The Challenge of the Rare Roast

Now I know what cutting diamonds feels like (well, sort of).

The rare coffee, cigar, steak or diamond businesses have a few things in common. The product is of the highest standard, the customers know what they are talking about and compare notes, the selection is often worldly and expensive, and learning about these items is fascinating. 

However, the risk accompanying selling these items is high. If there is an error in the order, on the part of the supplier or the vendor, the loss of revenue can be heartbreaking, not to mention unsold inventory if the product does not capture the imagination of the target market. Once in a lifetime Panama Hacienda Esmeralda coffee beans sold at auction at a split section in May requires the marketing power to sell the coffee while the fever about it is high. I imagine the same holds true for the newest Porche or solar technology. A mentor of mine once told me, "Lisa, sales is sales. The rest is romance."

One of rocketfuelcoffee.com's jewels in our line-up is Kopi Luwak. A most wonderful rare bean at $220 per pound, this is the legendary coffee in the movie, "The Bucket List", where Morgan Freeman and Jack Nicholson vow to drink it before they die. Made from the found droppings of Asian Palm Civets, the coffee is the most expensive and rarest beverage on earth. And it tastes damn good too. Read about it here.With the money and legend of course, comes carpet baggery, forgery and tall tales.

The Bucket List - Kopi Luwak 2

http://www.youtube.com/watch?v=VVJqwCdzZnw

After 2 years of learning about rare coffee and having all kinds of coffee suppliers call on us to sell all kinds of weird beans, we found two Kopi Luwak bean farmers of repute. Trusted for authenticity, freshness and taste, these guys delivered consistent KL at the agreed price and in packaging that was at rocketfuelcoffee.com standards. Great. However, turns out, like unique, handmade rare products, one day is different than the next and constant supervision of anyone that came in contact with the beans was essential. A day of lighter roasting changed product. One batch, though not 100% proven, appeared to be stolen off site and replaced by an inferior bean and shipped to us. Espionage in rare coffee! Who knew?

We have a supplier who takes care of us on a personal level locally who we can look in the eye and ask what's what. George is my rock in the coffee business and without him I would be nowhere. But Toronto, Canada is not exactly in the coffee belt. Venturing further in the world has been the secret to my great coffees but at what risk and cost? Learning lessons the hard way (ok, the delicious way sometimes) is just something they cannot teach you in business school.

Cheers!

What is RARE coffee?

For a while now, www.rocketfuelcoffee.com has been describing its coffees as rare, and I thought it was about time to explain exactly what that means. To us it does not just mean expensive. Coffee is a passion to us and since drinking these fine brews we have spit more than a few out behind a tree or bush. Nice.

When starting www.rocketfuelcoffee.com,  the first coffee beans we learned about were Jamaican Blue Mountain and Hawaiian Kona varieties. Both were readily available, but shared the same issues in the marketplace. They were often sold fraudulently mixed with other beans to bring the price down. They were also sold as Kona-like or Jamaican style.

So to have 100% pure certified beans, fresh roasted on site from the supplier in Toronto where they were bagged and labeled was a definite marketing point.

The issue here is these beans are only grown in a specific place on earth, and must be certified to be from that place. The same strict rules apply to a fine Cuban cigar, a healthy serving of Single Malt Scotch, a genuine grass fed USDA Prime ribeye steak,  a modest bottle of red wine, or a platter of fresh PEI oysters. Interestingly enough, the price tag on each of these indulgences is $25, give or take.

Back to our rare coffees. www.rocketfuelcoffee.com  follows blogs, auctions, forums and coffee reviews, and one fine resource is the list of the 10 most expensive coffees in the world, of which we have carried four, including Kopi Luwak, Hacienda Esmeralda, Jamaican Blue Mountain and El Socorro, winner of the Cup of Excellence prize. These coffees may only be available in limited quantities and for a short time, but that is what makes them a valued treat.

Adding to the rare pleasure of the www.rocketfuelcoffee.com experience is the artwork on each package. A painting by company owner Lisa Rotenberg, chosen for each coffee variety such as Panama Carmen Estate or Queen Kong Nyeri AA.

Enjoy our rare coffees as each one comes available and watch for new ones as they are announce on Facebook, Twitter or register on our website for updates.

Great Coffee, Cuban Cigars, Single Malt Scotch. Hmmmm... A Theme Here Perhaps?

A Short Espresso, A Long Cigar, A Great Experience.

