Joe Coffee Company - Specialty Coffee Roaster \| Unpacking Coffee [Skip to content](#main-content) [ ![Unpacking Coffee Logo](/images/cuppin-logo.svg) Unpacking Coffee ](https://unpacking.coffee) [ Coffees ](https://unpacking.coffee/coffees) [ Roasters ](https://unpacking.coffee/roasters) [ Cuppings ](https://unpacking.coffee/cuppings) [ Recipes ](https://unpacking.coffee/recipes) [ Origins ](https://unpacking.coffee/origins) [ Log in ](https://unpacking.coffee/login) [ ](https://unpacking.coffee/login "Log in") [ Register ](https://unpacking.coffee/register) [ ](https://unpacking.coffee/register "Register") [ Roasters ](https://unpacking.coffee/roasters) Joe Coffee Company Joe Coffee Company ================== Long Island City, New York, United States · Roasting since 2003 Founded in 2003 by Jonathan Rubinstein in Manhattan's Greenwich Village, Joe Coffee Company has grown into New York's hometown specialty coffee brand with over 20 cafes and its own roastery in Long Island City, Queens. They source beans through long-term producer relationships and roast with a focus on quality, sustainability, and Rainforest Alliance certification. Joe's philosophy centers on making exceptional specialty coffee approachable and inclusive, celebrating each neighborhood's community through warm hospitality. Tasted by [ ![Raymond Brigleb](https://www.gravatar.com/avatar/225614451dc9aee33be11e0f6876c18b?s=120&d=identicon) ](https://unpacking.coffee/users/rbrigleb) [ ![Kandace](https://www.gravatar.com/avatar/fdaa2abead647809a27d8e53f03536f5?s=120&d=identicon) ](https://unpacking.coffee/users/kandace) [ ![Zach Wright](https://www.gravatar.com/avatar/e0ea10c897ee17315e0585bd45a25482?s=120&d=identicon) ](https://unpacking.coffee/users/zachrw) Log In to Cup Log in to your account Enter your email and password to continue Email address Password Remember me Cancel Log in Need an account? [Sign up](https://unpacking.coffee/register?intended=https%3A%2F%2Funpacking.coffee%2Fcupping%2Fnew%3Froaster_id%3D126) On the record --------------- Coffees 3 Cuppings 7 Members 3 Last cupped Oct 16, 2025 The roaster ------------- Based in Long Island City, New York, United States Since 2003 Website [joecoffeecompany.com](https://joecoffeecompany.com) Added May 2025 What members taste 11 ----------------------- [honey](https://unpacking.coffee/flavors/22) [brown sugar](https://unpacking.coffee/flavors/28) [bergamot](https://unpacking.coffee/flavors/107) [blueberry](https://unpacking.coffee/flavors/8) [rose](https://unpacking.coffee/flavors/56) [white grape](https://unpacking.coffee/flavors/122) [cinnamon](https://unpacking.coffee/flavors/45) [cream](https://unpacking.coffee/flavors/86) Coffees from Kenya and Rwanda The interview ------------- From the Unpacking Coffee video series, 2015–2019. ![](/storage/roaster-profiles/126/featured-1200.webp) Watch the interview Episode 008 · January 18, 2016 Joe Coffee Company, East 8th Street, New York, NY, United States ### From the episode - [Joe Coffee](http://joenewyork.com) - [Joe Coffee on Twitter](https://twitter.com/JoecoffeeNYC) - [Joe Knows Coffee](http://joeknowscoffee.com/) - [The Pulley Collective](http://pulleycollective.com) - [The Good Food Awards](http://goodfoodawards.org) - [The Green Coffee Program](https://facebook.com/Green-Coffee-Program-1509849772572722/) - [Gourmet Magazine](http://gourmet.com/) Read the transcript THE CONVERSATION (Take 1) Ray: So today we’re tasting Joe Coffee, out of ah, New York. (Take 2) Ray: I’m Ray. Kandace: I’m Kandace. Ray: Welcome to the show. Kandace: This is, Unpacking Coffee. Ray: It is. Today we’re trying… Kandace: Still. (Take 3) Ray: This is take three. Kandace: Take three. Ray: I’m Ray. Kandace: I’m Kandace. Ray: Unpacking Coffee this week: Joe, New York. Founded in 2003. Originally, for the first decade really, they just sold other people’s