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A lot can happen in 22 years. Since opening our doors on the corner of Waverly and Gay in the Village, we’ve seen your kids become regulars, watched the city transform around us, and made it through highs, lows—and yes, even that citywide blackout in 2003. Through it all, one thing’s been constant: you. We’re here because of the community that’s grown with us, and we’re endlessly grateful. So let’s take a walk down memory lane at some of the moments that helped make Joe what it is today. 22. 2025 — Park Ave HQ & Training Lab OpensJoe’s HQ has taken many forms over the years—from no office at all, to a loft above our 13th Street cafe, to a tucked-away space behind our Pro Shop cafe, and eventually to the 6th floor of 443 Park Ave South. Today, in 2025, we’ve moved just four floors up—with a lot more space and an unforgettable view of the Empire State Building. By relocating our training lab from Long Island City and expanding our footprint here, we’ve deepened our commitment to connection and community. This new space allows us to welcome baristas on their first day, host public and private classes, and connect with more people across the Joe network than ever before. We’re incredibly grateful to call it home. 21. 2024 — Launch Ready to use EspressoIn collaboration with our friends at BKON and their Coldstretto® extraction technology, we captured the essence of our signature Waverly Espresso in a shelf-stable, ready-to-use bottle. Designed for ease and versatility, Ready to use Espresso brings the rich, balanced flavor of our espresso to wherever you are—no machine required. First introduced at Natural Products Expo West to an enthusiastic response, it’s a seamless addition to any home bar or coffee setup. From morning lattes to espresso tonics and even coffee-infused baked goods, this innovative product delivers cafe-quality taste in every pour. 20. 2023 — Parallel Coffee Services StartsWhat started as a behind-the-scenes support hub in the back of our Pro Shop cafe quickly grew into a trusted service partner for cafes across the city. Today, our in-house repair team is one of the things that sets Joe apart. With expert technicians on-call and ready to respond fast, we’re proud to offer the kind of reliability, knowledge, and care that New York’s coffee community can count on. 19. 2023 — The Village LaunchesThanks to the dedication of our VP of Coffee, Amaris Gutierrez-Ray, we launched a 100% women-produced coffee that highlights our commitment to gender equity year-round. This product serves as a platform to educate both our customers and staff about the importance of supporting women producers. It’s a key part of our ongoing initiative to champion gender equity every day, through coffee that celebrates the women behind the beans. 18. 2023 — The Ethical Business Council is FormedIn 2023, after years of conversation and collaboration, we launched the Ethical Business Council (EBC)—an employee-led, cross-functional group created to ensure more voices are represented in how we operate and grow. With members from every corner of Joe, from baristas to leadership, the EBC helps guide decision-making with equity, transparency, and integrity at the center. It’s a key part of how we’re building a more inclusive workplace—and a more ethical business—from the inside out. 17. 2021 — Cold Brew Can LaunchWe took our fan-favorite cold brew—made with our signature Great Heights coffee—and turned it into a ready-to-drink can. What started in our cafes is now available across the country, including select Shake Shacks, airports, and grocery stores. It was a major step in expanding Joe’s national reach, making it easier than ever to enjoy our cold brew anywhere, anytime. 16. 2019 — Long Island City Roastery OpensWe relocate from our shared roastery in Red Hook to a 4,000-square-foot space in Long Island City. This new facility became home to our Roastery Lab—a hub for training, cupping, public classes, and eventually private events. It also serves as our production and distribution center, where all of our coffee is roasted, with dedicated space for quality control and wholesale training. The move marked a new chapter in scaling our operations while staying true to hands-on education and craft. 15. 2017 — First Brooklyn Cafe OpensAfter 14 years in Manhattan, we crossed the East River and opened our first Brooklyn cafe on Hicks Street in Brooklyn Heights. This neighborhood has long held a special place in our story—it’s home to the Rubinstein family, who founded Joe back in 2003. On any given morning, you might spot one of them stopping in for their daily cup. 14. 2017 — Union Square Hospitality Group Partners with JoeImpressed by our shared values of quality, sustainability, and hospitality, Danny Meyer’s Union Square Hospitality Group invested in our growth—enabling a brand refresh, the opening of five new cafes, updates to existing cafes, and helping us secure our wholesale relationship with Daily Provisions. To this day, USHG continues to help us improve and imagine new possibilities. 13. 2013 — Joe’s First Good Food AwardJust two years after we began roasting our own coffee, we earned our first Good Food Award for our Ethiopia: Illubabor – Camp Cooperative—a bright, complex coffee that stood out among hundreds of entries from across the country. Selected by a panel of past Good Food Award winners, this recognition was more than just a medal; it marked a turning point for Joe. It validated our commitment to sourcing exceptional coffee and roasting with care, and helped establish us as a roaster to watch—not just in New York City, but nationwide. For a company that started as a single cafe in the West Village, this moment affirmed how far we’d come—and how much we were capable of. 12. 2012 — Pro Shop Opens at 131 W 21st StBuilt for home brewers and coffee curious folks alike—we created Pro Shop to serve as a place to grab the gear you need, ask questions, and level up your at-home setup. One of the things that makes it special is the rotating lineup of guest roasters we feature alongside our own, giving you the chance to explore something new with every visit. It’s part retail, part education, and all about making great coffee feel a little more approachable. 