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Import: All the import and wholesale distribution is handled through Beaneology, the wholesale side of JavaVino, also owned and operated by Heddy Kuhl. When Selva Negra coffee is packaged in the container (about 40,000 lbs), it is locked and sealed. Barring any FDA need, this lock is not removed until opened by Beaneology's custom's broker. The container headed to New Orleans leaves from the Honduras port of Puerto Cortez, Nicaragua has no accessible port on the Atlantic Ocean. From its arrival in New Orleans it is shipped directly to Atlanta, GA where it is stored in warehouses owned and maintained by Beaneology. |
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Cupping: The new coffee arrival means a round of cupping. Coffee cupping is the equivalent of a wine tasting, where different characteristics of a particular coffee bean are evaluated. Cupping the coffee before departure and after arrival enhances quality control, even tough the coffee never leaves the family; it would be inappropriate to skip such a critical step. Steve, Beanealogy's roast mater cups and on occasion hosts cupping sessions for educational purposes. |
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Distribution: Through Beanealogy, Heddy & Steve serve are green bean brokers of Selva Negra Estate Coffee. They sell green beans to numerous roasters in the Southeast region. Most of it stays here in Atlanta though where they roast at JavaVino and sell either by the pound or as drip-coffee. Through Beanealogy, Heddy & Steve serve up Selva Negra to many local restaurants and coffee shops. |
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Roasting: There are various stages in the seed to cup adventure where the quality of the coffee, and the taste can be greatly affected, in a good or bad way. The roasting process is one of these most critical points. If done properly it can only enhance the flavor and appearance of the bean, but it can easily go wrong. Beanealogy, has a unique advantage in roasting the Selva Negra bean: lots of experience, since it is their house coffee, and they roast for more than just their own shop. When roasted, the bean expands to nearly double the green bean size. As the bean is roasted it changes color from the green to a yellowish to a light brown and eventually to the dark brown. Where you stop the roast provides a different roast profile. A lighter roast will allow the bean to retain more of its original flavor. The darker the roast, the less original flavor of the bean and more flavor of the roast that will appear. The optimal roast is the choice of not only the roast master, but also up to the preferences of the consumer. At JavaVino, Selva Negra coffee is roasted in three profiles: light, dark and French. Each with its own advantages. Selva Negra Dark is the best seller at JavaVino. JavaVino micro-roasts all their coffee for the shop regularly, a few times a week, and roasts fresh for wholesale accounts in five-pound bags on demand. |
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Packaging: Wholesale accounts where customers may purchase the coffees green or roasted are offered. Restaurants and coffee shops purchase in five-pound bags where retail and grocery stores purchase pre-packaged in one-pound bags. Beanealogy delivers fresh coffee to wholesale customers on an as needed basis. Most accounts order coffee once a week. One-pound packaged bags may also be purchased either at the shop or through the Internet. |
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Brewing: Selva Negra served up at JavaVino has never left the Kuhl Family's hands until it is handed to customers. That's a true seed-to-cup experience. JavaVino brews up coffee, offers French Pressed coffees and sells the Kuhl Family's coffee by the pound. |
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Serving: Selva Negra is sold as single varietal brewed up fresh at JavaVino and is also one of the beans blended in JavaVino's signature five-bean espresso blends. So whether you order a traditional cup of coffee or an espresso based drink, at JavaVino you'll can always get a taste of Selva Negra. Espresso, Cappuccino, Latte, Black, American, Iced options, smoothies, etc… Coffee can be served in such a great variety that it is fun to consider the possibilities. |
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Promotion and Certifications: Marketing and promoting Selva Negra coffee is facilitated by the fact that we have the following certifications:
- Organic Certified
- Rainforest Alliance Certified
- Shade Grown - Member's of Audubon Society
- SCAA 2007 Sustainability Award
Certifications serve as a guarantee of sorts that our claims have been verified and are continuously under review by the certification boards. They help the importer, roaster and retailer sell the coffee with its history and sustainable efforts.
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Return to 2007 2nd Quarter Newsletter
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