AN ETHOS OF GRATITUDE

Today we just wanted to wish you, from the bottom of our hearts, a very special and joyful Thanksgiving. Even if it looks a little different this year, we hope you'll take some time to reflect on all your blessings, and all the ways you've made a difference in the lives of others.

Thank you especially for being a blessing in our lives. Ethos 2020 - and all our new High-Impact relationships - have only been possible thanks to your love and support.

We often like to say we're "always here for you"... yet we are also -quite literally this year- here thanks to you. On behalf of all the many others whose lives are better because of you - THANK YOU!

Much love from your roasters, we love Brewing Greatness with you!

Jolian & Lisbeth

Ethos 2020 in a Cup : Introducing this year's Red Swan!

What a year this has been! Full of surprises, challenges, many (perhaps too many) learning opportunities… and yet, we’ve done some of our most impactful work this year. It has been a year full of uncertainty and despair, yet we’ve been able to offer certainty and hope to our farmers. It has been a year of a few losses driven by unfortunate events and a few painful changes… yet, we feel so much clearer about our path for the future, and are even more convinced on our ability to make a difference. It has been the year of social distancing… yet we feel more connected to each of you than ever before! - to the extent we’ve secretly started calling you our Ethos family.

As we began working on our Holiday Blend for this year… we wanted to do something extra (truly extra) special - that could help embody our immense, deep gratitude for each of you this year. It is not an understatement when we say Ethos exists only thanks to you - our High-Impact coffees are now 80% supported by our online customers and subscribers! With this in mind, we began by sourcing a coffee that would only be featured on this blend - a women-farmed, Organic, Direct-Trade Honey-processed Bourbon from Copán, Honduras… and combined it with two of our most special, most impactful single-origins we currently have: Poaquil Natural and Umoja (Washed Bourbon). And, as some of you may have already noticed… we also combined all main coffee processing methods (washed, honey natural) into this intoxicatingly aromatic, well-balanced, sweet cup featuring fruit-forward notes that contrast nicely with strong earthy, subtly spiced undertones.

We hope you love it… and we hope you can taste our intense joy and gratitude for getting to still be here, in this journey…. Brewing Greatness in the world with you!

Gracias familia!

Jolian & Lisbeth

PS. We’re adding a little surprise to every online order that includes Red Swan this and next month (and I’m dying to tell you… but I think you’ll be happier to just see it when you open your box!). We hope you love it, we hope it makes your Holidays a little more special this year, and above all - we hope we’re able to show our gratitude for all the love and support you’ve shown us this year! YOU are truly awesome, family!

Coffee : How it all began...

This month marks our 5th year celebrating “International Coffee Day” (Sept 29th) - which is an unofficial global holiday to celebrate coffee, the third most popular beverage in the world (water is #1 and tea is #2 - in case you were curious) and everything it means to humanity: a livelihood, a favorite way to start the day, a way to connect with others, a ritual to relax, a hobby, and for a few lucky of us, Ethos lovers - a way to make an impact!

We’ve written extensively about the future we want to see… so this time, we thought we would do something different and go back in time, and tell the story - more accurately the legend - of how it all began…

About 1,400 years ago, in an Ethiopian highland named Kaffa, a goat herder named Kaldi noticed something strange in his goats one fateful evening. His usually calm goats were jumping around and bleating loudly, and refused to go to sleep. This was highly unusual, so Kaldi decided to investigate - he took them back to the same field the next day, but this time stayed close to carefully watch them. He saw them flocking to a group of shrubs with round red fruits… and enthusiastically begin to eat them. He decided to try these fruits himself, and was delighted as he began to also feel its energizing effects. Excited about his discovery, he filled his pockets with as many fruits as he could carry, and took them home to his wife. She tried them and thought the berries were “a gift from God”, and told him he should show them to the monks in the Abyssinian monastery nearby. Unfortunately, the monks disagreed with her, and labeled these fruits as “the devil’s work”, tossing them into the fire. Yet, the delicious aroma that filled the room from the roasting berries (and its seeds!) captured their attention. They removed the remainders from the fire, placed them in a vessel, and added water to extinguish the dying embers. This freshly brewed coffee had an even more intoxicating aroma, and attracted even more monks. Some of them tried it, and once they also experienced its energizing effects, they thought they had finally found something that would keep them awake during their prayers - beginning the first daily coffee drinking ritual in history!

Fourteen centuries later, we continue this great tradition… and now strive to brew more than a delicious cup, to brew the change we want to see in the world!

Thank you for being part of our story,

Jolian & Lisbeth

RE: Wet vs. Dry | How Processing Impacts Flavor

We’ve had an exciting week! Our new crops of Poaquil (Washed, Honey, and Natural), arrived yesterday, and we’re so ready to share them with you! Overall acidity is down across the board, the Honey is sweeter than ever, and the Natural is a fruit bomb! We’re so proud of the amazing job the Co-Op has done for us this year, so happy to report we’ve been able to reward them with even higher premiums for their Honey and Natural this year, and so eager to start roasting and drinking all these amazing coffees with all of you!

Of course, it seemed like the perfect opportunity to re-visit the topic of processing methods, and how a process that begins thousands of miles away, at the farm, impacts the flavors in your cup in such a big way! Coffee processing is what transforms a coffee cherry into a coffee “bean” (technically, a seed) that’s ready to be roasted - which means all - yes, all - the coffee in the world is “processed” (i.e. nobody brews ‘roasted cherries’). There’s two main ways to achieve this: (1) “Wet” processing - aka. “Washed”, under which coffee beans/seeds are throughly submerged - and literally - washed with water to remove any cherry and pulp components prior to drying and (2) “Dry” processing - which do not use (or use very little) water, as the cherry is not removed (Naturals) or is only partially removed (Honeys) prior to drying.

The main resulting difference is that Wet Processed/Washed coffees won’t have any sugars or enzymes that can be fermented as the beans dry… while Dry Processed/Natural/Honey coffees will have lots of them (the exact amount will depend on a few factors like cherry ripeness and sugar concentration, and the amount of pulp left behind). As a result, these coffees will undergo a series of fermentation reactions - i.e. the breakdown of carbohydrates and sugars by enzymes, environmental bacteria (mostly Lactobacillus, widely used in dairy fermentations), and yeasts (from the same awesome Saccharomyces genus also used in bread and beer production!). The end result of these fermentations (when perfectly controlled)? More sweetness and body in your cup, and a lot more flavor complexity - including stronger and more specific fruit notes (i.e. raisin) and a more lingering finish. In contrast, Washed coffees tend to be cleaner and more “well-balanced” (i.e. just the right amount of sweetness and acidity), and feature more prominently those characteristic roasted notes with chocolate and nutty undertones.

