menu

Coffee Subscription Service Delivers Fresh Beans Each Month

Coffee Subscription Service Delivers Fresh Beans Each Month
Advertising

PSFK sits down with Michael Horn, founder and CEO of Craft Coffee to discuss why our culture is so java obsessed.

Andrew Vaterlaus-Staby, PSFK Labs
  • 21 december 2012

At PSFK we have grown to love Craft Coffee, a monthly subscription service which offers a selection of some of the most delicious expertly sourced and roasted coffees available. We sat down recently with Michael Horn, founder and CEO of Craft Coffee, to find out more about what makes his service so special:

What inspired this business idea?

Every coffee has a story. That’s the idea behind Craft Coffee. Each month, we bring our customers a curated selection of the most exceptional coffees available in North America. Each of the three coffees in our monthly box is from a different roaster, and each has its own story to tell.

My coffee story starts when I got to law school. I quickly discovered that there were no Starbucks in town. So I was forced to search for an alternative. I stumbled onto a local coffee roaster called Gimme! Coffee and I was immediately hooked. They showed me that there was more to my daily brew than I had realized. For 10 years I thought about how to tell that story until the right opportunity presented itself.

Craft Coffee pioneered a new kind of coffee-of-the-month subscription.  It turns your morning coffee into a moment of discovery, curated by New York’s top coffee pros. There’s nothing else like it.

How do you source the coffee?

We’re the most selective coffee program in the world. Every single month, we receive dozens of samples from roasters around North America. Our expert panel blindly taste-tests 50+ coffees, all to find just 3 standouts that our customers will receive.

craft coffee gourmet packets

What criteria goes into making your selection?

Our expert panel intensively evaluates each coffee, a lot like how you evaluate wine – body, aroma, acidity, balance, structure. But a Craft Coffee selection is more than the sum of its parts.

First, it’s delicious. One interesting fact is that the best coffees taste great even as they get cold. Some Craft Coffee selections actually get better as they get colder. That’s always a great sign! We also find that Craft Coffee selections have a distinct and memorable character, like a juicy cherry flavor or an acidity that reminds us of apple cider. Even months later, I often remember our selections that way. Finally, when you finish a cup and ten minutes later you find yourself craving more, you know you just found a Craft Coffee!

Do you think that people are getting tired of Starbucks-style consistency?

For me, coffee is a daily ritual. It’s how I start my day. I personally would get bored with the same old thing. But everybody has their own coffee experience and that’s ok.

What we find is that good coffee is a little intimidating, just like good wine. And when people start to experience lots of different amazing coffees through our subscription and also get to learn about where they come from, it’s an eye opener. Our goal is to make your daily ritual just a little more special. Every time a customer tells us we’ve done that, we feel like we’re on the right track.

What is it about coffee that feeds our society’s obsession?

Coffee has a very romantic history, and even has a mythical origin story — a goatherd named Kaldi in Ethiopia accidentally discovered a magical plant whose fruit filled his goats with energy. For such a small thing, coffee has a way of inspiring us. It seems like there’s somehow always more to it. That’s the story we try to tell.

craft coffee inside the box

Be sure to check out more over at Craft Coffee–what a great gift idea for the holidays!

Advertising
Trending

How Indiegogo Is Becoming An Adult Product Destination

Retail
Home Yesterday

Watch This Fire Pit Dance Along To Your Favorite Song

Music City Fire is a system that is designed to flicker in time to ambient music

Automotive Yesterday

Slick GPS Navigator Gives Directions To Moped Riders

This small, round device attaches to a sideview mirror to display maps for safer traveling

Trending

Get PSFK's Related Report: Future of Automotive

See All
Home Yesterday

A Clock That Beautifully Manages Your Information Overload

The wall-mounted timekeeper is made to help people maintain focus and stay up to date with their appointments

Arts & Culture Yesterday

Performance Piece Blends Dancers Into Folds Of Light

The work provides commentary on the increasing connection between programmed and analog dimensions

Design & Architecture Yesterday

Design Firm Adapts Childhood Homes For Unemployed Young Adults

The studio has unveiled three prototypes of transformed living spaces for people forced to move back in with their families

Health Yesterday

These Chocolate Squares Claim To Reverse The Aging Process

A group of researchers from Cambridge University have developed a candy bar that promises to give you a youthful glow

Cities Yesterday

Food-Producing Architecture Competition Seeks To Better Feed Cities

A design challenge in Copenhagen highlights the need and beauty of urban farming

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 21, 2016

Everything I Know About Leadership I Learned Teaching 7th Grade Math

Bree Groff, Managing Director at NOBL NYC, shares her secrets for knowing your employees and enabling a team

PSFK Labs september 22, 2016

The Future Of Work: Why Innovation Is Every Employee’s Job

PSFK Labs sits down with management at Johnson & Johnson to learn how the company comes up with their next ‘big idea’

Health Yesterday

Wearable Monitors Sun Exposure To Prevent Sunburn

The clip monitors UV rays to make sure you're not receiving too much sunlight

Op-Ed Yesterday

Productivity Expert: The Magic Of The Five-Hour Workday

Stephan Aarstol, Founder of Tower Paddle Boards, explains why the modern notion of office hours needs to evolve

Culture Yesterday

This Exhibition’s Crowning Jewel Is An 18k Gold-Plated Toilet

The piece, titled 'America,' is meant to raise questions about the country's wealth inequality

Culture Yesterday

Match Up With Dates On Tinder Based On Your Music Preferences

A new partnership with Spotify lets people pair up based on shared tastes in artists

Entertainment Yesterday

Capture, Cut Up, And Configure Your World In 360 Degrees

To meet a booming 360 and VR video-capturing industry, a multimedia software company bolstered its media editing suite for 360-video creation

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Advertising Yesterday

These Trucks Drove Around In Circles For 24 Hours To Keep Time

The giant ticking clock was created by 14 Scania vehicles in a deserted airfield

Advertising Yesterday

Buy Movie Tickets Directly From Your Facebook Profile

The new feature is part of a campaign from Fandango to further imbed social media into the ticket vendor's digital presence

Asia Yesterday

Co-Working Space Brings The Calming Atmosphere Of Nature Indoors

An architectural firm in China has designed a new type of shared office that prioritizes the natural environment

No search results found.