We are a third wave coffee roaster…..
What does this mean? The concept of the “waves” of coffee is a way to describe the evolution of coffee culture and how it’s been approached over time. Here’s a breakdown of the different waves:
1. First Wave (Early 1900s to 1960s)
What it was: In the first wave of coffee, coffee consumers generally did not differentiate by origin or beverage type. Instant coffee, grocery store canned coffee, and diner coffee were all hallmarks of first wave coffee. First wave coffee focuses on low price and consistent taste. This is when coffee became widely available and mass-produced. Brands like Folgers and Maxwell House were the major players, and coffee was viewed primarily as a commodity. There were and are low-grade beans.
Roast style: Dark, uniform roasts to cover up any imperfections in the beans.
Brewing: Coffee was mostly brewed through drip machines or percolators—simple, fast, and efficient.
2. Second Wave (1960s to 1990s)
What it was: Coffee started to be seen as more of a lifestyle choice. This wave was dominated by chains like Starbucks and Dunkin' Donuts, which introduced espresso drinks like lattes, cappuccinos, and mochas. The second wave of coffee introduced the concept of different origin countries to coffee consumption, beyond a generic cup of coffee.
Roast style: This era was known for darker roasts, with an emphasis on strong, bold flavors.
Brewing: Espresso machines became more common, and people started learning more about brewing methods like French press or espresso-based drinks.
Key focus: The rise of coffee as an experience, and the branding around it.
3. Third Wave (2000s to Present)
What it is: Third-wave coffee is associated with the concept of specialty coffee, referring either to specialty grades of green (raw and unroasted) coffee beans (distinct from commercial grade coffee), or specialty coffee beverages of high quality and craft. The focus is on quality, transparency, and sustainability. Coffee is seen as a specialty product, and each cup is an experience.
Roast style: All levels of roasts focusing on preserving the natural flavors and complexities of the beans.
Brewing: Hand-brewing methods like pour-over, Chemex, Aeropress, and siphon are popular. Also, more emphasis on brewing ratios and precise techniques.
Key focus: Transparency in sourcing (direct relationships with farmers), ethical production practices, and highlighting the unique flavors of different coffee regions.
