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MadCap presents DRINKPRIZE!!!

In the spirit of ArtPrize and the upcoming year of barista competitions MadCap Coffee is hosting a signature drink competition. Starting September 24th and extending through October 6th MadCap will be offering signature espresso beverages that were created by our baristas. The signature drink that sells the most in that time period will be the winner. Customers will also be able to vote for the drinks in different categories such as taste, originality, and true-to-the-coffee.

So, as you are out and about enjoying ArtPrize, stop in MadCap and enjoy a whole other experience with DRINKPRIZE!

THE DETAILS:

*The baristas signature drink can be no more than 3oz.
*The barista can only use a maximum of 3 additional ingredients.
*Things that we carry on a regular basis like milk, sparkling water do NOT count towards one of the 3 ingredients. They may be used freely.
*The barista can only use one shot of espresso per drink.
*They must use the Third Coast Espresso Blend.
*Baristas are not permitted to tell customers who made what drink. So don’t ask.
*The drink that sells the most will be the big winner. Voting cards will be available for voting on various categories. They are as follows; originality, overall taste, and true-to-the-coffee. Be sure to vote!

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MadCap’s ArtPrize Hours

We’re extending our hours during ArtPrize. They are as follows.
Monday – Thursday: 7am – 8pm
Friday: 7am – 11pm
Saturday: 8am – 10pm
Sunday: 11am – 7pm

Coffee and Art. It’s a match made in heaven.
For more info on ArtPrize go to artprize.org

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What About the Moo-juice?

This past Wednesday the staff here at MadCap loaded up in two different groups for a dreary hour long ride to the small town of Nashville, MI. What’s in Nashville besides Shirley’s ChuckWagon Café and Good Time Pizza? One of the most ballin dairy farms in the mitten, Mooville Creamery.

With the sky spitting rain on us we pulled up to a long white and blue building topped with the now familiar warm hearted logo of a smiling cow and small child. The Westvale Vu Dairy Farm, where the magic happens, was just to the right up on the hill. Inside the creamery we were greeted with the smell of sugar, crushed cookies and cream from the ice cream parlor that filled our nostrils as we poked around at maple syrups, chocolate mild, cheeses and vegetables grown by 4-Hers. After a short wait we were greeted by Louis Westendorp, who owns and runs Mooville along with her husband Doug and their family, which includes grown kids back from studying agriculture and genetics at Michigan universities. Thus began our tour of their small farm of 96 head of dairy cows.

Westvale Vu Dairy Farm

Where it all begins.

The hallway into the processing area is covered in pictures of their prized show cows (for real, it’s the same deal as a dog show), various newspaper articles and tons of quality related awards.

First stop was the processing room. Huge cooling tanks in the corner hold the milk that has been gravity fed, leaving it as unmolested as possible. From there the non-homogenized milk (the Creamline, which is what we use at the shop) is put through the HSTS pasteurizers where it’s heated to 172 degrees Fahrenheit for 20 seconds. The homogenized milks are first put through the homogenizer where the milk is forced through a small opening breaking down the cream that is naturally occurring so that it cannot rise to the top, permanently mixing it in with the milk. This process isn’t the healthiest but it’s become very much ingrained in our milk-drinking psyche. Ill let Mooville give you the rundown on why…

Studies have shown that when fat molecules are forcibly broken up by mechanical means, an enzyme called Xanthine Oxidase is released and allowed to penetrate the intestinal wall. Once it gets through the intestinal wall, Xanthine Oxidase gets into the bloodstream and is capable of creating scar damage to the heart and arteries, which may in turn cause the body to release cholesterol into the blood as a means of protecting the scarred areas with fatty tissue. This can lead to Arteriosclerosis. When non-homogenized milk is consumed, Xanthine Oxidase is normally excreted from the body without much absorption. Our milk is also free of controversial growth hormones including rBST, and is free of animal byproducts. Cows were meant to eat plants not animals, thus the food they eat here contains no animal byproducts.

And for a lot of people that are lactose intolerant what happens is your body knows that this milk thing has entered it so it goes about attempting to break down the cream that it knows is there, but can’t find it so it searches around for it forever, and you feel sick. With non-homogenized milk it automatically locates it and breaks it down leaving no time to feel queasy.

