For the many years we have dedicated to refining the different skill sets required of coffee craftsmen, one truth remains the same: “Nothing tastes good from a jerk.”
We can source the best coffee. We can roast it to its fullest potential. We can prepare it to absolute perfection. However, if we are not hospitable to the person who we are serving, our drinks will not be as delicious as they could have been.
Our goal, though not always achieved, is to constantly strive to offset our craft with optimism, empathy, honor, reliability, and humility. These five traits connect us to the awesome people who buy our coffee as well as to our own crew. Realistic optimism can be a breath of fresh air. An empathetic ear can help us rally our own spirit. Honorable behavior reliability, and the self awareness that accompanies humility can anchor our dreams, partnerships, and business in general.
Restaurateur and author Danny Meyer introduced us to the “51 Percent Solution” in his stellar book “Setting The Table: The Transforming Power of Hospitality in Business”.
Our task involves honing our craft of sourcing, roasting and preparing coffee. Our personalities drive us towards trying to learn and put into practice new skill sets every day. Yet like Danny Meyer points out this must only be 49% of who and what Coava is. This doesn't mean that our bar for quality is any lower, but that our hospitality (feeling) has to be that much better than everything else we do. We must look to meet people's needs before they know that they have them. Show them kindness, before they ever get to try our quality.
The Coava family owes a debt to Meyer’s concepts, but also to all of the kind coffee folks who helped show us that the craft of coffee has to always be 51% hospitality.