We hope you’ll give the new Poaquil crops a try! We’ll also be sampling them regularly in the next few weeks… along with our awesome new “UMOJA” from the Democratic Republic of Congo - which is another high-impact coffee changing lives (watch farmers’ testimonies @ethosroasters), and adding incredible variety and depth to our coffee offerings. It is also a Washed Bourbon (like Poaquil), yet features a completely different flavor profile (earthy, sweet, bold yet with a slight fruity/winey character), reflective of the unique growing conditions that make African coffees so special!

Thank you so, so much for making all of this possible - our travel may still be restricted - but this is still, and will always be - the journey of our lives! What an amazing privilege it is to get to make a difference for those who need it most, when they need it most… and I always hope that you can also feel that joy, and all of our gratitude and love every time you brew Ethos at home!

So deeply grateful to get to roast and Brew Greatness with you,

Lisbeth

P.S. The same day our 5 pallets of Poaquil were delivered… we also got another special delivery - of our brand new, custom-built 10-kilo roaster! This will be replacing our smallest roaster and adding more capacity, flexibility, and technology to your roastery - we’ll be working as fast as possible on the installation so it’ll be ready and at your service this Holiday season! We’re also hoping to be able to do some (limited-capacity, socially-distanced) events so you can see it in person this Winter!

RE: Cold Brew vs. Iced | The Experiment

Cold or Iced? Whether you’re a Cold Brew lover, or an Iced coffee fan… Summer is always a great time to try a new cool method!

Let’s first address some basic questions:

What’s the difference? Two key brewing parameters: time and temperature. Cold brew is all about long brewing times (18-20 hrs) at low water temperatures (~40℉) while Iced coffee is the opposite - short brewing times (3-5 min) at high water temperatures (~200℉).

What’s the same? Both are typically brewed at higher strengths than hot brewed coffee - i.e. using ~50% more coffee per brewed cup - so they can be served over ice or be paired with milk without tasting too weak or watered down.

Now, our recipes using the exact same ratios, and the exact same method, so you can brew them and compare them! If you’d like to keep things scientific, you’d also need to brew the exact same bean under both methods… and try a few different beans! (Spoiler alert: you may prefer some beans iced, and some cold brewed! Some we think do particularly well on both: Poaquil, Rio Coco, Andes, and Ethereal!)

ICED COFFEE

  1. Grind 2 oz coffee to a coarse (sea salt) level.

  2. Place grinds into the bottom of your French Press.

  3. Pour 16 fl oz of hot (200-205℉) spring or filtered water and mix well.

  4. Steep for 5 min.

  5. Plunge your Press and transfer to a new container (to stop the extraction!). Voilà! Your Iced Coffee concentrate is ready!

COLD BREW

  1. Grind 2 oz coffee to a coarse (sea salt) level.

  2. Place grinds at the bottom of your French Press.

  3. Pour 16 oz of spring or filtered water and mix gently, ensuring all grounds are wet.

  4. Cover, place in the fridge and let it steep for 18-22 h.

  5. Plunge your Press and transfer to a new container (yes, also to stop the extraction). Voilà! Your Cold Brew concentrate is ready!

Place 8 fl oz of each concentrate in a cup, and add 4-8 oz of ice or milk to taste (again, add the exact same amount to each if you’d like to keep it scientific!). Now they’re ready to be tasted side-by-side!

If you don’t have a French Press (or just prefer filtered coffee), an alternative would be to make Iced Coffee as a Pour-Over and make Cold Brew using a disposable paper filter - keeping all ratios the same. The use of a paper filter (on both instances) will reduce the amount of oils and yield a much cleaner drink (i.e. no small ground particles in suspension).

Happy Cold/Iced brewing… and most importantly, thank you for choosing to Brew Greatness in the world with us every single day! It’s my absolute joy and honor to be your roaster,

Lisbeth

PS. We just sourced two new, very special coffees… a new high-impact single-origin from Congo launching in September… and a special Honey processed coffee from Honduras, which will be the star of this year’s Red Swan Holiday Blend! Truly can’t wait to share them with you (clearly… as I wasn’t supposed to tell you anything until next month! Ooops!)

RE: Coffee and Health | Myths vs. Science

In this first Summer Series, we’d like to demystify some of the latest, scientific findings on coffee! And hopefully do our part to clarify and counteract all the misinformation that’s so easily found in our online feeds these days! Below, an amazing scientific review by our own medical expert -  Jolian Rios, MD,  ABIM Board Certified.

Myth #1: All Studies are Scientifically Valid

Coffee has been widely studied - there have been hundreds of studies published about it over the years. Yet, the first thing to keep in mind is that not all studies are created equal - as they can go from very strict, scientifically valid Cohort, Case-Control, and Randomized Controlled Trials where data drives the findings, to an Opinion Paper, which is simply someone sharing their thoughts  - of course, their findings do not carry the same weight! To make matters worse, these Opinion Papers are many times “interpreted” and reported by the media in ways that favor their ratings. So every time you read something, go to the source, and please don’t share it if it is not a scientific source! - advice that seems especially relevant right now!

Myth #2: Coffee = Caffeine

When we think of coffee, we immediately think about caffeine; yet we should keep in mind coffee contains many other compounds with potential health benefits. These include polyphenols such as caffeic acid, chlorogenic acid, diterpenoids, and other antioxidants, as well as potassium, magnesium, niacin, and lignans. In fact, concentrations of these phenolic antioxidants are much higher in brewed coffee than in brewed tea - which is often touted as an antioxidant powerhouse!

Myth #3: Caffeine is Unhealthy

Caffeine is quickly absorbed in the gastrointestinal tract, and it gets metabolized by the liver. It antagonizes adenosine receptors in the central and peripheral nervous systems - and in this way, it can have a variety of effects. Some of the main effects found so far:

  • Caffeine is a proven analgesic, property that has been used for the treatment of headaches, specifically tension and migraine headaches [1,2]. 

