Rosetta Roastery is all about fine coffee - and coffee re-education. Through their scrupulously selected speciality coffees, they aim to move the coffee-drinking public away from an obsession with blends, and show them the true characteristics of single origin coffees.
Website www.rosettaroastery.com Phone 021 447 4099 Email email@example.com
Coffee with personality
On first impressions the guy is tough to warm to; a grizzly beard, soil stuck beneath his fingernails, and the pervading smell of raw potato and lawn cuttings. A poster child for vegan anger management classes. But from his very first word he has you enchanted. His quirky turn of phrase forms the savoury herbs to season his weighty philosophy. Your mind spins long after he's left you.
No, we’re not describing the owner of Rosetta Roastery here. This is but one of their ‘coffee characters’ – a new take on flavour profiling – written and carefully romanticised by Jono Le Feuvre (co-owner to Rob Cowles). What they’re trying to do is bypass the clichéd and all-too-familiar flavour descriptors which traditionally adorn coffee packaging, and replace it with something a little more interesting and interactive. We think it really works.
Rosetta Roastery is all about fine coffee - and coffee re-education. Through their scrupulously selected speciality coffees, they aim to move the coffee-drinking public away from an obsession with blends, and show them the true characteristics of single origin coffees. “We never blend coffees because, for us, the adventure is in finding coffees that truly represent their terroir,” says Jono. They believe that coffee should be appreciated similarly to wine: for the different varietals, styles and vintages. However, they’re not completely against blending, as long as it’s done artisanally rather than as a way of making coffee taste the same year in and out.
Jono and Rob trawl the internet researching the individual farms and checking out certifications. They seek out the top brokers - those who work closely with award-winning farms around the world - to source only the best of the best. They specifically look for beans that can be appreciated as individuals, identifying the “naked potential” of each and roasting it with the utmost precision. They then package the coffee using a specially developed system that they hope will help their customers learn to identify the traits of the individual source environments.
Premium coffee is fair
Rosetta believes that paying top-dollar for premium coffee inherently protects farmers from exploitation, and makes growing the commodity sustainable. “With speciality coffee every link in the supply chain needs to look after the next one, otherwise business will suffer”, they say. Some brokers are heavily involved in ensuring the sustainability of their coffee farmers. For example, Rosetta’s Ethiopian broker spends months out on the farms assisting farmers to produce the highest quality goods. He’s even produced his own certification, Operation Cherry Red, which produces a premium product and uses the higher profit margin to improve quality and hence the sustainability of participating farmers.
Nothing less than fresh
It’s clear that Rosetta aims for excellence in both sourcing and roasting. But how can one best enjoy a cup of Rosetta coffee? Jono and Rob say it’s really up to the individual to decide. They don’t preach purism, and in fact, argue against the snobbery and elitism that often goes with the speciality coffee industry (see their blog “Rosetta and the Coffee Nazis”). However, they do insist on one thing: the coffee must be fresh. Anything more than four weeks past roasting time and most of the incredible flavours and aromas will be lost. It will still be drinkable, they say, (coffee is one of the most stable consumables around) but the subtleties of character will be gone. Kind of like drinking champagne without the bubbles.
Roasting in action with Jono
Drum roasting is a highly precise art
Carefully designed packaging using geometric shapes and colours to help customers learn and understand different coffee characters
Order some freshly roasted speciality coffee directly from Rosetta Roastery. They deliver (for free!) around Cape Town. www.rosettaroastery.com/order.php
from Rosetta Roastery
Strictly High Grown Organic Arabica Coffee from Marcala, La Paz, in Honduras
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