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Premium European Espresso |  |
To get this look, this feel, and this flavor, you have to use
Malabar Gold Supreme
At $ 8.48 /lb plus S&H, espresso of this quality is a real bargain
(minimum order 10 lbs)
If your espresso does not look like this, you may not be making real espresso; only ordinary coffee.
Download brochure:
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| Sample Policy
The best way to test this espresso is to order a sample from us. Unfortunately, we do not send out free samples any more. You will need 2-lbs to properly experience it and costs $25.00. This included Priority Mail shipping to any address in the US. But then, if you order the minimum quantity, 10 lbs, with 30 days of sample shipment, you may ask us to credit the full $25.00 towards that purchase.
For details, see:
You may use the following form to order a sample of Malabar Gold: You will have to download the form, complete it and either mail it to us or fax it to us. |
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We hope you enjoyed the contents.
Sincerely,
Dr. Joseph John
 Josuma Coffee Company
Tel: 650-366-5453 www.josuma.com |
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 Most Espresso in North America is not Espresso at all An overwhelming majority, 90 to 95 per cent, of what is made and sold as espresso in North America, whether it is consumed straight or in milk based drinks, is not espresso at all. It is ordinary coffee made with an expensive espresso machine.
There are several reasons for this sad state of affairs:
1. Most coffee shop and espresso bar owners do not appreciate the difference................
2. Most baristi working behind the counter are not properly trained; receiving less than four hours of instruction mostly from someone who does not understand espresso.
3. Most blends offered in North America are not really blended for espresso; ...........................
4. Most espresso machines in North America are configured for production speed.......................
5. Most grinders are purchased on the basis of price ................
note: the highlighted item above will be discussed in more detail in the article below |
Many Baristi are poorly trained, often by someone who does not understand espresso
We provide a three day Intensive Espresso Training that costs $1,495 per attendee. Each session is limited to three students and each of them has an espresso machine and a grinder for use. The morning sessions consist of class room instructions and the afternoons are devoted to hands on work in the lab.
The first day is all about coffee and espresso, the morning spent learning about how coffee is grown and processed, what espresso is, and difference between brewed coffee and espresso. Attendees get to open their espresso machines and learn to adjust pump pressure, brew temperature and water volume. They also take the grinders apart and re-assemble them and make grind adjustments. Much of the afternoon is spent making espresso, the goal being to make three exceptional espressos back to back.
The second day is all about milk, learning about sanitary practices and the science behind texturing milk. The goal of the afternoon work in the lab is to perfectly texture three pitchers of milk back to back, first for lattes and then for cappuccinos. Milk with different fat content and several milk substitutes are normally available.
The third day is all about espresso based drinks. One learns to texture milk and make espresso in order to fill orders for lattes and cappuccinos. The primary objective is to learn to texture just enough milk for the order and have no more than a table spoon of milk left over, regardless of the size of the beverage.
It is our belief that one needs to fully learn and understand the theory and the process involved rather than just the mechanics. That is the only way one can maintain the integrity of the process when circumstances change and be able to train other people to carry on the tradition. We emphasize quality over appearance so much that we do not include latte art in these sessions.
Few years ago, a potential customer, I will call him Jim, who was impressed with our Malabar Gold, and wished to carry it in his yet to open espresso bar, felt he could learn everything he needed to know for $400. So he signed up for an espresso training class that was to last four hours. In one session that lasted three and one half hours, the instructor "taught" a class of 22 attendees all about site selection, negotiating a lease, hiring and motivating employees, writing a business plan and securing financing, planning a menu, selecting vendors, making espresso, steaming milk, recipes for espresso drinks, use of syrups, chocolate and other condiments,....
When I saw him later, I asked Jim how many espressos he got to make in the class. He said, "none." The instructor showed the class how to make espresso by making one shot into a stainless steel carafe. He also showed the class how to steam milk, but Jim himself got to make "none." Needless to say, we declined to sell him Malabar Gold and his espresso bar closed in less than one year.
Not all espresso training classes are this bad. But many are. That is why so much of what is made and sold as espresso in North America is undrinkable. Unfortunately, such classes lead people to believe that making espresso is just a matter of buying a machine and learning which button to push. For more information on Intensive Espresso Training, see: http://www.josuma.com/espresso-training.html |
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