Having worked round-the-clock for many years in the corporate world across different continents, coffee has always been my booster: better mornings, better meetings, and all-nighters made possible. Finding the best cup of joe in town was always the first task in any city I worked in, which was not always a pleasant experience, especially when having to settle for coffee that gives you bat-like head effects. Realizing people’s appreciation for coffee in Toronto, I fell in love with this city and moved here to follow a longtime passion: exploration of the great coffee universe.
The target is to help people make rational, well-informed decisions when it comes to their coffee: whether a business looking to improve its coffee-related service or revenue streams, or simply avid coffee enthusiasts – like you and I – who feel that the responsibility to invent and craft new, daring roast coffee profiles lies on our shoulders. Empowering people with the right knowledge and premium-quality means by which they can pursue the exploration of the coffee universe can only result in better coffee for everyone. Moreover, quality is one aspect that has been undermined in this industry over the years, hence infusing all elements of the coffee experience – from brand image to packaging to client-service experience – with excellence is one way to restore the boutique-like soul to Toronto’s coffee scene and 3rd wave coffee.