subscription coffee, february 2025

Back in 2003, Joe Coffee founder Jonathan Rubinstein had a simple vision: brew high quality, delicious coffee, and serve it to the neighborhood with warm hospitality. Since that very first cafe opened 20 years ago on a cozy corner in Greenwich Village, their mission has remained the same—to share our unwavering commitment to quality coffee while creating a welcoming space for the community.

The quality coffee they use isn’t just defined by how it grades, but by the ability to leave a positive impact on the coffee supply stream each step of the way. They do this by forging long-term, mutually beneficial relationships with trusted producers and suppliers who also share that same vision and abide by a strong set of sourcing values: quality, ethics, collaboration, and integrity.

Joe Coffee is committed to sourcing at least 80% of their coffees from Rainforest Alliance certified producers. These farmers utilize methods that support three pillars of sustainability: social, economic, and environmental; while independent, third-party auditors evaluate every party against all three areas before awarding or renewing certification.


The Village

Origin: Ngozi, Burundi
Producer: Turihamwe Women’s Group
Elevation: 1750 MASL
Process: Washed
Variety: Bourbon
Tasting Notes: Rose, Dates, Tangerine
Description: When it comes to producing exceptional coffee, it truly takes a village. Women are a tremendously influential part of the global coffee community, making up 70% of the labor in field work and harvesting—detail-oriented roles which ultimately translate to excellence in the cup. However, women face steep challenges when it comes to equitable access to career growth, land, education, and credit, representing just 20-30% of farm ownership.

The Village is a celebration of women in coffee, composed of seasonally-rotating selections from valued relationships with female producers and cooperatives across the world, aimed at highlighting and addressing this gender gap. Investing in women increases the sustainability of coffee everywhere—according to research women are more likely to reinvest their income back into their families, coffee businesses, and communities. And when access to decision-making and the global marketplace improves for female farmers, quality improves too.

Currently, The Village features a small group of founding members of the International Women’s Coffee Alliance (IWCA) chapter in Burundi. At first sip, the coffee presents the honeyed, ripe, stone-fruit sweetness typical of excellent, clean coffees from East Africa, yet the hard work of the women of Turihamwe is increasingly apparent as the cup cools: complex and delicate flavors such as melon, orange blossom, rosewater, and vanilla unfurl and lengthen in the aftertaste.

Dose: 19g
Time: 28 seconds
Yield: 35g
Temperature: 200 F
Pressure: 6 bars


The Waverly

Origin: Cerrado Mineiro, Minas Gerais, Brazil | San Ignacio, Cajamarca, Peru
Producer: The Veloso Family | Smallholder Farmers
Elevation: 1060-2100 MASL
Process: Natural & Washed
Variety: Many Varieties
Tasting Notes: Fig, dark chocolate, orange
Description: Lovingly named for Joe Coffee’s first cafe in New York City, The Waverly is their choice signature espresso. Seasonally driven, but designed to achieve a balance of body and sweetness with lively fruit notes year-round, this espresso is perfect as a straight shot or in milk. The team carefully sources two components for this particular blend: a Brazil coffee, which lends a stable, sturdy body and rich sweetness, and a Colombian coffee that adds clean, well-integrated acidity to the cup.

Their team crafts this blend to ensure an expansive flavor profile based on two components that bring out the best in each other, season to season, drink to drink.

Dose: 18g
Time: 24-30 seconds
Yield: 36g
Temperature: 200 F
Pressure: 9 bars


Joe Coffee has a coffee exploration and education program called The Workshop! Designed for home baristas, budding coffee enthusiasts, and seasoned professionals alike, The Workshop offers public classes covering everything from home brewing to coffee roasting, private classes that can be customized to fit your goals.

New York’s Coffee Since 2003