Jerry Baldwin is co-founder of Starbucks in Seattle, where he was the first roaster and coffee buyer.
Gerald Baldwin purchased Peet's Coffee and Tea in Berkeley, California, in 1984, and worked diligently to sustain the vision of the founder, Alfred Peet. He remains involved as a member of the board of directors. Jerry was a co-founder of Starbucks in Seattle, where he was the first roaster and coffee buyer. He remained involved until 1987 when he sold the company of eight stores. He accepts no credit (or blame) for the ensuing twenty-odd years. He also serves as a member of the board of TechnoServe a non-profit NGO working to alleviate poverty in Africa and Latin America. He has also been Chairman and Trustee of Coffee Quality Institute and President and Director of Association Scientific Internationale du Café (ASIC). Baldwin is a recipient of the Lifetime Achievement Award of the Specialty Coffee Association of America www.scaa.org, where he served as a director of the SCAA, and the the founding chairman of its Technical Standards Committee. Jerry was honored as Coffeeman of the Year for North America by Tea & Coffee Trade Journal, and he is an honorary member of the Kilimanjaro Specialty Coffee Growers Association, known as Kilicafe. Baldwin was a founding director of Red Hook Ale Brewery and a founding contributor of the American Institute of Wine and Food. He writes in Sonoma County, California, a few miles from M.F.K. Fisher's home in Glen Ellen, looking over his small vineyard. Jerry and his wife, Jane, produce small crops of olive oil and Zinfandel in the Valley of the Moon.
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.
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.
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.