Fresh Cup Magazine | freshcup.com
orthern California's Central Coast—
home to popular tourist destinations
Big Sur, Monterey, and Santa Cruz—
is prone to thick, early morning and
late evening fog. The mists that roll
in regularly from the Pacific Ocean
are part of what gives this region
its charm. It makes for excellent wine growing,
enchanting redwood groves, and breathtaking
photography. It also makes for chilly, wet winters.
Wetsuits are a hot commodity in these parts.
In contrast, this part of California also enjoys
plenty of the sunny summer days that the state
is known for. Beach towns turn into paradises
once all that morning fog burns off. In Santa
Cruz, summer life is what fuels the town,
economically and spiritually. For Santa Cruz'
beachfront Verve Coffee Roasters, the region's
changeable weather means two things: winter
and misty early mornings are gangbusters, but
when things warm up its time to get creative.
Head of product development Jesse Crouse
knew that Verve's summer menu needed a
facelift. The company's identity is just as much
Santa Cruz-centric as it is coffee-centric, but
Verve's cold-brewed coffee, brewed in-house at
each of their three locations, was prone to oxi-
dization that affected flavor and freshness. It
wasn't doing the season justice.
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