Sweet Digs

A sand-bed to sleep on

After the milk is processed and cooled in tanks it is gravity fed into the bottling room, bottled up and shipped out. Or goes into the ice cream and butter making room. Also cool.
After the tour of the processing room and a lowdown on different sorts of cows (Mooville has mostly Holsteins and a few Brown Swiss) we walked up the slope to the dairy farm. We passed by small calves in their individual kennel sort of things, some no older than two weeks and far too shy to get too close, onto the ones that to the untrained eye could easily have been full grown but apparently they were only a year old, then on to the two year old ones, even bigger with names like Bolivia and Hope. Then onto the birthing barn. These were all the prego cows, and they were HUGE. Cows don’t produce any milk until they are with calf and that only happens after they turn two. So they get pregnant, produce milk for 7 months, call it quits for two months, have a calf then start producing again. The next barn was for the not pregnant cows. These ones get milked three times a day; at 6am, 2pm and 10pm. Absent from there large open air barn was any sign of straw. Louis told us that milking cows tend to drip some and straw is much more likely to harbor bacteria, so these cows all chill out on beds of sand. Huge feed bins next to the barn and piled up covered with giant tarps hold the corn grown on the property and various other types of vegetation. The only things the cows eat that is not grown on the farm are pellets of vitamins and minerals that are mixed into the feed. This feed is chomped on for about nine hours a day. The cows will eat some, it’ll be digested into one of their four stomachs, come back up into their mouth and they’ll chew on that cud for a while and swallow it again and digest it a bit more. This happens to 90 lbs of food a day PER COW. So that’s their routine. They get milked, eat, eat some more, mill around, get milked again, eat more, and more and a little more, get milked again, mill around, sleep. If it’s a little too warm for them or drizzling at all though, they prefer to mill around inside the barns moving between sand bed and trough, well protected from the elements.

After the tour we were free to wander and took full advantage of some delicious ice cream and hung out with the animals in the petting zoo, strange looking goats that devoured the ice cream cone full of feed we had in about 8 seconds, a giant pig, some ducks and a bunch of kittens.

Cowgirl Feldman

She Got Mooville.

So our stomachs stuffed, sugar coursing through our veins and a pound of Mooville butter in the icebox we loaded up and headed back to GR, feeling even more excited about the products we were serving. But seriously next time you come in, ask for a shot of cold Creamline milk.

Laura Feldman

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The White Rabbit called Perfection

Seeking Excellence

At MadCap we are always in pursuit of the highest product possible. You see, for us good, or even great, is not enough…perfection is the idealistic ambition we strive for. For anyone who has ever strived for greatness in a particular area, they know perfection does not come easily…if at all. With coffee, the idea of trying to peg perfection could not be more difficult as the physical compound of coffee, in and of itself, is always on the move. When you take a look at a coffee that is continually changing in its raw form -following the harvest through the degassing process beginning at the completion of a roast- the same coffee, from the same farm, from the same harvest, and from the same roaster, is never exactly the same coffee. Geoff Watts recently stated this idea quite beautifully writing, “any particular cupping or tasting is really nothing more than a snapshot in time.” So, in our pursuit for excellence at MadCap, not only are we discovering new and better ways to source, store, roast and brew your coffee, we are also working to pinpoint a very tiny, delicate, sensitive and quickly moving target.

Many of you may have noticed that we switched all of our coffee of the day to a fresh, individual brewed cup, rather than pumping it out of an airpot. The truth is, when we opened, our coffee tasted really good. Everything was pressed and filtered into airpots. No one in this area was doing such…but time moves on and after awhile really good was not good enough. Excellence required a bit more attention; it required a fresh, manual brewed-to-order cup highlighting all the intricacies and undertones of each coffee.

Many of you have likely noticed the continually changing blend of espresso or new single origin coffees coming and going so quickly. Just like other natural items, coffee is also perishable and very seasonal. We are committed to using not only fresh roasted coffee, but also fresh harvested coffee. Please note that all of our bags come and are labeled with the particular harvest dates. If you are bummed that the Masha, Burundi or Toarco, Sulawesi are no longer available, cheer up, they’ll be back next year…just like the Michigan blueberries. In the meantime we’ve got some new beautiful coffees in to share with you.

