The most honest cup of coffee tastes the most like… coffee
—These are the principles that make a company important to people. We don't just make one precious cup of coffee for one type of person. We make coffee that is time-tested, pure, strong, delicious and loved by a whole city. This is what makes Vassilaros & Sons Coffee a fundamental part of New York City for three generations.
The Taste Ritual
By John Vassilaros
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1. Before any beans are purchased in bulk, we grade and cup samples that have been submitted for offer by growers and exporters.
2. Only after the very best beans have been selected from these samples do we begin to negotiate their price—first quality, then cost.
3. Once the bulk coffee is delivered to the factory, it's double checked against the original sample to insure that what we chose is what was delivered.
4. After the best of the samples are selected, they are blended together to determine how well they marry to achieve the most complex taste, body and aroma.
5. We constantly sample the beans out of the roaster, checking for to ensure that it meets our roast profile and not to over-roasted, which masks the flavor and complexity.
6. The authorized blend is brewed just as the customer will brew it, for one last taste test.
The beans are from Central & South America but the coffee is from New York City.
—In order to be true to the blend, John makes a point to visit smaller coffee farmers and growers in Central and South America, besides the larger farms. This is how we find the finest coffee beans in the world for New York City—a dedicated to quality, not mass production.