11. 2012 — Joe: The Coffee Book is PublishedThe Rubinsteins teamed up with multiple James Beard Award–winning cookbook author Judith Choate and acclaimed food photographer Steve Pool to create a book that explores the close-knit, global specialty coffee community—celebrating the growers, buyers, roasters, baristas, and everyday drinkers who bring coffee to life. The book offers a behind-the-scenes look at how exceptional coffee is produced and shares brewing techniques for making a great cup at home, encouraging readers to consider the many hands and stories behind every sip. 10. ~2011 — Staff Seasonal Beverage Competition LaunchesOne of the most beloved traditions at Joe is the company-wide beverage competition, where creativity and friendly rivalry come to life. Over the years, it has given us iconic drinks like Roberta’s Lavender Earl Grey Latte, Mak’s Banana Bread Latte, Mami’s Yuzu Elderflower Spritz, and Rose’s Fig Balsamic Latte. Each season, the contest grows more inventive (and competitive)—and we’re always excited to see what new creations emerge. 9. 2011 — Joe Becomes a Coffee RoasterJoe’s roasting journey began in Red Hook, Brooklyn, inside the Pulley Collective—a shared industrial space with unforgettable views of the Statue of Liberty and the smell of fresh-roasted coffee. Led by Ed Kaufmann, our then Director of Roasting, this move marked a turning point for Joe. A passionate coffee enthusiast with roots at Café Grumpy and Stumptown, Ed convinced Jonathan Rubinstein to bring roasting in-house. With Ed at the helm, we began crafting our own roast profiles from the ground up—laying the foundation for the coffees that now define Joe. Our first roasted coffee began with a microlot from Huehuetenango, Guatemala, carefully selected by former Director of Roasting Ed Kaufmann after countless cuppings. Back then, we roasted just once a week—about 300 pounds at a time. Beans arrived on Thursdays and hit the shelves Friday, often selling out fast. For context: in 2025 alone, we’ve roasted nearly 100 times that amount. 8. 2010 — Gabby Rubinstein Marries Joe RegularCo-founder Gabrielle Rubinstein was known for setting up customers and friends on blind dates, so it’s only fitting that she met her husband, Anthony Cheong, through the Joe run club. After two years of friendship, a New Year’s Eve kiss in 2009 sparked something more. Their love story was later featured in The New York Times Vows section, and today, they live with their daughter Isi just a short walk from our Brooklyn Heights cafe. 7. 2010 — First Origin Trip to NicaraguaThree of our team members traveled alongside Steve Mierisch to visit his family’s farms and witness firsthand the journey coffee takes before it reaches our cafes. From biting into our first coffee cherries to walking alongside farmers and learning about Direct Trade in action, it was an eye-opening experience that deepened our connection to the people and places behind every cup. 6. 2010 — First Columbia University Cafe OpensIn 2010—seven years after opening our first cafe on Waverly Place—we opened our first Columbia University location in the Northwest Corner Building, the first of what would become five successful partnerships on campus. This move uptown introduced Joe to a whole new community: college students, faculty, and neighbors curious about coffee and eager to learn more. As much as we are there to keep students caffeinated, we also embraced the role of educators, sharing our passion for sourcing, quality, and craft with a new generation of coffee drinkers. 5. 2010 — SNL’s Bill Hader Bases Character on Joe BaristaActor, producer, director, screenwriter, and former Saturday Night Live cast member (2005–2013) Bill Hader—alongside longtime collaborator John Mulaney—based the iconic character Stefon on a barista from our Chelsea cafe. Hader, who once lived right across the street, has credited the “really funny and nice barista at Joe” as the inspiration, noting the rapport they built during his time as a regular. 4. 2005 — Lee Harrison’s First Barista ShiftOne of the things we love most about Joe is growing alongside the people who make it special. Lee Harrison started as a barista in 2005 at our second cafe, 13th Street, and went on to hold key leadership roles across the company, culminating in his promotion to COO in 2023. His hard work behind the bar and in the roastery—along with his steady presence and deep care—have helped make Joe, Joe. 3. 2005 — Second Cafe Opens on 13th St.A milestone moment in Joe’s early days came just two years in, when we opened our second cafe on 13th Street, right around the corner from Parsons. Above it sat our first semblance of an “office”—a small loft only accessible by ladder. It was scrappy, tight, and full of promise. We had no idea how quickly we’d outgrow it, but that space marked the beginning of something bigger. 2. 2003 — Amy Sedaris’ CupcakesThe Village has always been home to artists, actors, and creatives—and in our earliest days, that spirit showed up in the most unexpected way. Just days after we opened, Sarah Jessica Parker came by and suggested we carry her friend’s homemade cupcakes. Her friend happened to be Amy Sedaris. Within weeks, Sedaris was personally dropping off cupcakes at the cafe—always kind, always generous. The story took off, and soon we were getting calls from around the world. One person even tried to order five dozen for a wedding. It was our first real burst of press—and a memorable part of Joe’s early days. Sedaris donated all the proceeds to her rabbit rescue, a detail we’ll never forget. 1. 2003 — Joe Coffee Opens on the Corner of Waverly and Gay StreetWhen Jonathan and Gabby Rubinstein opened the doors at Waverly and Gay, there wasn’t much of a “coffee scene” in New York, but this little corner shop changed that. What began as a neighborhood cafe quickly became something bigger: a home for great coffee, warm conversation, and the early stirrings of third-wave culture in the city. It didn’t just serve coffee—it became part of the cultural fabric of New York, and helped shape a movement that would reach far beyond its corner.