If you notice the subtle changes of the Los Papales, Nicaragua that you tasted today compared to what you tasted 4 weeks ago, we salute you, because that coffee has evolved. Is it incredibly similar? Yes. Have we taken every stride to maintain all of its best characteristics? Yes. But, it has changed and our goal is to keep up with the changes always bringing out the best in each coffee.

As a commitment to our customers and to the coffee, we will be sure to continue seeking excellence. We will continue trying to achieve perfection. Call us crazy. Call us insane. Go ahead and even call us madcap. But, since the beginning we’ve committed to delivering the very best coffee product possible…and what better way to do that than try for perfection? Maybe we’ll catch it someday or maybe we already have. Regardless of whether or not that perfection has been attained, that moment of perfection is nothing more than a snapshot, and we will be back to work looking to deliver more of those moments.

Ryan Knapp
Head Roaster & Barista Trainer

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Costa Frican Weekend!!!

This Friday and Saturday Open-Close MadCap will be serving only Costa Rica coffee to highlight their two latest arrivals: Santa Lucia of Helsar de Zarcero and Los Lobos of Rio Estate. Both of these options will be available as the coffee of the day and Single Origin Espresso.

About the coffees:
Santa Lucia, Costa Rica.
Farm: Helsar de Zarcero
Farmer: Ricardo Perez, Marvin Rodriguez and Felipe Rodriguez
Region: Llano Bonito de Naranjo, West Valley
Varietal: Caturra, Catuai and Villalobos
Processing: Wahed and sun dried
Altitude: 1,750 masl
Harvested November 2009-March 2010

This is the third consecutive crop we’ve purchased from Helsar de Zarcero (08,09,10) from MadCap and each year the coffee keeps getting better. Helsar is a multiple award winning Organic farm and mill including COE. Their harvest and processing methods are precise, and their coffee is divided into micro lots of both organic and conventional which are carefully selected for each roaster who agrees to buy this coffee while it is still on the plant.
Ricardo Pérez Barrantes, a partner in the Miramontes mill, has great understanding of the effects the pulping, fermentation, and drying process has on their coffee. His willingness to work closely with the roasters who buy his coffee coupled with his skill as a processor allows him to present them with fabulous coffees.

Los Lobos, Costa Rica
Farm: Rio Jorco Estate
Farmer: Luis and Jim Alfaro
Region: Vuelta de Jorco, Tarrazu
Varietal: Cattura
Processing: Wahed and sun dried on raised beds
Altitude: 1,650 masl
Harvested November 2009-March 2010
Rio jorco Estate is a third generation coffee producing family that has been producing quality coffee for 100 years. The “los Lobos” coffee comes from the highest part our farm, 1650 meters. The microclimate of this area with its fog and colder weather, help to produce the unique quality of this coffee. The actual plantation is located near a large bird corridor protected by the owners of Rio Jorco, ¾ of Rio Jorco estate are a protected Tropical forest.
Los Lobos coffee grows on the steep banks of the farm, protected by natural shade and tropical forest. All the coffee is hand picked at its peak of ripeness and then carefully processed and sun dried . The sun drying is done on drying beds that are turned several times an hour and overseen by Romon the beneficio manager. The coffee is then carefully peeled and then hand selected by the hands of workers that have many years of experience in selecting only the best coffee. This coffee has rated very well and was ranked in the top 20 coffees of Costa Rica in the Cup of Excellence Competition.

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unusual suspects

I’ve been considering the idea of “direct trade” in the coffee industry. What is the meaning? Who does it involve? Who is doing it? And I think so many times, the model is a weight that gets hung around a roasters neck….but there are so many other links in the supply chain that must carry the weight, so to speak, and shoulder the responsibility of this sourcing model. The usual suspects when “direct trade” is mentioned in articles, commentary, forums, chat rooms, etc…being Intelligentsia, Stumptown, Counter Culture, Terroir. and then there are others that seem to be in another tier such as Barefoot, Ritual, Novo. Even less talked about are the ones that are doing their very best to source coffees procured in the most sustainable manner too, but just aren’t getting the attention they deserve. We need to celebrate these “unusual suspects”. The small roasters that start with 1 relationship coffee, as thats all their cash flow allows. The cafe’s and coffee shops that do not roast for themselves, but are committed to buying at a higher price per pound, from sustainably sourced roasters. The importers that develop relationships at origin and make sure to pay farmers the value of their crop. The organizations that promote relationship development in many different forms, like cup of excellence, slow food, or even local farmer’s markets. The restaurants and chefs that are involved in the farm to table movement. The bloggers that promote environmental concerns such as soil, water, and energy conservation. And ultimately, the final unusual suspect is the consumer. The ones willing to pay more for higher quality in their cup of coffee, or a loaf of bread, or eggs, or broccoli…and knowing they have been purchased in a respectful manner to all parties involved, even the ones that dont usually get the attention.

