RESIST BAD COFFEE Drinking good coffee can become an act of civil disobedience. We believe the fast & the cheap over the quality & the conscious is wrenching the heart out of our communities and tearing the soul out from our land ecology. Drinking good coffee is an agricultural act of defiance, and it should follow that we think of producing good coffee as a gastronomic act of skill & intention. We believe as a society it is our responsibility to transcend the injustice of passivity and awaken to the true cost of our daily acts. Each of us is called upon to practice and disseminate a new, more precise, and at the same time broader concept of quality coffee. Resisting bad coffee means being selective in your purchasing and consumption. It means bypassing coffee at the gas-station, knowing where your money is going behind each coffee, and drinking coffee fresh rather than coffee that has been sitting ground up on the shelf for months. With each cup of coffee comes a distinct place and people. Familiarize yourself with the varieties of the coffee experience. Look at the whole bean’s shape and texture. Greet the coffee in your palate as though it were a welcomed guest. Discover the brightness. Establish the mouth feel, take silent notes on the flavors, and allow yourself a moment to experience the aftertaste. Know the true story behind the coffee you consume. Challenge us as we challenge you. Demand that 1000 Faces Coffee put greatness before success. Resisting bad coffee is an act the poet Hakim Bey would call “overcoming tourism,” and we seek little more than to overcome the passive distraction, the white noise, the bottomless consumption, and cheap representational living.
“WAKE THEM AND THEY SHALL QUIT THE FALSE GOOD” -Emerson
BREWING AS A YOGIC DISCIPLINE Keep your brewing equipment like you keep your dojo, clean and ready for action. Use fresh and clean water. Coffee peaks within a week of the roast, so try to brew within that time frame. At the bottom of each bag, we have a roast date. Use the right grind setting and for god’s sake, grind your coffee just before brewing. DO NOT BUY GROUND COFFEE! If using a paper filter, wash away the paper fines before brewing. Measure the amount of coffee you are using. Keep coffee away from direct sunlight. Don’t reheat coffee. Return cold coffee to the earth. Don’t keep coffee in the fridge or the freezer.
SENSORY AWARENESS: JUST A SIP, BEFORE ADULTERATION Good coffee has a wonderful natural sweetness to it. With a clean cup, more than 800 distinct flavor characteristics are potentially unlocked. We urge that you give these little magical coffee DNA/RNA a chance to please you before you saturate them with milk/sugar. The tongue is a cornucopia, a symphony, Vesuvius waiting to explode…we want to sing to the gods with each taste of 1000 Faces.
CAN YOU PASS THE ACID TEST? Experiencing good acidity has a lot to do with cleanliness and sweetness. Unclean brewing equipment and over-roasting don’t help. There are few worse things in this world than rancid coffee that has been roasted so much the moisture has been extracted to the cellular exterior of the coffee surface. Avoid this coffee as though it were the plague.
MYTHOS AS PATHOS Flor R. Contemplacion, the wet-nurse, the stable boy, the masseur and the masseuse, dog walker, the footman, the scullery maids of great houses, the fast fingered and still unpublished writers in rental units, the valet, the yard crew, Special Agent Dale Cooper… in every nook and cranny of life stand the hero with 1000 Faces, making the mundane sacred. Giving a sense of purpose and place to an otherwise faceless act.
Coffee as a mythological good.
We believe the power of narratives. So here is our myth…. In 2006, we began in a secluded hideout in the middle of dense gathering of Georgia pine. The forest grounds in Athens were said to be that of an elder Cherokee woman who communed with the spirit world. At the first crack of the cast iron drum in the roaster, a barn owl took flight from a surrounding tree, which we took as an omen of good luck. We began slowly. Working long days, perfecting our craft outside the influence of others in the industry. We began by living with our work, dreaming dreams the dreamers dream in a small farm house outside of Athens. Doing everything our own way and beginning to steadily toss small kindling on the embers of a new business. What began with a small project working with producers in Ecuador started to take us to the furthest edges of the world. We lost our homes and became gypsies of the coffee world. Sleeping in big hunkered metropolis caverns, drinking coffee with royal restaurateurs in red coats, studying phenomenology in distant laboratories in white hills, and sitting cross legged in small humble mountain villages guarded by men with long knives. We became new spirits via travel, ruffled in the corners of hotel rooms and scribbling notes in journals, all while the original drum in Athens kept circling and new members came into our family. 1000 Faces is a state of consciousness. A continuous process of disambiguation through open participation. Ever changing and ever evolving AND always centered on empowerment. One gestalt following the next, each one greater than the last. Unique & independent, small & mighty.
STUDY THE PANTHER! ENGAGING WITH SLOW COFFEE Taste, biodiversity, the health of humans and animals, well-being and nature are coming under continuous attack. This jeopardizes the very urge to drink and produce coffee as gastronomes and exercise the right to pleasure without harming the existence of others or the environmental equilibrium of the planet we live on. When Rodin urged Rilke to travel to Jardin de Plantes in Paris and choose an animal in the zoo to study and thus understand the world, Rilke chose the panther. We have chosen coffee by which to understand the world. From our study of coffee, we have a firm belief that the single greatest problem in our world is that it is moving too fast. We believe that slow has a power that is more valuable than currently being integrated into our systems. We have moved slightly away from using the term DIRECT TRADE. The term has been watered down and is now more of a confusing distraction than a tangible field of action. In 2009, we started a partnership with an interdisciplinary think-tank at the World Institute of Slowness in Norway to help establish the protocols, standards, and criteria for SLOW COFFEE. We felt that by trade marking the term we could help build a cathedral by which artisan producers could be held to a standard which improved the conditions of producers worldwide. For more information, please visit: www.slowcoffee.com