6904 Glenwood Avenue, Raleigh, NC 27612
Hours: Monday-Friday 7a.m. -noon
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At Torch we believe that coffee is about people, and as a company we are passionate about empowering those people. Whether it is a cafe owner struggling to make the switch from second wave to third wave, or a coffee farmer struggling to make ends meet, our mission is to partner with entrepreneurs and empower them to succeed.
Our founder Samuel Gurel got into coffee when he heard a story about a woman in Guatemala who ran an orphanage, but was also losing money on her coffee farm. The farm was donated to her as a source of income for the kids, but because it was losing money, it was instead depleting resources from the orphanage. Samuel realized, this wasn't just about coffee anymore, it was about people. A few months later he moved his family, his wife and the kids, to a remote village in Guatemala. We worked with some of Guatemala's best farmers to help her produce Cup of Excellence quality coffee. This partnering allowed us to experiment with different processing methods and transform her failing coffee farm into a successful enterprise. This empowered her to focus on what she was really passionate about: rescuing kids from the violent and poverty stricken towns of Guatemala. This project revolutionized our thinking about coffee. Throughout the whole process we learned this simple formula.
COFFEE + EDUCATION = HIGHER QUALITY COFFEE
HIGHER QUALITY COFFEE = HIGHER PRICES
HIGHER PRICES = BETTER STANDARD OF LIVING
BETTER STANDARD OF LIVING = EMPOWERING PEOPLE TO BREAK THE CYCLE OF POVERTY.
If you’re like us, this is something to get excited about. We’re not just selling coffee, we are empowering people.
After this experience we knew we couldn't go on sourcing coffee that may be causing a farm somewhere to lose money. Since our time in Guatemala, we have developed other farms and work with partners who are committed to empowering others.
By 2016 we are committed to having 100% of our coffee sourced by farmers who are sustainable financially, environmentally, and socially. Right now, we are working on some really exotic locations. Ask us for updates! We’d be super stoked to share.
We look for coffee beans that not only unique but that are also in season. Many roasters will carry generically named coffees all year round, but we treat coffee like the seasonal product it is by respecting that it has a peak time of freshness and vibrancy and working our model around that. We have a small selection of blends and the ones we do carry are transparent [??]. Single origin coffee beans and single origin espresso beans help to show the character of the coffee in a way that reflects its cultivar, its micro-region and the craftsmanship of the producer. That should tell you a little about who Torch is and what our values are.
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