Medium-DarkDark ChocolateWalnutCaramel
Shop 4.9 (56)
65CBI
$1.83/oz
Typical $1.32 to $2.52/oz
Limited comparison
Roaster · Long Island City, NY
Joe Coffee Company
On YouTube
Meet the roaster on camera
About the roasterInterview
Coffee in NYC: JOE The Art of Coffee
The Local Way
Watch on YouTubeCherrybook summary of the video
This video features an interview with Jonathan Rubinstein, co-owner of Joe Coffee Company, at their original West Village location. He discusses the company's philosophy of maintaining high-quality coffee and hospitality across all their neighborhood-focused locations in New York City.
Inside this video
From The Local Way:
“I think that each store is very much defined by the neighborhood and the sorts of people who live and who work there.”
“We have a mission that our hospitality and our quality is the same in every location.”
Explore the videos
Videos by their credited creators. Playing a video connects to YouTube. Privacy
The roaster
10 lots in stock, mostly Brazil, Peru and Colombia.
- In stock
- 10
- House Index · limited data
- 61
- Freshness
- Roasts to order · ships in ~3d
- Save at Joe Coffee Company
- Free shipping over $65
OriginsBrazilPeruColombiaMexicoDR CongoHonduras
Roaster at a glance
- Tracked since
- April 202614 lots seen; 10 in stock now
- Origins
- 6 countriesBrazil, DR Congo, Colombia
- Process mix
- Other 90% · Honey 10%
- Sourcing
- 80% of lots name the producer or farm8 of 10
- Buyer stars
- 4.9 out of 5275 reviews across 10 lots, from the roaster's own store
- Coverage
- 2 reviewer videos · 1 press mention · 4 editorial mentions · 2 Reddit threadsVideos and articles about the roaster, not by it
- Their channels
- Instagram ↗TikTok ↗Facebook ↗X ↗Linked from their own site
- Where to find them
- Cafe in Long Island City, NY40-37 23rd St
- Merch
- 8 items in stock
How Cherrybook Index is calculatedavg coverage 34% · limited data
Coverage is below 50%. Available roaster-level evidence comes from Reddit. Per-lot evidence from SCA grades, Coffee Review entries, and public on-shop product ratings is limited across the catalog. With limited signal, scores are also pulled toward a neutral 50 baseline by the Cherrybook Index methodology, so lots can read flatter than the actual cup quality differences between them. The average Cherrybook Index therefore leans more heavily on roaster-level reputation than per-lot quality.
Roaster signals
Apply to every lot from this roaster.
- Reddit50/100weight 18%
- YouTube—weight 10%
Per-lot signals (averaged)
Vary across lots; averaged over 10 in-stock lots.
- SCA gradenot on file · weight 25%
- Coffee Reviewnot on file · weight 20%
- On-shop ratings96.8/1009/10 lots · weight 12–15% · avg 13.3%
- Cherrybook reader ratingsnot on file · weight 30%
- Transparency40/1009/10 lots · weight 5%
Bonuses earned (per lot)
- sprudge10/10
- editorial cluster10/10
- stale decay10/10
Base components are renormalized over whatever signals are available for each lot. SCA + Coffee Review are capped at 40% combined to keep the cupping story from dominating. Bonuses (accolades, awards, editorial coverage) and freshness decay are applied on top.
The catalog
10 in stock · 3 archived
Big City — French Roast
Cupping notes point toward Burnt Sugar, Baking Chocolate, and Roasted Almond.
Minas Gerais, BR
DarkCaramelizedChocolateAlmond
Shop 4.9 (28)
64CBI
$1.83/oz
Typical $1.34 to $2.55/oz
Limited comparison
MediumCocoaSpiceCaramel
Shop 4.8 (41)
64CBI
$2.00/oz
Typical $1.54 to $2.93/oz
Limited comparison
PapayaRose
Shop 5.0 (9)
62CBI
$2.21/oz
Typical $1.65 to $3.14/oz
Limited comparison
MediumAlmondMolassesCocoa
Shop 5.0 (22)
62CBI
$2.09/oz
Typical $1.44 to $2.75/oz
The Waverly Espresso
Cupping notes point toward Fig, Dark Chocolate, and Orange.
MediumFigDark ChocolateOrange
Shop 4.8 (60)
62CBI
$2.00/oz
Typical $1.35 to $2.58/oz
CaramelHoneyOrange
Shop 4.9 (18)
62CBI
$2.17/oz
Typical $1.76 to $3.36/oz
Limited comparison
Half Moon (Half Caff)
Taste data is still sparse; open the detail page before judging this lot.
Shop 4.8 (16)
61CBI
$1.83/oz
Typical $1.45 to $2.76/oz
Medium-DarkChocolateMolassesCinnamon
Shop 4.7 (23)
60CBI
$1.83/oz
Typical $1.32 to $2.52/oz
Limited comparison
Café Feminista: Montze Olvera
Honey lot with Papaya, Milk Duds, and Candied Coconut in the cup.
Hidalgo, MX · Honey
LightPapayaMilk ChocolateCoconut
49CBI
$2.92/oz
Typical $1.79 to $3.41/oz
Also available · subscriptions, sample packs, gear
Create Your Joe - Personalized Coffee Bag
Not much signal yet; the detail page has what we know.
49CBI
—
Archived (3)
Cafè Feminista: Blanca Suazo
Cream Soda, Almond, and Meyer Lemon on a washed lot.
Veracruz, MX · Washed
LightOverall SweetNuttyCitrus
56CBI
—
Out of stock
LightCaramelHoneyOrange
55CBI
$1.87/oz
Out of stock
Call Time by Jordan Fisher
Washed lot with Cocoa, Spice, and Caramel in the cup.
Cajamarca, PE · Washed
MediumCocoaSpiceCaramel
55CBI
$1.87/oz
Out of stock
Community reputation · Reddit
Polarizing· sentiment 50/100
One thread author discusses brewing Joe Colombia La Familia Guarnizo as their first single-origin coffee. Another thread mentions a Trader Joe's coffee product alongside a different blend, but does not pertain to the roaster Joe Coffee Company.
Joe Colombia La Familia Guarnizo
Threads cited (2)
- r/pourover · 9↑ · Today's brews - his and hers
…rs 204F zero water - lotus drops Norml ppl recipe - 81 hardness, 3.6 alkalinity 15g : 250g Norml ppl blend - 30g bloom, 30s, pour to 250g by 1:15 straight down center, no swirl, TBT 2:01. Trader Joe's "Joe"(I know, but she tries my coffee and doesn't like it lol) - 45g bloom, 30s, 90g, 1:00, 170g, 1:30, 250g, TBT 2:10
- r/pourover · 7↑ · First Four Months of Specialty Pourovers, A Retrospective
…rs out of it, too. Took me a while to dial it in, but once I did, it was a fun cup and got me started down this journey rather than going back to supermarket beans. [**Joe Colombia La Familia Guarnizo**](https://joecoffeecompany.com/products/colombia-la-familia-guarnizo-1?variant=51146857742629) First single-origin co
Press · Sprudge
- Coffee Design: Joe Coffee Company’s Call Time By Jordan Fisher2026-08-27·sprudge
Call Time By Jordan Fisher by Joe Coffee Company in New York City.
Flagship cafe
Long Island City Roastery Cafe
40-37 23rd St, Long Island City, NY
Open in maps →Long Island City roastery and cafe with multiple other cafe locations across New York.
For roasters
Cherrybook runs a monthly Roaster Spotlight Series featuring one roaster with an editorial piece and a giveaway. Interested in being featured? See the format or email josh@cherrybookcoffee.com.