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SIP, READ, REPEAT continued from page 24 Joe, The Coffee Book BY JONATHAN AND GABRIELLE RUBINSTEIN WITH JUDITH CHOATE LYONS PRESS, MAY 2012 163 PAGES Given the rapid rise of New York City's independent café scene in recent years, it makes sense that one of the first Big Apple shops to champion expert baristas and ethical sourcing would produce its own book. The first Joe shop (there are now nine in Manhattan) opened in the West Village in 2003, carrying coffee and coffee knowledge supplied by Massachusetts-based Barrington Coffee Roasting Company. In their book, however, the Rubinsteins (siblings who co-own the company) don't dwell on their own business story. Instead, they delve into what they've learned along the way—how to roast, brew, and educate baristas and consumers. It's an inspiring and practical read for any shop owner looking to grow profits and presence while retaining strong local roots and coffee-sourcing values. The Infinite Emotions of Coffee BY ALON Y. HALEVY MACCHIATONE COMMUNICATIONS, DECEMBER 2011 159 PAGES As greater numbers of consumers (and hacky writers) have discovered better Arabica over the past 20 years, dozens of ode-to-coffee books with lubby-dubby titles have made their way to the mar- ket. This one, by Google researcher Halevy, is surprisingly informative and plugged into the best and brightest the global specialty coffee scene has to offer. Similar to many other books on bean basics, "Infinite Emotions" breaks down the history of the bean and the spread of café culture, but Halevy goes a step further and incorporates the vantage points of individuals such as former WBC champ James Hoffmann and influential Costa Rican producer Roberto Mata to develop an accurate understanding of what's behind the world's best shots and cups. The result is a lively look at the modern seed-to-cup process by a curious mind from outside the industry. At First Sip BY LEAH MCMAHON S.I.P. PUBLISHING, DECEMBER 2011 In 2005, McMahon was unexpectedly let go from a job in corporate America. Soon after, she made the decision to open Silk Espresso in Gresham, Ore. The two-location café has grown steadily, and in this brief, tightly written memoir, McMahon discusses an idea that other suc- cessful independent operators can likely relate to: perseverance. The book spends little time actually talking about coffee, giving more attention to the author's earlier life experiences—she spends one section discussing her efforts trying to make it as a walk-on basketball player at Oregon State University and another breaking down her feelings as she came to terms with unemployment. It all adds up to a portrait of a café owner who is no stranger to struggle but who has proven that following a legitimate desire is almost always more effective than complaining about what you don't have. 26 COFFEE ALMANAC 2012