A Grounding Experience: Why You Should Try Umbria Coffee
Every morning, we begin our day getting ready for the grind. In hours or minutes, we emerge from any given stage of the REM cycle to start our various tasks. If you "perfected" the morning routine, you become an automaton. If this is the grand version of adulthood falsely propagated by The CW or ABC family, where is the mundane magic?
In math, we memorized a formula to solve a problem correctly. Coffee is part of my equation of success. It is so ingrained in my every day that having my morning coffee provides my brain some fuel to start my day. It is a catalyst for my kinetic energy. I start my day with a cup of coffee. Without it, well, I don't want to think about that.
(Gif courtesy of Wix.com)
One weekend morning, I was walking on Fort Lauderdale Beach and decided to go into a hotel for a coffee. When you live near a beach town, you learn that going to a fast-casual coffee chain or going into a hotel offers the same priced item. I wanted to try something new. So, I ordered my iced coffee. As I checked my email, I took my first sip. As a daily coffee drinker, I thoroughly enjoy my first sip. But this coffee made me stop what I was doing and look around. When I sipped this coffee, I looked up from my phone and listened to the music as I heard the smooth jazz covers and smelled sunscreen. I stopped my kinetic energy and savored the now. I thought, Dam, this is good. I looked on the menu and found the source of this grounding experience: Umbria Coffee Roasters.
Umbria Coffee Roasters, based in Seattle, Washington, is rooted in Italy's coffee culture. It creates coffee to help you savor the here and now. I spoke with the company to learn more about its business strategy.
1. What makes Umbria Coffee different from other coffee roasters?
Umbria Coffee Roasters is the nexus of Italian coffee culture in America. The company is rooted in Italy's coffee consumption tradition. While coffee beans do not grow in Italy, Italy is famous for processing coffee beans, crafting the machinery required for coffee consumption, and establishing the foundation for a world-renowned coffee culture. Umbria Coffee Roasters' master roaster, Emanuele Bizzarri, is a third-generation coffee roaster and one of the founders of the business. Bizzarri and the Umbria Coffee team craft coffee blends steeped in Italian tradition suitable for various brew methods.
2. Where do you get and cultivate your coffee beans?
We source our coffee beans from four regions: Africa, Central America, Indonesia, and South America. These areas are part of the Coffee Belt (between the Tropics of Capricorn and Cancer). We particularly focus on beans from Central and South America. Our products state that they are 100% Arabica coffee. The coffee roaster world views Arabica coffee as premium coffee because it is grown at a higher elevation, exposing the beans to more biodiversity and climatical elements. In the United States, when you buy a product that says 100% Arabica, you know you are purchasing a premium green coffee.
(Video courtesy of Umbria Coffee.)
3. How do you incorporate your mission and vision into your products?
Our mission is to provide our customers with the highest quality coffee blends (created by Emanuele Bizzarri) for our customers. We cultivate relationships with businesses or individuals by showcasing how we differ from other companies. We specialize in training our B2B or wholesale customers to meet the parameters for the best-crafted coffee.
(Video courtesy of Umbria Coffee.)
4. What is the future of the company?
We have ten retail locations across the country. We want to continue to expand to new markets while ensuring the highest quality product and customer service.
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