Like many things at Joe, our relationship with Lincoln Center—and the collaboration that followed—came about quite naturally. A few years back, we hosted an Instagram contest where Joe Grandy, now the Director of Business Development and Innovation at Lincoln Center, was randomly selected as the winner. When Joe later joined the Lincoln Center team, he reconnected with our founder and CEO, Jonathan Rubinstein, and pitched an idea: what if we created a summer seasonal coffee inspired by our Rockefeller blend, but with proceeds supporting Lincoln Center? In true Joe fashion, we brought the idea to our team and held an internal vote to choose an organization within Lincoln Center to support. The decision was clear—everyone was drawn to the Young Artist Pipeline (YAP), a program that nurtures young talent across a wide range of disciplines and helps make arts education accessible to kids who might not otherwise have these kinds of opportunities. To make the collaboration even more meaningful, students from YAP were invited to create artwork for the coffee bag, putting their creativity into action in a real-world project. This summer coffee resulted in nearly $7,000 raised through more than 12,665 round-up donations in our cafes, plus over 400 retail bags sold. This year, we wanted to expand the impact and include even more students from across YAP’s five artistic disciplines: dance, theater, vocal music, instrumental music, and visual arts. To do that, we introduced five different versions of our Lincoln Center coffee, each in a 6 oz bag and featuring original artwork inspired by each discipline. Over the course of several weekends at LaGuardia High School we spent time with the students, getting to know their work and watching them practice their craft. Vocal, theater, and instrumental students were photographed mid-performance, and those images were later transformed into striking silhouettes. Dance students painted their feet, posed in expressive positions, and turned those prints into captivating visuals. Visual arts students were asked to design icons that represented what YAP meant to them. The result is five beautifully designed, deeply personal bags of Lincoln Center coffee—a testament to the creativity of these young artists and the important work Lincoln Center is doing to support the next generation of talent. We sat down with Dacia Washington, Lincoln Center’s Director of Emergent Artist Initiatives, to talk about how the Young Artist Pipeline came to life, the personal passion that fuels her work, and what keeps her moving forward at a time when both the arts and DEIA initiatives face increasing challenges under the current administration. Can you share a bit about your background and how the arts shaped your early life and path into education? I am a proud native NYer, having grown up on the northern tip of Manhattan in Inwood Heights. I had an eclectic artistic education, that included studying ballet, violin, cello, fine arts, and eventually performing in community theater. My mother believed in the value of artistic practice and did all that she could to ensure that I was able to participate in the arts. Alongside formal studies, my family was always attending performances, and the world of artists, seemed more of a norm for me than other career paths. It seemed inevitable that I would eventually attend the School of Performing Arts (now LaGuardia HS), and not a Math and Science school where I also was admitted. Through that experience, I was immersed in a diverse community emerging artists, and my exposure to the arts widened and deepened. I was not fully aware until I was an adult that access to the arts is not a given for all. Because I have a deep love and appreciation for performance and my own artistry, it is an imperative for me to do what I can to provide rich, unique, and engaging experiences for young people. Who or what inspired you most growing up—and how does that influence the way you support young artists today? I come from a family of artists, musicians and performers, so there was never a time in my upbringing when the arts were not central to my growth and development. Both of my parents were musicians and educators. I had the opportunity to see them perform professionally in clubs, concert halls, touring, and on Broadway, as well as see them cultivating the next generation of artists, some of whom went on to professions in the arts. What continues to impress me about their legacy is that not only did they provide access to the arts for NYC students, but they also created a community and legacy that continues today. Even though most of the folks that they worked with did not go on to careers in the arts, they attribute their successes and best memories to their time in the programs that they facilitated. This inspires me to think about not just what young people learn, but how they learn to interact with each other and evolve their world view. Most importantly, how are we consciously forming communities that resonate with and through the arts? You’ve spent your career at the intersection of arts and education. What changes have you seen over the years, and what shifts do you still hope to see? I have seen many changes throughout the years. As a child, I grew up in the Bronx Boro-Wide Chorus, where my mother was alto instructor and accompanist, and my father was conductor. Because I had to be there on Saturday mornings, I participated and began my singing career at the age of 5 in the soprano section. Music and arts programs in the schools, at the time, were robust and many world class musicians had their earliest training in them. Due to the fiscal crisis in the 1970s, there were devastating cuts to the arts. The training, recruitment, and cultivation of artist teachers was deprioritized, and many schools eliminated arts programming. In the 1990s, through the founding of the Center for Arts Education and funding through the Annenberg Foundation, arts organizations received a needed boost to support arts education in NYC public schools. What I would most like to see is a greater valuing of the arts as intrinsic, essential aspect of education and social emotional wellness in that they encourage community, can engage empathy, present opportunities for problem solving. Through the arts we can develop the capacity to imagine other possibilities, and the rigor to work toward them as a society. I would like to see a value proposition that brings with it adequate funding, training opportunities, and increased access for all. "The arts are not for the privileged few, but for the many. Their place is not on the periphery of daily life, but at its center; they should function not merely as another form of entertainment but, rather, should contribute significantly to our wellbeing and happiness. " This quote is on a memorial plaque honoring John D. Rockefeller III, the founder of Lincoln Center and for me it is a north star. As I consider possible programming opportunities and future shifts, I keep this principle in the foreground to ensure that the arts are centered, participants have agency. What does it mean to give students real-world opportunities like the Lincoln Center coffee collaboration—and how do you think it prepares them for life beyond the classroom? The Lincoln Center/Joe Coffee