Wow! It's comedic that I have so much to say about coffee, and yet I find myself with writers block on the numerous occasions I have tried to start this blog. I've decided to start with a small introduction of myself, the company I work for (and call home), and my aspirations for the blog itself.
My name is Crystal, and I am the Roast Master for A'Roma Roasters in Santa Rosa, California. I have been involved with coffee roasting at A'Roma for 11 years, and have recently returned to roasting full time. Through my training here, a creativity developed. Now, I have never believed myself to be creative, or artistic, or expressive; but give me some beans and a roaster, and I swear the beans start talking to me. No, I don't actually hear voices, but there is an intuition that I cannot deny or explain that expresses through me and into the coffee. AND that's as corny has I'm going to get.
With all of that shared, I am so blessed to have the luxury of breathing my passion of coffee into my work every day. I absolutely love what I do here and am constantly looking to offer more to our consumers. And trust me, the consumer is more educated and conscious than ever. In addition, the Sonoma County wine industry has pushed the average resident to develop (or even master) their palate. Wine profiles and coffee profiles have so much in common, and the conversations I share with our customers keep me enthusiastic and inspired.
A'Roma Roasters is located in the heart of Rail Road Square. It's the oldest roastery in Sonoma County, and we have chosen to allow the business to grow organically. This means we do not, and have never, advertised. So basically, we are the best kept secret in Santa Rosa! You hear about us from your friends, in a news article, or you accidentally stumble upon us while you're at the West End Farmers Market. However you find yourself here, you are welcome. We embrace diversity among our staff and customers. Our purpose has always been to offer a great cup of coffee and provide a safe place for you to enjoy it.
As for the blog itself. I hope to keep everyone informed with what's up in our coffee world. I look forward to meeting new people from diverse coffee back grounds. I hope to have many informative conversations about my favorite topic...COFFEE. And I'm super open to what our consumers want to hear too. I trust everything will unfold organically because, well, that's how things work out for us.
In closing: I have been diligently working on a couple of coffee projects. It is my intention to preserve the long standing profiles of our blends while incorporating a few newer roasting concepts. I am excited at the overwhelmingly positive feed back from our staff and customers. Be on the look out for blurbs on specific coffee blends as they are posted. In the meantime, I'd love to hear from you. What do you love about A'Roma? What would you like to see more of?