It’s so tempting in a competitive culture to always measure your success by how big, how far, how many and how much.

But roasting coffee was never about getting somewhere; it was about the love of process. The feeling of waking up with the birds on a beautiful summer Saturday morning and being the first taste you encountered at the market. The smell of the coffee as it transforms from green to yellow to brown. The feeling of pride as we stamp our bags and send them off to your table. We roast coffee because we love to roast coffee.That is all. That is enough.


Alan Watts & David Lindberg – Why Your Life Is Not A Journey from David Lindberg on Vimeo.