Over the past couple of years, DH Matthew and I have found some pretty fantastic joys in life. With kids older and off to university, we have discovered that alone time is best spent with fruits of the earth. Since that alone time is precious, the price of that fruit has gone up. Cigarettes are for amateurs as are blended Scotches, bland wines or coffees that do not make your heart sing.

We found that as Matthew's age and career advanced, so did our palate for food and drink. Funny thing, our friends and the arbitrary people we came to meet said the same thing. We learn from each other and most of these folks have lots to say. They know about single malt Scotches, Pino Noir wines, Angus beef and Jamaican Blue Mountain coffee. I thought we were in a recession?

Fewer friends know of or are tolerant of our Cuban cigar smoking hobby, but on Facebook, Twitter and at my local cigar patio where I am one of two women smokers, the passion is alive and well. When we talk about our favorite "stick", we also talk Scotch, favorite coffees and various other passions including fine wine and art. The men talk golf and soccer of course. No one seems to talk about garbage pick up, their mechanic or plumber or other mortal woes. They do say they wish their wives would pick up the cigar habit!

 

It occurs to me that the cross promotion opportunity here is immense. For Rocketfuelcoffee.com, my rare coffees are the perfect match for the cigar and single malt Scotch enthusiast. Price is not the issue, but is the product genuine and does it deliver on taste. Will a group of friends be satisfied sitting around a table and be proud to serve it? Will your Hawaiian Kona, Jamaican Blue Mountain, or KOPI LUWAK be worth bragging about along with your Cohibas and Glenmorangie?

I can tell you with confidence. Yes. Yes it will.

Cheers!

Coffee 301: What the heck does Bold Coffee mean?

Boldly go where no cup has gone before.

A recent article/discussion about bold coffees on the very informative forum coffeed.com had me fascinated. I could not contribute as I am not accepted as a professional member, so I decided to take keyboard in hand. The issues are many and diverse, from just what is a bold coffee, do you like it and is boldness borne in the bean or does it come later in the roast or perhaps the brew? These issues are right up there with Bethlehem or Nazareth as the true birthplace of Jesus, or which came first, the chicken or the egg?

When it comes to coffee boldness, the marketing litmus paper is Starbucks. As the market leader, why not. They have the beans, the labeling and the human research to decide this stuff. A few years back they re-aligned their coffees by boldness, taking a favorite of mine at the time, Verona, from medium to bold. The extra bolds then became French Roast, Italian Roast and Sumatra etc. Does this mean that on the Starbucks scale, bold is determined by roast?

Here is my conundrum. Have you tasted Starbucks coffee? They basically dump so much product in the pot of water that the coffee is mighty no matter which coffee you ask for. My mom says her heart rate doubles. Therefore, if it is the roast, but the coffee made is stronger than Hercules, what does it matter what "bold" means?

Back to the discussion on coffeed.com, which is for those of us in the specialty coffee business, or who believe the true passion behind coffee is in fresh, quality coffee beans, each chosen for for their origin, taste and variety. Bold may mean the flavors that pop or the kick at the start or finish, or maybe a blend that gets your heart pounding out of your chest.

But it sure means a lot of different things to passionate coffee lovers!

Coffee 201: Just who grows your cup of Java??

Fair, Organic, Direct, and Bird Friendly Coffee... Just what is in your cup?

Today a leader in the Canadian coffee community, Poul Mark, owner of Transcend Coffee, asked his website and blog visitors what they thought of direct trade coffee practices. What does it mean to you, is it a useful distinction, does it have any meaning at all in your world as a coffee consumer or professional? These are important and fascinating questions, and could actually also apply to fair trade and other coffee terms. Then it hit me. First you would have to understand what these terms mean. Once I explain these terms to my own visitors, maybe they will make better choices too.

 

Fair Trade:  

Fair Trade is an organized social movement and market-based approach that aims to help producers in developing countries obtain better trading conditions and promote sustainability. The movement advocates the payment of a higher price to producers as well as social and environmental standards.

Fair trade certification purports to guarantee not only fair prices, but also the principles of ethical purchasing. These principles include adherence to ILO agreements such as those banning child and slave labour, guaranteeing a safe workplace and the right to unionise, adherence to the United Nations charter of human rights, a fair price that covers the cost of production and facilitates social development, and protection and conservation of the environment. The Fairtrade certification system also attempts to promote long-term business relationships between buyers and sellers, crop prefinancing, and greater transparency throughout the supply chain and more.