-Chad, MadCap Director of Relationships & Wholesale

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The Air of Competition

The 2010 barista competitions have finally come to a close with the U.S., being represented by Mike Phillips of Intelligentsia Coffee and this years U.S. Champ, having brought home it’s first first place finish in the World Barista Championship. We’d now like to take this opportunity to look back and share MadCap’s competition successes with everyone.
First off, for those of you who haven’t heard or been exposed to our barista competition shenanigans here is a short run down. The short and sweet of it is that individual baristas are given 15 minutes to prepare and present 12 drinks to a panel of judges. The baristas are judged on taste, technique, presentation, general knowledge, cleanliness, and more. Picture something like the Iron Chef but all coffee. For more info see the USBC’s website. And now for the results.
MadCap’s competition year began in March at the Great Lakes Regional Barista Competition which was hosted in Milwaukee by Alterra Coffee. The level of competition at the Great Lakes has always been pretty intense. Those Great Lakes supply water to a lot of passionate baristas and once a year you get to see them all in one place sporting their Sunday best. This year also boasted one of the best turnouts with over 30 baristas competing for the prize of regional barista champ or at least one of the top 6 spots guaranteeing them a spot at the United States Barista Championship (USBC). With that being said, by the end of day two when they announced the 6 finalists MadCap found they had two baristas going onto the finals along with two baristas from Intelligentsia Coffee and two baristas from Alterra Coffee. You couldn’t have asked for a more exciting and heartbreaking finals. In the end Trevor Corlett finished 2nd and Ryan Knapp finished 4th guaranteeing spots for themselves at the USBC.

GLRBC 2010, Top 3

GLRBC 2010, Top 3

Moving on to the United States Barista Championship which was held in Anaheim, California. The USBC was being held in conjunction with the SCAA Trade Show which also hosts a variety of other coffee related competitions. One of these competitions was the first annual Thursday Night Throwdown, which is a head to head bracket style latte art competition. The only requirement for participation being a five dollar buy in the MadCap baristas decided to give it a go. Four hours later and more lattes than I care to think about MadCap found itself with two baristas in the final 8. After all was said and done Trevor took home top prize which included a check for $1000 and around $400 in cash. Needless to say it was a great way to start the weekend.

2010 TNT Champ

2010 TNT Latte Art Champion

Now the USBC consisted of 50 first round competitors with the top 15 moving onto the semi-finals. At the end of two days of first round competitors MadCap once again had two baristas moving onto the semi-final round. The semi-finals consisted of the top 15 from the first round as well as the regional winners who received automatic semi-final bids. When it was all said and done Ryan Knapp finished 8th in the country and Trevor Corlett finished 11th.
In retrospect we were pleasantly surprised with our finishes this year. We were really excited about our coffee and excited to share it with people who don’t abide in our great state of Michigan. Competition has been a great opportunity for us to interact with the greater coffee community at large, see what others are doing and share what we are doing. We are really excited about the upcoming competition year. MadCap has some great up-and-coming baristas that are anxious to get their feet wet in the competition arena and we have some great coffees that we are really pumped about sharing. So as we get closer to this next year of competitions stay tuned to our website for opportunities to come down to the shop and see what it’s all about.

For detailed play by plays of both the GLRBC and USBC check out Twitchy.

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New Forms Of Communication

MadCap is now on Tumblr! Check it out for the most up to date blog posts, pics, and other MadCap things. http://madcapcoffee.tumblr.com Also, don’t forget to check us on Twitter.com/madcapcoffee and on Facebook

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The Weight of Responsibility

No matter how many times I travel, I dont get used to it. I am amazed at how much learning there is to do. I am continuously filled with wonderment, new thoughts, and ideas. Is this the case for those going before me in the Specialty Coffee industry?