  • Multiple cohort studies with over 600,000 individuals found it may reduce stroke risk [3-6]. 

  • Two case-controlled studies and two cohort studies have shown a small protective effect of coffee consumption advanced Alzheimer’s disease. Moreover, animal models have shown long-term caffeine consumption may delay or reduce the risk of Alzheimer's disease [7,8].

  • Randomized Controlled Trials of healthy individuals have found caffeine improves cognition, mood, vigilance, and reaction time - regardless of age and gender [9-14].

  • A study with sleep-deprived Navy SEAL trainees showed improvement of cognitive function, learning, memory, and mood despite continuous exposure to stressors with an optimal dose of 200 mg of caffeine (about two cups of coffee!) [15]. 

Myth #4: Coffee is Unhealthy

Numerous studies on coffee have actually shown the opposite - there are several health benefits from long-term coffee consumption. Some examples:

  • A matched case-control of almost 1700 women with BRCA gene mutation found that coffee intake was associated with 10% - 69% lower risk of breast cancer, this was a dose-dependent effect, with the lowest effect being seen on women who drank 1-3 cups of coffee and the largest effect seen on those who drank more than 6 cups of coffee per day [16]

  • A case-control study of 1900 women found that coffee intake was associated with a 40% lower risk of breast cancer in premenopausal women who drank 4 or more cups of coffee per day [17].

  • A meta-analysis of cohort and case-control studies showed a decreased risk of endometrial cancer in coffee drinkers [18].

  • A large prospective analysis of over 47,000 men found a strong dose-dependent reduction in the risk of prostate cancer [19].

  • Several studies, including randomized trials, and cohort studies, have shown that coffee consumption, including decaf, decreases the risk of type 2 diabetes, by improving insulin sensitivity as well as insulin secretion [20-24].

  • Another study showed caffeine in coffee to be a potent stimulator of smooth muscles that prevent constipation [25]. 

  • A meta-analysis of 14 different studies shows that coffee drinkers had 39% less probability of developing cirrhosis [26].

Thus, coffee has been shown to have positive effects on multiple systems and may even lower the risk of multiple chronic diseases in the long term. I’ve listed the studies used for reference, in case you’d like to read in a lot more detail on your own (it pairs perfectly with a great cup of Ethos to keep you awake!). 

So, let’s keep enjoying coffee, and let’s continue to make a difference, to Brew Greatness in the world!

- Jolian

REFERENCES

  1. Goldstein J, Silberstein SD, Saper JR, Ryan RE Jr, Lipton RB. Acetaminophen, aspirin, and caffeine in combination versus ibuprofen for acute migraine: results from a multicenter, double-blind, randomized, parallel-group, single-dose, placebo-controlled study. Headache. 2006;46(3):444-453. doi:10.1111/j.1526-4610.2006.00376

  2. Diener HC, Gold M, Hagen M. Use of a fixed combination of acetylsalicylic acid, acetaminophen and caffeine compared with acetaminophen alone in episodic tension-type headache: meta-analysis of four randomized, double-blind, placebo-controlled, crossover studies. J Headache Pain. 2014;15(1):76. Published 2014 Nov 19. doi:10.1186/1129-2377-15-76

  3. Larsson SC, Virtamo J, Wolk A. Coffee consumption and risk of stroke in women. Stroke. 2011;42(4):908-912. doi:10.1161/STROKEAHA.110.603787

  4. Lopez-Garcia E, Rodriguez-Artalejo F, Rexrode KM, Logroscino G, Hu FB, van Dam RM. Coffee consumption and risk of stroke in women. Circulation. 2009;119(8):1116-1123. doi:10.1161/CIRCULATIONAHA.108.826164

  5. Larsson SC, Männistö S, Virtanen MJ, Kontto J, Albanes D, Virtamo J. Coffee and tea consumption and risk of stroke subtypes in male smokers. Stroke. 2008;39(6):1681-1687. doi:10.1161/STROKEAHA.107.504183

  6. Larsson SC, Orsini N. Coffee consumption and risk of stroke: a dose-response meta-analysis of prospective studies. Am J Epidemiol. 2011;174(9):993-1001. doi:10.1093/aje/kwr226

  7. Arendash GW, Schleif W, Rezai-Zadeh K, et al. Caffeine protects Alzheimer's mice against cognitive impairment and reduces brain beta-amyloid production. Neuroscience. 2006;142(4):941-952. doi:10.1016/j.neuroscience.2006.07.021

  8. Barranco Quintana JL, Allam MF, Serrano Del Castillo A, Fernández-Crehuet Navajas R. Alzheimer's disease and coffee: a quantitative review. Neurol Res. 2007;29(1):91-95. doi:10.1179/174313206X152546

  9. Fredholm BB, Bättig K, Holmén J, Nehlig A, Zvartau EE. Actions of caffeine in the brain with special reference to factors that contribute to its widespread use. Pharmacol Rev. 1999;51(1):83-133.

  10. Jarvis MJ. Does caffeine intake enhance absolute levels of cognitive performance?. Psychopharmacology (Berl). 1993;110(1-2):45-52. doi:10.1007/BF02246949

  11. Kamimori GH, Johnson D, Thorne D, Belenky G. Multiple caffeine doses maintain vigilance during early morning operations. Aviat Space Environ Med. 2005;76(11):1046-1050.

  12. Lorist MM, Snel J, Kok A, Mulder G. Influence of caffeine on selective attention in well-rested and fatigued subjects. Psychophysiology. 1994;31(6):525-534. doi:10.1111/j.1469-8986.1994.tb02345.x

  13. Ker K, Edwards PJ, Felix LM, Blackhall K, Roberts I. Caffeine for the prevention of injuries and errors in shift workers. Cochrane Database Syst Rev. 2010;2010(5):CD008508. Published 2010 May 12. doi:10.1002/14651858.CD008508

  14. Smith A, Sutherland D, Christopher G. Effects of repeated doses of caffeine on mood and performance of alert and fatigued volunteers. J Psychopharmacol. 2005;19(6):620-626. doi:10.1177/0269881105056534

  15. Lieberman HR, Tharion WJ, Shukitt-Hale B, Speckman KL, Tulley R. Effects of caffeine, sleep loss, and stress on cognitive performance and mood during U.S. Navy SEAL training. Sea-Air-Land. Psychopharmacology (Berl). 2002;164(3):250-261. doi:10.1007/s00213-002-1217-9

