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| C-Beans Coffee: Making Coffee and Soy Go Together With SoyJoe by Jennifer Kimmitt It’s inevitable. Monday through Friday your alarm will go off seemingly minutes after your head just hit the pillow. You crawl out of bed, brush your teeth and head to the kitchen to make a pot of coffee. A new day has begun. For many of us, this is somewhat similar to an everyday routine, and coffee has become a main ingredient in our morning process. At least that is how it was for Chris Martin. About two years ago Martin started a coffee distributorship, which sold coffee online and through small local retailers. His Best Gourmet brand offered a variety of coffee from different roasters across the country. This led Martin to his next venture, C-Beans Coffee Co. C-Beans is also Martin’s longtime nickname. The concept was created by Martin and his wife, Camille, who is finishing her nutrition degree at Georgia State University and then plans on becoming a registered dietician. The health conscious duo wanted to create a healthier coffee, and after some research they found that soy coffee was the way to go. While the thought of drinking a cup of soy may not sound too appealing at first, it is actually not that different from the morning jolt of java you are used to. It is made from 50 percent soybeans and 50 percent coffee beans. It’s roasted the same way as regular coffee, and the soybeans take on the coffee flavor during the roasting process. "The first question I always get is, ‘what does it taste like?’” says Martin, who calls his new creation SoyJoe. “Soy coffee entails a lot of consumer education because you really have to show people why they should try it.” One of the main reasons is for health purposes, he says. Because SoyJoe is made up of 50 percent soybeans, it has 50 percent less caffeine than regular coffee. To some, this may not seem like a positive characteristic, but less caffeine will prevent such drastic energy highs and lows throughout the day. Also, soy is rich in phytonutrients that reduce the risk of heart disease and certain types of cancer. Soy also has a natural alkaline effect, so it reduces the acidity of coffee when the soybeans and coffee beans are roasted together. For people with heartburn and acid reflux, this is a major relief. As with regular coffee, the roasting process is the most important step. To ensure a quality product, Martin spent a lot of time and tried numerous roasters before choosing the best one. “We chose Well-Bean Coffee Company for this partnership because they were the best,” he says. “Their roaster is a true artisan.” SoyJoe is made from certified organic soybeans and Colombian Excelso, certified organic coffee beans for a premium tasting coffee. However, if you are looking for a little more personality in your coffee, SoyJoe can be roasted to just about any flavor you desire. “My wife’s favorite is german chocolate,” says Martin. “The only difference (if it is flavored) is that it is no longer 100 percent organic.” Currently, SoyJoe is only being sold on the C-Beans Coffee Co. Web site (cbeanscoffee.com) and at a few participating retailers in Atlanta, such as Candler Park Market. However, Martin is having discussions with large regional and national retailers, such as Whole Foods, and recently a businessman in Manhattan contacted Martin about selling SoyJoe in his store, Holey Donuts, which specializes in making a healthier donut. As for starting his own SoyJoe coffee shop, Martin is hesitant. “I would like to set up a coffee shop, but to be a coffee distributor and retailer is difficult,” he says. “I just want to make sure my focus is always on our customers and our coffee.” “However, we are conducting trials in non-traditional retailers like yoga studios and gift shops,” says Martin, “but we want to be patient with our retail rollout until we truly know our customer demographic.” Right now SoyJoe is just trying to make a name for itself. People who are unsure about SoyJoe can request a free sample online. For those who like it, Martin encourages signing on to become a “Regular Joe.” Joining is easily done online, and “Regular Joes” receive 20 percent off the cost of coffee with a year subscription, and 10 percent off with a six-month subscription. Both options deliver coffee to your home and are typically less than prices at retail locations. “Regular Joes” also receive a free one-cup coffee maker when signing up for the full year. Other items can be purchased on their Web site as well, including the Best Gourmet coffees and two different Bulldog Blends that are sure to please any University of Georgia fan. C-Beans is also considering a North Carolina blend, for Martin’s alma mater, the University of North Carolina. So for now, try this new healthier coffee, or contact C-Beans Coffee Co. and give them your specialty order. Martin says they are more than happy to do custom orders for individuals and corporations. “Although SoyJoe is quickly becoming our flagship brand, we want to be a company that can provide any kind of coffee that the customer wants,” says Martin. “If you want shade-grown, organic coffee from Mexico, I want to be able to get it for you.” For more information, call (866) 861-6807 or go to www.cbeanscoffee.com. |
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| From top: Chris Martin showcases his new SoyJoe product; a blend of soy and coffee beans that is sweeping the nation by storm. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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