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Coffee roasters are perking up in Alabama’s towns, small cities By Allison Griffin and Liz Vinson
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cross the state, the business of roasting coffee beans and transforming them into fresh blends is brewing along very well. Entrepreneurs have recognized a market for consumers who want a fresh cup of joe that is flavorful and truly original. Now, they’re taking the lead in providing Alabama’s towns and small cities with coffee that is unmatched in quality by the mass-produced, brand-name coffees in the grocery store. Coffee culture is no longer confined to large cities or to areas like the West Coast or Northeast, generally considered to be trend-setters in anything related to food or taste. Small-batch roasters are finding markets all over the state, and even the Southeast and beyond. The work isn’t easy, or necessarily even lucrative; some small town roasters hold down other jobs to keep the bills paid. But most will say that owning their own business – coupled with the pride that comes from practicing an artisanal skill and the satisfaction of educating and pleasing customers – is enough to keep them going.
Education is key
Small-batch roasters follow different business models, but they make money either by selling their roasted beans to coffee shops, which use the beans to make coffee and sell to customers; by supplying bags of coffee beans, whole or ground, to grocery stores; or shipping roasted coffee directly to customers who order them. Rodolfo Alger, owner of Headland Roasting Company, a cus18 MAY 2017
(Inset) Rodolfo Alger, owner of Headland Roasting Co., in his shop; Once Alger roasts the beans, they empty into a large metal tray, where they’re stirred to allow for cooling. PHOTOS BY ALLISON GRIFFIN
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