  16. Nkondjock A, Ghadirian P, Kotsopoulos J, et al. Coffee consumption and breast cancer risk among BRCA1 and BRCA2 mutation carriers. Int J Cancer. 2006;118(1):103-107. doi:10.1002/ijc.21296

  17. Baker JA, Beehler GP, Sawant AC, Jayaprakash V, McCann SE, Moysich KB. Consumption of coffee, but not black tea, is associated with decreased risk of premenopausal breast cancer. J Nutr. 2006;136(1):166-171. doi:10.1093/jn/136.1.166

  18. Bravi F, Scotti L, Bosetti C, et al. Coffee drinking and endometrial cancer risk: a metaanalysis of observational studies. Am J Obstet Gynecol. 2009;200(2):130-135. doi:10.1016/j.ajog.2008.10.032

  19. Wilson KM, Kasperzyk JL, Rider JR, et al. Coffee consumption and prostate cancer risk and progression in the Health Professionals Follow-up Study. J Natl Cancer Inst. 2011;103(11):876-884. doi:10.1093/jnci/djr15

  20. Huxley R, Lee CM, Barzi F, et al. Coffee, decaffeinated coffee, and tea consumption in relation to incident type 2 diabetes mellitus: a systematic review with meta-analysis. Arch Intern Med. 2009;169(22):2053-2063. doi:10.1001/archinternmed.2009.439

  21. van Dam RM, Feskens EJ. Coffee consumption and risk of type 2 diabetes mellitus. Lancet. 2002;360(9344):1477-1478. doi:10.1016/S0140-6736(02)11436-X

  22. Rosengren A, Dotevall A, Wilhelmsen L, Thelle D, Johansson S. Coffee and incidence of diabetes in Swedish women: a prospective 18-year follow-up study. J Intern Med. 2004;255(1):89-95. doi:10.1046/j.1365-2796.2003.01260.x

  23. van Dam RM, Willett WC, Manson JE, Hu FB. Coffee, caffeine, and risk of type 2 diabetes: a prospective cohort study in younger and middle-aged U.S. women. Diabetes Care. 2006;29(2):398-403. doi:10.2337/diacare.29.02.06.dc05-1512

  24. Salazar-Martinez E, Willett WC, Ascherio A, et al. Coffee consumption and risk for type 2 diabetes mellitus. Ann Intern Med. 2004;140(1):1-8. doi:10.7326/0003-4819-140-1-200401060-00005

  25. Murakami K, Okubo H, Sasaki S. Dietary intake in relation to self-reported constipation among Japanese women aged 18-20 years. Eur J Clin Nutr. 2006;60(5):650-657. doi:10.1038/sj.ejcn.1602365

  26. Liu F, Wang X, Wu G, et al. Coffee Consumption Decreases Risks for Hepatic Fibrosis and Cirrhosis: A Meta-Analysis. PLoS One. 2015;10(11):e0142457. Published 2015 Nov 10. doi:10.1371/journal.pone.0142457

Let's Not "Go Back"... Let's Go Beyond...

As our country re-opens, and we adapt to a new post-COVID reality, we may find ourselves in a unique position to make a difference… to support the places, the ideas, the people, and the organizations shaping not just the world as it is, but the world as we would like it to be! This is a special call to support them… a special invitation to go beyond labels, beyond certifications, beyond pretty marketing graphics and clever tactics… to paying attention to their real - always quantifiable, always specific - impact and support those who are making the difference you would like to see in the world! Now, more than ever, your support will be the difference between those businesses and organizations who make it… and those who don’t!

If there’s one thing I now know for sure is… that nothing is bigger than the collective impact of small actions, and nothing more powerful than a small idea in action. You keep proving this to us every single day… that we can go beyond a $0.20 “Fair-Trade” premium… that we can place impact at the top of our list when sourcing… that small farmers (not just wealthy farms and “Estates”, as is the case with most Specialty coffees) can produce some of the best coffees in the world if given the right opportunity and support… and that we can make all of this happen at a fraction of the cost (per cup) that you’d pay for coffee at a gas station! One of the unexpected rewards of this journey has been my own growth as a conscious consumer, as I’ve become keenly aware of my responsibility for everything I buy - and from whom I buy it - and how big the impact of those seemingly small decisions really is! So, I hope you’ll go beyond coffee… I hope you’ll find and champion as many small companies daring - and trying - to make a difference in this new world that now more than ever, favors the survival - and consolidation - of the giants!

Once again (and I won’t ever get tired of saying it) - THANK YOU for making a difference through coffee with us… it is always a privilege to roast for you, and my ultimate happiness to get to #BrewGreatness in the world with you!

❤︎ Lisbeth

P.S. We’ll begin our 2020 “RE:” Summer Series next month (he doesn’t know it yet… but Jolian is writing the first one!) - which is a 3-month series of articles on different coffee topics… we would love to hear from you on which topics or questions you’d like us to feature this year! Please email us: coffee@ethosroasters.com! Oh… and we have one more coffee surprise for you this Summer… stay tuned for our new ETHEREAL Blend launching in June!

Our Coffee Connection in the Era of Social Distancing

As we adapt to a new ‘normal’ of staying home and social-distancing from others those few times we may venture outside, it may be easy to lose perspective on how deeply connected we -every person in the world- truly are… so we thought this would be a good time to remind you - and once again thank you - for the (even bigger) difference you are now making in the lives of everyone behind your Ethos coffee!

It is only thanks to the support of amazing people like you that we have been able to not only keep our commitments to our farmers, but also look for new opportunities to make an impact. Our latest coffee addition from Colombia - Planadas - is a perfect example! It is a high-scoring, single-varietal (Lisbeth’s favorite Colombian varietal, Caturra!), micro-lot farmed by an amazing woman, and sourced at a 300% price premium (i.e. she directly earned over 3 times the current market price). She belongs to a wonderful group of small growers who have organized as the ASOPAP Co-Op, and we hope that this will only be the beginning of a long-term relationship with them! This was one of our ‘stretch-goals’ for the year… and we thought now was the perfect time to make it happen… the perfect time to try to make a bigger difference… the perfect time to offer you something new to enjoy and share… and the perfect time to live up to our Brew Greatness motto!