collaboration has been amazing for the students. They have had the opportunity to witness and be instrumental in a collaboration that takes them through a creative process resulting in a product that features their artistry. The project makes the connection between one’s artistry to career pathways. It inspires them to view objects, packaging, and advertising through a design lens. The self- esteem that comes from being featured in the campaign is undeniable. I have no doubt that students will remember having been essential contributors. This year’s expanded collaboration featured five student-designed bags. What was the creative process like, and how do you ensure each student’s voice is honored? Ned Semoff was instrumental in the inspiration for this year’s expanded collaboration. I am so grateful that all studios in the program were featured. Each student makes their mark on the design related to their studio: posing in an inspired way, painting then printing their feet, creating a drawing related to the arts. Each student’s signature is featured in the design as well. It’s an exciting process for the students and initially they are unsure of the outcome. Ned does an amazing job of designing the bags. I am so excited for the students to see the final product. What impact do partnerships like this have on students’ confidence, creativity, and sense of possibility? The impact is immeasurable, but I will say that this partnership, now in its second year is one of the unique aspects of the program. I am hopeful that as the program goes forward that we will be able to have more opportunities for students to experience how artistry is applied in meaningful careers. Too often the arts are deemed less valuable as a pursuit because of financial stability, but if you ask people about their experience in the arts and whether what they learned has value in their current careers, they highlight direct and indirect correlations. The students who were in the program last year were thrilled to hear that Joe Coffee would be back this year. One of the aspects of the program that they highlight in their testimonials is the opportunity to work with professionals in the field. Through the partnership with Joe Coffee, they experience how creativity, imagination, and design are essential in product packaging and marketing. At a time when arts and DEIA programs face growing challenges, what’s one thing you want people to know about YAP—and how can they help support its future? In the face of growing challenges, the arts are essential. Identifying barriers to participation in the arts for young people is critical. Arts organizations hold space for people when other systems fail. I guess what I want people to know about Young Artist Pipeline is that we are and hope to always be a community in the making for aspiring artists. We are dedicated to being responsive to the participants, challenging them to develop artist citizens, to be actively curious about the world, and consider how that disposition influences them as art makers. That’s more than one thing, but in short, we are here for middle school students who are curious about the arts and want to commit themselves to exploring and developing their artistic and imaginative capacities. — Lincoln Center is now available for purchase online and in-cafes. $1 from every bag supports Lincoln Center and the Young Artist Pipeline. 🛍️ Product Lincoln Center Summertime in New York City has a way of bringing everyone back outside — and back together. After months of cold, the city opens up, and with it come... by Joe Coffee Company ✓ Available 🛒 View Product

We introduced the Atlas Collection back in 2020 as a line of limited-release single-origin coffees crafted to spotlight the values that guide our sourcing: quality, ethics, collaboration, and integrity. Each coffee in this collection is carefully curated by our team to not only reflect these principles—but to stand on its own as a truly delicious cup of Joe. Kenya Kapkiyai Origin: Nandi Hills, Rift Valley, Kenya Producer: Kapkiyai Farmers Cooperative Society Women’s Group While all four of our core values are deeply present in this offering from the Kapkiyai Farmers Cooperative Society Women’s Group in the Nandi Hills of Kenya’s Rift Valley, the heart of this sourcing relationship lies in its ethical foundation—addressing systemic inequities, prioritizing gender equity, expanding access to fair wages, and building inclusive structures within a historically exclusionary industry. The intentional work of Vava Angwenyi and Vava Coffee Ltd to challenge gender inequality, reinvest in communities, and create lasting opportunities for smallholder farmers—especially those living below the poverty line—exemplifies what it means to source coffee ethically and responsibly. These improved farming practices and intentional producer investments have led to the consistent production of top grades (AA, AB, PB), underscoring the connection between sustainability and cup quality. Kenyan coffees are often celebrated for their bright acidity, juicy fruit character, and exceptional clarity—and this offering is no exception. Grown at high elevations in nutrient-rich volcanic soil and cool mountain air, it delivers layered complexity and a vibrant, refreshing profile. Expect notes of rose, ripe mango, and tamarind, with a clean, lingering finish—hallmarks of high-quality Kenyan coffee. Ethiopia Atnago DA7REX The monument to coffee (a jebena pouring coffee), Jimma, Ethiopia Origin: Limu Seka, Oromia, Ethiopia Producer: Atnago Women's Cooperative As we travel to another region of Africa, we look to the birthplace of coffee: Ethiopia. One of its top-producing zones lies in the Jimma area of the Oromia Region in western Ethiopia—a mountainous, highly productive coffee-growing landscape. The region is defined by elevated highlands, rich and fertile soils, and a cool climate ideal for cultivating Arabica coffee. It accounts for over 10% of Ethiopia’s total coffee output and more than 20% of Oromia’s. These high elevations and consistent rainfall create optimal conditions for washed coffees with distinct clarity, floral aromatics, and bright acidity. And this coffee is a standout expression of its region: vibrant, floral, and sweetly complex. When held up to our sourcing values, this coffee shines—particularly in its integrity through a transparent supply chain that tells a deeper story. The Atnago group—founded in 2014 and composed of women who’ve been growing coffee for over 30 years—works in partnership with Fahem Trading to access capital, technical training, and sustainable market opportunities. These producers don’t just grow exceptional coffee; they’ve helped fund community flour mills and a local school, all while serving on Rainforest Alliance–certified committees focused on gender awareness and grievance resolution. With insight from sourcing partner Artisan Coffee Imports, this coffee offers not just taste, but context—highlighting the nuanced landscape of gender equity, economic reform, and resilience in Ethiopia’s evolving coffee industry. Through this open exchange of information and shared goals, we stay accountable to one another and to a more transparent future for coffee. Kenya Kapkiyai and Ethiopia Atnago are now available for a limited time online and in-cafes.

