Legend has it that Just Coffee was started by a "college boy" and a farmer who met some revolutionary coffee growers in a place called Chiapas. They struck up a friendship and went back to their homeland of Wisconsin to help sell their compas' beans to people who

would not seek to rip these fine farmers off. After meeting some semi-shady and disinterested "coffee men" who turned up their noses and acted rudely, they sought out the advice of fair trade veterans in the justice league of coffee roasters known as Co-op Coffees.

After several pep talks, they became reluctant entrepreneurs, joined Co-op Coffees and bought a traditional coffee roaster. Thus Just Coffee was born!!!

After adding a much needed environmental engineer (every fair trade roaster should have one, really) they promptly ignored their shiny new coffee roasting machine and began roasting beans in a very odd looking contraption that they acquired from EVP coffee in Madison. The results were simply smashing.

Soon they began traveling the world in search of cool new producer co-ops to work with while simultaneously adding great folks from Madison to their bulging cooperative roster. As a team, this rag tag crew of farmers, activists, bike messengers, writers, dancers, circus clowns, honky tonk singers, and fellow travelers have concocted a plan to overthrow the neo-liberal coffee menace and to make fair trade live up to it's name.

And this is where you come in my friend. Whether or not you buy our coffee, please eschew labels and marketing claims wherever you can. Ask for transparency from any company that you buy from and then you can decide what meets your expectations of fairness.

For those about to rock, we at JC salute you!!!