We simply cannot thank you enough for making this possible - for keeping us busy roasting for you, for believing and sharing our Ethos, and for being part of this journey - both at home and online! Our connection to each of you, and the gratitude and love that goes into every order is very real - and we hope you feel it as strongly as we do!

Deeply grateful for the privilege to Brew Greatness in the world with you, and for this special connection with you - now stronger than ever,

Jolian & Lisbeth

P.S. We can’t wait for you to try our new Planadas (we’ll be including free samples on every box for the next few weeks!), and hear your thoughts! We’re always grateful for your feedback, your sweet emails, and for all your love and sharing online! (find us as @ethosroasters on Facebook and Instagram)… and would love to hear any ideas for a Summer Special! Email us at coffee@ethosroasters.com

In these Uncertain Times... Let's Brew Greatness!

We’re living unprecedented, uncertain times - as the fast spread of COVID-19 is only outdone by the faster spread of fear, even panic. Yet, we believe it is particularly in these times of crisis that we have unique opportunities to shine, to be the best version of ourselves… to be the change we wish to see in the world… to Brew Greatness!

Our dream to brew a better world through coffee, and our commitment to champion small farmers and keep roasting fresh for you - has not and won’t ever change! Yet, our gratitude for each of you has reached new heights! - as we realize that prioritizing the quality, thoughtfulness, and impact of your coffee in these uncertain times is truly remarkable!

It has reminded us, in the midst of this uncertainty, that we have more opportunities than ever to Brew Greatness… to share more time with our loved ones, to eat healthier, to read more, to finish that project, or to learn something new, and above all - to spread much needed love and kindness to others.

For us, the sudden cancellation of markets and events last week prompted us to offer some free Brew Greatness Blend on orders until the end of March - which marks our 4 Year Anniversary! Since we can’t thank you in person for these 4 years… we thought we would send our most special blend right now! (it’s one of our best deals yet - we’re doing a free 8-oz ‘sample bonus’ on every single order!)

We’d also love your thoughts on what you’d like to see from us in April - we’re thinking of ways we can make it easier to share/send Ethos to the ones you love, wherever they are! Our leading idea is a $15-16 option that will ship free to any USA address - hopefully an easy way to express love, and spread kindness! Please let us know if you like the idea, or if you have any other ideas - email us anytime at coffee@ethosroasters.com!

We are - always and more than ever - deeply grateful for every opportunity we get to roast for you, and committed to keep Brewing Greatness in the world with you - always and more than ever!

Jolian & Lisbeth

Highlights from Guatemala!

It’s been just a few days since we got back from Guatemala, and our first Origin Trip with some of you, our beloved customers! I really wish we could have taken every single one of you on this journey. Better yet, I wish you could have been with us four years ago when we first visited the small town of Poaquil - which did not yet have a CoOp, or many of its now paved roads, or the ability to process its own coffee, or so many women leaders in their community! I realize that seeing those beautiful coffee farms owned and worked by people beaming with love and pride is fascinating! Yet, witnessing their transformation - in every possible aspect - from where they were just a short 4 years ago. . . that is something beyond what pictures or words can capture. . . beyond what we thought possible. . . and exactly what we like to call “Brewing Greatness in the world”!

As you likely know, our motto to “Brew Greatness” is not just about brewing a great cup of coffee - after all, there’s hundreds of roasters from whom you could arguably buy a “great tasting cup". To Brew Greatness is to consciously choose to make a difference, to use our choice of coffee to shape the world we would like to live in. Realizing this, we’d like to devote 2020 to bring you closer to those lives you are changing through the coffee you drink every day. We’ll use our Facebook and Instagram to share pictures, videos, testimonials, stories, and also have future blog posts featuring stories and messages from your farmers! Of course, we’re always open to getting your questions for the farmers - simply email us (coffee@ethosroasters.com).

Thank you so, so much for making our impact possible… it is always a joy to roast for you, and a privilege to Brew Greatness in the world with you!

Jolian & Lisbeth

PS. Our 2020 Brew Greatness Anniversary Blend is launching March 1st! It’ll be our most complex, fruit-forward blend to date (we sourced a special women-farmed Natural coffee just for this blend), and it’ll be available until the end of April (4th month of the year), since we’re celebrating 4 years!

Happy 2020! Let's Brew (more) Greatness!

The start of the New Year is such an exciting time! This is the time to set new goals, to draft new plans, to embrace new beginnings… a blank page - waiting to be written!

This year, we hope to continue to write this story… a story of lifting others through the power of (coffee-driven) opportunity. Our primary goal is to continue - and grow - our support for those we have championed since the beginning, as we understand true impact is only possible through a long-term view - and a long-term commitment. We want to see the town flourish - we want to see them reach levels of economic prosperity they might not even be able to imagine today. As you may know, we’re doing our first Origin Trip with customers next month (we’ll be in Guatemala Feb 14-18)… and we truly can’t wait to share our Guatemalan adventures with you on our Facebook and Instagram (@ethosroasters) - and bring you a little taste of the amazing world of coffee farming, and the collective impact that we are all having in the lives of farmers and their community. We believe that all of us who share this world are deeply connected to each other, and that every act of love and kindness in one place has incredibly ripple effects that reach much farther than we can see, often beyond our understanding.

As you start 2020 and begin to write this new page… we hope you’ll remember our interconnectedness and never underestimate the power - and impact - of the small things. Coffee is one of those small things - we hope you’ll continue to join us Brewing Greatness - to always seek a cup that goes beyond taste, to seek a cup that transforms lives and creates a better world for all of us!

Always grateful for you, and always doing our best to Brew Greatness,

Jolian & Lisbeth

P.S. We also have a ‘stretch goal’ - to begin at least one new, highly impactful, long-term partnership with a small farmer Co-Op in another country - which would not just mean a new amazing permanent coffee offering for all of us, but it would also mean we’d all get to have an impact in another region of the world!

'Tis the Season to Reflect... on our 2019 journey!

In this last post of the year, we wanted to focus on the most important people in the Ethos world this year - YOU!

We want to thank you (forever and always) for one more year, and also invite you to join us on reflecting on your journey this year - to celebrate everything you’ve accomplished this year, to be grateful for everyone and everything in your life this year, and to learn from this year’s lessons of the missteps that we’re humanly bound to make.

