Roast with Fire | Brew with Water | Pour with Passion

Genesis of Passion

Jordan Berlingeri

Jordan Berlingeri

Certain experiences in life imprint on us in a way that leave us transformed and somehow different than before. Trying something new for the first time or going to a place we’ve never been can bring excitement, wonder and a sense of joy often sought after yet, rarely attained. When we find that new thing or place that conjures such emotion, its obviously something we attempt to incorporate into our routine more and more. If we are not careful, we can quickly burn out the allure and find ourselves wanting yet another new thing to replace the now, old thing.

How is it then, that in some of us, a passionate fire gets ignited not to be extinguished for a lifetime? This has certainly been the case thus far with my journey into coffee. It has been one remarkable adventure that began in a mountainside cafe on the ski slopes of Washington in 1994. I can still taste the hot chocolate that I ordered… hear the bustling crowd… feel the crackling fire…

This one visit to a quaint cafe perched somewhere on the slopes of Steven’s Pass altered the trajectory of my life. At fourteen years of age I had no idea what I wanted to “be when I grew up,” but seeing that barista rockin the crowd, workin the steam, yellin out names… I had arrived and hadn’t even realized it.

I spent the next three years suffering in agony waiting to turn 17 so I could get a job at Starbucks. Now I know I give Starbucks some serious critique when it comes to the quality of their coffee, but back in the day (1997 – 2005) it wasn’t the commodity coffee harlot it has become today. I had the deep pleasure and wonderful opportunity to be a part of the Starbucks corporation during their very aggressive growth period. Opening seven stores with some serious doers and get ‘er done-ers definitely helps to define and validate my expertise in the field of cafe grand openings, operations and staff training, all of which lend to a keen insight into the coffee industry that continues to grow and flourish year after year. I learned a ton at Starbucks and worked with and met some amazing folks while there. A falling out came about and to this day I am still listed as a ‘non rehire.’ Banned for life. Que sera…

From Starbucks in the Lone Star State to the Gold Coast and Pete’s Coffee & Tea and boy, what a coffee culture shock! With the wealth of experience I had gained at Starbucks, I was still ill prepared for Pete’s and the Specialty Coffee scene. Was I up for the challenge? You bet you’re sweet cappuccino I was!

But alas, the end of my Genesis begins with the next leg of my journey. By far, Pete’s was my favorite ‘corporate’ coffee experience and I’ll happily be telling that tale in a future post.

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