EMBARGOED FOR RELEASE ON
Thursday, April 26, 2012

CONTACT
Erin Fogg – 831-402-0871 erin@spokeconsulting.com
Janet McAthie – 831-521-5932 jmcathie@carmelcoffeeroasters.com

Carmel Valley Coffee Roasting Co. Acquires Estate Coffee & Tea
CVCRC Welcomes Customers and a Non-Organic Artisan Wholesale Line

Carmel, CA – Carmel Valley Coffee Roasting Company’s owners, Dean and Janet McAthie, announced this week that their company is assuming ownership of Monterey’s Estate Coffee & Tea.

“Everyone in the CVCRC family is excited about welcoming Estate into our wholesale operation”, said Dean McAthie, President & CEO of Carmel Roasters, Inc. “We look forward to offering CVCRC’s wholesale customers access to Estate’s top quality non-organic line of roasts and sharing our signature organic line with our new Estate wholesale customers.”

Founded in 1996, Estate has a history of bringing the highest quality Arabica coffees to fine dining establishments, independent coffee shops, and local grocers. Estate’s single origin and specialty boutique coffee blends are roasted using only the best high-grown Arabica coffees. Estate, like CVCRC, is known for the company’s micro-roaster, artisan-style approach to coffee, that wholesale customers have come to love.

“I take delight in knowing Dean, Janet and the team at CVCRC are local to the Monterey Peninsula and will provide excellent customer service. I believe the quality of Estate’s coffee will not be compromised,” said Anna Amodo, prior owner of Estate Coffee & Tea. “They will add a dimension that will benefit the brand and its customers. I wish them well.”

Dean and Janet’s first priority will be personal sit-downs with each of Estate’s wholesale customers to ensure a seamless transition. Over time, the McAthies hope to develop Estate’s budding network of small, ultra-premium coffee growers to bring an all-new flavor palate to the Peninsula’s coffee lovers. They will also explore developing a premium wholesale line of loose leaf teas.

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Carmel Valley Coffee Roasting Company (CVCRC) was established in 1994 to provide superior fresh roasted coffee, using the finest Arabica beans, delivered fresh to discerning customers who wish to prolong their Carmel experience with every delicious sip of coffee. CVCRC roasts in Carmel Valley, and serves coffee in five intimate locations in Carmel, Carmel Valley and Monterey. CVCRC is certified organic by CCOF.org and is a members of the Fair Trade organization, making CVCRC the only Certified Organic coffee roasting company on the Monterey Peninsula. www.carmelcoffeeroasters.com

I was flipping through the latest issue of Carmel Magazine and realized many of our coffee fans out there may not know that America’s Sweetheart, Doris Day, is a local resident of Carmel. It seems fitting to include a story about her in our February “Sweetheart” Issue.

Doris Day sat down with Dina Eastwood (Clint’s wife) and spoke to her about her career as a singer, dancer and actress. She also talks about her infinite love for animals and the work she continues to do through The Doris Day Animal League and the Doris Day Animal Foundation.

If you have every visited the charming hotel she owns with Denny LeVett in Carmel, Cypress Inn, you know she put pet-friendly hotels on the map! You can see more and make reservations for you and your pet at this quintessentially Carmel boutique hotel by visiting their website Cypress-Inn.com.

Read the Carmel Magazine Cover Story [pdf]

Video from KION: A glimpse inside

KION Central Coast News featured Carmel Valley Coffee in a recent newscast that spotlights businesses in our community.

Watch us pull a roast and hear from the owners, Dean and Janet McAthie.

This is a very limited production coffee from a small co-op of farmers in Nepal. We are honored to have this coffee to share with our online customers.

Every once in a while we get invited to a cool event or concert happening on the Monterey Peninsula. We couldn’t believe it when we found out the Red Hot Chili Peppers would be playing in front of 250 guests at the hip outdoor venue at the Henry Miller Memorial Library in Big Sur. We are huge fans…dating back to the Big 80s!

You may have read about their new album, I’m With You, and their secret concerts in this month’s Rolling Stone magazine. I was able to stand an arms length away from the band and shoot some raw footage on my new iPhone 4. I thought it would be fun to share it with a few close friends…so grab a cup of liquid sunshine, otherwise known as coffee, and enjoy the video!

Carmel Valley Coffee Roasting Company announced today that Ellen Snapp has been promoted to Vice President of Operations. Snapp started as a lead barista and quickly became a store manager in 2004. She has managed the Ocean Avenue store for the last six years and has worked as Director of Operation, assisting CEO and President Dean McAthie for the last four years.

“Ellen has been an incredible asset to our company’s growth and success, said Dean McAthie, CEO and President of CVCRC. In her new role, she will oversee the management, staff and daily operation of four coffeehouses including: Ocean Avenue, Crossroads, The Barnyard, and Mid Valley.
“Ellen has the winning combination of loyalty, resourcefulness and kindness. She has consistently earned the trust of her staff throughout her career with us”, said Janet McAthie, Owner and VP of Sales & Marketing. “As we started restructuring our business, we knew Ellen was going to be an important part of the solution,” Janet continued.

