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 SL28, Ruiru 11, SL34, Batian, 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 1 year 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. [ ### [ Colombia Young Producers ](https://unpacking.coffee/coffees/173-colombia-young-producers) by [ Branch Street Coffee Roasters ](https://unpacking.coffee/roasters/289-branch-street-coffee-roasters) Process Co-fermented and experimental (Strawberries, red wine yeast, fruit glucose, CO2) Species Arabica Varieties Caturra, Castillo Country Colombia Elevation 1700m Source Columbia Young Producers Development Lot - Antioquia, Quindío And Huila First noted Jul 14, 2026 Last tasted Jul 14, 2026 1 cupping [ star fruit ](https://unpacking.coffee/flavors/237 "star fruit") [ papaya ](https://unpacking.coffee/flavors/16 "papaya") [ orange blossom ](https://unpacking.coffee/flavors/60 "orange blossom") ](https://unpacking.coffee/coffees/173-colombia-young-producers) [ ### [ Juan Jiménez, El Porvenir ](https://unpacking.coffee/coffees/172-juan-jimenez-el-porvenir) by [ Sey ](https://unpacking.coffee/roasters/288-sey) Process Washed Varieties Pink Bourbon, Ethiopian Landrace Country Colombia Harvest February 2026 Source El Porvenir - Santa Barbara, Palestina First noted Jul 14, 2026 Last tasted Jul 14, 2026 1 cupping [ citrus ](https://unpacking.coffee/flavors/110 "citrus") [ apple blossom ](https://unpacking.coffee/flavors/146 "apple blossom") [ lychee ](https://unpacking.coffee/flavors/120 "lychee") ](https://unpacking.coffee/coffees/172-juan-jimenez-el-porvenir) [ ### [ Juan Jimiménez, El Porvenir ](https://unpacking.coffee/coffees/171-juan-jimimenez-el-porvenir) by [ Sey ](https://unpacking.coffee/roasters/288-sey) Process Washed Varieties Pink Bourbon, Ethiopian Landrace Country Colombia Region Huila Elevation 1700m Harvest February 2026 First noted Jul 14, 2026 0 cuppings ](https://unpacking.coffee/coffees/171-juan-jimimenez-el-porvenir) [ ### [ Rwanda Nyungwe ](https://unpacking.coffee/coffees/170-rwanda-nyungwe) by [ Process Coffee ](https://unpacking.coffee/roasters/287-process-coffee) Process Anaerobic Natural Country Rwanda Source Nyungwe First noted Jul 04, 2026 Last tasted Jul 05, 2026 2 cuppings [ rhubarb ](https://unpacking.coffee/flavors/212 "rhubarb") [ strawberry compote ](https://unpacking.coffee/flavors/235 "strawberry compote") [ citrus peel ](https://unpacking.coffee/flavors/236 "citrus peel") [ strawberry ](https://unpacking.coffee/flavors/7 "strawberry") [ citrus ](https://unpacking.coffee/flavors/110 "citrus") ](https://unpacking.coffee/coffees/170-rwanda-nyungwe) [ ### [ Olgar Ortega ](https://unpacking.coffee/coffees/169-olgar-ortega) by [ ilse ](https://unpacking.coffee/roasters/286-ilse) Process Washed Varieties Caturra Country Colombia Region San Agustín Elevation 1750m Harvest August 2025 Source Villa Maria First noted Jun 30, 2026 Last tasted Jun 30, 2026 1 cupping [ plum ](https://unpacking.coffee/flavors/10 "plum") [ raisin ](https://unpacking.coffee/flavors/12 "raisin") [ dark chocolate ](https://unpacking.coffee/flavors/34 "dark chocolate") [ orange peel ](https://unpacking.coffee/flavors/132 "orange peel") ](https://unpacking.coffee/coffees/169-olgar-ortega) [ ### [ Robinson Salamanaca ](https://unpacking.coffee/coffees/168-robinson-salamanaca) by [ ilse ](https://unpacking.coffee/roasters/286-ilse) Process Washed Varieties Pink Bourbon Country Colombia Region San Agustín Source San Isidro First noted Jun 24, 2026 Last tasted Jun 24, 2026 2 cuppings [ black tea ](https://unpacking.coffee/flavors/65 "black tea") [ pine ](https://unpacking.coffee/flavors/74 "pine") [ lemongrass ](https://unpacking.coffee/flavors/106 "lemongrass") [ apricot ](https://unpacking.coffee/flavors/4 "apricot") [ lemon ](https://unpacking.coffee/flavors/18 "lemon") ](https://unpacking.coffee/coffees/168-robinson-salamanaca) [ ### [ Illumination | Washed Carbonic Macerated ](https://unpacking.coffee/coffees/167-illumination-washed-carbonic-macerated) by [ Savage Coffees ](https://unpacking.coffee/roasters/285-savage-coffees) Process Washed, Carbonic Maceration Varieties Geisha Country Panama Region Chiriqui Source Finca Deborah First noted Jun 24, 2026 Last tasted Jun 24, 2026 1 cupping [ pomegranate ](https://unpacking.coffee/flavors/139 "pomegranate") [ nectarine ](https://unpacking.coffee/flavors/126 "nectarine") [ black tea ](https://unpacking.coffee/flavors/65 "black tea") ](https://unpacking.coffee/coffees/167-illumination-washed-carbonic-macerated) [ ### [ Peru Umapata Community ](https://unpacking.coffee/coffees/166-peru-umapata-community) by [ Camellia Coffee Roasters ](https://unpacking.coffee/roasters/284-camellia-coffee-roasters) Process Washed Varieties Typica, Bourbon, Castillo Country Peru Region Cusco Source Yungas Coffee Project First noted Jun 22, 2026 Last tasted Jun 22, 2026 1 cupping [ swiss orange chip ](https://unpacking.coffee/flavors/230 "swiss orange chip") [ dried apricot ](https://unpacking.coffee/flavors/200 "dried apricot") [ butter toffee ](https://unpacking.coffee/flavors/231 "butter toffee") [ mandarin jam ](https://unpacking.coffee/flavors/233 "mandarin jam") [ cara cara zest ](https://unpacking.coffee/flavors/234 "cara cara zest") ](https://unpacking.coffee/coffees/166-peru-umapata-community) [ ### [ Cherry Pick ](https://unpacking.coffee/coffees/165-cherry-pick) by [ Yeri Coffee ](https://unpacking.coffee/roasters/283-yeri-coffee) Certifications Rainforest Alliance, Direct Trade Process Anaerobic Natural Country India Region Chikmagalur Elevation 1250–1450m Source Ratnagiri Estate First noted Jun 15, 2026 Last tasted Jun 15, 2026 1 cupping [ sweet apple ](https://unpacking.coffee/flavors/228 "sweet apple") [ cherry jam ](https://unpacking.coffee/flavors/229 "cherry jam") [ milk chocolate ](https://unpacking.coffee/flavors/33 "milk chocolate") ](https://unpacking.coffee/coffees/165-cherry-pick) [ ### [ La Guaca ](https://unpacking.coffee/coffees/164-la-guaca) by [ Methodical Coffee Roasters ](https://unpacking.coffee/roasters/142-methodical-coffee-roasters) Process Honey Varieties Red Catuai Country Costa Rica Region Chirripó Source Régulo Ureña And Isabel Rojas First noted Jun 14, 2026 Last tasted Jun 14, 2026 1 cupping [ melon ](https://unpacking.coffee/flavors/180 "melon") [ cherry ](https://unpacking.coffee/flavors/5 "cherry") [ chocolate ](https://unpacking.coffee/flavors/108 "chocolate") ](https://unpacking.coffee/coffees/164-la-guaca) [ ### [ Dark Star ](https://unpacking.coffee/coffees/163-dark-star) by [ Linea Caffe ](https://unpacking.coffee/roasters/226-linea-caffe-1) First noted Jun 09, 2026 Last tasted Jun 09, 2026 1 cupping [ bittersweet chocolate ](https://unpacking.coffee/flavors/131 "bittersweet chocolate") [ bing cherry ](https://unpacking.coffee/flavors/167 "bing cherry") [ mandarin orange ](https://unpacking.coffee/flavors/142 "mandarin orange") ](https://unpacking.coffee/coffees/163-dark-star) [ ### [ Pacayal Honey Lot ](https://unpacking.coffee/coffees/162-pacayal-honey-lot) by [ Heirloom Coffee Roasters ](https://unpacking.coffee/roasters/281-heirloom-coffee-roasters) Certifications USDA Organic, Regenerative Organic Certified, Clean Craft Process Honey Country Honduras Region De La Paz First noted Jun 09, 2026 Last tasted Jun 09, 2026 2 cuppings [ orange blossom ](https://unpacking.coffee/flavors/60 "orange blossom") [ honey ](https://unpacking.coffee/flavors/22 "honey") [ plum ](https://unpacking.coffee/flavors/10 "plum") ](https://unpacking.coffee/coffees/162-pacayal-honey-lot)