Organic (including Shade Grown):

Organic coffee is coffee that has been grown according to organic farming standards and techniques, without the use of artificial fertilizers, pesticides or herbicides. Many producers exclusively use the two main coffee certifications: shade-grown and organic. They do this in an effort to create a more environmentally and socially responsible product as well as to market it to more affluent socially responsible consumers. The term organic can also refer to farms, or products from them which incorporate socially responsible activities such as recycling, composting, soil health and environmental protections.

In order to be sold as organic coffee in the U.S. it must gain organic certification and meet the following requirements:

• Grown on land without synthetic pesticides or other prohibited substances for 3 years.
• A sufficient buffer exists between the organic coffee and the closest traditional crop.
• Sustainable crop rotation plan to prevent erosion, the depletion of soil nutrients, and control for pests.

Direct Trade:

Direct trade is a term used by coffee roasters who buy straight from the growers, cutting out both the traditional middleman buyers and sellers and also the organizations that control certifications such as Fair Trade and Bird Friendly, for example. Direct trade proponents say their model is the best because they build mutually beneficial and respectful relationships with individual producers or cooperatives in the coffee-producing countries. Some roasters do it because they are dissatisfied with the third-party certification programs, while others want to have more control over aspects ranging from the quality of the coffee, to social issues, or environmental concerns. This is a new concept and semi-controversial, as it means companies less involvement by organizations who look out for both consumer and farmer welfare. (Hey, no logo for this one yet!)

Bird Friendly:

Scientists at the Smithsonian Migratory Bird Center have discovered that the connection between birds and coffee helps coffee farmers and the environment.

In 2000, the center launched the shade-grown coffee certification program to promote the growth of sustainable coffee, meaning coffee that is viable economically, environmentally and socio-culturally.

Coffee grown in the shade of tree canopies, rather than on land cleared of other vegetation, provides a habitat for a number of species, including migratory birds such as various species of warblers, vireos, orioles, grosbeaks, hummingbirds, tanagers, and many more. In addition to birds, shade coffee plantations provide habitat for orchids, insects, mammals (such as bats), reptiles, and amphibians.

Despite the benefits involved in the program, the Bird Friendly label has a very small niche in the American coffee market, which is dominated by mass market brands sold in grocery stores. Bird Friendly coffee makes up a small percentage of organic coffees, which account for only about 5 percent of the specialty coffee market.

Bird Friendly, like other specialty coffees, costs a few dollars more per pound than regular coffee, and roasters give 25 cents per pound to the Smithsonian program.

 A word about Rare Coffees.

Rocketfuelcoffee.com brings you Specialty Coffees that are often only available once, or for a short time, from a particular place. Whether the coffee is Fair Trade, Organic, Direct Trade or Bird Friendly may not be as relevant as if the coffee is genuine, fresh or available at all. So make your choices wisely and watch for symbols. Most of all, enjoy the coffee that you like best!

Coffee 101... What I learned about coffee today.

Just so we are all on the same page...

Although coffee isn't often thought of as a fruit, the coffee that Canadians consume is a natural plant product that grows in a wide band around the tropical parts of the globe.

Many people who are exposed to coffee only as a packaged product on the grocery store shelf or as a beverage in a cup are not aware of the rich natural beginnings of their beverage choice. Like many plant products, the natural background of coffee is the source for the presence of phytochemicals.
These phytochemicals are linked to many of the effects of coffee on health.

The coffee tree or shrub is a flowering bush that naturally grows to a height of 20 feet. It is usually pruned to a height of about 6 feet to allow for handpicking of coffee, the usual practice in most parts of the world. What is normally referred to as coffee beans are actually seeds. These seeds are like a cherry pit and are the product of the fruit of these coffee trees.

There are two primary species of the coffee plant in the world coffee market today, namely Arabica and Robusta. The many elements that are linked to the effects of coffee and health are very similar in both. The only significant difference is that Robusta coffee beans generally have a higher caffeine level than Arabica. This means that higher quality coffees which tend have a higher Arabica content will have relatively lower caffeine content compared to lower cost coffee alternatives.
The cherry pits or coffee beans are separated from the pulp of the coffee fruit and then dried to level that allows for the coffee to be handled, stored and shipped with convenience and safety. It is in this relatively stable green bean state that coffee is able to be shipped around the world and processed into roasted coffee.

Green coffee beans are subjected to very high levels of heat for short periods of time while being rotated in a drum or in an air column. This roasting process substantially transforms the coffee. Through a process called pyrolisis the hundreds of elements that make up the aroma and flavour of coffee are developed.