Carmel Valley Coffee Roasting Company is a local roasting house that also operates five local coffeehouses on the Monterey Peninsula. The company supplies wholesale coffee to hotels, restaurants and upscale grocery stores in California and beyond. In addition, the company supplies brewed coffee and espresso bars for private events such as The Rolex Monterey Motor Sport Reunion and Concorso Italiano.
The company recently launched an online newsletter, Bean Scene, and upgraded their ecommerce site to better accommodate the growing demands of online coffee bean sales. Visit the shop for more information.

The Scene and Scenery of Carmel, Pebble Beach & Big Sur through the pages of Carmel Mag!

Below left: Porsche Passion on the Peninsula: Two Special Events Rev Up October by Renee Brincks. Read about the Porsche Race Car Classic and The Porsche Rennsport Reunion IV taking place October 14-16, 2011. The events will draw collectors, drivers, designers and enthusiasts from near and far! Read the Full Story >>>

Below right: Check out our new coffee roasting facility as featured in Carmel Magazine! We out grew our old space and now Tina and her crew have a little more elbow room to roast, store and package your coffee orders!  Read the Full Story >>>

By Janet McAthie

Every year a major food and wine festival takes place on the Monterey Peninsula the weekend after Easter. This year’s Pebble Beach Food & Wine was held April 28-May 1, 2011 and it was four days of fabulous chefs, bottomless wines, and exciting demos, dinners and debauchery. Thousands of foodies from around the country gathered in landmark Pebble Beach to taste the food of famous chefs like Daniel Boulud and Ming Tsai and to sample the legendary wines of hundreds of respected wineries like Roar and Rombauer.

This year Carmel Valley Coffee Roasting helped the event’s Guatemalan coffee sponsor, Café Negro, execute espresso bars and brewed coffee at several of the major functions and roasted all of the coffee used at every lunch, dinner, and after party.

Here we are pictured with our new friends, Alejandro & Claudia Maria Castaneda from Café Negro at the Lexus Grand Tasting on Sunday.

Janet & Dean McAthie, Alejandro & Claudia Maria Castaneda

Two weeks before the event, Alejandro and Claudia Maria arrived from Guatemala City to San Francisco and drove their rented Volvo filled with 600 lbs. of Genuine Antigua Guatemalan coffee to our roasting facility in Carmel Valley. The coffee was grown on a small family-owned estate called el Aragon.  It is grown at 5,300 feet above sea level on the mineral rich soil on the skirts of the Water Volcano. The cherries are lovingly hand-picked and the beans are sun-dried the old-fashioned way.

El Aragon Estate, Antigua, Guatemala

We were all chomping at the bit to get the coffee in the roasting machine!  To be completely honest, we were crossing our fingers that this coffee was as rare and as good as we had been told. Genuine Antigua coffee generally isn’t available in the U.S. because it goes straight to Japan and Europe after a bidding process. Antigua is considered one of the finest coffee growing regions in the world and frankly, we had never roasted it or tasted it!

We were Genuin Antigua virgins!

Oh man, we hit the mother-load! The coffee was beyond amazing. We ended up roasting it medium per Alejandro’s instructions, which meant we stopped the roasting process before second crack and before any oil appeared on the beans. The tasting notes were floral and citrus and the finish was dark chocolate! I can hardly describe the euphoria we felt as we took the beans straight from the roaster to the grinder to the TruBru and sipped our first taste. Mmmmm, a very flavorful and satisfying cup. We drank it black, no cream, no sugar.

Then Tina, our roast master, had a brilliant idea to roast it as a single origin espresso. She French roasted a batch and combined it equally with the medium roast. Alejandro loved it so much he took a big bag home with him to Guatemala City. He now drinks it every day!

Needless to say, the coffee and espresso caught the attention of many writers, chefs, and industry professionals at the PBFW event. It isn’t every day you get to taste a rare coffee from Antigua. We quickly realized that food and wine connoisseurs rely on coffee, sure, but they also appreciate the subtle differences between good and great tasting coffee. Luckily for us, Café Negro is planning on selling directly to U.S. customers through home delivery membership.

If you would like to learn more about membership and home delivery of Genuine Antigua Guatemalan coffee, visit Café Negro’s website:  www.cafenegro.net or email alex@cafenegro.net.

If you would like to attend next year’s Pebble Beach Food & Wine, visit their website: www.pebblebeachfoodandwine.com.

]]> http://www.carmelcoffeeroasters.com/2011/05/18/the-majestic-coastline-of-carmel-and-big-sur/feed/ 0 http://www.carmelcoffeeroasters.com/2011/05/18/aqua-terra-culinary/?utm_source=rss&utm_medium=rss&utm_campaign=aqua-terra-culinary http://www.carmelcoffeeroasters.com/2011/05/18/aqua-terra-culinary/#comments Wed, 18 May 2011 20:20:52 +0000 Gianni.Dalerta http://www.carmelcoffeeroasters.com/?p=818

“We have been using CVCRC’s Guatemalan and Decaf coffees exclusively for all of our special events and consistently get excellent comments from our guests about the flavor and quality of your coffee. It is rare that we are able to find purveyors that share our views on sustainability and deliver a top quality product. We have found that magical combination with Carmel Valley Coffee Roasting Company and its coffee. The Guatemalan is also my daily drinker.”

Dory Ford, Chef / Owner
Aqua Terra Culinary

Pacific Grove, CA
www.aquaterra.com