If you’ve spent time in any of our cafes—or really, any cafe—you know books are a core part of cafe culture, woven into the experience over many generations. Several of our cafes even feature donation-based libraries that you’re welcome to browse, borrow from, or contribute to during your visit. With books so naturally tied to our communities, we thought it was only fitting to ask the Joe team about their favorite places to buy books here in New York City—and, of course, what they’re reading. From Yu & Me Books on Mott Street in Chinatown to The Ripped Bodice in Park Slope, our team had plenty of recommendations to share. Lucy Yu, Owner of Yu & Me Books, Photo by Caroline Xia Yu & Me Books Martyr by Kaveh Akbar Luke Wright, Marketing Manager I have a lot of favorites when it comes to both books and bookstores, but Yu & Me Books holds a special place in my heart. My partner’s last name is Yu, and it was one of the first spots we visited together—so it’s sentimental and also a cheeky nod to the two of us. Lucy, the owner, does an incredible job at curating her collection and prioritizing immigrant stories. One of my first reads this year was Martyr by Kaveh Akbar, and I couldn’t put it down. I think I finished it in two sittings. It’s one of those books that I’ve since handed out to a bunch of friends because I need them all to read it so we can gab about it. Akbar blends poetry and prose in this heartbreaking story about family, displacement, and inherited trauma. Photo by Nicolas Heller Mercer Street Books All the Bright Places by Jennifer Niven Natalie Raimondo, LaGuardia Place Barista I read All the Bright Places recently and then I said I simply MUST read it again immediately after I finished it! I am an empath so I enjoy understanding the character’s deep feelings and experiences. This book does an amazing job observing the point of views of the two main protagonists: Violet and Finch. Diving deep into themes of mental illness, suicidal ideation, grief and loss - this book outlines these topics in ways where the reader can identify with the personal experiences of the characters and apply them to their own life with a profound sense of empathy. This is a comfort book for me. My best friend recommended I read it and we have spent countless hours on the phone talking about this story and how we feel about it. Books like this provide opportunities for more open conversations with those we love and opens a gateway, like it did for my friend and I, for honest conversations and connection. Life is so short and we never know what other people are going through - but we should!. Meeting everyone with love and kindness is the best way to live every single day. Photo by Megan Kantor The Ripped Bodice Eruption by James Patterson and Michael Crichton Aindrea Cobb, District Manager The store is an independent brick and mortar woman and queer owned bookstore. They do sell every genre, but focus a lot on romance fiction. They have pre-wrapped surprise books as well which is always fun. They also have author signings such as Emily Giffin, who is one of my favorite authors and a Joe Coffee drinker when she visits her sons at Columbia! James did a book signing at Barnes and Nobles Union Square and said that the book had been started by Michael and he wanted to finish it as an ode to his work. It is a departure from Patterson's traditional murder mysteries, while still having many twists and turns, making it impossible to put down! Photo by Leigh Altshuler Sweet Pickle Books My Year of Magical Thinking by Joan Didion Ruby Vishnick, Growth Associate I love self reflecting and journalling and I feel like Didion's work captures self reflection and pondering on life’s small details so well. This book goes into intense detail on something we all go through and try to rush through. She has helped me process and feel all the feelings. I also love her descriptions of New York and I love all content set in NYC. Photo by Susan De Vries Books Are Magic Reverse Cowgirl by McKenzie Wark Joshua Siracusa, Brooklyn Heights Barista It's a genre/gender bending meditation on the malleability and transience of the self, exploring moments of alignment beyond categorization.