The result is a very complex and satisfying product. Slight variations in the amount of roasting time and temperature produce the significant taste differences between a light, brown coffee roast and a dark, oily "espresso" roast.

The consensus is that roasting variations make little difference to the impact on health except that there is slightly less caffeine in a darker roast coffee. This is a surprise to many given the "stronger" taste of a dark roast coffee on the palate. However, the lower caffeine content of a darkly roasted coffee is minimal. An effective approach to modifying the caffeine level of a coffee choice involves adjusting the ratio of coffee to water or the method of preparation.

The world of coffee is as complex with a multitude of brewing processes and options. 

Best Review Ever!

El Socorro y Anexos From RocketfuelCoffee Review

by Mike (Daily Shot of Coffee) on March 25, 2010 in Coffee Reviews

The Drink: El Socorro y Anexos From Rocketfuel Coffee
Type: Whole Bean Guatemalan
Overall Rating: 4.5 Out Of 5 Coffee Mugs

There’s one thing that you need to know about El Socorro y Anexos from RocketfuelCoffee.com, it’s a must try coffee. If you want more of a review, keep reading.

When people ask what are my favorite coffees, Rocketfuel Coffee is always one of the first few that I mention. They’re a gourmet roaster out of Toronto, Canada and I’ve been lucky to sample more than a few of their great coffees. Their Kona is one of the best that I’ve tried and their Kopi Luwak is something that everyone should have on their bucket list.

All that doesn’t mean that the El Socorro y Anexos is going to get a free pass, even after reading the rave reviews from the so called coffee experts, I was going to give it a thorough testing.

However, I knew right away that this was going to be a very easy coffee to test. The aroma alone earned this coffee a spot as one of my favorite coffees. An inviting fruity-floral aroma welcomed me and reminded me of a relaxing beach on a remote island. Around the edges was a warm, nutty flavor.

The taste cemented it’s spot on my top ten list. The first wave of flavor felt like a round, fruit explosion coating my tongue. Dripping on the back of my tongue was a cherry or strawberry syrup flavor. That was followed up by a delicious fruit filled, medium roast after taste.

The El Socorro y Anexos is a perfect mix of an extremely smooth coffee with a medium body.

This coffee isn’t cheap, it’s $45 for half a pound or $80 for a full pound. It’s a rare coffee and it’s definitely not an every day coffee, but it is a treat worth just about every penny.

As a bonus, this coffee is certified organic.

Kopi Luwak was always my favorite from RocketfuelCoffee, but I think I might have a new favorite. Overall, this coffee earned an amazing 4.5 out of 5 on the Daily Shot Of Coffee scale, one of the best ratings that I’ve given out.

I think this coffee was made for me, it’s what I love – a medium roast that’s loaded with flavor. This is one of those coffees that I wouldn’t mind testing over and over again.

- Thanks so much Mike!!

Holy Map Plot Batman!

Found this software called Aardvark, where you can place zip/postal codes. Put my customers on there (anonymous) and now I can see where Rocketfuelcoffee.com goes!

Coffeeforums.com Review for Rocketfuelcoffee.com Hawaiian Kona dark!

Company: Rocketfuelcoffee.com Bean Origin or Blend: Hawaiian Kona Dark (100%) Body: Medium-Full Roast: City Plus Brew Method: Drip and French Press Price: $36/lb.

Background: RocketfuelCoffee.com is based out of Toronto, Canada and specializes in premium, rare coffee beans from across the world. The Kona Dark is a new offering and is in answer to a request for stronger roasts. The owner, Lisa Rotenberg, also provides all of the illustrations you’ll find on the packaging. This is truly a very unique company providing some very, very unique coffees.

The Kona Bean Kona coffee originates from the slopes of Hualalai and Mauna Loa in the Kona districts of Hawaii. One of the most sought after coffees in the world, only beans from these Kona districts may be classified as authentic Kona coffee.

The weather pattern of the region is what makes this coffee so highly regarded; the rich volcanic soil, along with sunny mornings and mild evenings, combine to produce excellent coffee growing conditions. The coffee plant was brought to this region by Samuel Reverend Ruggles in the early 19th Century, from Brazilian cuttings. There are now more than 800 Kona coffee farms in the area, with the average farm size measuring less than five acres. For more information, visit here. When purchasing Kona coffee, it is important to watch for product marketed as Kona blend, style, or roast; blended Kona coffee contains 10% or less of Kona coffee.

