...the start of the 21st century brought a new mission to the coffee market. Fair Trade commerce led to Direct Trade; the skill of a trained barista became a marketable quality, and...the demand for the perfect cup of coffee grew faster than we could have imagined. -Jonathan Rubinstein
Siblings Jonathan and Gabrielle Rubinstein are the founders and proprietors of iconic NYC coffee chain, joe. Like many other third-wave coffee mavens, the Rubinsteins plunged into the specialty coffee world with almost no training or experience, learning the industry by feel and through the mentoring of those with more experience. Joe: The Coffee Book
is short and almost breezy, the kind of book you'll tuck away in an afternoon. The authors cover the basics of growing and processing, roasting, tasting and brewing fine coffee, but what makes this book a standout is the chapter on the coffee community. While others mention it in passing, no one else (aside from Michaele Weissman in God in a Cup
) bring the community so vitally, wonderfully alive.