For the second year in a row, Verve Coffee Roasters in Santa Cruz have wrapped their limited Gesha offerings in lovely cans that reflect just how special these coffees are. While I won’t be reviewing the coffees, which Verve was kind enough to send all the way to Sweden, but I will say that they were two of the finest I’ve tasted in 2012.
Gesha (or Geisha) coffee is a variety of coffee cultivar that is known among coffee connoisseurs as one of the most unique and complex coffees available. Excluding the immoral and over-hyped coffees that are extracted from animal poop, Gesha coffee is the most expensive in the world. In 2010, Gesha from La Hacienda Esmeralda set a new record at auction with a price of $170/lb. for green, unroasted beans.
Last year’s cans were dressed in black, but this year they’ve taken on a lighter tone, adding a new level of elegance to the industry common theme of black-on-craft aesthetic. The labeled cans are letter pressed, foil-stamped and hand numbered, but are beautifully simple and refined, contrasting the complexity of Verve’s standard bags.
The cans remind me of whiskey bottles that often come packed in elegant tubes to better protect the luxurious products inside. When you’re paying $45 to $65 for half a pound of the world’s finest coffee beans, the buyer may expect more than just a different sticker on a standard coffee bag. While others have used glass jars in equally elegant ways, these cans create the same impact without greatly affecting the shipping weight.
Investing in design to better communicate the value of your product is a great way to change the perceptions of those who see coffee as a cheap commodity with no difference in quality, no matter where it comes from. If specialty coffee truly is special, it should begin to look and feel that way more often than it does now.
Finca Los Lajones Gesha Natural – 8oz – $45
Panama Elida Green-Tip Gesha – 8oz – $65 (Sold Out)
Verve Coffee – Ethiopia Worka, Dry-Process
12oz Whole Bean – $14.50
Santa Cruz, California
I’ve known about Verve for a while, but I hadn’t actually tried their coffee until recently. I had been completely enamored with their packaging, so I’m not sure what took so long for me to order some. Recently, I met Josh Kaplan, director of wholesale for Verve, while I was in Houston and had planned a visit to Sweetleaf the following week in NYC—who brews Verve. So everything fell in place for me to finally experience their coffee.
After a great experience at Sweetleaf, where Rich served up my first cup of Verve, he sent me on my way with a bag of Ethiopian Worka. However, I wasn’t able to brew it until meeting up with Mike White a few days later. By then, the beans were slightly passed peak freshness—and though it was good, I felt like I missed out on what it really had to offer. After getting home, I ordered a bag of their Ethiopian Lomi Peaberry—and after a series of shipping mishaps—really enjoyed this sweet and effervescent coffee.
But after all the shipping issues, which weren’t the fault of Verve, they made up for it anyway by sending me a fresh bag of Ethiopian Worka and my very own OG mug. I now had a second chance to taste this coffee in its prime and it didn’t disappoint.
Aroma: After opening the bag, I was blown away with dueling characteristics of Booberry and Count Chocula cereals. Dry and malty, but incredibly sweet with vanilla undertones. Once brewed, the cold cereal aroma became a warm buttered blueberry waffle. L’eggo my Eggo, this cup was all mine.
Taste: When the coffee fills your mouth, you discover dabs of sweet maple syrup that have burrowed into the bluberry waffle’s grid-like caverns. The syrupy body coats your mouth like a spoon of Mrs. Buttersworth’s, followed by a finish that is clean and bright—like a final swig of orange garnished spring water as you leave the table after Sunday morning brunch. Heavy and sweet, but well balanced.
This coffee is really exceptional, one of my favorites in recent months. I have no idea why it took so long to try Verve, but I’m glad that I have and I’m looking forward to more of their coffee in the future. Everyone I’ve spoken with at the company has been really awesome and I’ve found out first hand, just how much they value customer service.
It’s also very clear—once you’ve held a bag of their coffee in your hand—how great of an understanding and appreciation they have for design. There are few, if any, coffee bags that could rival the intricacy and production value of theirs. It feels nice in your hand and looks great on your counter. The best part is, the complexity and quality of the package reflects that of the product inside.
Order some Verve Ethiopia Worka
Design by Chen Design Associates