A letter from Joe’s VP of Coffee, Amaris Gutierrez-Ray Today I’d like to briefly discuss something you may have been seeing across the coffee industry: many coffee companies are raising their prices to customers. Joe recently increased prices for hot, iced, and retail coffee, as well as chocolate drinks. The context for these increases is both simple and complex, and in light of misinformation or oversimplification of the facts in the media, it is worth investigating and offering some transparency. I hope to share more in-depth details over the coming weeks, but if you have questions after reading this, please reach out. To understand what is influencing higher costs, and the correlated higher prices to consumers, we have to separate out two separate things that are happening. These two are not connected, though the second has the power to influence the first. We will take this in two parts. The first is extreme market volatility. The second is the most recent, the tariffs announced by the US government. A quick note to kick us off: coffee is traded as a commodity on the InterContinental Exchange, a for-profit, global exchange–or trading house–for financial and commodity markets. In the industry, we call it the C-Market, C for Commodity, and it directly and indirectly influences the trading price of coffee (naturally, we call this the C-price). There is an important distinction to be made here already, at the point of defining this trading structure. At Joe, we do not believe coffee is a true commodity, even if our coffee business is impacted by market prices. This is not just because we purchase and roast specialty grade coffee, though that is part of it. “Commodity” denotes a basic good that is basically interchangeable with similar goods or is uniform in quality. We know coffee to be the exact opposite of this definition. We believe in a more inclusive definition of value or quality, that accounts for the costs required for producers–and many others in these complex supply chains–to grow, process, and prosper from their coffee businesses. The fact that the C-Market doesn’t account for any of this, and was never designed to in the first place, is worth paying close attention to as we unpack the conditions of the moment we are living. Let’s start with the market. Over the last year and a half, market prices for coffee have been steadily increasing, reaching double and triple what they were only a few months ago. We have a dynamic and sustainable approach to managing coffee supply relationships and costs, which has helped us maintain relative stability. Still, as a result of the extraordinary market increase, we are experiencing unusually significant cost increases on our green coffee. Take a look at this graph. You can see us in April there at the far right. Because we keep seeing the word “volatile” in the news, it’s important to point out where that sense of instability comes from. Here’s a longer look in the rearview. This is a graph of the entire history of the global exchange for coffee. We don’t have time or space to get into it here, but, even though coffee has been traded on some form of a stock exchange since 1972, ICE is a relatively new “facilitator” of this trade, taking it over from the NY Board of Traders in 2007. You can see from this image that the C-price of coffee might fluctuate ~$0.50 over 5 years, but there have been very few steep peaks and troughs over the last 53 years. Also worth noting: the C-market has not and does not account for inflation. A $3.00 price in 1975 would be about $18.00 today. It's clear that 2025 prices are much lower than they should be, even with this recent increase. What is driving this moment of extreme market volatility and C-price crisis? Supply and demand: There has been a staggering decrease in the global supply of coffee due to climate change. Coffeelands all over the world are experiencing drought, fires, out of season rainfall, and other climate events resulting in lower production and yields. This isn’t a sudden change, the impact has been felt for several harvest cycles across continents, but the challenges last year (the hottest year on record) particularly affected the highest producing countries, as well as all species (not just Arabica). The catastrophic fires in LA were also a result of unheard of pattern changes to La Niña/El Niño, affecting both North and South America. Global demand for coffee continues to increase. This includes growing specialty coffee consumption in producing countries. Market uncertainty: Driven by fears of the ever-worsening climate, political influences on global interest rates and inflation (including the US presidential election), threat of tariffs over the last couple of months, logistical delays caused by the EU Deforestation Regulation that have been simmering for the last 2 years, and much more, market uncertainty has reached new highs. Inflation in coffee producing economies: Producers are facing exponential increases in the cost to produce. Higher prices for fertilizer, fuel, labor, and interest rates, as well as disruptions to receiving payment on time, add pressures and constraints, especially at a time when the market could look from the outside like it is working in favor of producers. In fact, farmers may be experiencing the inability to meet their basic costs of production. Who is impacted, and who is making money right now? At the moment, everyone is impacted, though producers continue to bear the hardest–and the first–burden. Producers are most in need of stable resources to ensure they are equipped to handle the financial impact. It’s unclear whether any supply stream actors are making a higher profit since supply is low. We have long known there are inequitable practices in the trade of coffee, including the market price mechanisms that don’t accurately reflect the value or cost of coffee, so we hope this is a moment we can rise to, and challenge the industry to react in sustainable and ethical ways. We mentioned quality at the top, since we are a company that purchases specialty grade coffee. Specialty coffee is a small percentage of the whole industry, indicating a quality range of coffees that score 80 points (on the SCA scale) and higher. What is the impact of this crisis and climate change on quality? At Joe, we purchase coffee through a values-based strategy. Though many of our contracts are forward, or rooted in the market, we find ways to account for the cost of production. We also spend a considerable amount of time listening to what producers are saying and working with trusted suppliers in order to sustain their businesses. We do not anticipate a decline in quality as a result. We believe that as long as producers have what they need to thrive, and feel the resilience in their supply stream through committed business relationships, they will utilize their expertise to produce high quality coffee. We acknowledge this means our costs will increase as we prioritize the stability of the supply streams where we work. We believe this is the only way to participate in