Counter Culture Coffee is a leading specialty coffee roaster known for its direct trade sourcing, sustainable production methods, and delicious flavors. I‘ve been a happy Counter Culture customer for years and want to share an in-depth review based on my personal experience. Read on for a tour through this exceptional company‘s history, brews, and commitment to quality.
My History with Counter Culture
I first discovered Counter Culture coffee five years ago when I moved to Durham, NC and was exploring the local food scene. People kept mentioning Counter Culture as the local roaster with the most complex flavors and ethical business practices. I had to check them out!
Visiting their headquarters, tasting their blends side-by-side, and speaking with their passionate team totally won me over. I learned about their direct trade relationships with growers spanning over 20 years. My favorite was hearing Counter Culture’s sustainability manager explain how they tailor support to each farm they partner with. No generic programs that fail communities here!
I signed up for a subscription and have been brewing their reliable, nuanced coffee ever since. From fruity single origins to sweet, comforting blends, they really do offer a flavor for every occasion. Just as importantly, supporting Counter Culture means supporting farmers’ livelihoods and sustainable agriculture. That alignment with my values matters.
Now I want to provide a full run-down of Counter Culture‘s sourcing, roasts, and even brewing tips for anyone looking to upgrade their coffee routine. My goal is to pass on the knowledge as a dedicated fan so you can determine if their coffee fits your morning ritual!
Overview of Counter Culture Coffee
Let’s start from the beginning. Counter Culture Coffee was founded in 1995 by Brett Smith and Fred Houk in Durham, North Carolina. This was the early days when small batch, specialty coffee roasting was just getting off the ground as an industry.
Brett and Fred wanted to showcase high quality, unique coffee beans while forging ethical, transparent relationships with growers. That founding philosophy still underpins Counter Culture’s vision and success over 25+ years later.
Today they source specialty grade coffees from more than 20 countries around Latin America, Africa, and Asia. Their sweet spot is direct trade coffees from a core group of long term growing partners. Counter Culture invests heavily in understanding harvest and processing methods to create truly exceptional seasonal roast profiles.
They now operate five regional offices and training centers to supply wholesale partners like restaurants and educate dedicated coffee lovers. But home enthusiasts can buy their full range of single origin and blended roasted coffee beans online.
Now let’s explore what sets their approach apart…
Direct Trade Model Promotes Sustainability
A huge part of what makes Counter Culture Coffee special is their direct trade sourcing model. As one of the early direct trade pioneers in specialty coffee, they have built long-standing relationships with growers across three continents over 20+ years.
Their Sustainability Manager Kim Elena walked me through what this means during my HQ tour. Each year Counter Culture staff personally visit over two thirds of their farmer partners. They cup test harvest samples onsite, provide agronomy advice, and discuss local community needs.
Counter Culture promises to purchase the entire harvest of exceptional specialty coffee at 30-50% above commodity market prices. And they contribute over $750,000 annually in sustainability grants to fund initiatives chosen by farmers, like organic certification and food security programs.
This model creates reliability and prosperity for growers through fair pricing and resources to invest in their land. It means better harvests and experimental processing that accentuates delicious flavors. And it allows complete transparency for Counter Culture to understand origin and relay farm stories to coffee lovers!
Tasting Standout Coffee Varieties
Of course all that grower partnership matters most if the end product delights your tastebuds! Counter Culture has honed an impressive range of roasts over the decades that makes brewing each morning an adventure.
Let me describe my experience sampling some of their single origin and blended coffees I picked up:
Bright, Complex Worka
Worka comes from a family farm in Ethiopia‘s highland region that Counter Culture has purchased from for over a decade. Legend goes that goats discovered the coffee trees here centuries ago, leading the family to grow coffee across these mineral-rich soils.
As espresso, Worka‘s brightness pops with notes of Meyer lemon and wild honey, followed by a silky body. I loved it prepared in a pour over too, where crisp apple and ginger flavors came forward. It make a lively cold brew as well.
Approachable Big Trouble Blend
It‘s easy to see why Big Trouble satisfies regular and specialty coffee drinkers alike. Their team blends Latin American beans to balance chocolate and nutty qualities with low acidity anyone can enjoy.
I first tried it as drip coffee and tasted luscious toasted pecan. In a French press, flavors of graham cracker and butterscotch pudding came out. Deliciously smooth however you brew it. At $18 per 12 oz bag, it makes an affordable everyday treat too.
Fruit Forward Fast Forward Blend
This lively blend celebrates some of Counter Culture’s very first direct trade partners in Latin America. Beans from Peru, Bolivia and Ecuador create a medley of citrus and stone fruit flavors capped with a touch of caramel sweetness.
Cold brewed, Fast Forward made a super refreshing summer drink with dominant notes of peach and Meyer lemon. Heating water in a Moka pot extrapolated black cherry and lime notes – a perfect iced latte!
