Coffee 101
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Back to the Land, Forward in Time
Biodiversity, organic coffee, and the art of creating with care
September has a way of turning quietly on the Mendocino Coast. The light shifts, the gardens offer their last abundance, and the first edge of autumn asks us to notice what we have grown, both in the ground and in our lives.
This season, we are thinking about the relationships that hold everything together: people and place, farmer and roaster, tradition and everyday life. Biodiversity is part of that larger picture. It is the living foundation behind good coffee, and one of the things Thanksgiving Coffee is committed to protecting.
Original Roastary on Noyo Harbor circa 1970's, With Paul and Panda
A Living Mendocino Inheritance
Thanksgiving Coffee was born from the Mendocino Coast world. Our story is connected to Fort Bragg's working harbor, the Mendocino art scene, environmental activism, and the back-to-the-land ethos.
From the beginning, coffee here has meant more than a product. It has offered a way to remain connected to place, to people, and to a life shaped by purpose.
Much of what once sounded "alternative" has become part of how many of us are trying to live today. We want to know where our food comes from. We care about soil and water. We value independent makers and the knowledge carried within their work.
Coffee as Part of a Living System
Biodiversity is one of the threads tying these values together. Coffee doesn't grow in isolation. A biodiverse coffee farm can include shade trees, birds, insects and other pollinators, microorganisms, ground cover and neighboring plant species - all interacting with the coffee crop and the soil and water that sustain it. Coffee grown organically within a diverse landscape develops as part of a living system - carrying the influence of climate, elevation, soil, variety, and the knowledge of the people who tend it.
From Industry Change to Habitat Protection
Thanksgiving Coffee began making the relationship between coffee and habitat visible decades ago. In 1994, we introduced one of the first shade grown coffee lines, connecting customer choice with the protection of tropical forest habitat. Learn more about shade-grown coffee.
In 2015, we joined the Smithsonian Migratory Bird Center’s Bird Friendly program. This certification brings organic agriculture and forest canopy protection together, recognizing coffee farms that provide habitat for migratory birds and other wildlife.
That history continues to shape how we understand biodiversity today. It is a living foundation of the landscape and an essential part of coffee quality and our responsibility. When farms maintain diverse vegetation, forest canopy, and healthy soil, they create conditions in which coffee, wildlife, and farming communities can thrive together.
A Resilient Coffee System Is a Human System
Every cup passes through many hands. Farmers bring an intimate knowledge of their land. Cooperative leaders build shared stability. Cuppers develop their palates through years of practice. Roasters respond to the qualities each coffee brings. Designers, production teams, retailers, and customers carry it forward from there.
This is where biodiversity and justice meet. Fair compensation supports farmers in caring for their farms, remaining connected to their land, and passing knowledge from one generation to the next.
Putting Knowledge in Farmers’ Hands
Original Cupping Lab project, Nicaragua
Thanksgiving Coffee put this belief into practice in Nicaragua. In 1999, Paul Katzeff proposed placing professional coffee tasting tools directly in the hands of producer cooperatives. With support from USAID, Thanksgiving Coffee helped nine cooperatives build cupping labs owned by farmers in 2000 and trained farmers to evaluate coffee using the same standards as buyers. The farmers could taste, understand, and demonstrate the quality of their own coffee, strengthening their ability to improve it and negotiate its value.
We see ecological responsibility and fairness as complementary goals. They are the same root system, revealed in different forms.
Not Just A Cup, But A Just Cup™.
Mendocino Vienna: A Taste of Place
Mendocino Vienna blends organic coffees from Central America, South America, and Indonesia. Each coffee is shaped by its own landscape and farming traditions.
Careful roasting brings these coffees into balance. The result is bold but sweet, with notes of nuts and dark chocolate and a natural sweetness that lingers. This dark roast still allows the blend’s character to come through.
The beans travel from three continents, but the blend itself was shaped here on the Mendocino Coast. Many of our customers first discovered it in Mendocino and have kept returning to it over the years.
One longtime customer, Joe Massucco of Seattle, first tasted Mendocino Vienna while visiting the coast. He describes it as dark and flavorful without tasting burnt, and as a welcome companion to the morning paper.
A New Way To Enjoy Mendocino Vienna
Its rich notes of chocolate and nuts also make Mendocino Vienna a wonderful foundation for cold brew recipes. Try our Mayan Mocha Smoothie, made with chilled Mendocino Vienna, cacao, banana, cinnamon, and your choice of milk.
Bringing These Values To Your Cup
The choices we make as coffee drinkers can support a more resilient and biodiverse coffee system.
- Look for meaningful certifications. Learn what Organic, Fair Trade, and Smithsonian Bird Friendly certifications tell you about how a coffee was grown or traded. Shade, biodiversity, farming practices, and economic relationships all matter beyond the cup.
- Learn where your coffee comes from. Origin is more than a flavor descriptor. It represents farmers, communities, landscapes, and generations of knowledge.
- Support companies that maintain lasting producer relationships. Relationships built over time can create greater transparency, shared knowledge, and a deeper understanding of quality.
- Learn one story behind the coffee you buy. Knowing something about the people and places behind your coffee can change your relationship with it.
Ready to Begin That Journey?
Start with this month’s featured coffee, Mendocino Vienna. Discover how organic coffees from three continents and more than fifty years of Mendocino Coast roasting experience come together in one enduring blend.
None of this has to be perfect. It simply has to become part of your practice, repeated with care.
Carrying the Legacy Forward
As the fall equinox approaches, we are giving thanks for the harvest, for the people who grow and cultivate our food, and for the relationships that make all of it possible.