a global market, by decoupling market price from quality, and instead replacing the cost equation with producer prosperity and quality. This is a tricky moment for the second thing which is driving more speculation and uncertainty, the announcement of tariffs. Last week the Trump administration announced a set of tariffs. The countries listed include a high quantity of coffee producing countries, with the lowest impact of 10% for many countries, and the highest impact of 46% in Vietnam, the world’s second largest coffee producer. India, as the 7th largest coffee producer in the world, is facing a 26% tariff. Optional: Both Vietnam and India are responsible for producing majority non-specialty coffee, and Robusta coffee specifically. Robusta is traded on a different market, since the C-market is focused on Arabica. The global players who rely on non-specialty and Robusta coffee are very price sensitive, and in fact are largely why the C-market functions the way that it does. It facilitates a race to the bottom definition of capitalism and competition. This has brought a new perspective to the price crisis problem, creating a higher price point for all coffee everywhere, and we can anticipate that companies that might have previously relied on coffee from Vietnam and India will now look elsewhere to fill their volumes. In response to the Arabica C-market, the Robust exchange has skyrocketed in price, as well, due to a surge in demand as companies diversify their offerings as a stabilizing or price management strategy. (This Exchange defines the price per kilogram, so divide by 2.2 to get the correlating C-market price per pound). As the largest coffee consuming country in the world by volume, the US is unable to produce enough coffee domestically for our needs. (The US does grow coffee, yes, in Hawaii and Puerto Rico, but these regions together make up less than 1% of the global output, barely a drop in the bucket). There’s no way for tariffs not to affect US roasters and consumers. The tariffs won’t have an impact immediately, as it will only affect coffee that has yet to be contracted. Containers that have already left their port of origin won’t be tariffed upon entry, so the impact will start to be felt within the next few months as new containers and contracts start coming in after that. The tariff will be passed onto the roaster, as importers have already begun telling their roaster customers that they can’t afford the increase. The administration has incorrectly noted that the tariffs affect the country of export. In fact, the cost is levied at the ports where the coffee will be unloaded and inspected, and it is paid to the US government as an incentive to keep manufacturing or business within our domestic borders. As the tariffs are a unilateral move, this will likely result in another round of increases by coffee companies before the year is out in order to balance the artificial rise in the cost of goods. Coffee companies will also face tariffs on many other items we need to run our businesses, from paper cups to the raw packaging materials which are still manufactured at scale in other countries that are also facing high tariffs. There isn’t a clear logic for how much costs will go up because it will be dependent on individual businesses’ purchasing strategies. We can expect a minimum of 10% across the board, though it’s likely to be higher as the tariffs begin to impact the C-market, as it is in a state of high reactivity. We have already seen this begin to play out. Whether or not the US can take over those industries in enough time to benefit the average consumer is yet to be seen. The irony is that the money is not getting back to the producers’ pockets, but adding more constraints to all the businesses in the already unstable supply chains.

At Joe Coffee, we’ve always believed that great coffee should do more than just taste good—it should stand for something. Earth Month gives us a chance to pause and reflect, but this kind of care isn’t new for us. It’s something we work toward every day. From how we source and roast to the way we serve and ship, each step is shaped by one belief: coffee can and should be a force for good—for people, for communities, and for the planet. That Little Frog Carries a Lot of Weight https://youtu.be/F07xYZ4qIQw?si=xxofhd7SSINbEpD2 Roughly 80% of the coffee we roast comes from Rainforest Alliance Certified farms. That small green frog you’ll spot on our bags? It’s a symbol of something much bigger. It means the coffee was grown using responsible practices—ones that respect the land, support fair pay, and look out for long-term well-being across the supply chain. These standards aren’t just guidelines; they’re verified through independent audits and rooted in sustainability from every angle. But to us, certification isn’t about jumping from farm to farm to check a box. It’s about growing with these partners, investing in relationships, and supporting producers as they work toward these shared goals. You’ll find that little frog on blends like Waverly, Daily, Benchmark, Nightcap Decaf, and a handful of seasonal favorites. It represents more than good coffee—it reflects the values we’re proud to stand behind. Learn more about The Rainforest Alliance Shipping Smarter with POLLAST!C A few years back, we made a shift that’s stuck: every online order now ships in a POLLAST!C mailer. These bags are made entirely from plastic waste collected in coastal communities across Southeast Asia—areas where this kind of waste might otherwise end up in the ocean. It’s a win on multiple fronts: the bags help clean up plastic, support local economies, and come with a lower carbon footprint than typical or even compostable mailers. They’re also recyclable and trackable, which means you can trace their story from collection to delivery. Learn more about POLLAST!C Small Shifts That Add Up Inside our cafes, we keep things simple—but intentional. Grab a ceramic mug instead of a paper cup, or take your used coffee grounds home for your compost bin or garden. Small changes, sure. But over time, they add up. We’re not chasing perfection here. We’re aiming for progress—one cup, one action, one conversation at a time. Check out our Joe ceramics