coffee. Originally it was from Echo. It was… Kandace: Andrew’s! Ray: Andrew Barnett’s gig who is now with Linea, a friend of the show. Starting in I think 2013, they’ve been roasting their own coffee. Started slowly, worked their way up… Kandace: Yeah so it’s interesting. So they had revolving coffees in the beginning right? And then now they have Joe Pro New York in their headquarters who still does the guest coffee roasters. Ray: So they still do some guest coffees in the one location but the rest… Kandace: NO guests. Ray: Right. It’s all one-hundred percent Joe. Kandace: All Joe. Ray: There’s probably a lot of jokes you could make about the fact that they’re called Joe. Kandace: Like that ah, that Jimmy Hendrix song? Ray: Heyyy Joe…Right? The gentlemen who was hired to head up The Green Coffee Program is Edward Kaufman, who I spoke with. He told us about some of the struggles of going online with The Green Coffee Program nowadays, especially when it comes to Ethiopia. Edward Kaufman: My title is Director of Roasting. Technically we’ve been roasting our coffee for a little over three years. A hundred percent for the last 2 years—two and a half. For our coffees that we purchase, Ethiopia is definitely the most challenging because of the government mandated auction system—the Commodities Exchange. That’s changing. There’s some traceability, information is going to be available for this harvest. But for the last seven…..eight years now I think that the government has, basically made coffee run through this Commodities Exchange so it kind of erases all the traceability. So we’ll get a coffee that is, you know, it’s basically labeled as a region, and, thousands of farmers could have contributed to it and there’s really no… Ray: You have no idea which farmer grew it. Basically, yeah. Edward: Exactly. Exactly. As time passes we get to, we learn a little bit more how to navigate the system, and at the same time, Ethiopia is listening to us. Like us bitchy coffee buyers are like we wanna know where this delicious coffee came from so we can shake some hands and get it again next year. So they’re easing up on the laws a little bit and providing some opportunities for us to have some information starting actually this harvest. It’s happening right now so that’s exciting. Ray: So what else do we know about Joe? Kandace: Well, they’re part of the collective. Ray: Is it the Pulley Collective? Kandace: Yes! Awesome. They’re part of the Pulley Collective and so, that is a group that shares roasting equipment in New York. And so, it seems like they’re great support of other roasters… Ray: Also, I do wanna talk about their fantastic packaging and identity. I’m a huge fan of this. It’s a cup, in the middle of “Joe” but what I love about it is the way that, it’s not just flat it has like a texture and it’s like a screen printed texture. Kandace: It’s cup of joe! Ray: Oh right! Hey Joe…. Kandace: Oh my god, seriously? Again?! Ray: It’s like that Hendrix song! Kandace: Oh my god. Ray: It’s almost like they’re playing with a little bit of the texture which you can do on these bags. It’s flat-bottom, which is you know what we here at Needmore are huge fans of the flat-bottom bag. Kandace: You just like to say it. Ray: And lots of little details on here. Just a sticker so they can use the same bag design on all of them. And even just the little playfulness of the side here. The um, the little bench. It’s a bus bench. Kandace: You’re really into little things. The Good Food Awards were just announced. Ray: Yes Kandace: On the fifteenth. Ray: Okay. Kandace: On Friday…Congratulations guys! So what’s cool about The Good Food Awards is that they’re a blind taste test that happens in San Francisco. Ray: Who runs that? Do you know? Kandace: Every time! Ray: Every time. Kandace: I don’t. Ray: I think it’s Gourmet Magazine. Kandace: