Opened in 1978, Santa Cruz Coffee roasting Co. has been dedicated to improve American coffee culture through artisanal sourcing, roasting, and blending of coffee beans. Is it adequate to call this roaster "the second waver"? Might be, "YES". There is no proof but it is difficult to ignore influence of Peet's Coffee & Tea, opened in Berkeley in earlier 60's, over Santa Cruz. On their website, Santa Cruz coffee roasting Co. states their mission in 70's was to "educate public" about varieties and qualities of coffee from all over the world.
In 2010's, focus of coffee markets has moved country to estate, "Finca". COE has accelerated this trend and popularized the concept of "single origin" and "micro-lot". Santa Cruz Coffee roasting Co. seems to move along with this market shift in terms of coffee beans, although roasting still stays in the second waver's value.
Pacific Ave. presents a chronological table with flavors: there are Peet's, Starbucks, Santa Cruz Coffee roasting Co, and Verve. Downtown Santa Cruz is small in size but filled with fun for coffee lovers. Enjoy a old good American coffee here and a new wave, selected single estate flavors at Verve.
