{"id":3,"date":"2011-10-04T11:48:25","date_gmt":"2011-10-04T18:48:25","guid":{"rendered":"https:\/\/blog.forgecoffee.com\/?p=3"},"modified":"2011-10-05T01:07:50","modified_gmt":"2011-10-05T08:07:50","slug":"why-forge","status":"publish","type":"post","link":"https:\/\/blog.forgecoffee.com\/?p=3","title":{"rendered":"Why Forge?"},"content":{"rendered":"<p><strong><span class=\"Apple-style-span\" style=\"font-weight: 300; font-family: 'Helvetica Neue', Helvetica, Arial, 'Nimbus Sans L', sans-serif;\">\n\t\t<style>\n\t\t\t#gallery-1 {\n\t\t\t\tmargin: auto;\n\t\t\t}\n\t\t\t#gallery-1 .gallery-item {\n\t\t\t\tfloat: left;\n\t\t\t\tmargin-top: 10px;\n\t\t\t\ttext-align: center;\n\t\t\t\twidth: 33%;\n\t\t\t}\n\t\t\t#gallery-1 img {\n\t\t\t\tborder: 2px solid #cfcfcf;\n\t\t\t}\n\t\t\t#gallery-1 .gallery-caption {\n\t\t\t\tmargin-left: 0;\n\t\t\t}\n\t\t\t\/* see gallery_shortcode() in wp-includes\/media.php *\/\n\t\t<\/style>\n\t\t<div id='gallery-1' class='gallery galleryid-3 gallery-columns-3 gallery-size-thumbnail'><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/blog.forgecoffee.com\/wp-content\/uploads\/\/blog.forgecoffee.com\/2011\/10\/316956_264240636944207_263915430310061_856408_2078933386_n.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/blog.forgecoffee.com\/wp-content\/uploads\/\/blog.forgecoffee.com\/2011\/10\/316956_264240636944207_263915430310061_856408_2078933386_n-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" \/><\/a>\n\t\t\t<\/dt><\/dl><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/blog.forgecoffee.com\/wp-content\/uploads\/\/blog.forgecoffee.com\/2011\/10\/303189_264240910277513_263915430310061_856416_1815280492_n.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/blog.forgecoffee.com\/wp-content\/uploads\/\/blog.forgecoffee.com\/2011\/10\/303189_264240910277513_263915430310061_856416_1815280492_n-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" \/><\/a>\n\t\t\t<\/dt><\/dl>\n\t\t\t<br style='clear: both' \/>\n\t\t<\/div>\n<\/p>\n<p><\/span><\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><strong>What&#8217;s in a name?<\/strong><br \/>\nAs Don Draper might say, &#8220;everything&#8221;, in a cutting and serious tone that would make anyone want to pull out their wallet and write him a fat check on the spot.<\/p>\n<p>We mulled over many names for our coffee company. This was a process that lasted several months. Some of the rejected names, <em>Quirk Coffee<\/em> (too geeky), <em>Colossus<\/em> (we don&#8217;t want to be big), <em>Krakatoa<\/em> (everyone would ask, &#8220;east of Java?&#8221;), <em>Ground Floor<\/em> (sounds unsanitary, bonus points for coffee pun) all didn&#8217;t fit what we were trying to add to the local community, and their enjoyment and education of the coffee world.<\/p>\n<p><strong>We settled on Forge.<\/strong><br \/>\nA blacksmith will take ore, un-attractive rocks that appear to have no potential, and put it through a refining process. Through the application of heat, pressure, and force, the smith can produce a sword of unparelled beauty, nothing like the ore it came from. It is how the craftsman handles that ore, the knowledge and the art that is applied that results in something so different and desirable.<\/p>\n<p><strong>We do the same to coffee beans.<\/strong><br \/>\nOur beans arrive green, dried, covered in a husk called chaff. They stink, they are waxy and hard as rocks. \u00a0Completely inedible. \u00a0It&#8217;s only when I apply heat and a craftsman&#8217;s hand to the green bean that it results in something unique and special. \u00a0All of those months of toil on the part of the farmer are brought to the surface. \u00a0The qualities of the plant become identifiable. \u00a0Aromatics that simply did not exist, now are inexplicably there. \u00a0The heat pulls away the cover and discerns good coffee from bad. \u00a0We put green beans into the roaster, and get something entirely different out. \u00a0Every time I roast, it&#8217;s magical to me, almost on the level of alchemy. \u00a0This is why I love coffee. \u00a0This is why I founded Forge. \u00a0This is why I hope you enjoy the coffee experience we are offering to you.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; &nbsp; What&#8217;s in a name? As Don Draper might say, &#8220;everything&#8221;, in a cutting and serious tone that would make anyone want to pull out their wallet and write him a fat check on the spot. We mulled over &hellip; <a href=\"https:\/\/blog.forgecoffee.com\/?p=3\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/blog.forgecoffee.com\/index.php?rest_route=\/wp\/v2\/posts\/3","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.forgecoffee.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.forgecoffee.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.forgecoffee.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.forgecoffee.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3"}],"version-history":[{"count":10,"href":"https:\/\/blog.forgecoffee.com\/index.php?rest_route=\/wp\/v2\/posts\/3\/revisions"}],"predecessor-version":[{"id":20,"href":"https:\/\/blog.forgecoffee.com\/index.php?rest_route=\/wp\/v2\/posts\/3\/revisions\/20"}],"wp:attachment":[{"href":"https:\/\/blog.forgecoffee.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.forgecoffee.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.forgecoffee.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}