Who can pass by a “hot coffee” sign in a store window or the Keurig machine in the office without at least longing to hold the cherished brew in your hands and take in the aroma? But how many of us think about what we’re tasting? Matt Hall does, and he was just not satisfied.
“I’ve always loved coffee,” says Hall, owner of Uprising Coffee in Hopewell New Jersey, Doylestown Food Market’s Producer of the Month. “Even in my teens and early twenty I knew I wanted a higher grade.”
Pursuing his interest in how coffee was roasted, Hall took the next logical step and purchased a Westbend Air Crazy Popcorn Machine. Seriously? Yes. He started roasting beans in the popper, which yielded about one or two cups worth per roasting, and discovered he preferred it to commercial brands. So when it came time to go bigger, Hall went against convention and purchased an electric infrared roaster.
“About 98 percent of roasters use gas or propane units,” Hall says. “But, I get more pronounced flavor and sweetness from the infrared roaster.”
Hall works with two importers to source coffee beans for roasting from Brazil, Columbia, Peru and Ethiopia. His Daylight series is geared toward milk/cream-based coffee drinkers and the Midnight Series is for hard-core black coffee or espresso fans. He uses the Brazilian beans as a base for most of his roasts because of their natural earthy quality. Hall has brewed a special blend for Doylestown Food Market that is 50 percent Brazilian, 25 percent Columbian and 25 percent Peruvian.
“I focus on four or five major origins and bring out the best of them,” Hall says. “My coffee has so much flavor, that some people say they have never tasted a coffee like it.”
Matt roasts 15 to 50 pounds at a time, with the capacity to do one hundred pounds a day. He currently supplies four locations, including Doylestown Food Market and his roasts are under consideration by Wegman’s, Shop Rite and Whole Foods. In addition to expanding his wholesale business and showcasing at more Farmers Markets, Matt eventually would like to open his own coffee shop.
Matt will be hosting an Uprising Coffee Cupping at Doylestown Food Market on Saturday April 1st and 15th from 10 am to 1 pm. Shoppers can enjoy 20 percent off Uprising Coffee all month long.