
And once we get 256 locations, you know, we definitely want to
33:19
see if there's room to open up more and I would love to be a
33:22
part of it as well. And I also want to make sure I
33:24
don't dismiss, you know my goals and desires for Crossings.
33:27
And if that looks like, you know, opening a cafe of my own,
33:30
I want to make sure I can do that without disrupting.
33:32
What we're building here at Cafe of light.
33:34
Here as well. Yeah, absolutely.
33:36
If there was only going to be one, Crossings coffee roast that
33:39
I should try one daily driver. Which one is it?
33:43
I just actually last night, got him and you Columbia from wila.
33:49
It's a pretty special coffee sample.
33:51
Roasted a few weeks ago, I was super excited.
33:53
I had to buy the last six packs. They had on the spot so that
33:57
will be hitting the shelves in about few days.
34:01
I would say that's the one to try right now.
34:03
And we just We were just seeing in the news about the shortage
34:06
in the Colombian coffee, crop. So that, that Colombian coffee
34:10
crop will be shifting as you go forward.
34:13
One thing I think that is interesting about coffee is how
34:16
far ahead these future? I'm trying to think of the right
34:19
term here everyone, but how far ahead we are planning with like
34:23
Farm crops and it's all kind of dependent on this thing that is
34:26
constantly changing because if you order a thousand bags from a
34:30
farm and they only have 850 at the end of the season.
34:34
In somebody's losing out. And so that's going to be
34:37
interesting to watch. Is there anything else that
34:39
you'd like us to know about either a cafe or Crossings or
34:43
anything else that you're working on?
34:46
Yes, I'm quite yet. They're not quite ready yet.
34:50
But pretty much, we're in a really kind of like scary and
34:55
exciting time right now. And everyone's been using that
34:57
term. You know, it's, you know, we're
35:00
we're still on a pandemic, everyone.
35:03
And there's a lot of change and I think that endemic like you
35:06
were speaking to earlier has given everyone an opportunity to
35:08
kind of reflect be like, okay what more do you want to do?
35:10
What else can I do? What else is available to me?
35:13
And I'm no exception to that, I think.
35:16
And then it was definitely pivotal in kind of me
35:21
redirecting my focus back to what I originally set out to do
35:25
and that was Crossings I think I've been fortunate enough to
35:27
have the opportunity to work with Cafe latere and I'm excited
35:32
to keep on building this up the way that we have.
35:35
And there are a lot of really great things to come and really
35:38
want to share more. I, I can't quite yet.
35:41
I'll just call you back in and I'll call you back every month.
35:44
We'll get you a final show. And say, what can you tell us
35:48
anything today? No.
35:49
Okay. See you later.
35:50
And we'll try again next month. Alden, I really appreciate you
35:56
being on the show. I've been to your Cafe and had a
35:59
chance to sit and talk with you and always had a great
36:01
experience there. So I'm excited to see that
36:04
things are growing and things are progressing and that
36:07
Crossings is becoming a bigger part of that.
36:08
So congratulations. Thank you.
36:10
And thank you so much for having me on here.
36:12
It's been a lot of fun. To recap Cafe lechera and
36:25
crossings Coffee Roasters are both growing and with Alden at
36:29
the wheel. They will definitely keep
36:30
pushing forward. He seems like someone who likes
36:32
to take on big challenges. Alden talked about his roasting
36:36
philosophy and his desire to provide daily drivers which are
36:39
coffees. You drink every day and High
36:41
Flyers which are unique specialty coffees crafted to
36:44
entice the specialty coffee. Drinker.
36:47
We all have those Comfort coffees that we fall back on
36:50
when we need to restock at home. And we also have the desire to
36:53
surprise our palates with something special when we're
36:55
out. And about finally, fixing
36:58
brains, and Mending Hearts, feels like a great name for a
37:00
punk rock band, that is real jacked up on espresso, which
37:03
they drink on the stage before tossing, the demitasse cups into
37:07
the crowd. I mentioned that to Alden and
37:09
for some reason, I think it may have stuck.