I think it’s The Good Food Awards people….who run in it. I would also say that they sent us some really nice material. When we got our coffees. Ray: Joe, New York. Kandace: I got my thumbs up first this time. Ray: You did. Kandace: I never do. Watch the Show https://vimeo.com/152081627 THE CONVERSATION (Take 1) Ray: So today we’re tasting Joe Coffee, out of ah, New York. (Take 2) Ray: I’m Ray. Kandace: I’m Kandace. Ray: Welcome to the show. Kandace: This is, Unpacking Coffee. Ray: It is. Today we’re trying… Kandace: Still. (Take 3) Ray: This is take three. Kandace: Take three. Ray: I’m Ray. Kandace: I’m Kandace. Ray: Unpacking Coffee this week: Joe, New York. Founded in 2003. Originally, for the first decade really, they just sold other people’s coffee. Originally it was from Echo. It was… Kandace: Andrew’s! Ray: Andrew Barnett’s gig who is now with Linea, a friend of the show. Starting in I think 2013, they’ve been roasting their own coffee. Started slowly, worked their way up… Kandace: Yeah so it’s interesting. So they had revolving coffees in the beginning right? And then now they have Joe Pro New York in their headquarters who still does the guest coffee roasters. Ray: So they still do some guest coffees in the one location but the rest… Kandace: NO guests. Ray: Right. It’s all one-hundred percent Joe. Kandace: All Joe. Ray: There’s probably a lot of jokes you could make about the fact that they’re called Joe. Kandace: Like that ah, that Jimmy Hendrix song? Ray: Heyyy Joe…Right? The gentlemen who was hired to head up The Green Coffee Program is Edward Kaufman, who I spoke with. He told us about some of the struggles of going online with The Green Coffee Program nowadays, especially when it comes to Ethiopia. Edward Kaufman: My title is Director of Roasting. Technically we’ve been roasting our coffee for a little over three years. A hundred percent for the last 2 years—two and a half. For our coffees that we purchase, Ethiopia is definitely the most challenging because of the government mandated auction system—the Commodities Exchange. That’s changing. There’s some traceability, information is going to be available for this harvest. But for the last seven…..eight years now I think that the government has, basically made coffee run through this Commodities Exchange so it kind of erases all the traceability. So we’ll get a coffee that is, you know, it’s basically labeled as a region, and, thousands of farmers could have contributed to it and there’s really no… Ray: You have no idea which farmer grew it. Basically, yeah. Edward: Exactly. Exactly. As time passes we get to, we learn a little bit more how to navigate the system, and at the same time, Ethiopia is listening to us. Like us bitchy coffee buyers are like we wanna know where this delicious coffee came from so we can shake some hands and get it again next year. So they’re easing up on the laws a little bit and providing some opportunities for us to have some information starting actually this harvest. It’s happening right now so that’s exciting. Ray: So what else do we know about Joe? Kandace: Well, they’re part of the collective. Ray: Is it the Pulley Collective? Kandace: Yes! Awesome. They’re part of the Pulley Collective and so, that is a group that shares roasting equipment in New York. And so, it seems like they’re great support of other roasters… Ray: Also, I do wanna talk about their fantastic packaging and identity. I’m a huge fan of this. It’s a cup, in the middle of “Joe” but what I love about it is the way that, it’s not just flat it has like a texture and it’s like a screen printed texture. Kandace: It’s cup of joe! Ray: Oh right! Hey Joe…. Kandace: Oh my god, seriously? Again?! Ray: It’s like that Hendrix song! Kandace: Oh my god. Ray: It’s almost like they’re playing with a little bit of the texture which you can do on