
Last night in Hudson we spent about an hour at Strongtree Organic Coffee Roasters, where Nora Edison and Chris Neumann were setting up for their ’soft open’. The coffees were fantastic, with Chris driving their massive espresso machine and Nora doing filter coffee. We stood chatting with the crowds - in from the Amtrak from New York and pressing their noses against the glass - and talking pastry, because we’d brought boxes of plain and sugared croissants, quark-berry bear claws, chocolate croissants and palmiers.
They went pretty fast! Strongtree is an interesting place. No
ra and Chris say that they set up a successful organic, Fair Trade coffee roasting business in Gainesville, FL - a very cool University town in north central Florida - but that it got too big, and that at the scale they attained it lost appeal. Seems that once you get that big in the coffee business it’s fairly impersonal and all about the numbers.
So they sold out and packed up and came to the frigid northeast. The location they have, directly across the street from the Hudson, NY Amtrak depot, is inspired. Many was the day that I made that early morning slog to New York City and wished to Heaven that I could have a real cup of coffee and some kind of pastry. The problem that Strongtree had was that Chris and Nora are coffee people - serious coffee people - and therefore didn’t put in a kitchen (talk about understanding your area of competence and outsourcing the rest!).
But they were surprised to see that there just wasn’t a whole lot available in the way of ready-to-eat high-quality wholesale food on order. Nora said that they had basically given in to selling pre-packaged baked goods until we walked in.
That speaks directly to why we set this up in the first place: we just couldn’t find anything like what we’re doing within a 30 mile radius. Even if there were, we think there’s always room for high quality stuff, so we weren’t worried about competing with other businesses too much, and we think we’re complementary to a lot of what’s currently out there. But for not that much of a premium (sometimes none) we think - and apparently do Norah and Chris - that there’s room for some high end stuff as well.
Srongtree’s customers definitely agreed last night, if the reactions to the arrival of this stuff was any indicator (and if it wasn’t, the moans of ‘Oh, wow!’ when they tasted it certainly were!).
So we’re thrilled to have our second official outlet. There are five more in the planning, tasting, testing stage, and I’ll write about those as we hear reactions from them.