Getting to know Ashley Palmer-Watts - Co-founder of Artisan Coffee Co.
How did the journey of Artisan Coffee Co began?
Artisan Coffee Co. was founded by a group of modern-day artisans; a serial entrepreneur, a Q grader (the coffee industry’s equivalent to a wine sommelier), and myself, a Michelin-starred chef. Our shared passion for coffee ignited hours of conversation that resulted in a clear mission: to deliver delicious, specialty coffee that everybody can enjoy.
Can you share more about Artisan Coffee Co's approach to sourcing and roasting coffee?
It goes without saying that sourcing all of our coffee sustainably and building strong relationships between the buying team and the source is essential for securing the quality and volumes we require. Our coffee blends are created by combining specialty coffee from various certified initiatives, such as fair trade, organic, and the Rainforest Alliance.
As a chef, I brought a unique perspective to developing the coffees. I wanted it to be packed with individuality and full of character. Inspired by the great champagne houses, I directed the team to conceptualise coffee in a revolutionary way, championing the use of blends and harmonising flavour notes to create the ultimate cup. I start by mapping out the flavour profile of each blend and tasting a wide range of single origin coffees, so I can adjust the ratios of each blend to achieve precise results. Engineered to encapsulate twice the aroma, each coffee has been blended and roasted to achieve consistent characteristics across all brew formats: coffee bags, pods, whole bean, and ground, so no matter how you brew, there is a coffee that's just right for you.
What was the inspiration for Artisan Coffee Co to decide to put coffees into the convenient capsule format?
Capsule coffee didn't have to be just a coffee in a capsule. The challenge of developing blends that delivered character in such a small dose of coffee, suspended and locked in its optimum condition, was a fascinating one. I started by tasting all of our espresso blends in capsules and quickly realising that this would take a lot more development given the parameters of capsule brewing. Capsules are such a clean and convenient way to drink a great coffee at home, in hotel rooms, the office, or even in restaurants where there is very little space for coffee machines.
Coffee is fuel to get us moving throughout the day, especially in the morning. What is your daily morning ritual like?
Well depending on my day, I usually start with a capsule or two. Short shots are my thing but I do really love the americano recipes with our capsules on the Morning Machine.
What are you most excited about right now and for the future of Artisan Coffee Co as a business?
Working with fantastic partners like Morning and expanding our reach internationally is very exciting. I truly enjoy the wide range of customers we appeal to. It's very rewarding to be able to break down barriers to the overly technical language so widely used in the coffee industry, and to allow everyone, anywhere, even those who find specialty coffee a little too elitist, to embark on their new coffee journey. Life really is too short to drink bad coffee!