Years ago, when I ran my digital marketing agency, a prospect asked to meet me for coffee at a popular coffee shop.

The coffee was charred. Bitter, burnt, the kind you drink because it’s in front of you.

I walked him through how I build marketing. Do the research. Get the foundation right. No shortcuts, every step done properly. He sat back, looked at me and said, “You’re a purist.”

It wasn’t a compliment. To him, refusing to cut corners meant I took too long to get from A to Z.

I took it to the next degree.

Because he was right. I am a purist. And I love coffee. The taste of it. The nuances. The aroma that hits you when you open a fresh bag. All of it. That cup in my hand was everything a purist can’t stand: rushed, over-roasted and forgettable.

So I built the opposite. Pure Grind Coffee is one coffee, roasted in small batches, never pushed past the point where it tastes its best. Every bag is dated by hand, so you know exactly when it left the roaster.

Does it take a little longer to get from A to Z? Yes. That’s the whole point.