At the beginning of this year, we started posting an inspirational quote on our Instagram (@ethosroasters) every Monday - in an effort to articulate a little better what Ethos means (much more than great coffee!) - it’s a call to act on the idea that each of us -directly and indirectly- gets to make a difference in the lives of others, and gets to shape the kind of world we want to live in. Each day, we’re grateful for the amazing opportunity to continue to make an impact through coffee, and to roast for amazing people like you, who share our burning desire to make a difference!

We thought it was only fitting to end 2019 - and our call for collective reflection on our journey - with our 10 favorite quotes from this year:

“Life’s most persistent and urgent question is: ‘What are you doing for others?” (Martin Luther King Jr. | Posted Jan 21, 2019)

“Be kind whenever possible. It is always possible” (Dalai Lama | Posted Feb 25, 2019)

“ To give anything less than your best is to sacrifice the gift” (Steve Prefontaine | Posted Mar 11, 2019)

“Give to the world the best you have, and the best will come back to you” (Edward Bok | Posted Apr 22, 2019)

“It is not in the stars to hold our destiny, but in ourselves” (William Shakespeare | Posted May 20, 2019)

“Freedom cannot be bestowed, it must be achieved” (Franklin Delano Roosevelt | Posted Jul 1, 2019)

“You don’t become what you want, you become what you believe” (Oprah Winfrey | Posted Sep 9, 2019)

“The only true gift is a portion of yourself” (Ralph Waldo Emerson | Posted Oct 7, 2019)

“The price of greatness is responsibility” (Winston Churchill | Posted Nov 18, 2019)

“It is not how much we give, but how much love we put into giving” (Mother Theresa, | Posted Dec 23, 2019)

Thank you for one more year of Brewing Greatness in the world!

Jolian & Lisbeth

'Tis the Season to be Grateful... for those who Brew Greatness!

Happy Thanksgiving! Today we celebrate one of the most beautiful Holidays in the world - a day that’s all about coming together and appreciating all the wonderful people in our lives and all the amazing things - tangible and intangible - we get to have, and all the precious moments we get to experience!

Today - and every day - we’re grateful for YOU… and we hope to never miss an opportunity to say it! In this opportunity, we want to especially thank you for constantly reminding us - through each single order, post, message, ‘share’, conversation, and interaction with us - that there’s others like us. Those who also want to go beyond drinking a better cup of coffee, those who care deeply about making a difference… about Brewing Greatness in the world!

We hope today - and this weekend - is a Holiday filled with many happy moments, yet most importantly, with many opportunities to thank those who make a difference in your life.

Thank YOU for making a difference in our lives, and for making our Ethos of “Brewing Greatness” - possible!

With all our hearts,

Jolian & Lisbeth

'Tis the Season for Sharing... Coffee with a Crowd!

A new Holiday season is fast approaching! The season for sharing is here, which means it’s the perfect time to cover our tips on brewing a cup of coffee that will impress any crowd! Our method recommendations largely depend on the size of your crowd… so, know your crowd, and get ready to make them one of the best cups of coffee they’ve ever had!

If you’re having a small gathering, and are an Espresso aficionado, you simply can’t go wrong treating them to a freshly roasted, wonderfully-extracted Americano, Cortado, or Latte! It’ll give you the opportunity to showcase your skills and share a unique experience with your family or close friends. Our Crema Espresso Blend is a solid crowd pleaser, but almost any of our single-origins -particularly washed and honey Central and South Americans- all have great Espresso potential!

A second option is to make them a Pour-Over with your favorite coffee! (Chemex is our go-to for making 4-6 cups at a time). It will also give you an opportunity to showcase your skills (i.e. grinding, timing, slow pouring), and show that you don’t need any fancy equipment to make an amazing cup! Pick one of our naturals or honey-processed coffees for the most memorable craft coffee experience!

If your group is a little larger (6-12 people), consider brewing the same coffee employing two methods at the same time, i.e. Pour-Over and French Press. This will not just allow you to prepare a larger volume of coffee in a shorter period of time, but will also add another dimension to the experience (i.e. as people will be able to contrast differences between methods… you can even offer them a ‘half cup’ of each method!). Expect Pour-Over cups to be cleaner and more ‘transparent’, and French Press cups to be bolder and heavier in body. Central and South American beans - and our Swan blends - really shine on both methods! (our Red Swan Holiday Blend this year will be extra bold and fruity - absolutely perfect on Pour-Overs and French Press!)

Finally, if you’re hosting a large group (12+ people), Drip (aka. ‘standard coffee maker') is the best way to brew coffee for a crowd! Consider getting an insulated coffee carafe with a 2-3 L capacity, which will allow you to make a couple of batches in advance so everyone can enjoy their coffee at the same time. Trust us, as soon as that first person starts pouring a cup… everyone will want one! Any of our beans would be great here, though we’d encourage you to brew Poaquil - and hopefully get a chance to tell the economic empowerment story of the Guatemalan farmers behind your cup!

Always grateful to roast for you… and get to Brew Greatness in the world with you!

Jolian & Lisbeth

PS. Our new Poaquil Honey + Poaquil Natural just launched TODAY! Plus, our Holiday Gift Sets, Stocking Stuffer Specials, and our 2019 Red Swan Blend will be launching next Fri, Nov 1 (and available until Dec 31). And, if you’re going to the Holiday Gift Market in Tampa (Nov 7-10), come say hi! (and get some coffee and a hug!) Find us at Booth #602.

Celebrating Coffee Greatness

Happy National Coffee Day! Our very first blog/newsletter post - “Celebrating Coffee” - was exactly two years ago… and laid out our vision for what “Coffee Greatness” meant to us: to see beyond great taste… to wholeheartedly try to make the world a better place through coffee!

So, we would like to take this opportunity to ‘add’ Greatness to this coffee celebration - to highlight coffee is not just an amazing drink worth celebrating (which it absolutely is!), yet it also offers this incredible opportunity to seek ‘greatness’, to build a better world - a world where small coffee farmers have an opportunity to lift themselves out of poverty, a world where their children can go to school every day, a world of coffee lovers that see beyond great taste and who care deeply about the impact - the ‘greatness’ - behind each cup.

Today we gratefully raise our cups celebrating the amazing privilege we get every single day… to get to Brew Greatness in the world through our favorite beverage in the world - coffee!

Thank you for Brewing Greatness in the world with us!

