The Coffee Trailer Unveils At The NAHBS

On February 16, 2018, J.René Coffee Roasters went mobile when it unveiled its new coffee concept at the North American Handmade Bike Show (NAHBS) at the CT Convention Center in Hartford, CT.  With the continued growth of J.René and the newly launched VICTUS Coffee brand, the company took to refurbishing a vintage horse trailer to spread their mission and love for coffee.

Located in West Hartford, CT, J.René has been a staple of coffee excellence in the community for over 11 years. Faced with the challenge of creating a similar third-space that has become an integral piece of the Greater Hartford local scene, José Rene chose to take a mobile path - and one that would include a growing brand in VICTUS Coffee.

VICTUS was launched in 2016 with the goal of promoting wellness, social justice, and advocacy through cycling and other endurance sports.  While there is a natural synergy with Coffee and Cycling, the VICTUS brand aims to develop philanthropic partnerships at the International, National, and Local levels. A portion of the proceeds from the VICTUS brand goes to supporting such organizations as Team Rwanda, The CT Cycling Advancement Program and BiCiCo in Hartford.

Determined to give both brands room for creative growth, the Coffee Trailer became the logical choice.  "With J.René Coffee Roasters having such a strong connection to the community, we felt opening another space in another part of Hartford would dilute the core we love so much. But with that, we saw VICTUS growing outside of the J Rene shop and there was no better way to take them out together” 

The NAHBS was attended by more than 6,000 people from across the country.  The Coffee Trailer became a highlight of the show. 

Colombia Revisited: Antioquia's New Generation

Coffee shop owners find themselves at origin for a myriad of reasons, but a common thread is the immense value they see in cultivating strong relationships with the local coffee community. Rene’s most recent trip to Colombia is the second chapter in a great collaboration he has formed with the government of Antioquia.

One year ago he was invited to teach roasting classes in Colombia through an initiative supported by the National Service of Learning (SENA), and in partnership with CQI and the SCAA. That same initiative made it possible for Rene to continue his collaborative work in his most recent trip. As Rene explained to journalist Lorenzo Villegas, roasting coffee is deceptively complex. “I have been roasting for 10 years, and in this timeframe I have learned at an exponential rate.” Rene says that one of the first hard lessons he learned was that, “anyone could take a handful of green coffee bean, throw them in a hopper, watch them turn brown, and call themselves coffee roasters.” In reality roasting coffee demands an understanding of thermodynamics, bean density and development, among a list of variables, but most importantly a fundamental understanding of the coffee profile, and a connectivity that transcends beyond the cup. It includes its culture, history, and those that labour long hours to support their communities.”

Rene’s recent trip to Medellin, Colombia had him sharing his experiences with a greater representation of Antioquia’s coffee community, including a focus on coffee growers, cuppers, and the younger generation of coffee professionals. At the monthly gathering of baristas and cuppers sponsored by the Antioquian government, Rene underscored the importance of such events to further the specialty movement and foster community development. “Antioquia is not the first region brought to mind when Colombian coffee is mentioned” says Rene. However, he goes on to clarify, “The government [of Antioquia] has raised awareness of the needs of its coffee growers, which has lead to an improvement in the processes and technology used on farms, and created mentorship programs for the farmers of the younger generation. The results of these efforts have become quite apparent in a cup that champions complex profiles, high scores, and a good price point.”

Rene also had a strong message for the government of Antioquia, and its coffee growers. Coffee growers must be supported by its government. A government that faces the challenge of impressing upon them that there is a stark difference between culture and a deep love of coffee, and the realities of the socioeconomic conditions of the coffee industry. This is not a challenge unique to Antioquia, and educational initiatives that bring together coffee growers, roasters, cuppers, baristas, and the new generation of coffee professionals are a great inflection point for the specialty coffee industry's growth.