Introducing our new brand identity: JBC Coffee Roasters

We are pleased to introduce a whole new look to better represent our award-winning coffees, a new website, and new coffee education and training offerings for the public.

Our new brand: Working with Chapa Design (Madison, Wis.), JBC Coffee Roasters has developed its new brand, logo, website and packaging. As Specialty Coffee experiences a renaissance, we noticed a troubling trend. Many roasters have established their identity on marketing concepts and not cup quality. As a roaster dedicated to transparency and quality for over 20 years, we decided to do the opposite. Our new look celebrates our ties to origin, the hard work of coffee growers, and the importance of quality. “Quality coffee is a result of a conscientious commitment from our partners at origin, our partners serving our coffee, and us,” says founder Michael Johnson. Johnson has instituted the model, “Sustainability through Quality™” which, simply-put, promotes above fair trade wages by sourcing only ripe cherries, paying more for quality, and working with farmers to improve quality.

Education: JBC Coffee Roasters is committed to building a barista culture and coffee knowledge in the Madison area. We are hosting monthly Throwdowns (latte art competitions), the first Thursday of each month (open to the public). Our training center features the official US Barista Championship/World Barista Championship Nuova Simonelli Aurelia T3 espresso machine and Mahlkonig K-30 grinder, along with a slew of manual brew devices and state-of-the-art coffee resources. We will soon unveil our new line-up of coffee training and educational opportunities.

Quality First: JBC Coffee Roasters, founded as Johnson Brothers Coffee Roasters in 1994, has more 90 plus rated coffees ( than any other roaster world-wide for five years running and was named by CNN as one of the nation’s top small coffee makers. Johnson has been invited to judge internationally in Colombia, Panama, and Ethiopia. He attained the SCAA’s (Specialty Coffee Association of America) highest accreditation, a licensed Q Grader. “Michael Johnson is truly a Master Roaster,” says the next SCAA President Tracy Allen. Our promise: we will always let the coffee lead the way.

Sustainability Through Quality™
5821 Femrite Drive Madison WI 53718

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