Caffè di Artisan was born out of rebellion. A rebellion against machine-extracted single serve coffees, that make inconsistent, indifferent coffee. A rebellion against over-priced, poor quality, espressos served by the big chains, that completely lack character.
And, ultimately, a rebellion against coffee made by machines.
Somebody finally had to call the bluff: Was passing super-hot, super high pressure water through delicate coffee grounds (as in the espresso method), the best way to make great coffee? Or did the espresso method actually result in poor quality, over-extracted bitter coffee? Can you crush grapes in a machine and get wine? The answers were obvious.
About the home and office use single serves, the less said the better. Buy an expensive machine that produces low quality coffee. Add the cleaning, descaling (of 'The Germiest Place In The House' fame - click here) and the repairs, maintenance & breakdowns. Hardly coffee heaven.
Instant Coffee, as anybody who knows coffee will tell you, isn't really coffee at all. It is a whole lot of wood husk, powdered with some low quality Robusta powder, artificially infused coffee aroma, and then spray dried, killing whatever soul remained in it up until then.
Out of this dystopian coffee landscape, was born Caffè di Artisan. It took us years to perfect our process. And what we have as a result: coffee that we believe, soothes the soul.