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John Weaver: The art of making coffee
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Related Topics: SAN FRANCISCO
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John Weaver studied with coffee pioneer Alfred Peet.
SAN FRANCISCO (Map, News) - Master coffee roaster John Weaver drinks his coffee black, and this is why.
One fateful day, Alfred Peet — the founder of Peet’s Coffee and Tea — knocked a steaming cup of coffee out of the hands of the then-20-something Weaver, who was simply doing what most coffee drinkers do: adding milk to the brown-black brew.
“You will not pour milk in my coffee!” Peet bellowed, according to Weaver, not because he was a tyrannical boss but because he strove for perfection.
“He was a great guy, but he made his point quickly,” Weaver said. “What he was trying to get across is you got to taste the coffee.”
And taste it Weaver did, for 27 years, under the astute leadership of the pioneering Peet and Sal Bonavita, former owner of Peet’s Coffee and Tea.
Now a master roaster in his own right, Weaver has struck out on his own. He founded Weaver’s Coffee & Tea just last month, only three months after the entrepreneur launched Wild Card Roasters with Michael Brown and Bryce Inouye.
“I now have freedom to roast specific coffees to what I see as the optimum flavor,” Weaver said.
Both companies focus on creating artisan quality coffee and teas, offering a limited selection of signature blends and two single-origin brews, one from Sumatra, the other from Peru. Both are fair-trade certified organic.
Weaver samples roughly 200 coffees per day, but to ensure that he sleeps at night, he doesn’t necessarily drink every sample.
“You slurp it off the spoon and spit into a spittoon,” Weaver says.
In fact, he says he only drinks one full cup in the morning, in order “to taste how the customer would taste it in the press pot.”
Weaver grew up in Greeley, Colo., and moved to Alameda in 1978 after graduating high school. He soon took a job with Peet’s Coffee & Tea to supplement his income while he studied art at California College of Arts and Crafts.
He still dabbles in the arts now and then, but now funnels most of his creative juices into the art of roasting and brewing beans.
“Coffee has been my creative outlet. I love it,” he said.
For now, Weaver’s coffees and teas are available for online sale only at www.weaverscoffee.com and www.wildcardroasters.com, with retail distribution a possibility at a later date.
Business
New projects: Weaver’s Coffee & Tea, Wild Card Roasters
Last project: Master roaster, Peet’s Coffee and Tea
Number of e-mails a day: 30+
Number of voice mails a day: 20+
Essential Web site: www.coffeereview.com
Best perk: Freedom to express myself in new ways
Gadgets: Coffee hook, tryer, tasting spoon
Education: 27 years of roasting coffee; apprenticed for four years under Alfred Peet
Last conference: Coffee Fest, Seattle
Original aspiration: To be an artist
Career objective: To be an entrepreneur in the coffee and tea industry
Personal
Sports/hobbies: Surfing, skateboarding, snowboarding
Transportation: BMW X5
Favorite restaurant: NOPA, San Francisco
Computer: Apple MacBook Pro
Vacation spot: Cabo San Lucas
Favorite clothiers: Banana Republic, Levi’s
Role Model: My parents
Reading: “Hawaii” by James Michener
Worst fear: Flying
Motivation: Cup perfection
Hometown: San Francisco
Comments from Examiner Readers
2:46 PM MST on Thu., Jul. 10, 2008 re: "Dave Labuda: Former tech pioneer focuses on his restaurant, Cetrella"
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11:27 AM MST on Mon., Jun. 30, 2008
re: "Deryk Daquigan: Engineer has worked on many underground projects"
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9:41 PM MST on Fri., Jun. 20, 2008
re: "Jeannette Bitz: Partner at Engage PR finds clients' personal stories"
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2:24 PM MST on Sun., Jun. 8, 2008
re: "Dan Angel: New president at Golden Gate University"
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6:06 PM MST on Sat., May. 31, 2008
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11:45 AM MST on Fri., May. 30, 2008
re: "Clare Munn: Owner of The Communications Group helps clients think 'green'"
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2:44 PM MST on Sat., May. 17, 2008
re: "Erika Taylor: Life experience helps her manage PR firm"
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2:48 PM MST on Fri., May. 9, 2008
re: "Barbara Callan: Million-dollar home seller"
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Bhaskar Gorti said:
I can lick my eyebrows at Cetrella
5 agree | 5 disagree
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Examiner Reader said:
Congratulations to Deryk! He's a great example of what civil engineering and ASCE is all about. And thanks to the Examiner for running this story. Civil Engineers aren't flashy and nobody makes movies about us... so good press is always welcomed. What we do touches everybody every day. Way to go Deryk! Doug Taylor, PE, M.ASCE President, San Francisco Section ASCE
6 agree | 6 disagree
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Examiner Reader said:
Jeanette Bitz seeems to have more of an advertising ("look at me folks") mindset than true public relations as it seems she, not her clients, come first. In Australia we'd say her story is an ego-driven way to use a weak peg on client relationships to tell a story about herself. Boo.
14 agree | 8 disagree
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Examiner Reader said:
Dan Angel is nothing but a practiced self-promoter. I feel sorry for everyone there at Golden Gate U.
7 agree | 4 disagree
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Examiner Reader said:
Ben this is Big Shon man. If I had the time to tell you how in so many ways you have changed my life,Id be here hours. Thanks Shon
5 agree | 6 disagree
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Examiner Reader said:
It seems to me that "green" living has become as much a marketing ploy as anything else. living "green" is not new (there was an ecology movement in the 70's) and is arguably simple common sense. When I was young my parents regularly reinforced in child's terms its best not to "mess where you eat!"
7 agree | 4 disagree
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Examiner Reader said:
I've worked with Erika Taylor and Three Girls Media for 2 years now. My business has been revolutionized thanks to her innovative approach. It's good to see her getting recognition for the great work she and her company does.
7 agree | 6 disagree
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recent San Francisco Home Buyer said:
Frankly, I don't see the need for real estate agents - and the 6% commission is proportionately excessive compared to the home values in San Francisco. Most of the homes in San Francisco sell themselves and it is easy to shop for homes online. In my house hunting experience, the real estate agent merely carried the keys to various houses. I don't really need someone to point out which room is the bathroom and which room is the kitchen. And I'm not really sure what a top producer is - since the agent isn't producing anything... except more fees in a (nearly) fixed inventory market. I'm sure Barbara is good person. But, as real estate prices continue to climb in San Francisco, Real estate agents are slowly becoming a pariah to home buyers and sellers in this City.
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