"WHEN I'M TALKING TO CUSTOMERS ABOUT COFFEE, I
ALWAYS TRY TO EMPHASIZE THE FACT THAT IT'S A FRUIT,
THAT IT IS SEASONAL, THAT IT IS BEST PICKED RIPE, AND
THAT DOING SO IS A LOT OF WORK. I'VE FOUND THAT
ALL OF THIS SEEMS LESS ABSTRACT AND GEEKY WHEN I'M
SURROUNDED BY BEAUTIFUL FOOD THAT IS ALSO AT ITS
PEAK FRESHNESS. RATHER THAN DISTRACTING FROM THE
COFFEE PROGRAM, I'VE FOUND THAT OUR MENU HELPS
REINFORCE THE IDEAS BEHIND IT."
—SAM SOBOLEWSKI, BARTAVELLE COFFEE & WINE BAR,
BERKELEY, CALIFORNIA
PHOTO BY EVAN COLLISSON, BARTAVELLE, BERKELEY, CALIFORNIA
75
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