With so much expectation going into a cup of coffee, at CuppaJoe Coffee Roasters we aim to source, roast, and brew the best coffee in town.
Strict consideration goes into finding our coffee beans. Our green bean suppliers have direct relationships with coffee producers all over the world. This ensures fairness and equity that we take pride in. There is satisfaction from knowing where our green beans were harvested, as well as the region’s conditions and climate.
We roast in small batches with the use of advanced roasting technology that ensures consistency and the ideal flavour profile for the particular region or variety of bean. Even with the use of technology we still use our senses to observe colour changes and aromas, and listen for the distinct cracking of the coffee beans, during the roasts.
Through it all, our goal is always to find that sweet spot in the roast. We balance the delicate acidity of the coffee, with the sweet rich body developed through caramelizing the natural sugars in the bean. The result is a rich, flavourful, and complex coffee, that has incredible depth of flavour and long finish.
We never roast too light where the acidity dominates and overpowers like most third-wave coffees nowadays. Sour, citric, lemony, and tart are just not in our vocabulary…nor our coffees. Conversely, we do not roast to the opposite extreme, to the point where the coffee has roasted out all the acidity and complexity. Carbonny notes and smokiness dominating the cup? Hard pass! We like our coffees in our Goldilocks zone, that is in the medium/City to Full City range.