Crop to Cup with JJ Bean

09.09

I’ve posted a lot of videos lately, but they’re all fantastic and serve as great reminders of how complex coffee is—not only in taste—but the effort it takes to fill your cup.

This latest video from JJ Bean Coffee Roasters in Vancouver begins with a montage of beautiful b&w photos from an origin trip to Guatemala earlier this year. After returning home, it follows the green beans to the cupping table, through roasting and into a cup.

From the JJ Bean website:

Relatively few people in North America have any knowledge about where or how coffee is made. It is easy to think of coffee as simply a tasty drink made from ground “beans”. However, there is much more to coffee than that, and we wouldn’t even have those beans (which are actually the seeds of coffee cherries) if it were not for the hard work of farmers and workers on coffee farms around the world, as well as the tasters, roasters, and baristas who transform the green beans into the drink we know as coffee. At JJ Bean, we wish to honour the entire “journey of coffee”, from crop to cup, as well as the many people who work tirelessly to bring us that coffee.

I couldn’t agree more. Enjoy.

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posted by on 09.09.2011, under Misc., Recommended Roasters, Videos

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