It started as a dream

As most things tend to do. I had just finished my very first attempt at roasting coffee beans on an old frying pan in the kitchen of my downstairs duplex in Portland’s Hollywood District. I couldn’t get them to turn the deep brown that you expect coffee beans to be. They were more of a dirty yellow and smelled like a barn. Didn’t taste much better, either.

After months of practicing, I got my first chance to use an industrial roaster during the holiday season. I roasted 10 lbs of Tanzania Peaberry beans, packed them into brown bags, and labeled them “Joe by Joe.” I thought if I ever had a coffee brand, that’s what I would call it. But of course, I would never have a coffee brand. After all, it was just a dream.

Ten years later and the dream is still alive. I’ve partnered with Buckman Coffee Factory where I do my roasting on a Proaster 10 kg roaster. I make sure to source my beans from suppliers who work directly with farmers, promote sustainable agriculture, and compensate fairly. And I meticulously roast every batch to bring out the best in the beans so you can enjoy each cup. Together, we make coffee happen.

Happy brewing!

Joe from Joe by Joe