Now the Devoción team “does everything short
of picking the cherry” – they leave that expertise to their trusted network of growers – and “does it faster than anyone else,” says Sutton. Tat holistic, hands-on process – which includes operating a dry mill at a Bogotá facility, controlling the export process, and then roasting the coffee as soon as possible for maximum freshness – is vitally important to its product. “We believe that everything we do has to be
meaningful. It’s a way of life, not just a product. We're making sure our vision of coffee will be translated to the customer. And not just to the next stage of the process. Otherwise, the effort the coffee farmer made is lost through time. Because time equals oxidation in the life of a green bean; it equals diminishing of the components and their power to give us flavor. So, for us to be as fast as we are, to protect the integrity of the product, and really do something unique and different, we have to make sure everything is working smoothly.” Te speed factor is important to Devoción, but
many other coffee companies eschew the need for speed, to the detriment of the coffee, says Sutton. “Our common sense was always: we go to the farm, get the coffee, dry mill it, and roast it, quickly. But we found out that other coffee companies do not do this. Instead, they put fresh coffee in a shipping container, then in a warehouse for six months, a year or more before it's roasted. In the ‘freshly roasted’ coffee of the specialty market, most of that is actually freshly roasted old coffee. We are roasting coffee one week after it has been dry- milled and left its origin.” Tat ‘Aha!’ moment transformed the company,
says Sutton. “We realized our mission was to bring the freshest coffee imaginable to people. Today, the brand has evolved into not only being the freshest but using that to bring you virtually to the coffee cup’s origin.”
Coffee culture Educating customers about the origin of the coffee is essential to Devoción. For Sebastian Ventura, director of education, learning about that heritage has always been important to him. “I’ve been in love with coffee, and it’s been part of my culture since I was growing up. It has always been something I wanted to get into. I got my first coffee job working as a barista at a local roaster. It opened my mind to coffee as a career – something that can
For us to be fast, protect the integrity of the product, and do something unique, we have to make sure that everything is working smoothly
Steven Sutton, Devoción
With the help of Rancilio, the Devoción team “does everything short ▸ of picking the cherry”
Aliworld 31
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