No Coffee?!

I’m a 4 am riser, so when I travel, I take my coffee with me. A hot water kettle, a dripper, a scale, and a finely ground bag of coffee. High maintenance, right?  Ha!  I really am a simple person. I’m not that particular. I drink plain black coffee. But I would like it at 4am if possible. I want to fully enjoy my freshest, most alert, and most productive hour of the day. And let’s be honest, coffee is my partner in making that happen. 

But what if there’s no coffee? Not just at the hotel or at 4am, I mean…no coffee. No coffee anywhere.   ANYWHERE?! This was a question I answered shortly after purchasing Fort Thomas Coffee in 2019. My husband and I were at a coffee conference put on by our roaster, Deeper Roots Coffee. We listened to several presentations – some about equipment, some about water quality, but the one that got me thinking the most was a presentation detailing the various threats to coffee. In that presentation I learned that it was possible that coffee would not exist in 30 years. Now settle down. I said “possible”, not probable. So, take a deep breath and keep enjoying your coffee.   

But it's possible. So, when John Matarese of our local Channel 9 News called to talk about the possible 50% tariff on Brazil and the threat it could pose to the coffee industry, I said “I might not be your girl…because I’m not afraid of that.” But I promised him I’d call my roaster, get their take and a few more details and I’d be ready to go if he wanted to pop by the next morning.    

Why am I not afraid? I’ve already played out this scenario. After that 2019 owners conference, I asked my husband, “If coffee is gone in 30 years, Fort Thomas Coffee will still exist. So, who are we, what purpose are we serving, why are we here, and why will people show up if we’re not serving coffee.” Without coffee, Fort Thomas Coffee is still serving purpose.    

When the camera came on next day, I was ready. I explained to John Matarese that there are more threats to coffee than tariffs. Last year, for example, Brazil had a bad crop due to weather conditions. Brazil is the leading coffee supplier in the world. When Brazil sets their price, others follow suit. So, the coffee industry already felt a bump at the start of 2025 when low supply drove up cost. In fact, supply was so low that large corporations dipped into the specialty coffee supply just to fill their bags for shelves, leaving less for specialty coffee roasters and shops.   

So, climate is one factor, and generational farming is another. A coffee farm requires investment in the next generation of coffee trees. So, a farmer presented with a large sum of money for his entire crop has an important decision to make. This scenario is a reality for many small farm holders. While selling the entire crop would lead to the failure of the farm, it does provide a nice payout in the moment. This is why most specialty coffee roasters take very good care of their farmers, encouraging sustainability and success for the farm. It’s also why you’re paying more for specialty coffee.   

And so now, tariffs. Tariffs for the purpose of reciprocal treatment and encouraging manufacturing in the United States. Since the U.S. does not have conditions favorable for coffee growth, lobbyists are suggesting coffee be treated separately and perhaps exempt from the full tariff. That seems reasonable.  But should we, in fact, receive a 50% tax on beans from Brazil, our roasters are also considering how to use Brazil beans in blends predominately featuring other countries. Our roaster won’t stop purchasing from Brazil, but they will purchase less. And the U.S. does have some coffee farms in Hawaii where conditions are favorable. I assume they’ll get more attention. And I read we are experimenting with coffee farms in California now too.   

So, the potential of a tariff is getting everyone to think outside of the box… and that seems to be the point.  For us, it was an important exercise in 2019 to consider who we are if coffee doesn’t exist at all. We became better connected to our “why” and thought more creatively on how to fulfill purpose through our coffee business. It’s why we’re not panicked by a potential tariff now. No matter the new challenge, constraint, or boundary placed before us, Fort Thomas Coffee will still seek to serve purpose to the fullest.       

The angle John Matarese took in the “Don’t Waste your Money” segment, I thought was good. He highlighted how we expanded our business with additional offerings so not to rely on coffee as our sole revenue stream. In 2022 we added a full kitchen offering breakfast items, lunch, and bar bites. We added a craft cocktail bar, retail wine bottle sales, and a business center for conference room rentals. We invested in a larger space and put our eggs in a handful of baskets to diversify for more security and profit potential.   

In 2019 coffee shops were boasting a 3% profit margin. Even in a million-dollar business, this is not considered a living wage for a family and a worse investment than the money market. Diversifying our business in 2022 seemed wise, especially when bakery was boasting 9% and wine 11% after the standard 3-5 years without profit. But more importantly, an expansion could better serve our “why” and fulfill a greater purpose of offering connection and belonging for people within community. I met a gentleman yesterday, Gabriel, who affirmed our mission with his gratitude. He is new to the town and has found Fort Thomas Coffee serves his needs far beyond coffee and beyond food. We’re providing connection, community, and support for his goals and the work he’s doing. So, let’s keep serving purpose and remember who we truly are when anything is possible. 

FTC Embraces Community to offer connection and belonging that inspires creativity and purpose through genuine service and hospitality.  

This blog post pairs best with, well….coffee. To make my coffee pour over each morning, I use a Hario V60 dripper and Hario 02 filter. Heat your water to around 203 degrees and wet the filter in the Hario. Dump the excess water and then scoop 22g of fine ground coffee into the filter. Pour your hot water directly into the center of the ground coffee until it blooms (bubbles up). Stop and let this water drain almost completely through. Then start your second pour of water in a swirling motion, and then a third pour until you reach 350g of water. Once the water fully drains through the coffee grind, you will have the freshest most delicious cup of black coffee.