Paul Katzeff and his wife Joan have been in the coffee business on the Mendocino coast since 1972. Getting there culminated a zigzagging thirty-something year journey which began in the Bronx where Katzeff was born, the son of a vegetable and fruit vendor in Queens.
From the Bronx Katzeff went to Cornell and studied dairy farming and apple culture—pomology, he says. When he realized he didn’t have any money to be a farmer he went to an advisor to figure out what to do next. After taking a battery of tests, social work came up as his calling. “I had never considered it, didn’t even know what they did.”