As a coffee lover, I am always on the hunt for the perfect cup of coffee wherever I go.
Verve Coffee Roasters is a company that is passionate about coffee and its craft, from seed to cup.
What I have heard about this company is that they are committed to sourcing the very best coffee in the world and have an unparalleled focus on craft, quality, and relationships.
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One of the questions that coffee enthusiasts often ask is whether Verve Coffee is organic.
While Verve Coffee does not explicitly state that their coffee is organic, they are committed to investing in coffee communities and their environments through their Direct-Trade buying model, which includes paying premiums for quality.
Yes, Verve does offer some organic coffee options.
Verve Coffee is a very trendy brand nowadays.
It has gained recognition due to its excellent quality of coffee serving at their outlets.
Verve Coffee offers both organic and non-organic coffee options. But it has to be kept in mind that not all of their coffee is certified organic. They do have USDA-certified organic blends for consumers looking especially for organic coffee.
The term “Organic” in the coffee industry often requires specific certification processes and not all of Verve’s offerings have this certification. But for consumers looking for organic coffee, Verve does have a variety of USDA-certified beans, ensuring that they meet strict organic standards.
Verve Coffee places a strong emphasis on sourcing their beans responsibly, working directly with farmers in various coffee-producing regions, this allows them to maintain quality control and support excellent farming practices.
According to consumer’s preferences, Verve Coffee Roasters offers both organic and non-organic coffee. They also have a large variety of organic coffee beans which is USDA-certified.
Now, with that answer, I will also discuss more about this brand like its background, its producers and how it is manufactured in reality.
Where is Verve Coffee from?
Verve Coffee also known as Verve Coffee Roasters was founded by Ryan O’Donovan and Colby Barr in 2007, and is headquartered in Santa Cruz, California.
Verve Coffee Roasters are known for their amazing and perfectly roasted coffee beans which are the result of their direct and healthy relationship with the farmers.
Their environment-friendly practices like sourcing organic beans from coffee-producing regions, combining their own West Coast taste into their coffee and using renewable energy in their roasting operations.
All lessen their dependency and carbon consumption on the environment.
Within the past few years, Verve Coffee Roasters has expanded themselves from a small cafe in California to a world-famous coffee brand. Verve Coffee Roasters now has multiple coffee shops around the world with a reputation for the best coffee beans.
Although their coffee is quite pricey, the quality and sustainability they offer make their coffee worth it.
Along with delicious coffee, they also offer a large variety of desserts that taste super delicious along with their coffee. It’s just the perfect combination that makes visiting Verve Coffee cafes worth it.
Who Owns Verve Coffee Roasters?
Verve Coffee Roasters was founded by Ryan O’Donovan and Colby Barr in 2007 and is headquartered in Santa Cruz, California.
Verve Coffee Roasters’ founder’s dream was to make a coffee brand that prioritized quality and has a good connection with the coffee farmers by paying them fair wages and having healthy relations with them.
Even after a huge success at Santa Cruz, they kept on sourcing high-quality coffee beans from various coffee-producing regions around the world.
They are currently planning to expand their operations by opening several other cafes all across the United States.
One of their main specialties is that along with delicious coffee, they also offer a large variety of desserts that taste super delicious along with their coffee.
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What Does Verve Mean in Coffee?
“Verve” refers to the lively and energetic qualities of a great cup of coffee.
These qualities come in coffee only after carefully choosing the coffee beans then roasting them at a very precise temperature and then preparing the coffee with both passion and patience.
The word “verve’ also refers to the energy and people around the coffee.
So, whenever you meet someone who is talking about the verve in coffee, remember that they are not just talking about a drink, they are appreciating the craftsmanship, the dissolved flavour that surrounds the world of coffee.
Verve Coffee Roaster’s main motive was to give high-quality coffee to people and to make coffee more than just an average beverage.
What is Verve Coffee Known for?
The exceptional coffee beans that Verve Coffee sources from farmers are well known.
They roast their coffee using solar energy without causing any damage to nature.
The thing that makes Verve Coffee Roasters different from other coffee brands present in the market is their strong determination and dedication to making different coffee flavors using environment-friendly roasting techniques.
Verve Coffee has earned the trust of their customers by giving them high-quality coffee at a reasonable price and simultaneously taking care of Mother Nature.
Due to this reason they are now a reputed and trusted brand among the people.
Along with delicious coffee, they also offer a large variety of desserts that taste super delicious along with their coffee.
If you are tired and stressed out, Verve Coffee can act as a very good mood freshener.
Its flavors are going to leave a lasting expression on your tongue. And their perfectly combined desserts are like the cherry on the cake.
Why Verve Coffee is Called Third-Wave Coffee?
During the first wave, coffee was nothing more than a mass-produced product and its quality was also poor.
While during the second wave, coffee brands like Starbucks introduced a higher quality of coffee in the market which resulted in a better coffee-drinking experience for consumers.
Now the third wave goes even further.
It treats coffee like a gourmet food or a fine wine. This wave generally focuses on roasting the coffee beans carefully to bring out the unique flavour in them.
