About Us
"We have humble beginnings. We love good coffee."
Joseph Gerardis
Roastmaster
Finding the cup of coffee to satisfy Joseph's yearning for that great coffee taste was their first challenge. When his search began, Joseph asked questions of every coffee roaster he encountered to understand what made one cup of coffee superior to another. As his knowledge increased, so did his curiosity about the roasting process. He realized that he would not be content just to learn about coffee; he was destined to pursue the art of coffee roasting.
After all, it was Joseph's grandfather, Giuseppe Gerardis, who carried an old, hand-crank coffee roaster among his modest belongings when he arrived in the United States, in the last days of Ellis Island. Giuseppe carried his precious cargo all the way across the Atlantic, knowing he was to live the rest of his life far from Italy's cafes.
In the beginning, Joseph roasted his coffee beans in a popcorn popper and got a taste of what was to come. Seeing his enthusiasm, and sharing his love of good coffee, his wife, Isabel, joined him and they purchased a small 5 pound commercial roaster. The adventure began...
Together, Joseph and Isabel started by learning the importance of sustainable and organic farming methods. This led to their commitment to purchase only fairly traded and naturally grown coffees. As part of their commitment, JOEBELLA COFFEE became certified as Fair Trade coffee roasters through Transfair USA. They joined the Specialty Coffee Association of America (SCAA) and, as a means of ongoing education, they became members of the Roaster's Guild.
Inspired and eager, Joseph experimented with his new roaster using Fair Trade, organically grown, green coffee beans from around the world. With each roast, he learned something new about the merging of art and science, crucial to the roast process. He learned how each different origin of coffee, and each new crop, responds to that process. Through continuous roasting and "cupping", he began to feel confident in his ability to craft a better cup of coffee. Deliciously rewarded, there was no stopping him.
Their first fresh roasts were shared with family and friends to rave reviews. Word spread and sales began to take place. Local businesses in Santa Barbara, California where they lived, tried their roasts and signed on. In a short time, Joebella Coffee was born and steadily progressed as their array of coffee origins expanded and new, wonderful blends were discovered.
In 2005, Joebella Coffee became certified organic by the California Certified Organic Farmers (CCOF) certifying agency.
Now living in California's beautiful Central Coast, Joebella Coffee's first commercial location has opened in Atascadero. It is not a coffee house, but they do sell retail, as well as wholesale beans roasted in their new big 33 pound roaster. For a list of retail locations where Joebella Coffee can be purchased near you, see our links page.
"We hope you will try our coffees and discover the joy of Joebella."
Joseph & Isabel Gerardis
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