By the Numbers: Counter Culture‘s Impact
Stepping back from my personal tasting experience, you can understand Counter Culture‘s ethical sourcing and quality control through their transparent data reporting. They publish detailed sustainability metrics and outcomes each year for the public and partners.
Here are some highlights from their 2022 report:
- 95% of all coffee purchased was certified organic, their highest rate ever
- Worked with 59 producer partners across 14 countries
- 45% of partners have worked with Counter Culture for over a decade
- 67% of partners received an on-the-ground visit by Counter Culture employees
- 23 sustainable initiatives completed by partners using grant funding, spanning improved crop nutrition to food security programs
Quantifiable achievements like these justify why Counter Culture costs a little more than commercial coffee. You as a consumer directly support regenerative agriculture and community development through that premium.
Consumer Reviews Praise Taste & Ethics
Looking outside the company itself, Counter Culture earns high marks and loyalty from everyday coffee fans. Review sites like Amazon and TrustPilot show combined average scores between 4 and 5 stars and lots of love for their flavor and social responsibility.
On Amazon, popular blends earn upwards of 450 reviews with various offerings scoring an average 4.5 stars. One happy customer raved:
"Counter Culture is my daily coffee — reliable, sustainable, and above all DELICIOUS. I‘ve tried many other specialty coffee brands and always come back to this one as my favorite."
Checking TrustPilot, their strong reputation carries across 95 reviews. One verified fan explained why she remains loyal:
"I‘ve been buying from Counter Culture for years because of their direct trade model and support for growers. And their coffee quality is incredible! I love trying different single origins but Big Trouble is my go-to comfort blend."
Considering the direct trade relationships that inspire such loyalty span 20 years on average, they must be doing something right!
Evaluating the Price Point
So what kind of premium can you expect to pay for such highly rated coffee and ethical business practices? Comparing costs to commercial and specialty brands is useful:
- Counter Culture: $15-$22 per 12 oz bag
- Folgers commercial brand: $8-$12 per 12 oz
- Blue Bottle specialty coffee: $14-$26 per 12 oz bag
While Counter Culture runs above basic commercial coffee, it remains very competitively priced versus other premier specialty roasters. And devotees routinely describe it offering better flavor consistency, complex aromas, and roast expertise batch after batch.
Within the high-end coffee category, Counter Culture delivers tremendous value. They invest resources directly into grower relationships and sustainable production methods that commercial brands don’t match.
In my opinion, Counter Culture coffee easily justifies spending a few extra dollars per pound. Conscious coffee consumers understand that premium helps support regenerative agriculture and living wages for farmers. And your morning mug of cold brew tastes pretty incredible too!
Where to Buy Counter Culture Coffee
Wondering where to get your hands on some exceptional Counter Culture coffee after reading this review? Here are some of the top places to buy online or locally:
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CounterCultureCoffee.com – Order beans for delivery straight from the source! Subscribe and save or purchase options like gift boxes
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Amazon – Prime Members get free shipping on Counter Culture whole bean and ground coffee
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Specialty grocers – Retailers like Whole Foods, Central Market, and Heinen‘s stock selections
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Local cafes/restaurants – Many independent coffee shops serve up espresso drinks and pour overs featuring Counter Culture
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Counter Culture Training Centers – Grab a fresh bag after taking a brewing class in Durham, Asheville, Atlanta, Philadelphia or Emeryville CA
Can‘t find a location near you? Reach out to their customer care team online to request Counter Culture at additional stores in your area.
Pro Tips for Preparing the Perfect Cup
Now that you know all about Counter Culture‘s amazing coffees, here are some expert tips I‘ve picked up for brewing the best cup at home:
- Grind beans right before brewing to maximize freshness and flavor – those flavors fade fast after being ground!
- Carefully follow individual brew guidelines available on their site for ideal taste
- Use clean gear like burr grinders without residual oils to prevent contamination
- Weigh water and beans precisely on a kitchen scale for perfect proportions
- Time key stages like blooming and steep times to fully extract sweetness and acidity
It may seem fussy but treating these quality beans like the ingredient they are pays off in the end drink! And freezing excess in airtight bags preserves freshness once opened.
My Verdict: Coffee That Does Good
In closing, I can‘t say enough wonderful things about Counter Culture based on multiple years as a loyal customer. Their team genuinely cares about coffee farmers, sustainable agriculture, and delivering exceptional taste.
Direct trade relationships that span 20 years on average with careful annual crop planning reveal that care and commitment. Quantifying sustainability investments and outcomes provides reassurance that they walk the walk too.
While Counter Culture runs $5-$10 more per bag than commercial coffee, it costs less than most high-end specialty roasters. And devotees like myself happily pay that premium knowing it supports regenerative systems.
The coffee itself delights the senses with beautifully layered flavors that extracts the best from bean to cup. Sweet, fruity single origins and reliable blends give a consistency customers praise.
If you really love coffee and care about farmers prosperity and the planet, Counter Culture is a brand after your own heart. I hope this review convinces you to give their great brews a taste! Those few extra dollars give back in more ways than you know.