We like to think of coffee as more than just a drink—it’s a connection. A connection to the people who grow it, the communities that nurture it, and the environment that makes it all possible. That’s why we’re committed to doing business in a way that respects everyone in the coffee supply chain, from farm to cup. It’s a responsibility we take seriously, and it’s what led us to develop a Code of Conduct that keeps us accountable to our values, like equity, transparency, and sustainability. But coffee isn’t the only way we can make a difference. That’s why we’re thrilled to partner with Omanhene, a brand that’s rewriting the rules for how cocoa is sourced. Omanhene makes sure the value of cocoa stays where it belongs—within the communities that grow it. By sourcing ethically produced cocoa and implementing traceable systems, they connect customers directly with farmers. Their focus is on supporting farmers, prioritizing fairness, and driving positive change from the ground up. Sound familiar? This is exactly the kind of relationship we want to invest in. To dive deeper, we sat down with Steven Wallace, Omanhene’s founder, to chat about how the cocoa industry has changed, the challenges of building equity in agriculture, and some exciting innovations that are coming in 2025 to connect farmers and consumers in a whole new way. What do you think has changed in the social equity landscape in cocoa supply streams since the day you started? I started Omanhene in 1991, nearly 34 years ago. Since then, the concept of social equity – and the articulation of a competitive value proposition framed around social equity – has evolved. It’s become more nuanced, intentional and thoughtful. Indeed, in 1991, the concept was novel, and the nomenclature far less particular. Customers often conflated notions of single origin, manufactured at origin, fair trade, direct trade and value chain re-imagination. While it is satisfying to be one of the first movers in what might be called the commercial social equity space, we had to invest quite a bit (more than we could really afford, in retrospect) in educating potential customers about value chains in general and the cocoa value chain in particular. Note that the coffee value chain differs significantly from the cocoa value chain especially when it comes to trying to improve the economic climate for farmers. You can’t credibly add value by roasting a coffee bean in Tanzania and then trying to serve it in Brooklyn; the market demands that you roast your coffee beans very close in time and geography to your customer who wants a freshly brewed mocha. By contrast, with cocoa, you can ferment, sun dry, roast and extract cocoa liquor, butter and cake at origin without sacrificing freshness. What’s more, roasting the cocoa beans at origin means you capture additional value at origin and improve the flavor, aroma and overall freshness of the cocoa powder we use to make Omanhene Hot Cocoa Mix. So, the coffee and cocoa value chains present different challenges for those of us concerned with social equity. But thoughtful participants in both the coffee and cocoa sectors are trying to do the same thing: capture increased value for farmers occupying the lowest rungs of agricultural value chains. It’s just that the solutions for “capturing value at origin” are not one-size-fits-all propositions. If you could tell a barista face to face "One thing you need to know to convey value to customers" what would you say? I’d ask the question, “Where does good chocolate come from?” Most people answer “Switzerland” or “Belgium”. I then ask, “How many cocoa trees do you think grow in Zurich?” The answer, of course, is zero. This is the problem. How did the cocoa value chain get so skewed in favor of Europe at the expense of origin players? The global chocolate market is valued at upwards of $130 billion – and only 6 percent goes to farmers in origin countries. The remaining 94% or over $122 billion remains in the hands of processors and retailers most of whom are located far from the farms that grow the cocoa. Omanhene set out 34 years ago to work some value chain jiu-jitsu in an effort to recapture value at origin. What are you most looking forward to in 2025? This coming year we’ll test our EcoWise “Direct Connect” platform with Joe Coffee as our inaugural customer. We’ve invested in first mile traceability and a digital payment platform such that we can guarantee transparency from a customer’s mocha or hot cocoa to the farmer who grew the beans that produced the cocoa in that customer’s cup. What’s more, the farmer can thank you for buying your beverage at Joe Coffee and you can thank the farmer for growing the cocoa that warms your belly. You can even send a tip with a tap of your phone or by rounding up when you pay for your beverage. And our platform allows you to see how much tip money is actually received in the farmer’s digital wallet so there is full transparency and accountability. A 3-cent tip would double the income of an average West African cocoa farmer and transform their family and the local economy. But more importantly, I’m excited by the fact that we’ll bring people together from across the world. Farmers and consumers will communicate directly and in so doing, we can make the world a smaller, safer, and more just place. Join us on February 13th from 7:00 PM to 9:00 PM for Seed to Cup: Chocolate Supply Stream, a class led by Steve. Open to the public, this session explores the humanitarian issues within the cocoa industry and highlights how ethical sourcing ties into running Joe. Tickets are now available on our website —reserve yours today! Looking for other ways to contribute? For the month of February, we’ll be running a round-up campaign in all of our cafes, where customers can round up their totals to make a donation directly supporting cocoa farms in Ghana. This initiative helps our community contribute to sustainable farming practices and support farmers in the region.

Well friends, 2025 is officially here. The festive decorations are coming down, the office buzz is back, and kids are settling into their routines. Maybe you’re embracing a resolution or two. If your holiday season was anything like ours, you’re probably ready to reset—and Dry January might just be calling your name. But around here, dry never means dull. We’ve rounded up some of our team’s favorite drink recipes featuring our cult classic Cold Brew and Ready to use Espresso—perfect for spritzes, tonics, and sodas, no alcohol required. Sip them at 9am, 9pm, or anytime in between! Coconut Espresso Soda Ingredients: 125g Coco Rico Coconut Soda 2g lime juice 1 oz Ready to use Espresso 15g sweetened condensed coconut milk 1 oz simple syrup Recipe: Pour Coco Rico Coconut Soda over a glass of ice, then add simple syrup, lime juice, and sweetened condensed coconut milk. Mix until well blended, and top with Ready to use Espresso. Hibiscus Espresso Soda Ingredients: 2 oz hibiscus tea 1 tbsp honey 1 oz Ready to use Espresso 4 oz sparkling water Recipe: Pour sparkling water over a glass of ice, then add hibiscus tea. In a separate container, mix freshly Ready to use Espresso and honey until the honey dissolves, then pour the espresso mixture over the top. Lemon Espresso Soda Ingredients: 6 oz Lemon Spindrift 1 oz vanilla syrup 1.5 oz Ready to use Espresso Recipe: Pour a Lemon Spindrift over a glass of ice, add vanilla syrup, and top with Ready to use Espresso. Sparkling Cherry Orangeade Ingredients: 1 oz grenadine 1 orange 1 oz Ready to use Espresso 1 oz simple syrup 4 oz sparkling water Recipe: Fill a cup with ice, then add sparkling water, simple syrup, grenadine, and Ready to use Espresso. Squeeze the juice of half an orange into the drink and garnish with an orange slice. Ready to use Espresso is now available for purchase online and in select cafes. Coldstretto® and the Coldstretto™ logo are trademarks of BKON LLC.