When purchasing Kona, be sure to look for the 100% seal. Hawaiian law requires blends to state the actual percentage of Kona coffee on the label. The Kona Dark from Rocketfuel is 100% Kona coffee. The Kona Dark from Rocketfuel is hands down one of the smoothest cups of coffee I’ve ever had the pleasure of cupping. The flavors of the Kona were so equally balanced that, if not paying close attention, one could call it a clean coffee.
There was no boldness present in this coffee and I would consider it to be a medium body at best, despite being advertised as full; this is not a criticism in my mind. The flavors present were of bitter chocolate, mint, and a slightly tart berry with a general earthiness present on the finish. The aroma on the cup was exceedingly sweet. The Kona would pair wonderfully with an Ecuadorian Connecticut wrapped cigar, such as an Oliva Connecticut Reserve or Camacho Connecticut. The well balanced flavors, with no one dominating flavor profile, reminded me of a well-aged cigar. The Kona Dark from Rocketfuel is simple, non-complex, and incredibly smooth.

Synopsis: It has been a pleasure speaking with Lisa at RocketfuelCoffee; she is extremely knowledgeable and helpful. She can offer some helpful insight into coffee/cigar pairing as well, as she enjoys the fine Cubans she has access to living in Toronto. Rocketfuel offers a large variety of coffees. I am glad to have tried the Kona Dark and it is by far the smoothest Kona I’ve had. Kona coffee is not easy to come by and this is reflected in the price.

At $36/lb., I would not add this to my regular lineup of coffee, but I would certainly consider it an excellent gift coffee or special occasion cup. You will not be disappointed by the body, flavor, or aroma. And the customer service is top notch.

Interview from Toastedfoot.com, Cigar Review!

Toastedfoot.com reviews great cigars online!

Today we are very happy to have Lisa from Rocketfuelcoffee.com; she’s up in Canada and sells some of the hardest to find coffees from around the world. A trained artist, all of the packaging is original to Lisa! And, she’s a cigar smoker! So take a minute to get to know Lisa and Rocketfuelcoffee.com. You can visit Rocketfuel online and follow Lisa on Twitter.

All of the artwork in this interview is Lisa’s and can be purchased online!

Oh, and we reviewed her Hawaiian Kona Dark a while back (review) – and we’ve got more to come!

Questions About You:

Where did you grow up?
I grew up in Toronto, Ontario, Canada.

Where do you currently live?
I still live in Toronto, not far from my family hom

e. We just purchased a log home about 2 hours north of the city in ski country where Matthew, my husband, and I plan to spend a lot of time relaxing and enjoying ourselves!

How do you enjoy spending your time?
If I am not working on my coffee, I enjoy searching or hanging out up north – Matthew and I collect Canadian modern art. So we comb the galleries around Toronto and search for new artists or established ones and enjoy their work. We also love to entertain. Matthew is an amazing cook!

You’ve made a few career changes – can you describe your journey?
I graduated from The Ontario College of Art and Design, a top Canadian art college, with a degree in graphic design. I worked as a package designer for great firms for many years, then as an account director. I longed for my creative side so I started painting and opened an art gallery and my work sold all over the world. Kind of restless as I am every few years, I started selling antique silver on eBay and learned about online retail. Combine all those skills and I opened an online coffee business a year and a half ago.

What is your favorite medium to work in?
I like painting and illustration. Turning the paintings into things like packaging, cards, and licensed properties for magazines really is what I am all about too.

How would you describe your art and your love for it?
I would say I am an illustrator and a patron of the arts of all forms – music, fine art, movies, culinary, you name it – anything that has a creative idea behind it.

Questions About You and Coffee:

How do you feel that coffee and the arts mix?
In my specific example, the packaging and labels is a huge part of what makes Rocketfuelcoffee.com unique. Everyone comments on how beautiful the coffee looks, and how memorable it is. At holiday time, for gifting, my holiday edition coffees were a huge hit. However, if the product inside did not deliver, it would not matter what the bag looked like.

When did you first get introduced to the joy of coffee?
A couple of years ago Matthew and I went on diets and we were very strict about eating. I started drinking coffee because I was bored. I got hooked on Starbucks coffee because I thought it was the best and there were 4 locations near our house. I did not open Rocketfuelcoffee.com because I was super passionate about coffee. I chose it because it was a business that fit my skills the most.

