another matter. About once a month, Walsh
says the roasters have to be completely
dismantled for an in-depth maintenance
job. The machines are so reliable though
that Michael says they last for decades
without depreciating in value.
While the equipment and expertise have
been key to JBC’s success, Laura says that
a recent and major rebrand of the company
has also made a significant impact.
“Michael was very anti-brand. He
wanted to be a truth-teller and thought that
if the product works, that’s all you need,”
Laura explains. “We had a very ugly, red
bag and the worst website that ever graced
After investing in consultants to guide
JBC through a rebranding process, the
company has a snazzy new logo, easy-to-
use website and vibrantly decorated bags
with artistic images inspired by the country
where the beans were grown. JBC even
erected a large sign outside their facility
that faces the highway nearby.
“We landed three wholesale accounts in
the last month alone from people who saw
our sign,” Laura says.
The company’s coffee bar is also used
to host a range of local events including
cupping and latte art challenges, which
can keep JBC’s facility hoppin’ after the
roasters are shut down for the day.
And while JBC continues to push the
industry in the direction of higher quality,
sustainability and direct trade, Michael
says the company could also get a boost
from the natural cycles of history.
“Before WWII there were a lot of micro-roasters just like us. And then the war
effort came along and they were smashed
out of business by mass-producers,” he
says. “I think what is happing now is that
in this new generation, specialty roasting is
getting popular again. It’s a cycle.”
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