Counter Culture Coffee To Open In Northern California With New Roastery And Training Center

First West Coast Roastery and Training Center for Counter Culture To Be Located in Emeryville, CA, Offering Coffee Education, Cuppings, and Barista Training

San Francisco, CA – Counter Culture Coffee, the beloved coffee roaster based in Durham, NC, will open its first West Coast roastery and Training Center in Emeryville, CA, outside San Francisco, at 1329 64th Street. The new Counter Culture home is expected to open its training center during the first quarter of 2014, with coffee roasting following in mid-2014. This West Coast hub will enable Counter Culture to develop a local presence and to more efficiently supply West Coast customers with the freshest coffee possible, while cutting down on the company’s environmental footprint. The new opening marks the company’s ninth training center, with other locations in Asheville, Atlanta, Boston, Chicago, D.C., Durham, New York, and Philadelphia. This is the company’s second roastery, with the original in its hometown of Durham.
Dedicated to coffee education, the Training Center will be home to events and coffee classes that are part of Counter Culture’s education program Counter Intelligence. In addition, guests can visit the Training Center each Friday at 10am to attend one of the company’s popular, free, and open-to-the-public coffee cuppings (tastings). The classes have been incredibly popular with both professionals and home brewers, and have generated widespread acclaim and media attention in each market.
“San Francisco has long been known for its enthusiastic coffee community, and since we opened Counter Culture in 1995, it’s been a dream to have a home on both coasts,” said founder Brett Smith. “We are thrilled to now have the opportunity to better serve our West Coast customers and coffee enthusiasts – in a way that cuts down on our environmental footprint – and to welcome both professional baristas and home brewers who are as obsessed with coffee as we are.”
The recently-renovated building was previously used as an organic food distribution center. The 12,000 square foot, warehouse-like space with large exposed beams will be designed with sustainable practices in mind, including the use of reclaimed materials.
Jane Kim, who recently completed the new training center in NYC, will serve as the architect for the new roastery and Training Center. Based in New York, Kim’s recent work includes Milk Bar, Third Rail Coffee, Smith Canteen, Nightingale 9, and more; Jane also teaches Architectural Design at Columbia University.
Counter Culture’s coffees are available in of the country’s top restaurants, coffee shops and markets. In California, Counter Culture available esteemed shops like Coffee Cultures, Stanza, and Modern Coffee in the Bay area and Railroad Cafe (Santa Clarita), as well as restaurant and cafe Bottega Louie (Los Angeles), specialty grocer Dean & Deluca (St. Helena), and Aroma Coffee and Juice Bar (Los Angeles). Other top destinations nationwide include Alinea, Maialino, Empire State South, and the Spotted Pig.
Counter Culture’s team includes baristas who have earned top spots at renowned coffee competitions, including Katie Carguilo, winner of the 2012 U.S. Barista Championship, and Erin McCarthy, winner of the 2013 World Brewers Cup in Melbourne, Australia.
About Counter Intelligence
Counter Intelligence is Counter Culture’s coffee education program with an ever-evolving curriculum of courses, seminars, and hands-on training labs for industry professionals and home consumer coffee aficionados. The company’s inclusive approach to coffee education aims to empower each person throughout the coffee supply chain with the skills and knowledge necessary to ensure quality stewardship and sustainability, from farm to cup. In addition to individual tastings and courses, Counter Intelligence also offers Counter Culture Coffee Steward and Barista certifications.
About Counter Culture
Founded in 1995, Counter Culture Coffee is the much-loved coffee roaster dedicated to finding and bringing to market the most exciting and delicious coffees in the world. The company’s vision is to pursue coffee perfection by creating partnerships dedicated to environmental, social, and fiscal sustainability throughout the coffee chain, improving the natural environment and operating efficiently to minimize environmental impact. Counter Culture has eight training centers across the country including locations in New York, NY; Chicago, IL; Boston, MA; Washington, DC; Philadelphia, PA; Asheville, NC; Atlanta, GA; and Durham, NC. Served in some of the country’s top restaurants, Counter Culture Coffee is available in coffee shops, specialty grocers and online at
Counter Culture Coffee’s Emeryville Training Center
1329 64th Street
Emeryville, CA 94608

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