How We Started
Obvious Coffee started in 2015 with a YouTube video and a popcorn popper.
Joe started experimenting, which is one of his favorite things to do, and really enjoyed the process of making green things brown. He enjoyed it so much he then purchased a Behmor and started roasting more coffee. So much coffee, in fact, he couldn’t drink it all. So he started giving it away to his friends and coworkers to see what they thought. It was an instant hit and his friends told him that he needed to get his coffee into the hands of as many people as possible. He joined forces with his wife, Julia, a former barista and that’s exactly what they have set out to do.
How We’re Different
We are a small batch coffee company striving to make the coffee experience something truly enjoyable. Contrary to popular belief, there is no “right” way to brew, or even drink a cup of coffee. People are often surprised to learn that the same coffee grounds can be brewed in a variety of ways, each one producing a slightly different flavor. To some, this could be overwhelming — but that’s where we come in. We are here to help you learn and understand how to find your favorite brewing methods, flavors, and roasts. Everyone can be a coffee lover – you just have to figure out what makes your cup, yours.
How We Ensure Freshness
While coffee doesn’t necessarily go bad, the flavor and quality of the bean does diminish over time. When stored as whole beans, coffee remains fresh for up to one month, however ground coffee quality diminishes faster.
We ensure freshness by roasting to order. Each bag is clearly marked with the roasted date and when shopping at an in-person event, we guarantee that the coffees sold will not be any older than two weeks past the roast date. This allows us to make sure that our consumers have the opportunity to consume the coffee at its peak freshness.