Paid content by Puroast Coffee.
For Puroast Coffee, disruption is about being bold yet smooth, innovative yet authentic.
“All of this traces back to having experiences with coffee growers in Venezuela many years ago,” says Kerry Sachs, co-founder of Puroast Coffee and the inventor of the Puroast roasting process.
After spending time with Venezuelan farmers and learning about the growers’ traditional roasting methods (they would often roast it this way just for their own enjoyment), Sachs and his team studied up and introduced a line that seamlessly blends flavor and wellness. The roasting process doesn’t alter or chemically treat the beans in any way (oftentimes low-acid coffee products will rely on chemicals to neutralize acid), leaving a rich, gourmet roast that's sans bitter residue or excess acid and extremely rich in antioxidants.
“We spent the time and energy figuring out how to do it” in the same manner that the native growers so carefully and thoughtfully did, says Sachs. Indeed, it was a labor of love—and the pot of coffee was at the end of the rainbow.
The result was a smooth java that would soon be sold at natural products and specialty stores. Customers began to respond not just to the flavor but also to how it made them feel. After connecting with Taka Shibamoto, PhD, of University of California Davis, the Puroast team discovered that there was a reason for that: It contained 70 percent less acid than other roasted coffee and seven times the antioxidant level of green tea.
Today, Puroast serves up its disruptively healthy roast at the Puroast Coffee House in Miami while it also works with retailers to bring new energy to the coffee category. The company believes that coffee should be both a delicious and healthy ritual, much as it is on coffee plantations throughout the world.
“People want to have an enjoyable, flavorful experience with coffee, and they want it to have certain benefits for our health.”