these bags. It’s flat-bottom, which is you know what we here at Needmore are huge fans of the flat-bottom bag. Kandace: You just like to say it. Ray: And lots of little details on here. Just a sticker so they can use the same bag design on all of them. And even just the little playfulness of the side here. The um, the little bench. It’s a bus bench. Kandace: You’re really into little things. The Good Food Awards were just announced. Ray: Yes Kandace: On the fifteenth. Ray: Okay. Kandace: On Friday…Congratulations guys! So what’s cool about The Good Food Awards is that they’re a blind taste test that happens in San Francisco. Ray: Who runs that? Do you know? Kandace: Every time! Ray: Every time. Kandace: I don’t. Ray: I think it’s Gourmet Magazine. Kandace: I think it’s The Good Food Awards people….who run in it. I would also say that they sent us some really nice material. When we got our coffees. Ray: Joe, New York. Kandace: I got my thumbs up first this time. Ray: You did. Kandace: I never do. Watch the Show https://vimeo.com/152081627 Coffees ------- Their coffees in the notebook, newest first. ### [ The Village ](https://unpacking.coffee/coffees/74-the-village) Varieties [Bourbon](https://unpacking.coffee/varieties/9-bourbon) Country [Rwanda](https://unpacking.coffee/origins/rwanda) Elevation 1600-2000m Source Ejo Heza Women, Kopakama Cooperative First noted Oct 13, 2025 Last tasted Oct 16, 2025 3 cuppings [ brown sugar](https://unpacking.coffee/flavors/28 "brown sugar") [ white grape](https://unpacking.coffee/flavors/122 "white grape") [ honey](https://unpacking.coffee/flavors/22 "honey") [ bergamot](https://unpacking.coffee/flavors/107 "bergamot") [ hazelnut](https://unpacking.coffee/flavors/38 "hazelnut") ### [ Kenya Kapkiyai ](https://unpacking.coffee/coffees/71-kenya-kapkiyai) Process Washed Varieties [Batian](https://unpacking.coffee/varieties/7-batian), [Ruiru 11](https://unpacking.coffee/varieties/29-ruiru-11), [SL28](https://unpacking.coffee/varieties/30-sl28), [SL34](https://unpacking.coffee/varieties/31-sl34), [K7](https://unpacking.coffee/varieties/68-k7) Country [Kenya](https://unpacking.coffee/origins/kenya) Elevation 2000m Source Kapkiyai Farmer’s Cooperative First noted Oct 02, 2025 Last tasted Oct 09, 2025 3 cuppings [ honey](https://unpacking.coffee/flavors/22 "honey") [ rose](https://unpacking.coffee/flavors/56 "rose") [ blueberry](https://unpacking.coffee/flavors/8 "blueberry") [ mango](https://unpacking.coffee/flavors/15 "mango") [ tamarind](https://unpacking.coffee/flavors/134 "tamarind") ### [ The Waverly ](https://unpacking.coffee/coffees/18-the-waverly) Species Arabica First noted Jun 11, 2025 Last tasted Jun 11, 2025 1 cupping [ cream](https://unpacking.coffee/flavors/86 "cream") [ bergamot](https://unpacking.coffee/flavors/107 "bergamot") [ cinnamon](https://unpacking.coffee/flavors/45 "cinnamon") Use filters or recent searches to refine your results. Press Esc to close. Filters 12 showing Users 0 Coffees 0 Roasters 0 Recipes 0 Explore featured coffees Start typing to search across the entire database. [ ### [ Arturo Paz, Dark Room Dried: Natural Geisha, Honduras ](https://unpacking.coffee/coffees/206-arturo-paz-dark-room-dried-natural-geisha-honduras) by [Ritual Coffee Roasters](https://unpacking.coffee/roasters/180-ritual-coffee-roasters) Process Natural Varieties [Geisha](https://unpacking.coffee/varieties/16-geisha) Country [Honduras](https://unpacking.coffee/origins/honduras) Harvest June 2026 Source El Itacayo First noted Oct 20, 2026 Last tasted Oct 20, 2026 1 cupping [ elderflower syrup](https://unpacking.coffee/flavors/264 "elderflower syrup") [ honey](https://unpacking.coffee/flavors/22 "honey") [ stonefruit](https://unpacking.coffee/flavors/102 "stonefruit") [ citrus](https://unpacking.coffee/flavors/110 "citrus") [ candied tropical fruit](https://unpacking.coffee/flavors/265 "candied tropical fruit") ](https://unpacking.coffee/coffees/206-arturo-paz-dark-room-dried-natural-geisha-honduras) [ ### [ Indian coffee beans from Coorg, Karnataka, India ](https://unpacking.coffee/coffees/205-indian-coffee-beans-from-coorg-karnataka-india) by [Paul John Caffeine](https://unpacking.coffee/roasters/307-paul-john-caffeine) Country [India](https://unpacking.coffee/origins/india) Region Karnataka Source Indian Coffee Beans From Coorg, Karnataka, India First noted Oct 14, 2026 Last tasted Oct 14, 2026 1 cupping ](https://unpacking.coffee/coffees/205-indian-coffee-beans-from-coorg-karnataka-india) [ ### [ Jhoan Vergara Las Flores Pink Bourbon ](https://unpacking.coffee/coffees/204-jhoan-vergara-las-flores-pink-bourbon) by [Kafiex Roasters](https://unpacking.coffee/roasters/249-kafiex-roasters) Process Thermal Shock Washed Varieties [Pink Bourbon](https://unpacking.coffee/varieties/1-pink-bourbon) Country [Colombia](https://unpacking.coffee/origins/colombia) Region Huila Source Jhoan Vergara First noted Oct 13, 2026 Last tasted Oct 13, 2026 1 cupping [ froot loops](https://unpacking.coffee/flavors/262 "froot loops") [ candied lemon drop](https://unpacking.coffee/flavors/263 "candied lemon drop") [ green apple](https://unpacking.coffee/flavors/116 "green apple") ](https://unpacking.coffee/coffees/204-jhoan-vergara-las-flores-pink-bourbon) [ ### [ Mama Cherri ](https://unpacking.coffee/coffees/203-mama-cherri) by [Creature Coffee](https://unpacking.coffee/roasters/84-creature-coffee) Process Washed Varieties [Caturra](https://unpacking.coffee/varieties/12-caturra), [Catuaí](https://unpacking.coffee/varieties/11-catuai) Country [Costa Rica](https://unpacking.coffee/origins/costa-rica) Region Coto Brus Source Doña Isa First noted Oct 09, 2026 Last tasted Oct 09, 2026 1 cupping [ cherry pie](https://unpacking.coffee/flavors/141 "cherry pie") [ caramel corn](https://unpacking.coffee/flavors/261 "caramel corn") [ butterscotch](https://unpacking.coffee/flavors/32 "butterscotch") ](https://unpacking.coffee/coffees/203-mama-cherri) [ ### [ Uganda 96 Hour Natural ](https://unpacking.coffee/coffees/202-uganda-96-hour-natural) by [DOMA Coffee Roasting Company](https://unpacking.coffee/roasters/268-doma-coffee-roasting-company) Process Natural Varieties [SL14](https://unpacking.coffee/varieties/102-sl14), [SL28](https://unpacking.coffee/varieties/30-sl28), [Nyasaland](https://unpacking.coffee/varieties/103-nyasaland) Country [Uganda](https://unpacking.coffee/origins/uganda) Region Mt. Elgon Elevation 1400 - 2000 maslm Harvest 2026 Source The Coffee Yards/norman Mukuru First noted Oct 05, 2026 Last tasted Oct 05, 2026 1 cupping [ cherry](https://unpacking.coffee/flavors/5 "cherry") [ lime](https://unpacking.coffee/flavors/19 "lime") [ fudge](https://unpacking.coffee/flavors/128 "fudge") [ dark chocolate](https://unpacking.coffee/flavors/34 "dark chocolate") [ lemon candy](https://unpacking.coffee/flavors/251 "lemon candy") ](https://unpacking.coffee/coffees/202-uganda-96-hour-natural) [ ### [ Mustefa Abakeno ](https://unpacking.coffee/coffees/201-mustefa-abakeno) by [Marigold Coffee](https://unpacking.coffee/roasters/252-marigold-coffee) Country [Ethiopia](https://unpacking.coffee/origins/ethiopia) Region Oromia First noted Oct 05, 2026 Last tasted Oct 05, 2026 1 cupping [ orange peel](https://unpacking.coffee/flavors/132 "orange peel") [ honeysuckle](https://unpacking.coffee/flavors/62 "honeysuckle") [ cacao nibs](https://unpacking.coffee/flavors/241 "cacao nibs") ](https://unpacking.coffee/coffees/201-mustefa-abakeno) [ ### [ Dark Star ](https://unpacking.coffee/coffees/200-dark-star) by [Little Amps Coffee Roasters](https://unpacking.coffee/roasters/306-little-amps-coffee-roasters) Process Natural Varieties [74110](https://unpacking.coffee/varieties/85-74110) Country [Ethiopia](https://unpacking.coffee/origins/ethiopia) Region Jimma Elevation 1950-2150m First noted Sep 29, 2026 Last tasted Oct 21, 2026 1 cupping [ dark chocolate](https://unpacking.coffee/flavors/34 "dark chocolate") [ berries](https://unpacking.coffee/flavors/199 "berries") [ jammy](https://unpacking.coffee/flavors/169 "jammy") ](https://unpacking.coffee/coffees/200-dark-star) [ ### [ Friend Blend ](https://unpacking.coffee/coffees/199-friend-blend) by [Little Amps Coffee Roasters](https://unpacking.coffee/roasters/306-little-amps-coffee-roasters) Process Washed Varieties [Caturra](https://unpacking.coffee/varieties/12-caturra), [Landrace](https://unpacking.coffee/varieties/40-landrace) Country [Ethiopia](https://unpacking.coffee/origins/ethiopia) Elevation 1600 (Colombia)m First noted Sep 29, 2026 Last tasted Oct 16, 2026 1 cupping [ caramel](https://unpacking.coffee/flavors/23 "caramel") [ citrus](https://unpacking.coffee/flavors/110 "citrus") [ milk chocolate](https://unpacking.coffee/flavors/33 "milk chocolate") ](https://unpacking.coffee/coffees/199-friend-blend) [ ### [ Kajere Honey ](https://unpacking.coffee/coffees/198-kajere-honey) by [Counter Culture Coffee](https://unpacking.coffee/roasters/46-counter-culture-coffee) Process Honey Country [Uganda](https://unpacking.coffee/origins/uganda) Region Bulambuli First noted Sep 26, 2026 Last tasted Sep 28, 2026 2 cuppings [ black cherry](https://unpacking.coffee/flavors/176 "black cherry") [ raw sugar](https://unpacking.coffee/flavors/160 "raw sugar") [ grape](https://unpacking.coffee/flavors/11 "grape") [ butterscotch](https://unpacking.coffee/flavors/32 "butterscotch") ](https://unpacking.coffee/coffees/198-kajere-honey) [ ### [ Headliner Seasonal Blend ](https://unpacking.coffee/coffees/197-headliner-seasonal-blend) by [Broadsheet Coffee Roasters](https://unpacking.coffee/roasters/300-broadsheet-coffee-roasters) First noted Sep 17, 2026 Last tasted Sep 24, 2026 2 cuppings [ cherry](https://unpacking.coffee/flavors/5 "cherry") [ fudge](https://unpacking.coffee/flavors/128 "fudge") [ plum](https://unpacking.coffee/flavors/10 "plum") [ milk chocolate](https://unpacking.coffee/flavors/33 "milk chocolate") ](https://unpacking.coffee/coffees/197-headliner-seasonal-blend) [ ### [ Strawberry Shake ](https://unpacking.coffee/coffees/196-strawberry-shake) by [KOS Coffee Roasters](https://unpacking.coffee/roasters/304-kos-coffee-roasters) Process Co-fermented and experimental (Strawberry) Varieties [Pink Bourbon](https://unpacking.coffee/varieties/1-pink-bourbon), [Castillo](https://unpacking.coffee/varieties/13-castillo) Country [Colombia](https://unpacking.coffee/origins/colombia) Region Quindío Elevation 1400m Source Viviana Martinez First noted Sep 16, 2026 Last tasted Sep 16, 2026 2 cuppings [ strawberries](https://unpacking.coffee/flavors/259 "strawberries") [ peach](https://unpacking.coffee/flavors/3 "peach") [ creamy](https://unpacking.coffee/flavors/260 "creamy") ](https://unpacking.coffee/coffees/196-strawberry-shake) [ ### [ Peru Guardian del Bosque ](https://unpacking.coffee/coffees/195-peru-guardian-del-bosque) by [Northbound Coffee Roasters](https://unpacking.coffee/roasters/301-northbound-coffee-roasters) Certifications Organic Process Natural Varieties [Geisha](https://unpacking.coffee/varieties/16-geisha) Country [Peru](https://unpacking.coffee/origins/peru) Region Amazonas Harvest 2025 Source Ronal Carranza Montenegro First noted Sep 10, 2026 Last tasted Sep 10, 2026 1 cupping [ dried strawberry](https://unpacking.coffee/flavors/248 "dried strawberry") [ floral tropical fruit](https://unpacking.coffee/flavors/257 "floral tropical fruit") [ fruit loops cereal](https://unpacking.coffee/flavors/258 "fruit loops cereal") [ raw sugar](https://unpacking.coffee/flavors/160 "raw sugar") ](https://unpacking.coffee/coffees/195-peru-guardian-del-bosque)