Therefore, the third wave makes coffee not just as a fixed beverage but as a high-quality sustainable drink with amazing flavors.
Verve Coffee is also called the “third wave coffee”.
Because it aligns perfectly with the principles of this movement as the third wave focuses on enhancing the taste and quality of the coffee for the consumers.
Verve Coffee Roasters have high-quality beans and engage in direct trade to highlight the unique flavour of the coffee beans which reflects the core values of the third wave.
References:
Verve Coffee Roasters came to be through the serendipitous union of surf, sweat, and a love of life. Founded on 41st Avenue, this NorCal roaster’s roots remain planted in Santa Cruz, California.
How did you get started roasting?
Verve was founded in 2007 by two college friends, Colby Barr and Ryan O’Donovan. Colby and Ryan met thanks to their shared passion for music, design, and of course, the pursuit of an amazing cup of coffee. The pair saw the need to create a company that reflected their vision for third wave coffee. It also turned out that they were the perfect duo to embark on a coffee journey together. Ryan’s extensive background in the coffee industry paired with Colby’s deep knowledge of agriculture and his entrepreneurial aspirations, the dynamic combo launched their coffee concept.
Why the name Verve?
The name Verve was inspired by a jazz record label Colby and Ryan had in their extensive vinyl collections. They instantly gravitated towards it as their business name because of its definition: The spirit and enthusiasm surrounding the creation of art.
Tell us about your Farmlevel Initiative.
Our Farmlevel Initiative supports each and every hand involved in the coffee journey. From seed to cup, we’re committed to positively impacting our local and global coffee community. By connecting the people who love to drink Verve with the coffee producer, we’re creating an open line of communication that transcends language, culture, and distance.
We believe this initiative is vital to the future of coffee. It brings much needed attention to the coffee farmers, spotlighting their work, dedication, and attention to detail. Verve understands the intense effort and commitment necessary to producing quality coffee so we pay above-market premiums to the farmers that exceed Fair Trade minimums. Every time, no exception.
The three key points of our Farmlevel Initiative are to improve the lives of smallholder farmers, help combat the impacts of climate change on the coffee industry, and to preserve heirloom coffee varieties. We’re traveling the world, taking risks and forging new partnerships with the goal of bringing you the very best coffees on earth.
… And your Nursery Project?
Coffee producers across the globe are facing multifaceted challenges due to climate change, global pricing, and a rapidly growing market for low-quality, industrialized coffee varieties. Our response was to literally roll-up our sleeves, and get our hands dirty by starting a nursery in a remote region in Colombia.
We kick-started this project by distributing 60,000 high-quality, endemic coffee trees with the hope that this pilot program will create a brighter future for smallholder coffee farmers.
How has Santa Cruz shaped your approach to coffee?
Santa Cruz roots run deep at Verve. Santa Cruz captures the essence of Verve; surf, sweat, craft and a love of life. We welcome the new, but pay tribute to what has come before. We’re excited to share that we now roast Verve coffee at two locations; the Seabright Roastery and the soon-to-be-opened Roastery Del Sur in the LA Arts District.
We roast on vintage Probat roasters upgraded with modern technology with an emphasis on traditional roasting methods. We roast daily in small batches and have stringent quality control practices to ensure that every batch is just right. We’ve expanded our café footprint beyond Santa Cruz, and now have locations in Los Angeles, Palo Alto, San Francisco, and Japan — but the endless surf of our rugged coastline will always be home.
What do you look for when sourcing coffees?
First and foremost, quality. Secondly, we are always looking to partner with producers who are actively working towards improving their processes and value their community and their part in the industry.
Besides that, we’re also seeking out the weird stuff. Our coffee team searches the world for show-stoppers; seeking out the types of coffees that might normally drive the timid away. We don’t shy away from unusual cultivars, off-the-radar processes or eccentric, yet proven growing methods.
What excites you most about third wave coffee?
So much, we’ll try to contain ourselves. We’re excited to see the beginning of the shift from people buying a pound of coffee for $5, towards understanding why certain coffee might cost $5 per cup. It’s the movement towards humanizing the coffee supply chain and we’re proud to be a part of it.
Facilitating a connection for our coffee drinkers to know who grew their coffee, who selected it, who roasted it — there are so many people and hands involved in a single cup. It’s truly astounding and, to the majority of coffee consumers, unknown. We’re also encouraged by how the industry is addressing the impact of climate change on coffee and we are hopeful for what is ahead.
What differences have you noticed between American and Japanese coffee habits?
Great question! In general, we quickly learned that our Japanese customers preferred drip and pour over coffee. They instantly gravitated toward the hand-poured brewing method which makes total sense now. The art and intention involved in a flawlessly executed hand-poured coffee is something our Japanese customers truly appreciate. We joke that hand-poured coffee is “the latte of Japan.” It’s the go-to order at all Verve Japan locations.
We also learned that the Japanese market tends to sway toward darker roasts, but were swayed when introduced to our lighter roast profiles. Fruit plays an important role in Japanese culture, so it was a love-at-first-sip situation once we introduced them to our vibrant offerings. The bright flavors in our coffees opened their palette to a more fruit-forward cup of coffee.