Jolian & Lisbeth

PS. New 2019 Crops of Cafe Femenino have arrived! Andes launched earlier this week, and a new Huehue Cafe Femenino launched earlier today. We had some logistic challenges getting our Poaquil this year - but our 4,500 lbs are finally expected to arrive this week! Plus, we have a couple of very special surprises for you - stay tuned on our FB and IG for special coverage on a visit by three Poaquil CoOp members to the roastery (they won an educational grant and will be joining our Ethos panel at Tampa Bay’s Coffee and Art Festival next Sat, Oct 5th, and staying with us for a few days!)…. and a special announcement on a very unique offering from their CoOp this year!

RE: Brewing The Perfect Cup

In our last Summer Series this year, we wanted to share our insights on how to brew a perfect cup. Here are 5 key elements that would enable you to Brew Greatness in any method!

1. FRESHNESS

There’s good reason behind our obsession with freshness - ALL great cups start with fresh beans (weeks old, not months old!) that are freshly ground right before brewing. See our previous posts for insights on why it matters, and how to keep beans fresh!

2. WATER

Water quality matters - remember your final brewed cup is ~98.7% water! Spring or properly filtered water is simply a necessity when brewing a great cup. The ideal brewing temperature is between 195 and 205℉, which is this slightly cooler than boiling (i.e. boil and wait a minute before pouring).

3. RATIOS

A ‘ratio’ is simply the amount of coffee you use in relation to the amount of water, or cups you’d like to brew. Using a 1:16 coffee-to-water ratio is considered ideal - i.e., an ounce of coffee for every 16 fl oz of water, for example (or half an ounce of coffee for an 8-oz cup). While weighing your beans and your water will always give you the best results, you can also use a consistent measure (i.e. a coffee spoon and a cup for which you know the weights or amounts of coffee and water they ‘hold’).

We should note, it’s ok to deviate from this ratio slightly, i.e. 1:15 for a stronger cup, or 1:17 for a milder cup - when it comes to coffee strength and taste - ‘perfection’ is in the eyes of the beholder.

4. GRIND

Size really matters when it comes to the perfect grind! If your grind is too coarse (or large) for the method you’re using, you’ll get a weak cup that lacks body and may be acidic. If your grind is too fine (or small), you’ll get a cup that is harsh, sharp, even bitter. Remember one grind size does NOT fit all methods, and small changes to grind size can make a big difference (in terms of the total ‘surface area’ of coffee exposed to the water) - so when it comes to grind adjustments - small changes are big!

5. TIMING

Time is of the essence when it comes to brewing! A great cup of coffee typically takes ~4-6 min to brew.

Remember brewing time is extraction time - i.e. the time necessary for your delicious coffee compounds to ‘transfer’ from the grounds into your cup. If too short, you’ll get a weak, acidic cup; if too long, you’ll get a harsh, bitter cup… yes, just like with grind size! They two are very closely related - coarser grinds need longer steeping times (e.g. French Press and Cold Brew), while finer grinds need shorter steeping times (i.e. Espresso is the ultimate example - as it extracts in 25-30 seconds).

Get these right, and you’ll be able to make a great tasting cup in ANY method! Let’s keep Brewing Greatness in the world!

Jolian & Lisbeth

PS. ‘Charley’s World’ - a local TV show - did a generous segment on us to help us tell our story and most importantly - spread the idea that we can make a difference. Thank YOU for making all of it possible!

There’s pics on FB, behind-the-scenes on IG, and here’s also a video.

RE: Coffee Processing: Washed + Honey + Natural Demystified!

You have probably seen the terms ‘washed’, ‘honey’, and ‘natural’ in our coffee descriptions, yet we thought a more in-depth explanation would make it a little more meaningful - and take your coffee connoisseur game to a whole new level!

First, some context on ‘Coffee Processing’ - this is the crucial step that transforms coffee cherries into “green coffee” that’s ready to be exported/imported/roasted! ALL coffees - yes, ALL coffees - must be processed before we can roast them! Otherwise, we would be trying to roast a ‘coffee fruit’, not a ‘coffee bean’ (technically, a coffee seed). Specifically, we need to remove three main layers (from the outside in) to get to our precious seeds: (1) pulp or exocarp, (2) mucilage or mesocarp (a sticky layer high in sugars), and (3) parchment (a papery layer protecting the seed).

There are three main processes worldwide : (1) Washed or Wet Process, (2) Honey (and variations), and (3) Natural or Dry Process. And it is when the layers are removed that makes all the difference!

Washed coffees get the first two layers, pulp and mucilage, removed as soon as possible after harvest. This is achieved by mechanically de-pulping and throughly ‘washing’ the coffee beans, and leaving only the parchment layer during the drying process (which can be under the sun, using mechanical dryers, or a combination of those two). Once beans are dried to ~12% moisture, they’re milled to remove the parchment layer and packed in 60-70 kg bags for export. This is the most popular method for Specialty coffees, as it yields incredibly clean, consistent, well-balanced cups. The highest scoring coffees worldwide are typically washed.

Honey coffees are characterized by the partial removal of the first two layers (pulp and mucilage), always leaving some pulp and mucilage around the seed to ‘ferment’ during the drying process. Depending on the amount of pulp/mucilage left, you may have a ‘Yellow Honey’ (no pulp, little mucilage, short fermentation, closer to a Washed), a ‘Red Honey’ (some pulp, most mucilage, medium fermentation), or a ‘Black Honey’ (most pulp and mucilage, long fermentation). ‘Honeys’ are very labor intensive, as they require constant monitoring and care during the weeks-long fermentation/drying under the sun. They’re also risky, as the whole harvest could be lost in an uncontrolled fermentation (i.e. yielding rotten, alcoholic, or medicinal notes). Yet, they can also yield amazing, sweet, complex, unique fruit flavors!

Natural coffees are dried with all layers! This means they’re dried as a fruit, under the sun or a combination of sun drying with mechanical dryers. Dried fruits are then ‘milled’ to remove all three layers (pulp, mucilage, and parchment) and coffee is packed for export. This is the most common method for Brazilian coffees, yet, it’s worldwide popularity has risen in recent years. It leads to sweeter, fruitier, and more full-bodied cups (vs. Washed), yet, as in the Honey process, there’s always the risk of an uncontrolled fermentation due to the high sugar content during drying.

