I want Wealtha Avenue to be comforting. A coffee to have every morning and afternoon, to wake you up and keep you going. A coffee for your pre-workout, or after your early morning run. A coffee for late night study sessions, binge watching or before the all night club hopping. Wealtha Avenue is not snobby or over the top. It is meant for the person who wants a reliable, delicious cup of coffee that is high quality and delicious. Simple as that.
Wealtha Avenue is a blend, but not the way you are thinking. Normally, a coffee blend is a mix of at least two coffees from two different regions or countries (think Ethiopia blended with Colombia, or Brazil blended with Indonesia; you can have more than two coffees in a blend too, as many as you want). A coffee blend is often designed to create a synergy between the coffees blended, creating a flavor profile greater than the individual coffees. It is a creative and fun way to design flavor profiles and ultimately a flavor consistency that you can rely on. But Wealtha Avenue is a little different; Wealtha Avenue is a single origin regional blend. A regional blend is a coffee that is grown by many different farmers and producers in the same growing region and blended together to create a common flavor profile and representation of the terroir of that region. To clarify, in specialty coffee a single origin coffee is often a coffee grown by one farmer or producer, on one single farm, in one specific country in one specific region. Whereas Wealtha Avenue is a collection of many farmers' coffees from the same region, representing that region and terroir as a whole.
You see, coffee is a wildly volatile and always changing agricultural product. As a seasonal crop, coffee’s flavor profile can change year after year because there was a frost, or it was too hot, or there wasn’t enough rain or there was too much rain or there were pests or… the list goes on. Coffee is volatile. And that is just growing at farm level. After growing, you pick the coffee, ferment the coffee, wash the coffee, dry the coffee, rest the coffee, hull the coffee, rest and ship. Every step in the value chain can change the flavor profile. And this is all before the coffee is roasted. In order for any one coffee roaster to create a consistent flavor profile over time, they must taste many different coffees and many different roast expressions to find a flavor profile that matches not only their preference, but the preference of their customer base. It is tough work keeping a consistency like that. And what differentiates any one coffee roaster is their preference in coffee they source and how they roast it. Similar to a chef and how they cook their food. You can get a plate of Cacio e pepe from many different Italian restaurants, but the one you prefer is based on that chef’s expression of the dish. The same goes for coffee and coffee roasters. I digress, perhaps. But that’s why I am here. That’s why all of us are here; now.
Okay so, Wealtha Avenue is a regional blend from Brazil. Not technically a specialty coffee single origin and not technically a blend. Something else. Something strange, but familiar. That’s the gist. A regional blend from the Cerrado Mineiro region of Brazil; a single origin and a blend. A bridge between here and there. A moment in time to connect, reflect and abide by a rich and delicious flavor. A nod to fond memories now past and excitement for days to come.
You breathe in and feel your body open up. You breathe out feeling everything that does not serve you leave you. You are awake. All powerful and ready to take on the day. You smile lightly at the corner of your mouth and recollect a fond memory from your childhood. You can smell the ever familiar smell of coffee lifting up from your mug into your nose, tingling your olfactory. You are awake. You are here now. Welcome home. You take a sip. Life is good.