Our Commitment to Coffee
Our Commitment to Coffee
Why do we drink Coffee?
I have always been curious about the reason people drink coffee. I went looking for studies and it seems that many have been conducted about coffee.
According to “experts”, the reasons people drink coffee include: for the increase of energy, improve alertness, potential health benefits, and as I have witnessed on my trips to other countries, it is a significant social and cultural activity.
But very few studies have identified the ONLY reason I drink coffee… I love the taste. The uniqueness of coffee from different regions of the world is impressive and tasting these different offerings is exciting!
And here is my biggest dilemma… bitter coffee. There is no reason for bitter coffee or coffee that tastes “sour”. We are about a seed of a beautiful cherry that, when treated with love and respect, will always give you great taste.
I am proud to say we have never roasted a bitter coffee and that happens when two criteria are met:
1. The source of our green coffee bean is legit and they provide us with the best beans in the industry, and
2. The roasting process focuses on taste over profit.
There are so many businesses popping up selling coffee that it is robbing the community of the true meaning of coffee, and quite frankly, tarnishing the coffee name. I have seen ads for “drop ship” coffee stores. You don’t have to do a thing except provide a name and you have your own coffee brand… and you don’t even have to taste it… that is WRONG!
What is even wronger… is going into one of those chain coffee shops and asking the clerk “what do you recommend?” And their answer is “oh, I don’t drink coffee.” My brain is hurting.
At Covert Coffee, we take our time with the roasting process. Our coffee trader provides us with the best beans from around the world. They alert us on the harvest dates and when they expect to receive the new beans. We then review the region from which the beans have come, and look for recommendations by the grower and the trader on the best roasting profiles.
Our team will hand-roast four ounces at different roasting levels and conduct a taste test. (note: future plans are to invite a limited number of Super-Spy members to join us in the tastings).
We then small batch roast the coffee at the level we believe meets the growers and traders recommendation and our taste preferences. THIS is the only way to honor the coffee plant, the growers’ experience, and the traders’ knowledge.
When you order your coffee from Covert Coffee, rest assured that you are getting the BEST taste the coffee bean offers.
Your hero,
Biff