Organic Dairy Farmer Challenges Everything We Know About Making a Great Cup of Coffee

 

By thelaegotist / / Opens Manhattan coffee shop that only sells organic half & half––pokes fun of hipster, coffee culture Coffee culture has always romanced the origin of the bean, the roasting method and the proper pour-over technique. But Organic Valley dairy farmer Gerrit van Tol recently set out to prove to New Yorkers that the secret to a great cup of coffee is actually his pasture-raised cows. “We live in a world where the world’s biggest taxi company, Uber, doesn’t own a single taxi. Airbnb doesn’t own a single bed and breakfast,” van Tol playfully pointed out. “At Organic Valley we happen to make the world’s best coffee. We just don’t make the coffee.” van Tol launched the Organic Valley Coffee Shop in the trendy NoLita neighborhood of lower Manhattan. Customers could only order Organic Valley half & half in three sizes—“Lil Bit,” “Double,” and “Lotta”—and then hit the condiment bar to add the coffee for free. All Half & Half pours were $2. The Organic Valley Coffee Shop at 171 Elizabeth St. was open to the public the weekend of April 16-17. The shop served about 600 hundred New Yorkers. “At most coffee shops you have no idea what kind of cream you’re pouring into your coffee, or if it’s even organic. It just made sense that we should have our own coffee shop that focuses on what we believe is the most important ingredient,” explains van Tol, who managed the store opening and served as cream barista. He makes a good point!