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 ================== 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](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 [SL28](https://unpacking.coffee/varieties/30-sl28), [Ruiru 11](https://unpacking.coffee/varieties/29-ruiru-11), [SL34](https://unpacking.coffee/varieties/31-sl34), [Batian](https://unpacking.coffee/varieties/7-batian), [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") 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) 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. [ ### [ Mexico Maria Méndez ](https://unpacking.coffee/coffees/187-mexico-maria-mendez) by [ Heart Coffee Roasters ](https://unpacking.coffee/roasters/47-heart-coffee-roasters) Process Washed Varieties [Bourbon](https://unpacking.coffee/varieties/9-bourbon) Country [Mexico](https://unpacking.coffee/origins/mexico) Region Chiapas Elevation 1400m First noted Aug 19, 2026 Last tasted Aug 19, 2026 1 cupping [ plum](https://unpacking.coffee/flavors/10 "plum") [ almond](https://unpacking.coffee/flavors/37 "almond") [ cola](https://unpacking.coffee/flavors/98 "cola") ](https://unpacking.coffee/coffees/187-mexico-maria-mendez) [ ### [ The Answer ](https://unpacking.coffee/coffees/186-the-answer) by [ Cat & Cloud Coffee ](https://unpacking.coffee/roasters/44-cat-cloud-coffee) Process Washed, Natural Elevation 1,100-1,900m Source Various First noted Aug 17, 2026 Last tasted Aug 19, 2026 2 cuppings [ chocolate](https://unpacking.coffee/flavors/108 "chocolate") [ caramel](https://unpacking.coffee/flavors/23 "caramel") [ fruit](https://unpacking.coffee/flavors/250 "fruit") [ butterscotch](https://unpacking.coffee/flavors/32 "butterscotch") [ berries](https://unpacking.coffee/flavors/199 "berries") ](https://unpacking.coffee/coffees/186-the-answer) [ ### [ Nelson Flores ](https://unpacking.coffee/coffees/185-nelson-flores) by [ Sweet Bloom Coffee Roasters ](https://unpacking.coffee/roasters/201-sweet-bloom-coffee-roasters) Process Washed Species Arabica Varieties [Pacamara](https://unpacking.coffee/varieties/27-pacamara) Country [El Salvador](https://unpacking.coffee/origins/el-salvador) Region Chalatenango Elevation 1632m First noted Aug 16, 2026 0 cuppings ](https://unpacking.coffee/coffees/185-nelson-flores) [ ### [ Takele Mammo ](https://unpacking.coffee/coffees/184-takele-mammo) by [ Cat & Cloud Coffee ](https://unpacking.coffee/roasters/44-cat-cloud-coffee) Process Washed Varieties [Wild Heirloom Ethiopia Arabica Cultivars](https://unpacking.coffee/varieties/93-wild-heirloom-ethiopia-arabica-cultivars) Country [Ethiopia](https://unpacking.coffee/origins/ethiopia) Region Yirgacheffe Elevation 1800 - 2100m Source Takele Mammo Denbi First noted Aug 14, 2026 Last tasted Aug 14, 2026 2 cuppings [ rooibos](https://unpacking.coffee/flavors/249 "rooibos") [ apricot](https://unpacking.coffee/flavors/4 "apricot") [ dried strawberry](https://unpacking.coffee/flavors/248 "dried strawberry") [ black tea](https://unpacking.coffee/flavors/65 "black tea") [ watermelon](https://unpacking.coffee/flavors/111 "watermelon") ](https://unpacking.coffee/coffees/184-takele-mammo) [ ### [ Juan Puerta Mango ](https://unpacking.coffee/coffees/183-juan-puerta-mango) by [ Resident Coffee Roasters ](https://unpacking.coffee/roasters/296-resident-coffee-roasters) Process Co-fermented and experimental (Mango) Varieties [Castillo](https://unpacking.coffee/varieties/13-castillo) Country [Colombia](https://unpacking.coffee/origins/colombia) Region Quindío Elevation 1386m Source La Sirena First noted Aug 11, 2026 Last tasted Aug 11, 2026 3 cuppings [ mango](https://unpacking.coffee/flavors/15 "mango") [ mango lollipop](https://unpacking.coffee/flavors/246 "mango lollipop") [ fruit rollup](https://unpacking.coffee/flavors/245 "fruit rollup") [ jumex mango nectar](https://unpacking.coffee/flavors/247 "jumex mango nectar") [ cream](https://unpacking.coffee/flavors/86 "cream") ](https://unpacking.coffee/coffees/183-juan-puerta-mango) [ ### [ Fondo Paez ](https://unpacking.coffee/coffees/182-fondo-paez) by [ Amavida Coffee Roasters ](https://unpacking.coffee/roasters/294-amavida-coffee-roasters) Certifications Organic Country [Colombia](https://unpacking.coffee/origins/colombia) Source Fondo Paez Cooperative First noted Aug 09, 2026 Last tasted Aug 09, 2026 1 cupping [ brown sugar](https://unpacking.coffee/flavors/28 "brown sugar") [ apricot](https://unpacking.coffee/flavors/4 "apricot") [ caramel](https://unpacking.coffee/flavors/23 "caramel") ](https://unpacking.coffee/coffees/182-fondo-paez) [ ### [ Santa Maria ](https://unpacking.coffee/coffees/181-santa-maria) by [ The Boy & The Bear ](https://unpacking.coffee/roasters/292-the-boy-the-bear) Process Anaerobic Natural Varieties [Tabi](https://unpacking.coffee/varieties/70-tabi) Country [Colombia](https://unpacking.coffee/origins/colombia) Region Santander Source Hacienda Cafetera La Pradera First noted Aug 09, 2026 Last tasted Aug 09, 2026 1 cupping [ black tea](https://unpacking.coffee/flavors/65 "black tea") [ dried fig](https://unpacking.coffee/flavors/138 "dried fig") [ dark chocolate](https://unpacking.coffee/flavors/34 "dark chocolate") ](https://unpacking.coffee/coffees/181-santa-maria) [ ### [ San Antonio La Paz ](https://unpacking.coffee/coffees/180-san-antonio-la-paz) by [ Water Avenue Coffee ](https://unpacking.coffee/roasters/291-water-avenue-coffee) Process Washed Varieties [Caturra](https://unpacking.coffee/varieties/12-caturra), [Bourbon](https://unpacking.coffee/varieties/9-bourbon), [Castillo San Ramon](https://unpacking.coffee/varieties/100-castillo-san-ramon) Country [Guatemala](https://unpacking.coffee/origins/guatemala) Region Sierra de Las Minas Elevation 1200-1400m First noted Aug 05, 2026 Last tasted Aug 05, 2026 1 cupping [ orange](https://unpacking.coffee/flavors/17 "orange") [ caramel](https://unpacking.coffee/flavors/23 "caramel") [ black walnut syrup](https://unpacking.coffee/flavors/244 "black walnut syrup") ](https://unpacking.coffee/coffees/180-san-antonio-la-paz) [ ### [ Ethiopian Kercha ](https://unpacking.coffee/coffees/179-ethiopian-kercha) by [ Cat & Cloud Coffee ](https://unpacking.coffee/roasters/44-cat-cloud-coffee) Country [Ethiopia](https://unpacking.coffee/origins/ethiopia) Region Guji First noted Aug 03, 2026 Last tasted Aug 03, 2026 1 cupping [ milk chocolate](https://unpacking.coffee/flavors/33 "milk chocolate") [ cane sugar](https://unpacking.coffee/flavors/29 "cane sugar") [ vanilla](https://unpacking.coffee/flavors/27 "vanilla") [ strawberry ice cream](https://unpacking.coffee/flavors/243 "strawberry ice cream") ](https://unpacking.coffee/coffees/179-ethiopian-kercha) [ ### [ Finca Santa Cruz Washed ](https://unpacking.coffee/coffees/178-finca-santa-cruz-washed) by [ Ritual Coffee Roasters ](https://unpacking.coffee/roasters/180-ritual-coffee-roasters) Process Washed Varieties [Typica](https://unpacking.coffee/varieties/34-typica), [Bourbon](https://unpacking.coffee/varieties/9-bourbon) Country [Mexico](https://unpacking.coffee/origins/mexico) Region Chiapas Harvest 2026 Source José And Karina Argüello First noted Jul 28, 2026 Last tasted Aug 04, 2026 3 cuppings [ chocolate](https://unpacking.coffee/flavors/108 "chocolate") [ earl grey tea](https://unpacking.coffee/flavors/242 "earl grey tea") [ citrus](https://unpacking.coffee/flavors/110 "citrus") [ grapefruit](https://unpacking.coffee/flavors/20 "grapefruit") [ lime](https://unpacking.coffee/flavors/19 "lime") ](https://unpacking.coffee/coffees/178-finca-santa-cruz-washed) [ ### [ Gamaliel Ríos Ortíz ](https://unpacking.coffee/coffees/177-gamaliel-rios-ortiz) by [ Ritual Coffee Roasters ](https://unpacking.coffee/roasters/180-ritual-coffee-roasters) Process Honey Varieties [Peñasco](https://unpacking.coffee/varieties/99-penasco), [Typica](https://unpacking.coffee/varieties/34-typica) Country [Mexico](https://unpacking.coffee/origins/mexico) Region Chiapas Harvest 2025 Source La Concordia First noted Jul 21, 2026 Last tasted Jul 21, 2026 1 cupping [ peach](https://unpacking.coffee/flavors/3 "peach") [ citrus](https://unpacking.coffee/flavors/110 "citrus") [ caramel](https://unpacking.coffee/flavors/23 "caramel") [ butterscotch](https://unpacking.coffee/flavors/32 "butterscotch") ](https://unpacking.coffee/coffees/177-gamaliel-rios-ortiz) [ ### [ Finca Santa Cruz Natural ](https://unpacking.coffee/coffees/176-finca-santa-cruz-natural) by [ Ritual Coffee Roasters ](https://unpacking.coffee/roasters/180-ritual-coffee-roasters) Varieties [Geisha](https://unpacking.coffee/varieties/16-geisha) Country [Mexico](https://unpacking.coffee/origins/mexico) Region Chiapas Source Finca Santa Cruz First noted Jul 19, 2026 Last tasted Jul 19, 2026 1 cupping [ chilled red wine](https://unpacking.coffee/flavors/240 "chilled red wine") [ lime](https://unpacking.coffee/flavors/19 "lime") [ cacao nibs](https://unpacking.coffee/flavors/241 "cacao nibs") ](https://unpacking.coffee/coffees/176-finca-santa-cruz-natural)