Fresh Coffee Online? Apparently So
May, 2003 - TORONTO Down a quiet street in Toronto, just off of the
Don Valley Parkway, is a company that has been quietly redefining how the
coffee-consuming public relates to the word "fresh." For the past eight years,
Merchants of Green Coffee has been operating with a simple notion in mind: freshly
roasted, freshly ground, freshly brewed coffee tastes better. And, for the past eight
years, a growing legion of customers has agreed. Now, the Merchants have decided to
take their message on-line, and have opened up a brand new website just for this
purpose.
Derek and Brad Zavislake, Josh Sinclair and Alan Smith, the core of the Merchants of
Green Coffee operate on a simple principle: give the coffee consumer a chance to
freshly roast and brew her coffee at home, and that coffee consumer will redefine how
they enjoy their coffee. "Our concept isn't new - people a hundred years ago used to
roast and brew coffee freshly. We're just helping history repeat itself," Derek.
"We've tackled the Toronto market. Now its time to remind the rest of the country
what fresh coffee truly tastes like.
The Merchants of Green Coffee have recently started to sell their wide range of
Arabica coffee beans and home roasting equipment online. Arabica beans, the
conesseur's coffee bean, are in high demand amongst coffee lovers, and the interest in
roasting at home is growing. The model Merchants of Green Coffee pursues - better
beans at better prices - seems to be paying off.
"Now that we're online, our customers across Canada have been eager to try all our
varieties. We've instituted a customer referall plan which is working nicely, but
really we are finding that most people are drawn to our site out of curiosity.
Invariably, they're hooked once they try our coffee."
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