I had the opportunity to interview Jim Fosina, CEO of Amora Coffee. Amora is a premium coffee roaster and coffee subscription service that was founded by Jim and spouse in 2011. By 2015 they added tea to their offering and have served tens of thousands of coffee enthusiasts like myself.
Tell me how you got involved with Amora Coffee. Did you work in the coffee industry before Amora?
I started my career 30 years ago working for Kraft General Foods within their Direct to Consumer Home Delivery Coffee Subscription called Gevalia Kaffe, a part of Maxwell House Coffee. Years later, I founded a Direct to Consumer Subscription Advertising Agency called Fosina Marketing Group which I grew over a period of 15 years before selling it but during that time, we Founded Amora Coffee in 2011 as our own Direct to Consumer Coffee Subscription Service.
How would you describe what sets Amora apart from other coffee roasters?
The meaning of Amora is LOVE and the configuration of the Amora name is the reverse spelling of Aroma. You have to LOVE the AROMA of your Coffee as that is your first impression and to have great Aroma, you have to have really FRESH coffee. Amora prides itself on LOVING Coffee and getting it to our customers just as fresh as we possibly can…..Fresh Coffee delivered right to your doorstep, the way you want it when you want it, the coffee subscription service you completely control…..That’s Amora!!
What is the process for selecting the coffees to offer?
Our Master Roaster is always looking and selecting beans from crops and origins all around the world that bring the most balanced blends to your cup based on coffee growing region seasons. The blends are selected for the best delivery of flavor and aroma based on the level of roast intensity
How do you feel about the health of the coffee industry given the state of the country under quarantine right now?
Very healthy. People are not drinking less coffee, they are just getting it differently during quarantine time. More coffee is being consumed at home rather than bistro’s, offices, and schools. So delivery has changed but the needs, wants, and desires of coffee is very healthy.
What does your coffee routine look like? Do you have a favorite brew method? Bean origin or blend?
My personal routine starts first thing in the morning just as the day starts. I like a darker roast so I drink either Vigorosi or Intenso. I prefer to use already ground beans rather than grinding myself as the grinders we use at the roaster are much gentler on a bean than most at home grinders that shatter or overheat versus truly grind the bean to the Roastmaster specification. I use a pour-over for the most optimized extraction and I don’t add anything to my coffee…..straight black.
What is the most challenging aspect of running a coffee roaster?
Amora roasts only in small batches in a highly monitored 9 stage roasting process for optimal quality and then hand packs into small 8 ounce bags to avoid mass production and deliver a product to consumers in smaller bags to minimize prolonged oxygen exposure. Our process is very labor-intensive and not mass-produced.
What trends do you see in coffee right now?
Coffee continues to become the new basis of beverage concoctions that appeal to younger Gen Z and Millennial populations as consumers shift from fizzy sweet sugary drinks to coffee-based beverages.
What are a few items one should look for in selecting a coffee subscription service?
It is important that the consumer is always in control of their subscription. Consumers need the ability to EASILY change the coffee types they receive, how many bags at what interval of time while also being able to skip shipments, suspend service, cancel their subscription or change any part of their account including payment, shipping, and contact information. Live Customer Representatives should be available 24 hours per day every day of the year and easy access to an online dashboard for customers to service their own accounts. Service is paramount in subscription, taking even more precedence than the product itself.
For someone just getting started with quality coffee, what tips would give them?
Coffee appeals to two of your primary senses…..smell and taste. Experiment, Experiment, and Experiment again until you find what suits your fancy. Besides, it’s fun!!
What is your beverage of choice when you can’t have a coffee?