We spoke this morning with a man who is very passionate about the coffee bean – and so much so he has decided to do it right… for himself, for the consuming public and the farmers who grow it – and beyond!
And with 40 plus years, under his belt, with the band Aerosmith – a demanding full time job all its own, a very youthful Joey Kramer has managed to visualize, develop, and market a potentially winning concept.
Chatting with Joey today, I quickly realized that he is a team player – not only with his band of brothers but also with all the mechanisms and machinations that make for a successful venture into the fairly cluttered and confusing coffee marketplace. Because, as Joey pointed out, a lot about coffee is in the education and in the awareness.
Years of touring into every nook and cranny of this Rock and Roll hungry planet left Joey with the sense that he needed a better and more accessible cup of coffee. For Mister Kramer, an avid coffee drinker since his early days, his daily caffeine rituals were often interrupted by simply bad coffee in some unexpected places. The only solution (knowing full well what a great cup of coffee tasted like) was to have some part in producing his own personal great cup of coffee… a cup of coffee he could enjoy on the road, at home, and a product he could share with the rest of the World.
The idea for Rockin and Roastin coffee was born.
And, he added, you cannot do it all yourself. He has a great coffee team – and like the boys in the band, everyone has to pull their weight and find their strengths. If you are going to do it right, you need the right people. And with the full schedule of the touring cavalcade that is Aerosmith, he was not always able to get to all the farms and see all the stages of production – that said, he has been hands on on testing, sampling, testing and brewing his trio of great coffees – at this point he has picked 3 of the World’s most beloved origin beans; Ethiopian, Guatemalan and Sumatra coffee – three classics.
Joey and I talked about the importance of understanding the “value chain” of coffee, its path from farm to cup, the delicate nature of the coffee plants and their caretakers – the farmers who also need to receive a fair compensation for their work. Joey Kramer has done his homework – he knows the value of shade grown and organic coffees – being friendly to the environment, growing coffee in a sustainable way and not harming anything in the process.
Joey admits, “I drink a lot of coffee. Particularly during the creative stages with the band… composing arrangements for new songs…” Coffee is creative fuel, and for Joey Kramer, there is clearly a lot of coffee in his music. I found him exceedingly passionate and easy to talk to.
My next task will be to try some of this bean – and if you want to check them out, I encourage you to head on over to their colorful website
Podcast – If you cannot see the audio player above, click here for the mp3.