Moreover, creating a fair, equitable market in which coffee farmers can sell their coffee is also about social justice. We then work with them to get them the best possible price for their high-value crop.” We have direct relationships with the farmers and growers, educating them on what we need in our coffee shop so they can grow the best possible coffee. “It's direct trade, and it starts with the farmer. “It's beyond what's being labeled as 'Fair Trade,' which in some cases doesn't mean anything,” Morton said. MadCap buys coffee from small scale growers that cultivate high-quality, single varietals (much like grape production in the wine industry). We have direct-trade farms in Guatemala, Honduras, Costa Rica.” Morton said they are also cultivating relationships with farmers in Brazil and are prospecting coffee farms in Kenya. MadCap coffee buyer Chad Morton, explained MadCap supports a supply chain that is both transparent and sustainable at every point along the line. Our biggest challenge is educating our customers about coffee's 'seed to cup' process, showing them the journey coffee takes before getting to their cups and how that journey affects the resulting taste.”Īt the root of MadCap's operation are the coffee farmers. “Our single-minded purpose is to offer the highest quality coffee we can source. “MadCap's goal from the start has been to provide customers with a cup of coffee that in a sip, can tell the 'seed to cup' story,” said Trevor Corlett, owner of MadCap Coffee. MadCap celebrated its first anniversary in January. Located on the bustling hub of 98 Monroe at Ottawa Avenue in downtown Grand Rapids, MadCap Coffee has become a mecca for excellent coffee in Grand Rapids. Where does your coffee come from? Where is it grown? Why does it matter? How do these conditions affect how the espresso or latte taste? What about the roast? There are so many variables that come into play when brewing the perfect cup of coffee and while we may not be thinking about this complexity sip for sip, the experts at MadCap Coffee in Grand Rapids certainly are. Whether it's brewed stove top, in a coffee pot, espresso machine, moka pot, french press, chemex or, heavens forbid – gotten from the closest gas station or brewed in a vending machine, many of us do not think of our coffee's journey beyond its stimulating effects as we sip it each morning. Coffee has been part of human history for hundreds of years and is a common morning ritual across the world.
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