Joe Coffee Company - Specialty Coffee Roaster | Unpacking Coffee [Skip to content](#main-content) [ ](https://unpacking.coffee)[ ![Unpacking Coffee Logo](/images/cuppin-logo.svg) Unpacking Coffee ](https://unpacking.coffee/dashboard) [ Coffees ](https://unpacking.coffee/coffees) [ Cuppings ](https://unpacking.coffee/cuppings) [ Recipes ](https://unpacking.coffee/recipes) [ 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 ================== 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) Watch Episode Read Transcript - [ 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/) ![Joe Coffee Company](/storage/roaster-profiles/126/featured.jpg) 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 Coffee Offerings ------------------ ### [ The Village ](https://unpacking.coffee/coffees/74-the-village) Varieties Bourbon Country 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, Ruiru 11, SL28, SL34, K7 Country 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") 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) 3 Coffee Offerings 7 Total Cuppings Added 11 months ago Roaster Details Website [ joecoffeecompany.com ](https://joecoffeecompany.com) Established 2003 Location City Long Island City State/Province New York Country United States 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. [ ### [ Elite Coffee ](https://unpacking.coffee/coffees/152-elite-coffee) by [ unknown ](https://unpacking.coffee/roasters/275-unknown) First noted May 13, 2026 Last tasted May 13, 2026 1 cupping [ milk chocolate ](https://unpacking.coffee/flavors/33 "milk chocolate") [ stone fruit ](https://unpacking.coffee/flavors/125 "stone fruit") [ roasted nuts ](https://unpacking.coffee/flavors/215 "roasted nuts") ](https://unpacking.coffee/coffees/152-elite-coffee) [ ### [ Florida Weather ](https://unpacking.coffee/coffees/151-florida-weather) by [ Mythos Coffee ](https://unpacking.coffee/roasters/274-mythos-coffee) Process Anaerobic Natural, Natural Blend Colombia and Ethiopia First noted May 13, 2026 Last tasted May 13, 2026 1 cupping [ orange ](https://unpacking.coffee/flavors/17 "orange") [ sun-dried raisin ](https://unpacking.coffee/flavors/214 "sun-dried raisin") [ milk chocolate ](https://unpacking.coffee/flavors/33 "milk chocolate") ](https://unpacking.coffee/coffees/151-florida-weather) [ ### [ Tanzania Peaberry ](https://unpacking.coffee/coffees/150-tanzania-peaberry) by [ Knowledge Perk Coffee Company ](https://unpacking.coffee/roasters/273-knowledge-perk-coffee-company) Certifications Rainforest Alliance Process Washed Country Tanzania Region Northern Tanzania First noted May 13, 2026 Last tasted May 13, 2026 1 cupping [ apple ](https://unpacking.coffee/flavors/1 "apple") [ lime ](https://unpacking.coffee/flavors/19 "lime") [ allspice ](https://unpacking.coffee/flavors/213 "allspice") ](https://unpacking.coffee/coffees/150-tanzania-peaberry) [ ### [ Colombia Nariño ](https://unpacking.coffee/coffees/149-colombia-narino) by [ DOMA Coffee Roasting Company ](https://unpacking.coffee/roasters/268-doma-coffee-roasting-company) Certifications Organic Process Washed Varieties Colombia, Castillo, Caturra Country Colombia Region Nariño Harvest 2025 Source La Jacoba (smallholder Farmer Association) First noted May 12, 2026 Last tasted May 12, 2026 1 cupping [ chamomile ](https://unpacking.coffee/flavors/127 "chamomile") [ golden pear ](https://unpacking.coffee/flavors/211 "golden pear") [ maple syrup ](https://unpacking.coffee/flavors/26 "maple syrup") ](https://unpacking.coffee/coffees/149-colombia-narino) [ ### [ Limited Ethiopia Natural ](https://unpacking.coffee/coffees/148-limited-ethiopia-natural) by [ Council Oak Coffee Roasters ](https://unpacking.coffee/roasters/266-council-oak-coffee-roasters) Process Natural Varieties Wild Heirloom Ethiopia Arabica Cultivars Country Ethiopia First noted May 12, 2026 Last tasted May 12, 2026 1 cupping [ nectarine ](https://unpacking.coffee/flavors/126 "nectarine") [ berry ](https://unpacking.coffee/flavors/109 "berry") [ floral ](https://unpacking.coffee/flavors/105 "floral") ](https://unpacking.coffee/coffees/148-limited-ethiopia-natural) [ ### [ Santa Elena Geisha (IYKYK) ](https://unpacking.coffee/coffees/147-santa-elena-geisha-iykyk) by [ Three Oaks Roasting Co ](https://unpacking.coffee/roasters/263-three-oaks-roasting-co) First noted May 12, 2026 Last tasted May 12, 2026 1 cupping [ mandarin orange ](https://unpacking.coffee/flavors/142 "mandarin orange") [ lavender ](https://unpacking.coffee/flavors/57 "lavender") [ strawberry ](https://unpacking.coffee/flavors/7 "strawberry") [ lemongrass ](https://unpacking.coffee/flavors/106 "lemongrass") [ cane sugar ](https://unpacking.coffee/flavors/29 "cane sugar") ](https://unpacking.coffee/coffees/147-santa-elena-geisha-iykyk) [ ### [ Colombia Huila, Santa Maria ](https://unpacking.coffee/coffees/146-colombia-huila-santa-maria) by [ Boonton Coffee Company ](https://unpacking.coffee/roasters/261-boonton-coffee-company) Process Washed Varieties Castillo, Caturra Country Colombia Region Huila Elevation 1500-1600m Harvest 2025 First noted May 12, 2026 Last tasted May 12, 2026 1 cupping [ honey ](https://unpacking.coffee/flavors/22 "honey") [ apricot ](https://unpacking.coffee/flavors/4 "apricot") [ pear ](https://unpacking.coffee/flavors/2 "pear") ](https://unpacking.coffee/coffees/146-colombia-huila-santa-maria) [ ### [ Costa Rica Hellen Mora ](https://unpacking.coffee/coffees/145-costa-rica-hellen-mora) by [ HAYB ](https://unpacking.coffee/roasters/262-hayb) Process Natural Varieties Geisha Country Costa Rica Region Tarrazú Elevation 1800-1900m First noted May 12, 2026 Last tasted May 12, 2026 1 cupping [ cherry ](https://unpacking.coffee/flavors/5 "cherry") [ strawberry ](https://unpacking.coffee/flavors/7 "strawberry") ](https://unpacking.coffee/coffees/145-costa-rica-hellen-mora) [ ### [ Centenario - Edwin Martinez, Guatemala ](https://unpacking.coffee/coffees/144-centenario-edwin-martinez-guatemala) by [ Torque Coffee ](https://unpacking.coffee/roasters/259-torque-coffee) Process Washed Varieties Red Bourbon Country Guatemala Region Huehuetenango Elevation 1600 - 1900m Harvest 2025 Source Edwin Martinez, Finca Vista Hermoa First noted May 11, 2026 Last tasted May 11, 2026 2 cuppings [ lemon ](https://unpacking.coffee/flavors/18 "lemon") [ floral ](https://unpacking.coffee/flavors/105 "floral") [ milk chocolate ](https://unpacking.coffee/flavors/33 "milk chocolate") [ sweet ](https://unpacking.coffee/flavors/171 "sweet") [ lingering finish ](https://unpacking.coffee/flavors/209 "lingering finish") ](https://unpacking.coffee/coffees/144-centenario-edwin-martinez-guatemala) [ ### [ Finca El Mirador Washed Sidra ](https://unpacking.coffee/coffees/143-finca-el-mirador-washed-sidra) by [ Chuck's Roast Coffee ](https://unpacking.coffee/roasters/258-chucks-roast-coffee) Process Washed Varieties Bourbon Sidra Country Colombia Region Huila Source Finca El Mirador First noted May 11, 2026 Last tasted May 11, 2026 1 cupping ](https://unpacking.coffee/coffees/143-finca-el-mirador-washed-sidra) [ ### [ Bolivia, Caranavi ](https://unpacking.coffee/coffees/142-bolivia-caranavi) by [ Mother Tongue Coffee ](https://unpacking.coffee/roasters/257-mother-tongue-coffee) Source Illimani Mountain First noted May 11, 2026 Last tasted May 11, 2026 1 cupping [ caramel ](https://unpacking.coffee/flavors/23 "caramel") [ nougat ](https://unpacking.coffee/flavors/31 "nougat") [ milk chocolate ](https://unpacking.coffee/flavors/33 "milk chocolate") [ honey ](https://unpacking.coffee/flavors/22 "honey") ](https://unpacking.coffee/coffees/142-bolivia-caranavi) [ ### [ Kenya Nyawira AA ](https://unpacking.coffee/coffees/141-kenya-nyawira-aa) by [ Heart Coffee Roasters ](https://unpacking.coffee/roasters/47-heart-coffee-roasters) Process Washed Varieties SL28, SL34 Country Kenya Region Embu Elevation 1400m First noted May 11, 2026 Last tasted May 11, 2026 1 cupping [ black currant ](https://unpacking.coffee/flavors/207 "black currant") [ rose hips ](https://unpacking.coffee/flavors/208 "rose hips") [ molasses ](https://unpacking.coffee/flavors/25 "molasses") ](https://unpacking.coffee/coffees/141-kenya-nyawira-aa)