Coffee is our Master Roaster’s craft, ritual, and passion.
Our Master Roaster is 4th generation coffee roaster. The secret of a good roast is to roast as lightly as possible while extracting maximum flavor. “When people hear ‘light roast,’ they assume the coffee has no flavor,” but coffee, he explains, is an agricultural product that changes as it ages.
Karl The Fog Coffee passionately believes in sourcing and buying only the best coffee on the open market to bring you a one-of-a-kind coffee experience. We also believe in sustainability and paying fair coffee prices to the workers who produce and harvest our products.
We work directly with many of our farmers and origin-based importers cutting out the middle-man buyers, 3rd party importers, and exporters to bring a better living wage to those who produce for us; ultimately delivering a better product to your door.
So lift a cup! Raise a toast to our farmers for their hard work and dedication, and be reminded that somewhere across the globe, a farmer handpicked YOUR COFFEE with you in mind.
MICRO-ROASTING: Micro roasting is the process of small-batch roasting. 1) Requires a Master Roaster (Similar to a top chef). 2) Ensures consistency of all beans. 3) Brings out the best flavor and aroma of the coffee bean
MASTER ROASTER: Our Master Roaster only roasts 1-10LB of beans at a time, watching and guiding the beans through the roasting process. This artisan approach ensures the coffee beans all reach a consistent roast level and taste the same.
Our number one priority? To deliver a level of service above any other and provide exciting yet familiar flavors to our customers. Through our coffee roasting process, we can bring the experiences that I appreciate to your cup.
Large companies use large roasters to enable them to produce millions of pounds of beans each year. On average, these machines can roast enough coffee beans to produce over 14,400 cups of coffee an hour. Being produced en-mass allows millions of consumers to drink their daily Java. However, it has to sacrifice some of the quality of the product.