There’s a new Nordic coffee roaster to keep your eye on in Ålesund, Norway named Jacu Coffee Roasters. I first met Anne Birte and Gunnar last fall when I attended a coffee and chocolate pairing at their shop, then called Brenneriet.
At the time, Anne Birte told me of their future plans to begin roasting and gave me a sneak peek at their new rebrand, which I loved from first sight. We kept in touch after I left Ålesund and she even used two photos of mine in the re-design of their shop—mounting them like pillars on the sides of their front door.
Jacu’s name refers to the Brazilian Jacu bird, who like the Civet cat in Indonesia, is known to seek out and eat the finest coffee cherries. While Jacu (thankfully) doesn’t sell bird poo coffee, its goal is to be just as discerning when looking for the best coffees to roast and serve to their customers.
The branding, done by Tom Emil Olsen, begins with a beautiful custom wordmark that with a slight modification transforms the letter “J” into a simple icon of a Jacu bird.
The system is very thorough, designed with modular elements and economic methods of branding various pieces of collateral. There are stamps, wax seals, and embosses that all add beautiful hand-touched flare to envelopes, coffee bags and business cards.
The matte black, resealable bags are labeled with printed kraft paper that share taste and aroma notes along with basic origin information. The bags look and feel elegant, while also capturing the warm colors and textures many people associate with coffee and natural foods—a feat that can be difficult to execute well.
The café (and now roastery) has been updated along with the brand, including warm walls of wood, shelves full of coffee and a shiny new roaster. Next time you find yourself in Ålesund, be sure to visit Jacu’s revitalized home for some of the best coffee in town.
So far, the coffees I’ve tried from Jacu have been quite enjoyable (especially the Honduras, Montana Verde). Although none of them were very unique or exciting, for a new roastery, they’re off to a great start. In a country known for its high quality specialty coffee and high coffee consumption, Jacu will have no trouble finding themselves in good company. I look forward to seeing what coffees are sourced and how their offerings develop in the future—maybe something from Nordic Approach.
Like Jacu on Facebook and view more photos of their lovely branding here.
A website launched on Friday announcing a new company that plans to export Scandinavian coffee culture to a city near you. Simply named “Scandinavian Coffee House” the company is opening its flagship store and head office in Ålesund, Norway—the town where I attended a coffee and chocolate pairing last fall. There are already plans to open stores in New York and Tokyo this year, while also searching for franchise partners in the Middle East, China and India.
The SCH brand has built itself upon the great pillars of Scandinavian life, which include design, nature, heritage and coffee. With the coffee aspect focusing on the very small percentage of very well regarded coffee that you can find here. They have partnered with Robert Thoresen—the owner of Kaffa roastery in Oslo and the very first World Barista Champion—to select and roast coffee under the SCH label.
The SCH website, which is quite beautiful, talks about seasonal coffee, the importance of their roast style and their commitment to brewing each drink individually. In many ways, this seems like the first attempt to launch a coffee chain built on progressive coffee ideals (as opposed to a progressive shop becoming a chain).
If they can stay true to their core principles and maintain quality control, this seems like a great way to reach a broader market of the coffee drinking public. My biggest concern would be how they maintain quality control and freshness of the roasted coffee that’s being shipped to places far from Norway—like Tokyo and India. Will there be a roasting facility and trained roaster included with each new franchise?
The website is currently just a teaser, with no real photos of their cafés (since they’ve yet to open), but it has definitely grabbed my attention. The website itself is one of the nicer ones you’ll come across in the coffee world, the samples of their custom furniture look fantastic, and the photos of nature remind me why I moved to Sweden.
However, after spending time reading through all the content, I’m left wondering why SCH isn’t focusing on spreading the joy of Scandinavian coffee within Scandinavia. While we are spoiled here with roasters like Kaffa, Tim Wendelboe, Koppi, da Matteo, Coffee Collective, among others—majority of the coffee served in a traditional Nordic coffee house is not what I would like to have representing my heritage.
It’s wonderful that they want to share the incredible aspects of Scandinavia with the rest of the world, but sometimes I think people should have to come here to experience it. After all, that’s what adventure is all about.
Scandinavian Coffee House
I may have missed the Nordic Barista Cup last week due to a pre-scheduled vacation, but my week long road trip through Norway wasn’t without some coffee fun. After a day spent in Oslo visiting coffee bars (which I’ll be posting about later), I left for the Norwegian Food Festival in Ålesund, where I attended a coffee and chocolate pairing at a great little coffee bar called Brenneriet.
I’d never actually tasted chocolate and coffee together aside from what’s stuffed in the occasional croissant and it was a unique test of my palette in attempting to discern how well certain chocolates paired with certain coffees.
The 90-minute event began with an introduction to specialty coffee that briefly covered where its grown, how its harvested, proper roasting, grinding and brewing, and the importance of coffee freshness. One of the most interesting points made in regards to preparing coffee (translated from Norwegian), was how 4-6 months of hard work from the farmer can be ruined in 4-6 minutes of improper brewing.
During the coffee intro, glasses where passed around containing green beans, roasted beans, and ground coffee to illustrate the transition and to add a sensory experience to the mini-lecture, which was then followed by an introduction to cocoa and chocolate that set up the experience of tasting the two together.
Gunnar brewed up two coffees on a Hario V60—a Colombia, Omar Viveros and a Kenya, Tegu roasted by Kaffa in Oslo. We were asked to draw a matrix that included the two coffees and the three different chocolates—Bailey’s Truffle, Crème Brûlée, and Raspberry Dream. After taking a nibble of a chocolate and a sip of a coffee, we would determine if the pairing highlighted the coffee, the chocolate, or if they combined perfectly. I was surprised to find that the sweetness of some chocolates made one coffee bitter, but not the other—while the Raspberry Dream made the fruit notes in the Kenya extraordinary.
I usually drink my coffee by itself, and while I’ve heard of coffee pairing being done in some restaurants similar to wine, this was my first foray into the deliberate pairing of food and coffee myself. It’s a great way to test your senses and explore the effects that outside elements can have on a coffee. Some for the better and others for the worse. If you get the chance to try something similar, I highly suggest it.
The next day I went back to cup some Tim Wendelboe coffee I brought from Oslo and introduce Gunnar to the AeroPress disk. It was a great time with friendly people who are passionate about great coffee. If you’re ever in Ålesund, Norway and looking for a good cup, be sure to stop by Brenneriet.