37:11
So I expect him to be starting that band shortly, I think it
37:15
was only a coincidence. That I mentioned Jimmy Silva
37:17
from John Coffee, Roasters on the show and last week, jaunt
37:21
announced that they received some big-time 93 and 94 points
37:25
scorers from coffee review and the last week, series simran
37:28
calls of lofty coffee and I discussed coffee reviews on our
37:32
coffee smarter episode. I think it's a coincidence but I
37:35
don't want to upset the coffee Gods.
37:37
So I made a point to reach out to Jimmy this week to get his
37:40
perspective on coffee reviews. Why?
37:43
He is a business owner, decided to submit his coffee for review.
37:46
You how those reviews help his business, and how they might be
37:49
interpreted by consumers, he was game for a call.
37:52
So I hit record on my phone. I wanted to welcome you back on
37:58
the show. It's not often we have a guest
38:00
on a second time, so I appreciate it but it seemed it
38:04
seemed prescient because earlier when we talked in the season,
38:09
you were just just announcing that you had received some 90
38:12
points scorers for a coffee that you had come out and last week,
38:17
Siri and I were talking about coffee review and just copy what
38:21
they mean and coffee reviews and lofty coffee.
38:25
Whoo. Is simmering also works for they
38:28
don't submit for reviews of any kind ever.
38:30
It's just not something they do. And so I had just seen the news
38:35
that you just received two more ninety Point scores of 94,
38:38
Ethiopia and a 93 Columbia. And just for background on that
38:43
show, kind of talked a little bit about how coffee review.
38:46
Does their reviews and a little bit about what coffee, reviews
38:51
meant. To me as a consumer.
38:52
I'm wondering about you as a roaster like wide.
38:56
Get coffee, reviewed it all. And then what makes you decide
38:59
like this is the coffee that I'm going to send in and have
39:01
someone judge me. Well first we'll firm for Mark,
39:08
I get it because I wanted to see where my copy roasts were at
39:14
comparatively to other Roasters because that is the one place
39:18
where you can submit your coffee to professionals professionals
39:24
that are Q graders. This is They have trained for
39:27
and this is what they do. In fact, review this what you do
39:29
for a living, so they will have a good judgment about the
39:37
quality coffee that's being roasted in the US and around the
39:40
world, people send a copy to them and, you know, based on
39:44
their reviews and their scores, you get more or less an idea of
39:47
where you're at. So that's why I did that.
39:51
And I wanted to submit my coffee to to graders to see what they
39:54
thought of the coffee. This is what they do
39:56
professionally. So to get their opinion is
39:59
valuable to me as a coffee roaster to see where my coffee
40:03
stands and also to see where my coffee stance, comparatively to
40:07
other Roasters and around the world, so why do it?
40:11
That's the main reason to do it. Second reason to do it.
40:15
Obviously it helps with sales because there's a lot of coffee
40:18
people out there that will judge coffee and Coffee Roasters and
40:23
coffee brands by things like, Like coffee reviews and it's
40:28
also for myself. I want to showcase that I am in
40:33
fact roasting quality coffee and this is one way for people to
40:39
actually know that. I understand that my coffee is
40:44
always obvious, you know? So those are the two main
40:49
reasons why I do it, you know, because you can tell people your
40:53
coffees great all you want. But if there's not some sort of,
40:57
you know someone saying that you know, so we get an award or
41:03
someone getting something at a competition or giving a coffees
41:07
reviewed who is to say that? Yeah, my coffee is great and
41:10
less you submitted two. Sectionals or be at a roasting
41:16
competition or doing something of the sort to actually be able
41:21
to Showcase your coffee in, you know, be awarded something with
41:26
these two coffees that you just got scores for, I shouldn't
41:30
assume this, but do you? I'm assuming you don't send
41:32
every single coffee. You roast out to get scored.
41:35
What was it about? These two that made you think?
41:40
Yeah, I want. These are the ones I want to
41:41
send and I think they, Are the best representation of what I'm
41:45
doing right now. Yeah, I think we've said total
41:51
One, two, three, four, five, six about nine coffees.
