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All About Terroir

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Terroir™ Select Coffee was created in early 2004 to forge a new kind of partnership with coffee growers – one which recognizes their fundamental role and identity in the production of high quality coffees. We believe that one should not blend truly fine coffees, just like one does not blend fine wines, because they are already complete statements. There has been very little incentive, in terms of remuneration and acknowledgement, for producers to create really great coffees.

Aficionados! You have barely tasted the tip of the potential quality iceberg! Coffee growers remain locked in the commodity matrix because the coffee-roaster tradition has promoted blends as products superior to the sum of their parts – meaning the single origin coffees. So, most farmers produce what the market demands: acceptable, large coffee lots for blending. Growers of anonymous coffees-to-be-blended depend for economic sustenance on the goodwill and/or temporal strategies of the buyers’ market, from giant corporations to Fair Trade. Coffee producers, so far, do not have the market platform for high-craft self-expression.

{mosimage}Coffee has progressed from the flatline-quality graveyard of the 1960 and 70’s to the quality trapezoid of today’s specialty blend market. This trapezoid now needs to be crowned with great single-source, named coffees to become a quality pyramid – for the health of the marketplace, the growers, the growers’ nations – and for our very real pleasure and delight!

Terroir™ is on the cutting edge of this dawning. We are tiny and, as such, our first goal is to find, to the best of our ability, benchmark quality coffees from single identified sources. This is still a frontier, where great qualities in many countries must be searched for like needles in a haystack. Such coffees are often produced in tiny quantities; transport that assures the quality of these boutique lots does not exist in what is now a consolidated bulk market. We are now flying the coffee to our location when there is any doubt.

My experience, reputation and accumulated good will in the specialty coffee industry is, in no small part, helping us launch Terroir™. Even more important is the dedication and quality of the Terroir™ team. Noel Vega, master roaster extraordinaire since the days of The Coffee Connection; co-fanatic Peter Lynagh, in charge of quality control; veteran Mike Fitzhugh, our guru of production and equipment; and Jerry O'Hare, our Customer Service Manager.

George Howell
 
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