2018 TELLY AWARDS SILVER | General-Food/Beverage for Promotional Video
Learn how Gerry Caputo, owner/roaster of Mariposa Coffee Company turned a tragedy into a success. Gerry does not roast like the others, in fact, he came up with a whole different method from the rest. Watch his story and learn about what it takes to roast great coffee. Mariposa Coffee Company is located at 2945 HWY 49 South Mariposa, CA
Tel: 209-742-7339 email@example.com
We had a good life in the Bay Area. I had a company that was manufacturing furniture. And when the earthquake hit, it kind of disrupted our family plans and changed everything. Choosing this location, it chose us. It chose us. That's how that happened. So, my father invited us on a vacation up to Yosemite, we packed our bags and said, "Let's go." And traveling up here, we stopped at this location, which was an antique shop to just look around. And the owners invited us in and told us that they were interested in selling the property. And my wife was very much interested because she had realized that the earthquake had condemned the building that we were in. So in three months, September 1st, we're up here in Mariposa looking to start this coffee company. I wanted to do something in this small community that nobody else was doing. Someone was already trying to make a living doing furniture, so I decided to look into what Yosemite Park needed. Yosemite National Park bought and sold over 170,000 pounds of coffee. So I thought, if I could learn how to be a coffee roaster that maybe I can get some of that business. And that's primarily how I got involved with coffee. I knew nothing about coffee or the industry. My father had paid for a class in the coffee roasting business and I took that class. It lasted about an hour and I heard so many contradictions from the instructor about roasting coffee that I decided there had to be a different way. So I decided that I was going to try to work out a new process, something different and I was gonna do the opposite of what the industry practiced at the time. I really didn't know what I was doing, but I knew that if I did something that was opposite of what they were doing, it would have to be better. Because the coffee at that time in the coffee industry was really bitter. So, I looked into this gentleman by the name of Michael Sivitz, which I consider a genius in the industry. And he was pioneering air roasting. I looked into that. Called him up. Learned something from him and took it a step further. We built the coffee roaster. I had made a friend up here, Tom Linquist. We had come up at the same time. He was a metal fabricator, a welder. I told him what I wanted to do. We had enough spare metal on this property alone to make the coffee roaster. We took a design that was made my Michael Sivitz and we built this roaster from handmade parts and salvaged parts, and we had to name it. So, we said, it kinda looks like the Frankenstein monster, we'll call it FrankenRoaster, Frank for short. It's appropriate because when you see the coffee roaster, you'll say, "Oh yeah,it's handmade alright." I did start noticing a difference right away as we started refining the roasting process and learning more about what we were doing. The coffee started coming out different. And I wasn't sure if people were gonna accept it. But, they did. It was clearer, crisper, brighter. It had hints of this or hints of that. There were flavor notes that lingered. I didn't roast in a drum. I invented a different roast style, so to speak. Because the industry said it would never work. You have to roast the coffee for an extended period of time to caramelize the sugars. You have to do it this way, you have to do it that way. Why? Why, why do I have to it that way? I just didn't know what I was doing and that was the innocence of it. And low and behold, I created this new process, which was, okay, I know it sounds cliche, revolutionary. In fact, the California Coffee Institute called it the future of coffee roasting technology. The people in Mariposa
- Oh my god, it does smell--
- Are proud to bring their friends here. They wanna show the products that represent Mariposa. I'm one of 'em. 'Cause they're proud of the fact that they have a coffee roasting company in Mariposa. I'm 65-years-old, I enjoy what I do, but the kids have their own ideas. My daughter is a partner in the company. My youngest daughter is gonna take over the social media. Their interested now. Why, because they see the potential. The most important thing I can do is make my product affordable. High quality and affordable. I'll always be here because I enjoy coffee roasting, and I enjoy hearing the customers compliment the coffee, so I'll be here. But it's gonna go into the future with the family still running it.