What is it you most enjoy about great coffee?
Pretty much the same things I enjoy about cigars: aroma and taste.

What are some of your favorite regions for coffee?
Panama has to be up there at the top of my list for beautiful coffees. Smooth and chocolatey, fresh, layers of cinnamon and sometimes hints of fruit in there too. Panama Carmen Estate is just a beauty! Always at the top of the list of course is Jamaican Blue Mountain. So rich and smooth as well, with fruit tones and that hint of citrus.

How much coffee do you drink in a typical day?
I drink quite a bit, especially in the morning. Maybe a few cups before lunch and a couple in the afternoon? I try not to drink coffee late in the day because then it keeps me up at night. But if friends come over I cannot help but serve them coffee, especially if a new bean is in or some fresh Kopi Luwak is around!

How would you describe your palette?
I like a medium/bold coffee, and never a flavored coffee or *gasp* decaf! And it must be fresh or forget it. By fresh I mean whole bean roasted within three weeks of serving; ground, within 4 days.

How did you get involved in the coffee industry?
As I mentioned above, I was looking for a business that used as many of my skills as possible. I found an online coffee business for sale on the internet. I thought, I don’t need to buy this, I can just build it myself. And I did.

When did you first begin roasting your own beans? How has that process evolved for you?
I do not roast my own beans. I have a sommelier equivalent who I refer to by name on the web site, George.

What is it you enjoy most about the coffee industry?
Drinking the coffee that does not sell.

Where did the idea come from to begin your own company?
I was working as a print rep for a close friend, Robert Fawcett, at Fawcettprinting.com. A great guy! Not enough sales for me to fill a day really and I wanted to run my own business. As I mentioned before, I saw an online coffee business for sale on the internet. I worked for Robert for a year while I started up www.rocketfuelcoffee.com, and only a year later did I set out to work on my own at the coffee business full time. My husband Matthew, who is a CEO of a national company and a chartered accountant is my biggest mentor and he keeps me out of trouble!

Questions About You and Cigars:

When did you first get introduced to the joy of cigars?
A few years ago, not sure exactly when, Matthew was given a cigar either at a golf match or maybe we tried one or two on holiday. We loved the aroma and we were trying new experiences, including fine wines. We are interested in learning about art, Scotch, wine and cigars… in depth. Doing things together like this makes us very happy.

What is it you enjoy about a great cigar?
The aroma and taste of a good cigar has to be number one on the list for us. A smooth smoke, with no harsh fumes and freshness has to be up there too, and value for the money (we don’t like to spend a lot at this). Once in a while, like when we were in Vancouver at this wonderful shop that sold cigars and diamonds, we will splurge on one cigar and share it. We sat by the harbor and watched the sea planes come in. That was truly a great cigar moment.

How often do you smoke?
In the summer, we might smoke every other day, in the evening after work, on our back porch. A nice glass of wine, some great blues or jazz and wow, we are set. I have recently become a lover of single malt scotch or bourbon, so a snort of that with a cigar is pretty heavenly. Now not too many women are into this, so if we are in a public place or walking around, folks tend to comment. If we are at a neighbor’s house, they make us sit 10 feet away! Colder season smoking is much rarer.

How would you describe your palette?
I am certainly no expert in this area, so forgive me if I do not describe this correctly. I like a mild to medium cigar, not too floral and my favorite cigars, well smell, well to put it bluntly, like a barn or kind of like manure. Like my coffee… and I am in the rare coffee business, anything flavored, tampered with or stale is gross. The cigar does not have to be a $30 special, but it should be hopefully Cuban, fresh and if possible handmade. My favorites are Romeo y Julieta and Montecristo cigars. When the opportunity arises, we have tried lots of other cigars that have been hand rolled on-site, not sure of the names, and they have been amazing too, so I don’t want you to think I only will smoke these two top brands.

Questions About the Coffee:

How is trial and error involved when you’re roasting a new bean?
Trial and error is not in the roasting… it is in the selecting. I choose my coffees based on a list called New Luxury Items. These are the 10 most expensive coffees in the world. Also my choices are based on success of key word search. I would tell you more tan I would have to, you know.

What is your conviction for your line of coffees?
I have never been convicted of anything. Yet.

How do you feel your coffees are set apart from what other roasters are doing?
The packages look damn great.

When you are considering introducing a new coffee to your line, what is that process like?
I only try coffees that are world famous. I am not interested in testing new anything.

