Born From Outdated California, Ascend Espresso Roasters Lifts Off in San MarcosDaily Espresso Information via Roast Mag

September 9, 2022

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Ascend Espresso Roasters founder Erin Nenow on the California Roasting Collective in San Marcos, California. All pictures courtesy of Ascend Espresso Roasters.

From the management of an iconic cafe referred to as Outdated California Espresso Space (a.ok.a. Outdated Cal Espresso), a brand new roasting corporate referred to as Ascend Espresso Roasters has taken flight within the foothills of northern San Diego County.

Erin Nenow is piloting the brand new roasting industry in San Marcos, which comes to a collection of shared business roasting machines on the within reach California Roasting Collective.

In its sourcing operations Nenow says the emblem strives to concentrate on espresso high quality, but additionally on supporting modern coffee-producing cooperatives which might be dedicated to the commercial and social betterment of enormous teams of small-scale espresso farmers.

“Everyone knows that farming is arduous and significant, and in a few of these international locations farmers get the quick finish of the stick,” Nenow instructed DCN. “The co-ops are superb as a result of they reinforce complete villages and hundreds of farmers with our purchases. Some are tremendous ahead interested by offering control and management roles for girls, as neatly.”

Whilst lately attractive in direct-to-consumer on-line gross sales, subscriptions and wholesale roasting, the roasting industry to begin with lifted its wheels within Outdated Cal, the place consumers’ collective tastes had been established over the process many years.

The San Marcos store first opened in 1990 as Mocha Market. It changed into Outdated California in January 2011 when it used to be bought via Craig and Giovanna Garcia, who employed Erin Nenow as a barista one month later.

Nenow ascended in rank and duty ahead of ultimately purchasing a stake within the cafe industry in 2017 and main operations. As a roaster, her profiles have been to begin with geared toward familiarity amongst current consumers, despite the fact that some lighter-roasted and fruit-forward choices have begun to search out prefer, as neatly.

“Our space espresso has at all times been a Costa Rican single-origin, so I didn’t wish to stray clear of that,” mentioned Nenow. “I additionally stored our coffee conventional and at the darkish aspect of the spectrum. I didn’t wish to confuse our buyer base. However I’ve additionally had the excitement of introducing new choices to our consumers thru this challenge.”

The similar may also be mentioned for the espresso space, which Nenow has put her personal stamp on since taking on. Whilst keeping up the inner coziness, the sense of native historical past and an accommodating stay-all-day vibe, Nenow has additionally introduced a smartphone app for loyalty systems and ordering forward.

“A part of Outdated Cal Espresso’s enchantment is its legacy, so we additionally wish to keep on with our personal taste and the Outdated California vibe. The angle of the team of workers, being welcoming and of provider, is the bones of the industry,” mentioned Nenow. “We’re a hangout espresso store. However we additionally wish to be rapid for other people at the cross. There is not any explanation why you’ll’t get prime quality natural espresso, roasted and extracted to perfection, and get the place you’re going on time.”

Serving Ascend Espresso Roasters, Outdated Cal Espresso is positioned at 1080 W San Marcos Blvd #176 in San Marcos, California. Inform DCN’s editors about your new espresso store or roastery right here.