41:56
Now those particular copies is just copies that I loved, I was
42:01
like, wow, this is really extend our coffee and this is, this is
42:05
really delicious. Is, is it as good as I'm
42:08
thinking it is? You know, because one thing is
42:11
giving it to your customer and another thing is giving it to
42:16
another coffee professional and they're all going to have
42:19
completely different than that opinions.
42:22
About the copy, what you're tasting and so coffee reviews, a
42:27
place where you send it to get it pretty much assess where
42:33
others are also sitting there talking to get assessed the same
42:36
way that yours is being evaluated.
42:39
So, this particular copies, honestly, they're just tasted
42:43
great to me, and I give them to my staff and, yeah, this is
42:46
really good. I'm like, yeah, we woke up like,
42:49
yeah, let's, let's submit it and And see what happens.
42:52
And yeah, sometimes we think our coffee is greater than it is
42:55
then you get a lower score back but it doesn't mean that's like
42:58
bringing coffee because I just got another one that hasn't been
43:01
posted yet. I got a 92 but I really love it.
43:04
Another Ethiopian that's not out yet but Well, that's a question.
43:09
That's a good question. Then, what would you consider a
43:12
good assessment? Like, if I see 92, I think.
43:16
Oh, that's like an A but for you who's got 93, 94, 95, or
43:20
whatever? Is that the same, or do you look
43:22
at it now? And after kind of been through
43:24
the process a few times going? Well, I could have done better.
43:27
Like, or is it just 91 and 92, and I was thrilled
43:45
just to get an idea. Like I knew it was good and I
43:50
know that good. But I got a 95 and I'm like,
43:55
what? So then as I go yeah.
44:00
Like hitting those like 94 but, you know, That's not, that's not
44:06
the goal. Her stay running a business, but
44:12
as a coffee roaster. Yeah, you're always trying to
44:14
Source. The best coffee you can, and
44:16
roasted the best you can and then get it assessed by coughing
44:19
professionals and get their opinion on it.
44:22
And then at the same time, when you come pit and taste it, you
44:25
can see what their notes were, how they assess and what they're
44:28
tasting. And then it's also a good way
44:30
for when you cup coffee to learn how to taste coffee or what?
44:33
They tasted like, oh yeah. I kind of do taste that where I
44:36
don't taste that at all or You know, it's just like it's also
44:41
educational. Platform of sorts for myself to
44:48
like, to learn how to taste coffee.
44:50
Better. Sure.
44:52
Well and the last thing I'll leave you with today and I just
44:54
again I appreciate you taking a few extra minutes this season is
44:59
that kind of leads me into this idea of reviews in general as a
45:02
customer and why we should we should trust them or why we
45:06
should look to them. I think I both love and hate
45:10
reviews simultaneously you know depending on the source like
45:13
yeah. When I'm traveling I use them to
45:15
break down. Like, okay, this is kind of like
45:18
the range, I want to stay in, but at the same time I go.
45:21
Okay, well, I see examples on Yelp, for example, which can be
45:25
super frustrating, like, okay, if it's not a five, they
45:28
basically will tank you, or if it's, you know, if you were to
45:31
be at, like, you can't have a million five star restaurants,
45:34
like how does that work. So, why should customers go?
45:37
Yeah, you know what? I buy these reviews.
45:42
I think there's so many processors out there.
45:45
Now that if someone wants like something, like a really
45:48
special, really like something above average were really great
45:53
tasting coffee and so wait to find those copies instead of You
45:58
know, there's just so many people out there.
46:01
So where do I go? Like, what sorts of I have to
46:06
like, get like a coffee that I know is going to be like,
46:09
superb, like where do I go for that?
46:12
Like, I don't know. Like, my local roaster down.
46:13
The street. Is that, are they one of those
46:15
guys? Or is it?
46:15
Like, like, where do I go to find that information?
46:20
At the same time. Should you just buy coffee that
46:24
you find a clock review? Well, no, because there's a lot
46:27
of great coffee out there. Just like you said, guys, from
46:29
lofty, they don't even submit their coffee, but that great
46:31
copy, you know, but with someone in New York know that.
