Finally A Cup Of Coffee That Defines Fresh
May 2003, Toronto - Coffee lovers are in for a treat - they are about
to discover what a fresh cup of coffee really tastes like. Merchants of Green Coffee
have brought to market the two ingredients necessary for the perfect cup of coffee:
premium unroasted coffee beans from around the world, and the technology to roast
those beans to your personal satisfaction at home.
"It's amazing how many people don't know coffee is naturally sweet," says co-founder
Derek Zavislake. "Most coffee consumed by the public has been stale for weeks, if not
months. That's why people put cream and sugar in their coffee. A double-double masks
the fact that their coffee is stale-stale!" Derek, brother Brad, Josh Sinclair and
Alan Smith, are the heart and soul of the Merchants, and have made it their mission to
introduce the coffee drinking public to what freshness really tastes like.
The formula is simple, and far from secret. Merchants of Green Coffee defines
freshness as coffee that is consumed within five days of roasting, three hours of
grinding, and 15 minutes of brewing. Brad demonstrates how a coffee roaster, similar
in size and shape to a popcorn popper, brings freshly roasted coffee into a home.
"It's pretty simple - the air is heated by a coil and roasts the beans to perfection.
The darker the roast, the more flavour is brought out in the coffee. In 15 minutes, I
can roast, grind, and brew a better cup of coffee than any coffee shop you can name."
The other ingredient, Josh points out, is the quality of the beans you roast.
"Arabica beans are the best coffee beans in the world - they carry the widest and most
complex ranges of tastes. We source ours directly from farmers around the world, and
offer, on average, fifteen different kinds of unroasted coffee beans at any given
moment."
The Merchants of Green Coffee have recently remodelled their Matilda Street
headquarters in anticipation of growing demand. "We've had to contend with growing
demand for both roasters and beans," states Alan. "The more people taste our coffee,
the more they want to roast at home. We've had to upgrade our packing and shipping
department to handle the volume - not that we're complaining!"
"A cup of coffee that has been sitting around for longer than 15 minutes, even if it
is freshly roasted and freshly ground, has gone stale," chimes in Brad. "The
response from our customers has been overwhelming - once they discover what a sweet
and fresh cup of coffee really tastes like, they wonder what they were drinking
before!"
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