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first things first
I should start with a proper introduction. I’m James Schutz—the new director of marketing here at transcend coffee. I’ve been here a few weeks now and I’ve had a chance to settle in, get to know the team a little better and and formulate some plans and strategies. So I thought it might be a good time to share a few thoughts and express in a very limited way why I’m so excited to be here.
I should also say that I’m very new to the world of specialty coffee. I’ve enjoyed the high quality coffees transcend has been roasting for about three years now and I’m learning more everyday about what makes a great coffee. But compared to the incredibly educated and experienced experts out there, I am no more than a helpless infant in the world of coffee. I am a marketing professional with a (rapidly expanding) passion for coffee and I hope to continue to refine my palate and increase my coffee knowledge, but it will take time. So please keep all this in mind as you read this and any other posts I may make in the future.
hardly a new idea
What we do here at transcend is not actually a new or revolutionary idea. The notion of finding the best green coffee beans in the world, paying a fair price for them, roasting each coffee differently to bring out its unique characteristics, and preparing and serving coffee with the best tools, method, and tender care, is in fact centuries old. It’s just that—in North America especially—we forgot about all that for a good long while.
But that’s changing. We are beginning to discover—or remember perhaps—all that this amazing plant and beverage has to offer.
‘third wave’ sidebar
Some describe what’s going on in the specialty coffee world right now as the ‘third wave’ of coffee. There seems to be some debate as to exactly what that means, but my understanding is:
- the first wave = the industrialization and wide distribution of coffee
- the second wave = the introduction of espresso to North America and/or the Starbucks phenomenon
- the third wave = pursuit of a truer expression of where the coffee was grown—the terroir to use a wine term—and the quest for the ever-elusive ‘perfect cup’
exciting times ahead
So, you can call it the third wave, an awakening, a rediscovery, or the next step in the evolution of coffee. Whatever you call it, it’s exciting, and it is happening. Right now it’s mostly taking place in small(ish) groups that are slowly growing and gaining momentum. They are supported and led in local communities by micro roasters or high-end cafés who are striving to do coffee at a level higher than the Green Mermaid. These groups are quickly realizing there are others out there, just like them. It’s a movement. Seth Godin would call it a tribe.
And that’s where transcend comes in. We humbly believe that we have something to offer. Our illustrious leader, Poul Mark, in three short years has built a roastery and a café, introduced a city to a new expression of quality in coffee, traveled to several countries and established direct trade relationships, judged several coffee competitions, and has developed a talent and a passion for teaching people about coffee.
That’s really what we want to do. We want to share the knowledge we have—knowing that there are many others out there that have incredible experience and wisdom as well. We want to help as many people as possible to discover, understand and regularly experience coffee at a higher level.
In the next few months we are going to launch some new initiatives and generally try a lot of new things out. We’ll experiment with video and podcasting, and other ways to deliver coffee education and content online. We’ll offer courses and public learning events at our shop. We’re refining our own barista training program. Poul (our president), Chad (our roaster) and Josh (our director of operations) will likely all do some more traveling with the aim to learn more about coffee and bring their knowledge and experience back in order to make better coffee and pass that knowledge on. And of course plans are underway to open our second café in Edmonton.
we need your help
Throughout this period of expansion and experimentation, we’ll be relying on our customers, our supporters and our fellow coffee industry professionals to let us know what’s working and what’s not. Please tell us what you find compelling and worthwhile and most importantly, what helps to inspire, enrich and enhance great coffee experiences for you.
and finally...
I hope this hasn’t sounded too self-indulgent. That’s not at all how it’s meant. What I hope has come across is the passion and potential I see in this industry and this company in particular that I find so inspiring.
I truly believe that transcend is living up to its name—literally. Transcend is rising above and beyond the simple product of roasted bean and brewed beverage. It is becoming a place, an idea, a philosophy, a dream, a passion, an agent of change, a community, a shared experience. And yes, it is also a very fine cup of coffee.
