![]() And coffee connects people just the way sports and adventure connect people: When you climb a mountain you have a moment together at the peak (maybe with an AeroPress), after a workout you refuel with some coffee or sit at the campfire with a cup of tasty coffee.” Coffee is a kind of fuel for your daily adventure, no matter what you’re up to. We want our coffees to be more than that though: As in our initial inspiration to get into coffee, we want to make Specialty Coffee accessible and a fun, inclusive and non-intimidating experience. The girls reply: “Of course we want to roast outstanding coffees to their full potential. This is a lesson to take when thinking about coffee producers: Their livelihood often depends on the forces of nature and if there is drought or too much rain, the crop won’t grow the way it should and there is not much they can do to change it.” How do all their coffee enlightenment and sports activities reflect in what they do as a roastery? There is no way of fighting nature, you have to go with her and make the best of it. ![]() When you’re out in the mountains, a change of weather can occur very quickly and show how the forces of nature can be merciless. Thanks to their love for the outdoors, they have understood that nature cannot be controlled: “The great outdoors are humbling and they also teach you, how small you actually are as a human being. Because you actually are capable of doing so much more than you think and it’s about overcoming the barriers we have in our mind and keep pushing.” But it’s not what we do… endurance sports has taught us to keep going, even when it’s tough. And you learn how to manage a situation with limited amounts of resources,” Simone draw the connection.Īnd we see their drive has not left them - and probably never will - based on their reflection on their work: “In a long distance race or on an outdoor adventure, there usually comes a time when you’re exhausted or lost or something else is bringing you down and all you want to do is give up, sit down and cry… which is what some people do. Simone and Denise’s background in high-performance sports have taught them a lot, for example: “… how to grit your teeth and carry on, even when you think you can’t. With the aim at their own generation, they wanted to bring a product that would be fun, cool and accessible. That was the reason Simone and Denise wanted to change it. It was always marketed towards tradition and heritage and good-old-days, but in a bad way,” was their honest answer. ![]() What was the coffee like in Switzerland, then? “The image coffee had back in Switzerland was either grandma-style or old school Italian style (styled all in red-black-gold-brown). And of course Hawaii is a coffee growing origin, so you could drink locally grown coffee everywhere,” Simone and Denise told us. “It seemed more contemporary and marketed towards our generation. Hawaii opened their eyes to a coffee culture that was diametrically different from Swiss coffee drinking dogmas. A coffee roaster and an Ironwoman? A combination that sounds more than convenient- if you know a little bit about roasting, physically quite a demanding profession. Simone came to take part in the Ironman World Championships. They did not travel from the mountainous Switzerland to the sunny beaches of Hawaii for holidays though. It is then they encountered an immense coffee culture while visiting Kailua-Kona, Hawaii. In 2007, the general knowledge of coffee was quite limited by the Italian traditions. Simone Ernst and Denise Morf had zero coffee experience- besides for their coffee drinking habits- prior to jumping head-first to their business. Hawaii’s Coffee Culture Motivates A Change In Switzerland Vertical Coffee is a wonderful project that presents clearly the roasters’ interest, ambitions and approach to life as a whole. ![]() What their description did not capture is the amazing background of the roasters and their introduction to coffee. Denise Morf + Simone Ernst = Vertical Coffee Roasters Our roasting style highlights the exceptional work done at the origin and shows off the coffee’s unique flavours.” The short description of Vertical Coffee Roasters could be a summary of many ambitious roasters and it definitely gives you an idea of their attitude towards and respect for the Speciality Coffee as a product. “We love to share our enthusiasm for outstanding coffee and take your taste buds on a mouth-watering adventure.
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