This trip has brought to my attention the huge responsibility we have as Direct Trade Coffee roasters. If you have been to our coffee shop, you have recognized our commitment to quality. we try our best, from seed to cup, to be intentional in our practices; from sourcing the best green coffee beans, to roasting, to the presentation of our espresso drinks. we hope our methods encourage others to do the same….make intentional choices.

This is where we feel the weight of responsibility. As we ask consumers to make intentional choices about sustainable practices, we realize that in the Direct Trade Coffee industry, it starts with us. We are committed to the highest quality. We are committed to improving and supporting social and environmental sustainability at all levels of our interactions. We are committed to educating others. We are committed to being the best. As a group, we must focus simultaneously on all of these commitments. Our customers trust us to first make the right decisions, so that they may too make right decisions.

We could disregard social and environmental practices to purchase coffee with only the highest cup quality….but we wont.

We could disrespect our customers and others doing the work in the Direct Trade Coffee industry….but we wont.

And we could disrespect ourselves and lose sight of the course we have set for ourselves at Madcap Coffee Company….but we wont.

~Chad Morton, Green Bean Buyer

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2009: A MadCap Recap

So, on January 22nd, 2010 MadCap officially turned one year old.

I have to say that the last year has been an amazing adventure and the thought of trying to recap everything that’s happened is somewhat overwhelming. With that being said I will attempt to share with you all the great joys of this last year and those that we look forward to experiencing in the next.

First of all, Grand Rapids has been great to us! We love being downtown and we’re excited to be seeing all the efforts of those passionate for making this a great city. The acceptance we’ve received in how we are presenting coffee has been a great blessing and encouragement to us and has definitely made our first year an unforgettable one. So thank you Grand Rapids for your support and hopefully in the coming years we will continue to provide you with a great and ever changing coffee experience.

Secondly, we love our coffee community! Not just locally but globally. The relationships and camaraderie we’ve developed over the last year and half have been amazing. We definitely owe a lot of our education and success to the greater coffee community. Those that are constantly pushing the envelope both in how coffee is prepared and presented have impacted us greatly. We are especially thankful to those that have shown us it is as much about relationships as it is about the quality. In October we had the opportunity to host a Great Lakes Barista Jam and got to spend the weekend interacting with coffee professionals from five states. We entitled the jam “Coffee Talk” with the idea that more than just offering educational opportunities we could spend time discussing as a community how we could better make an impact in our industry. Hopefully those that attended were able to take away as much from it as we were. We are especially thankful to all those that contributed as instructors Jesse Crouse – Intelligentsia Coffee, Chris Demarse – The Coffee Institute, Edwin Martinez – Finca Vista Hermosa, Scott Lucey – Alterra Coffee, Chris Defario – The Coffee Institute, Ryan Knapp – MadCap Coffee, Talya Stader – Intelligentsia Coffee, and Colin Whitcomb – Alterra Coffee. We hope the coming year can be as rewarding.

Lastly, the thing that impacted us most as a company was the incorporation of our own Direct Trade program. Thanks to the hiring of Chad Morton half way through the year we were able to see the dream of doing Direct Trade as a small company become a reality. Chad’s experience in developing relationships with coffee farmers and his creativity in finding ways to get that coffee from origin has offered us an some amazing opportunities. Not only that but we have been able to purchase some amazing coffees! From Edwin in Finca Vista Hermosa to Ricardo in Helsar de Zarcero we have developed some great relationships. We are really excited about a recent coffee we purchased from Ellen Prentice and her farm Finca de Dios in Guatemala. Chad and Ben (our roaster apprentice extraordinaire) just returned from a week and a half trip of visiting our Guatemalan farms and had an opportunity to see some of the great things Ellen and our other producers are doing. With all that being said we are really excited about what the future holds for our Direct Trade program. Over the next few months we are sending our staff to farms in Costa Rica, Honduras and Kenya. We can’t wait for the new relationships and coffees we will get to experience in the coming year and hope to share them all with you.

Well that’s about as short of a one year recap as I can manage. In all reality that was just a tip off the iceberg of all the great things that have happened at MadCap in the last year. Thank you so much to all that have joined and supported us on this journey. We hope that you will continue to experience coffee with us in the years to come.

photo was taken by Terry Johnston

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CAFE HOURS

Mon – Fri: 7am – 7pm

Saturday: 8am – 7pm

Sunday: Closed

Contact

98 Monroe Ctr NW
Grand Rapids, MI 49503

info at madcapcoffee.com

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