We have excellent examples of all 3 processes currently online: try Poaquil or Kenya AA vs. Los Pinos (yellow honey) vs. Red Honey vs. Yirgacheffe, for example! We’re also working on some exciting new additions on this front with our ‘Poaquil’ partners! (we’ve been secretly experimenting for the past 2 years to bring something really unique to you… hopefully in just a few months!)

I hope this was insightful… and left you a little inspired to try something new!

Always incredibly grateful to get to roast for you, and Brew Greatness in the world with you,

Lisbeth

PS. We’re so excited about our Guatemala trip next year!!! We have a few spots before we hit our maximum number of people for the trip (which we would love to do, as we probably won’t do another one for a while!). The penalty-free deadline has been extended to 7/24… if you feel called, join us!

RE: Our Top Coffee Storage Tips!

Summer is here again, which means our “RE:” Summer Series on scientific answers to your coffee questions is back! In this first edition, we wanted to cover a topic that’s always relevant, yet especially important during the summer months, when temperature and humidity levels are at their peak…

OUR TOP COFFEE STORAGE TIPS (to keep freshness and keep Brewing Greatness!)

[ Hint: each tip addresses one of the three main factors responsible for the loss of aromatics and flavor changes in coffee - Temperature, Oxygen, and Moisture - which you can remember with the acronym “TOM”]

1- Keep your beans cool! Temperature is one of the main factors affecting your coffee’s shelf-life, so keeping your beans at temperatures below 75°F is a must during the summer months! If you’re traveling and taking your freshly roasted beans with you (which we love to do!), place them in your carry-on, and avoid leaving them in the trunk of your car (which gets really hot!). Generally speaking, chemical reaction rates tend to double for every 10° rise in temperature, which means that beans that would last fresh for a month in a cool place may only stay fresh for a week or two in our summer temperatures!

2. Keep your beans inside an air-tight container. Exposing your beans to the air not only “steals” away its amazing aromatics… the oxygen in the air also reacts with the naturally occurring oils in your coffee, and begin a series of oxidation reactions that result in undesirable breakdown products like peroxides, aldehydes, ketones, and free fatty acids (i.e. rancid taste).

3. Keep your beans in a dry environment. This is perhaps our most insightful tip, particularly if you live in a place where summers are both hot and humid - like Florida! Most never think of moisture as having a large impact on shelf-life - yet its effects are profound! Oxidation reactions in extremely low-moisture foods like coffee are mostly diffusion-limited, which means even tiny increases in moisture content can increase diffusion - and oxidation rates - dramatically. One of the reasons we do NOT recommend placing your beans in the fridge, is that humidity inside your fridge tends to be relatively high (plus, it also de-gasses your beans faster, and they may absorb extraneous odors from the other foods in your fridge).

So, remember to avoid ‘TOM’ and keep your beans in a cool, dark, dry, air-tight container so you can enjoy them at their best!

Always grateful to get to roast for you… let’s keep Brewing Greatness!

Jolian & Lisbeth

PS. July 1st is the last day to sign-up for our trip to Guatemala in 2020! If this is something you really want to do… please consider joining us! Sign up at eo.travel/ethosroasters

Guatemala Origin Trip 2020!

We’re super excited to announce our first Origin Trip to Guatemala that will be open to you, our amazing subscribers, customers, and fans! We’ve started to include flyers on all coffee orders this week, and will continue until supplies last. If you can’t wait… no worries, you can also access all the information and sign up for the trip online! (eo.travel/ethosroasters).

The trip is organized and run by EO Travel (staffed with at least one Ethos fan/subscriber who made this all happen!) and it includes all transportation (flights from TPA, but there’s an option to book your own airfare if you’re flying from other areas), lodging, and some meals! If you have trip-specific questions or need help, they’ll be happy to answer any questions about trip logistics, payments, etc. Please note, the initial trip deposit is due July 1st.

If you love what we do and want to understand WHY we do it - we hope you’ll really consider joining us! Jolian and I will also be going as participants this time, so we can experience and hopefully refine any future trips (we probably won’t be able to go on all future trips, but our relationship with the Co-Op is so close, is as if you’ll be visiting our Ethos family in Guatemala!).

I know there’s a lot more reading about the trip you have yet to do… so I’ll keep this post short and sweet!

Thank you always for choosing to Brew Greatness in the world with us!

Lisbeth

PS. Our new Kenya AA is arriving next week… can’t wait to share this fantastic new origin with you… AA is Kenya’s highest quality grade, and the cup is complex, full-bodied and different from any of our other offerings!

Let's make it better! (New harvests will arrive soon!)

It’s such an exciting time! Our peak arrival season for new coffees is just beginning, and we can’t wait to introduce you to new origins and new favorites - while renewing all-time favorites!

We’ve renewed our commitment to our Poaquil partners in Guatemala (we’re now in our 4th consecutive year - we began sourcing from them since our early roasting days back in 2016!). We’ll be doubling our order this year, and adding some very special Natural and Honey processes from their most select Red Bourbon beans they’re doing just for us! We’ll keep sharing pictures (there’s some good ones on the drying process) on Instagram and keep you posted!

We’re also renewing our commitment to our Cafe Femenino offerings. Opportunity and equality for women around the world is a cause worth championing, and as a women-led business, is particularly close to our heart. It has been repeatedly shown that lifting women benefits not just their families, but also their communities, and perhaps most importantly - serves as an example for the next generation of women to aspire and dream even bigger!

Beyond these, and our core Signature Blends, we’ll be searching for coffees with the ability to Brew Greatness in the world - coffees that not just taste great, but have a compelling story and real impact. We realize our never-ending search for “better” is hard (as we may be discontinuing an old favorite), yet it is only through change, and the belief that better is always possible, that we can continue to raise the bar! So, we invite you to help us make our upcoming sourcing season even better… by sharing with us your “wish list” of regions/flavor profiles you’d like us to feature!

Finally, as some of you with recent orders may already know, we’ve launched our new "Featured Coffee” sampling program - we’ll feature a particular single-origin or blend each month, and include it with every order - along with a profile card that will tell you more about it! This month’s feature is Black Swan. We hope you’ll love this (please tell us - tag @ethosroasters on your Facebook/Instagram posts).

Always deeply grateful for the privilege to roast and Brew Greatness in the world with you!

Jolian & Lisbeth

PS. If you have a few minutes (and haven’t yet done it), we would be forever grateful if you could review us on Google and/or Facebook - as it will help other coffee (and impact) lovers (like us)… find us!