Answers to More Questions We Hear at Green Man Coffee Co.
One of the things we enjoy most is talking with people about coffee. Whether we’re at a farmers market, a tasting event, or chatting online, people always have great questions. And we can only hope to provide great answers. Here are a few more of the ones we hear most often.
Q: Why is specialty coffee more expensive than grocery store coffee?
A: Everything comes in different levels of quality—and coffee is no exception.
Think about it this way: you wouldn’t expect a Mercedes-Benz and an old beater to cost the same. The moment you get inside a Mercedes, you immediately see and feel where the extra money went. The same is true with food. A package of hot dogs and a prime-cut steak aren’t priced alike because they aren’t the same product.
Coffee works exactly the same way.
Specialty coffee is built around freshness, carefully selected beans, thoughtful sourcing, smaller batches, and roasting methods that are designed to bring out the character of each coffee rather than simply producing it as quickly and cheaply as possible.
Mass-produced grocery store coffee certainly has its place. It’s economical, widely available, and convenient. But what you save in price is often reflected in the cup. Many of the subtle flavors, aromas, and freshness are sacrificed in order to produce coffee on a massive scale.
Specialty coffee isn’t simply more expensive—it represents a different philosophy toward quality.
Q: Why should I buy higher-end coffee?
A: There’s really no argument that says you should—or shouldn’t.
Everyone values different things.
If coffee is simply caffeine to get through the morning, then inexpensive coffee may serve you perfectly well.
But if flavor, craftsmanship, freshness, and quality matter to you, then those qualities become worth paying for. Much like any handcrafted product, the value comes from the experience, not just the function.
At Green Man Coffee Co., we believe coffee can be more than a beverage. It can be something you slow down and enjoy.
Q: Is Green Man Coffee family-owned?
A: Yes.
Green Man Coffee Co. was founded by Blake Watson and Sharon Vlietstra.
When the idea first came to us, we were only dating. We knew we worked well together, shared the same values, and wanted to build something meaningful. Starting Green Man Coffee became our first major commitment together.
Today we’re husband and wife, and we’re still building this company side by side.
Every bag we roast, every order we pack, every event we attend, and every conversation we have with customers is personal to us because this isn’t just our business—it’s our family.
Q: Does roasting over wood change the flavor?
A: Absolutely.
Wood fire contributes a subtle smoky character that cannot be duplicated with conventional commercial roasting equipment.
But perhaps more importantly, open-fire roasting allows many of the bean’s natural characteristics to remain front and center instead of producing the very uniform flavor profile that industrial roasting often aims for.
Our process also creates what is known as a mélange roast—a roast where each bean develops just a little differently because of the natural movement of flame and heat. Rather than every bean being perfectly identical, they develop as individuals, creating a more layered and complex cup.
For us, that uniqueness isn’t a flaw—it’s one of the greatest strengths of traditional roasting.
Q: Is your roasting method slower than commercial roasting?
A: Yes, considerably.
We roast in much smaller batches, and maintaining quality requires patience.
Instead of using extremely aggressive heat to move coffee through the roasting process as quickly as possible, we keep a more controlled fire and allow the beans to develop gradually. This takes more time, but it also gives us greater control over the finished product.
We could roast faster.
We simply choose not to.
Our philosophy has never been to produce coffee as quickly as possible. We’d rather spend the extra time and effort creating something exceptional than rush through the process just to be ordinary.
Good craftsmanship takes time.
We believe our customers deserve that extra effort because they expect—and deserve—the very best we can produce.
Q: How many cups of coffee do you drink each day?
A: Usually somewhere between two and six cups, depending on how busy the day is.
Every morning begins the same way.
We make coffee, sit down together, and enjoy a quiet cup before the day begins. Often there’s a good book nearby, and it’s one of our favorite parts of the day.
As work picks up, we’ll usually grab another cup or two while we’re on the move. But no matter how busy life becomes, we always try to stop at least once and practice what we constantly talk about:
Coffee as an experience.
That intentional pause gives us a chance to slow down, clear our minds, reset, and appreciate the moment before jumping back into whatever comes next.
When time allows, we’ll even repeat that ritual in the evening. A good cup of coffee has a way of turning an ordinary moment into something worth remembering.
At Green Man Coffee Co., we believe coffee is about far more than caffeine. It’s about craftsmanship, tradition, slowing down, and sharing meaningful moments with the people around us.
If you have a question you’d like us to answer in a future Q&A, we’d love to hear it. Reach out through our website or send us a message on social media—your question may appear in our next edition of Even More Q & A.