Jerry Baldwin
Jerry Baldwin is co-founder of Starbucks in Seattle, where he was the first roaster and coffee buyer. More +
  • Don't Be Afraid of Strong Coffee!

    How much coffee is in your coffee? We're used to weak coffee but that doesn't mean it's good. A weak cup of coffee is an unpleasant thing. And once weak coffee is brewed there's nothing to be done. Try a heaping American scoop and have a coffee epiphany.

  • Coffee Leaves: A Whole Different Cup of Coffee

    On the prowl for great coffee beans at the market in Harrar, Ethiopia, some familiar green leaves catch a seasoned eye. The evergreen coffee tree produces leaves that can be used in the manner of tea, but there's a reason these leaves are rarely found outside Ethiopia.

  • Appreciating Coffee Like Wine

    Instead of red or white, Robusta or Arabica. Instead of alcohol, caffeine. As for varietals, there are thousands. As with wine, the more you learn about coffee, the more there complex it will seem but the more enjoyable it will become.