When a customer orders from you, what can they expect?
Excellent service and honest answers about coffee.

Tell us a little about your Black Label coffee.
Rocketfuelcoffee.com Black Label coffees are limited edition varieties that may go in and out of stock because they are so special, so rare, that they are only available in limited quantities. Kopi Luwak, the legendary “cat poop” coffee, is a prime example. Not all Black Labels are over $200 a pound. The recent Queen Kong Nyeri from Kenya is only $20/half pound, but when it is gone, it’s gone.

What is your favorite coffee?
Depends on my fussy mood. Right now I am into Hawaiian Kona. Ask me again tomorrow.

Describe the perfect day for you.
Are you kidding? I sell $50 a pound coffee for a living. Every day is perfect.

Anything else you’d like to add?
Buy my coffees and your days will be perfect too. That is all. xo

Yackity Yack... Facebook Talks Back!

The Intimate Circle of 450 or So

I hooked on Facebook, following the advice of marketing mentors in addition to my accounts on Twitter, LinkedIn and various discussion groups on the internet. I avoided it like the plague previously as that was the domain of my teen-aged children, various relatives and who knows who else. The idea of mixing my gorgeous, rare coffee beans with the young unwashed was just not on my marketing list.

After Tweeting and Linking, perhaps it was time to Facebook? I hooked up and started finding people I knew and as usual with me and activities, I went at it with rabid force and soon hundreds of faces connected with mine. High School, Art College, Religious School and Summer camp, along with throngs in the coffee business. Men without hair, women with children, some with multiple names, many with careers and businesses like me attached to their profiles.

Some profile pictures are recognizable. Some, like mine, were logos, although I have switched to a photo now. Some are animals like dogs or horses. Some are cartoons. Interesting. If they had pics of their shoes, I could tell everything about them!

Here is where Facebook gets thrilling: you would not give me the time of day when I was 18, will you look my way now that I am 48? Seems 30 years is enough to thaw out the space between us and we are all wonderful! As it should be. You look great and I hope life has been good to you. If not, accept my posts in superficial friendship now. Hey, I wish you well.

Now, how about some coffee?

The Real Poop on Kopi Luwak!

www.rocketfuelcoffee.com Rises to the challenge.

So many elements must go into a successful small business. Drive, passion, knowledge, skills, patience, a mentor or two and of course, luck. Finding products, and then marketing them is a challenge, and doing it online is whole new set of skills. For my year old online business selling rare coffees at www.rocketfuelcoffee.com, no textbook, mentor or coffee maven could help me. I had a problem that truly only experience and process would solve.

It all came down to whether the cat poop was real or not. And we were talking about serious cat poop here.

www.rocketfuelcoffee.com is an web-based coffee company that sells fresh rare coffees online. The star of that line is Kopi Luwak. Often referred to as “Cat Poop Coffee”, this coffee is the rarest, most expensive coffee in the world. From Sumatra, Indonesia, luwaks, or Asian palm civets, which look more like weasels than cats, wander the forests and dine on red coffee cherries. They tend to pick the ripest, sweetest fruits. The inner bean of the cherry is not digested and the enzymes from the civet’s stomach add to the coffee flavor by breaking down the coffee proteins that give the coffee its bitter taste. When the civet defecates, the clumps of beans are still practically in their original form.

The beans are washed, dried and city roasted (light to medium) so not destroy the complex flavors that develop through the process. Light roasting is considered particularly desirable in coffees that do not exhibit bitterness. Kopi Luwak cups with a rich, heavy flavor with hints of caramel or chocolate.

Now that we are all up to speed on Kopi Luwak, back to the issue of selling it. The reason the price is so high is there are only so many wild Asian palm civets pooping out wild cherries on earth as you can imagine. The price can range from $200-$900 a pound. Farmers go out to collect the cherries, some of which have been sitting on the forest floor for up to a year. But we coffee lovers want more. Palm civets are now bred in cages or on farms and their poop is collected so Kopi Luwak is more readily available. The cherries are now even Robusto or Arabica!

As with all things valuable in demand, like watches, Cuban cigars and designer bags, there will be a layer of marketers preying on the consumer with sub standard products. This is an issue I have had to deal with at www.rocketfuelcoffee.com. As a new company featuring rare coffees online, I want to offer my customers 100% genuine Kopi Luwak.