46:38
Just like when I got the 95 score, I got more orders from
46:43
Boston and New York, then San Diego like more people in the
46:47
east coast drink that coffee. Then people here in San Diego.
46:51
Interesting though, is this Source just tastes like the like
46:56
the Google to find good coffee is coffee review coffee
46:59
enthusiasts, you know? Yeah.
47:01
And there is something to be said when you see a consistent
47:04
level of reviews, I try never to look at like one Terrific review
47:07
myself, I go. Okay.
47:09
Well, they've gotten 100 reviews and 90 of them were great, and
47:13
10 of them were maybe less than perfect or whatever.
47:16
But consistently, there seems to be something going on there and
47:19
I can assume there's going to be some crazies on either end of
47:22
that review spectrum. And this talks about, you know,
47:25
like you get five star reviews but all it takes is one like,
47:34
yeah, bad experience. The be that renewed out too.
47:37
For and then like it consumes your time as a consumer like
47:40
reading these reviews to see if it's worth that's like sometimes
47:43
just just go and it's going for the trust most of the reviews
47:48
I'd say just like myself if I have like nine or ten ninety
47:54
plus squirt coffees, there's a good chance that even if you get
47:58
a copy that's not one of those coffees.
48:00
It's going to be a really great coffee just because it kind of
48:04
shows that we are really committed to to Quality.
48:08
And therefore there's a good chance.
48:10
You're going to get a good bag of coffee because it's a bummer
48:12
when you you go and spend 16 too.
48:17
Who knows? Now what about?
48:20
That's the four ounces of coffee itself or $90 is like I'm never
48:24
buying that their hunger that is we say that but we say will
48:29
never buy it and then one day you find yourself going well
48:33
maybe yeah with the way things are nowadays you have to be.
48:39
He almost decisive with your purchases and that you know and
48:43
spend spend your money. Where you know it's going to be
48:48
ID and have a good cup of coffee or even have a good bag of
48:50
coffee. I know I said that was the last
48:52
question but I'm going to give you one more which is just it's
48:55
we're coming up on the holidays. Do you guys have anything
48:58
planned? Anything people should be like
48:59
hey we want to support John through Thanksgiving.
49:03
You know December and so forth. We don't have anything planned
49:08
of sorts. We are doing various, we did one
49:14
trying to raise funds for Schools here in here Mesa where
49:18
we're located and we're going to have another one coming up soon.
49:21
We're just trying to figure out the details so that'd be great.
49:25
People could come out and support that help raise funds
49:27
for these schools and their school, programs.
49:31
We're also going to be doing, probably, within the last year,
49:33
probably do this year. 12 days of giveaways to customers bags.
49:39
Merge, maybe, even a grinder to give cards, just as more of a
49:46
thing. You to the community than
49:49
anything else because without them during the last year and a
49:53
half two years, I mean, who wouldn't be here?
49:56
And to have our business, like, do as well as it's doing, it's
50:00
all because the Venom and that's like it's the least I could do
50:03
is try to raise funds for the kids and the community here in
50:06
Mira Mesa, but elementary schools and also do like
50:09
giveaways or cool. And people can get that on.
50:13
It's at John Coffee Roasters and Um yeah.
50:17
Okay, so that's where we'll direct.
50:18
Mmm. Thank you Jimmy.
50:19
I really appreciate you taking some time.
50:22
No problem. Thank you so much.
50:24
You Batman. A big thank you to mr.
50:30
Silva for coming back on the show and a congratulations are
50:33
due to the team at John Coffey for their high scores recently.
50:36
Just in case you missed it, you can head to roast westcoast.com
50:40
or your fave podcast platform. Be it Spotify or apple to listen
50:44
to last week's coffee smarter episode about coffee reviews and
50:48
I need to give a special thanks to Alden for his time today and
50:51
for being so forthright and willing to engage.
50:54
That's all for roast west coast. Today we share the links of all
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51:26
Coast coffee podcast is was has been written.
51:29
Produced and recorded by me Ryan Walt.
51:32
I hope this show is found you happy healthy and with at least
51:35
enough sanity to make it through the day.
51:37
And please always tip your Baristas and be sure to drink
51:41
good coffee.