Our story begins in 2008 when yours truly, the founder, came to the realization that China was about to experience a boom in coffee and that we were ideally positioned to contribute to that boom due to our historical roots in roasting coffee in Austria. We found that the quality of the Austrian roasting tradition was ideally suited to the local palate, due to the coffees not being overly bitter and not too acidic but harmonious and approachable.
Our origins are humble in that we started testing the market within Shanghai's cottage industry such as the Jiashan market outings, standing next to Amelia's and Ambrosia Dairy come rain and shine. Since then our wholesale list has grown to nearly two hundred satisfied clients with thousands of cups consumed each and every single day throughout China.
Today we are a fully-licensed, full-service coffee provider but still use a traditional slow-roasting method that preserves the coffee beans's inherent flavor. Our roasting equipment is imported from Germany. Our coffees get selected from the world's best and are stored in a temperature-controlled warehouse in Shanghai for the day that the magic happens.
Throughout it all our guiding priciples have never changed. These are:
• Roasting locally to bring out the best our coffees can offer
• Selecting only high-quality 100% Arabica coffees
• Trust and respect for our partners, suppliers and customers
• Creating products that we love and use ourselves
• Focusing on the details of every aspect of our operation
We feel that our core purpose is to improve people's lives through great coffee. That might sound high and mighty but coffee drinkers know that starting your day with a bad cup of coffee can set a terrible precedent for the whole day. A fragrant, sweet and freshly brewed cup of Java, however, can truly lighten up a dreary morning.
In 2014 we reached another milestone with the opening of our first café in Shanghai's Times Square on Huai Hai Lu 99.
What the future will hold no one knows but I hope that you join us in our exciting and delicious journey. Please get in touch if you have any questions or comments.