The coffee community loves a challenge like this. It is not unlike finding the holy grail of coffee beans. Across Canada I have wonderful contacts who were excited to assist me in my quest for 100% genuine Kopi Luwak. I ask them to help me taste test any bean that needs an opinion and give it a rating, as they are experts and I am only learning to be one.

The winner is in and the Kopi Luwak comes from a Game Forest Reserve in the Philippines. The civets roam free, not in cages and produce great coffee! The beans are small, full if flavor, fresh roasted to order and the price remains the same. The taste is fruity with chocolate tones, and has an exotic, wild edge. A second coffee is also available called Millionaire’s Blend, where we blend the Kopi Luwak with Cup of Excellence from Honduras.

Other coffees in my line continue to do well, roast fresh and change with response after shows like the Gourmet food and Wine Expo. Learning from customers and using meta tags, key words and online discussion forums help my business grow. It is Kopi Luwak that makes my site unique and valuable, so it must be 100% genuine and pure. Any effort on my part to fight for it is worth it. MEEOW!

New Coffees Today at Rocketfuelcoffee.com! YUM!

Serving over 1000 shots of coffee tells you something!

This past November it was a thrill and an an exhausting exercise to have a 4 day booth at the Gourmet Food and Wine Expo Toronto. Since it as just before Christmas, cheer was everywhere and as the only specialty coffee company on the floor who did not serve lattes or espresso, I had my work cut out for me! Try explaining to a guy and his girlfriend who were hammered that no, you cannot make them two short espressos!

However, the show was a huge success and I sold over 120 pounds of Rocketfuelcoffee.com beans. The response was fantastic on the shots I served, particularly on Saturday night when we had a tasting of Kopi Luwak! Jamaican Blue was also a hit, as was Mysore Nuggets from India. Oh they loved the name!

The best news out of the show had to be what I learned about my coffees. Folks want bolder stronger coffees. They love that packaging, the quality, the name. Sure. But if you are going to have a rocket on it, baby it better shoot to the moon. Lesson learned and message received.

Rocketfuel Triple X, while very nice as a blend of my 3 gorgeous coffees, Kona, Jamaican Blue and Sumatra have been sent packing. Announcing the NEW TRIPLE X: Ethiopian Yirgacheffe Organic Bold. Shade grown, Fair Trade, highest quality and smooth with a fruit sweetness and touch of spice. It will knock you socks off. Kenya, the birthplace of coffee, has given us our new coffee staple. As for the next special treat for Rocketfuelcoffee.com customers, we found that maybe a deeper, sexier Hawaiian Kona might be what our line needed! George, our maven of all things bean, agreed. So Hawaiian Kona Dark will be featured for the next while and we think you will agree. The floral, citrus flavors will be there, but moodier, deeper and almost brown sugar and cinnamon.

Oh and I saved the best for last. Right now I have a promotion on where when you spend $20 or more, you get a free Rocketfuelcoffee.com mug. Come on. What are you waiting for?

Oh when your beans are *ahem* hand made!

100% Genuine Rocketfuelcoffee.com Kopi Luwak "Cat Poop" Civet Coffee

Every shipment of genuine www.rocketfuelcoffee.com Kopi Luwak, the rarest and most expensive coffee in the world comes in with a new adventure in the bag. The stress level is both exciting and petrifying, as the coffee is paid for up front and customers are waiting for delivery. The coffee is in such short supply and the delivery of poor, fake or blended product is common. We have an excellent reputation for great KL.

When the beans arrive from our supplier in Indonesia, via Milwaukee, we inspect them carefully. A couple of times we have had to put them aside. American customs likes to open coffee looking for drugs, but they do not realize this coffee costs as much or more than some drugs. So the package might be ruined - although we can usually salvage that.

Once the beans were roasted too light, a "Cinnamon Roast". These beans must be roasted City to City Plus to reveal their true flavour. We order such small amounts that George, our coffee guru cannot roast them here. Back they went. Only the best beans get to go out to you.


There are farm raised civets and wild civets. Wild civets only produce a tiny amount and when farmers go and pick up their cherries, some may have been there over a year. This does not affect the coffee, it just makes the beans look rough and irregular. Farm raised civets, sometimes kept in pens or cages, produce more uniform cherries and more of them. The taste is more uniform and less exotic, but can be controlled. Also the supply and price can be controlled too. BUT be wary of what you are buying and ensure you are buying 100% pure genuine palm civet coffee.

At rocketfuelcoffee.com, in fact all through my professional life as an artist or printer or business person, I have felt that the sharing of information is the key to success.

Happy New year!