The back to the land movement taught us to pay attention. The arts taught us to imagine. Biodiversity reminds us that everything is connected.
At Thanksgiving Coffee, this is living history. It continues through how we source, roast, and share coffee. It also lives within the community that continues to grow around it.
Explore Mendocino Vienna and experience what it means to cultivate coffee, community, and a more thoughtful way of living.
Not Just A Cup, But A Just Cup™.
Frequently Asked Questions
What does biodiversity mean in coffee farming?
Biodiversity refers to the variety of life found within and around a coffee farm. This can include coffee plants, shade trees, food crops, native vegetation, birds, pollinators, insects, fungi, and microorganisms in the soil.
These living elements interact with one another. Together, they can help maintain healthy soil, protect water, support natural pest control, and make a farm more resilient to environmental change. Coffee is one crop within this larger community of life.
How is shade grown coffee good for biodiversity?
Shade grown coffee is cultivated beneath a canopy of trees rather than in a cleared field exposed to full sun. When that canopy includes a variety of tree species and layers of vegetation, it can provide food, shelter, and migratory pathways for birds, insects, and other wildlife.
Shade trees can also help regulate temperature, retain moisture, reduce soil erosion, and return organic matter to the ground. However, “shade grown” by itself is not always a regulated claim. Smithsonian Bird Friendly certification provides additional assurance because participating farms must be certified organic and meet specific standards for forest canopy, vegetation, and habitat protection.
What is the difference between Organic, Fair Trade, and Bird Friendly coffee?
Each certification looks at a different part of the coffee system.
Organic certification focuses on farming and processing practices. Certified organic coffee must meet verified standards governing how it is grown and handled. These standards restrict most synthetic pesticides and fertilizers while supporting soil and water health, ecological balance, and biodiversity.
Fair Trade certification focuses on people and trade. It establishes social, economic, and environmental standards for participating producers and businesses. Depending on the certifying system, this can include price protections, additional community premiums, labor standards, and support for democratic producer organizations.
Smithsonian Bird Friendly certification focuses on habitat. Bird Friendly farms must first meet organic certification requirements. They must also maintain specific levels of shade, forest structure, and plant diversity that provide habitat for migratory birds and other wildlife.
A coffee can carry more than one certification. Organic addresses how the coffee is cultivated. Fair Trade addresses how it moves through economic and social relationships. Bird Friendly adds verified habitat requirements. Together, they give coffee drinkers a fuller understanding of what their coffee supports.
About The Author
Lavender Grace Kent, Head of Brand Narrative & Culture
Lavender Grace documents Thanksgiving Coffee’s history, producer relationships, environmental commitments, and continuing work at the intersection of coffee, culture, and biodiversity.
Stay in touch - we like to stay connected
Back to the Land, Forward in Time
Thanksgiving Coffee grew from a North Coast culture shaped by artists, environmental activism, and a belief that the choices we make shape the world. That inheritance still guides us today as we promote biodiversity and fair compensation throughout our coffee ecosystem.
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![French Press Ritual | How to Brew Bold, Full-Bodied Coffee]()
French Press Ritual | How to Brew Bold, Full-Bodied Coffee
There’s something grounding about the French press.
It slows the morning just enough to notice the steam rising, the aroma unfolding, the first pour settling into your cup. This is a brewing method that honors the full body of the coffee - rich, textured, and deeply satisfying.
(It is also our founders preferred brewing method).
At Thanksgiving Coffee Company, we’ve spent over five decades refining the craft of roasting and working directly with farmers at origin. The French press is one of the simplest ways to experience that work in its fullest expression unfiltered, generous, and alive with flavor.
Not Just A Cup, But A Just Cup™
Brew Recommendation:
Noyo Harbor French – Very Dark Roast
Bold and smoky with notes of roasted nuts and cacao nibs, this coffee was made for the French press. Its depth holds beautifully in a full-immersion brew, creating a cup that feels both grounding and expansive.
What You’ll Need
- French Press (8-cup recommended)
- Freshly ground coffee
- Filtered water
- Spoon or stirrer
- Timer
Grind Size Matters
Start with a coarse grind, about the texture of kosher salt.
This allows the coffee to fully extract without becoming overly bitter, creating a balanced and full-bodied cup.
French Press Brewing Steps
1. Measure Your Coffee
Use a ratio of:
2 grams of coffee per ounce of water
(or about 2 heaping tablespoons per 5 oz water)
2. Heat Your Water
Bring water to a boil, then let it rest for about 2 minutes to reach ~200°F
3. Preheat the Press
Pour a small amount of hot water into the press, then discard
4. Bloom the Coffee
Add grounds and pour just enough water to saturate
Let sit for 30–60 seconds(This is where the aroma opens—don’t rush it)
5. Fill & Stir
Pour remaining water and gently stir to fully saturate
Place lid on (do not press yet)
6. Brew
Let steep for 4 minutes
7. Press & Pour
Slowly press the plunger down
Pour immediately and enjoyFlavor Tips
- Slightly finer grind → stronger, more intense cup
- Slightly coarser grind → lighter, smoother finish
- Shorter brew → brighter
- Longer brew → deeper and heavier
This is where the ritual becomes your own.
Why French Press?
What people love:
- Full-bodied, rich flavor
- Simple and accessible
- No paper filter—more oils, more character
What to watch for:
- Over-extraction if brewed too long
- Sediment in cup (part of the experience)
A Moment of Craft
Coffee has always been our medium.
From the farmers who cultivate each harvest to the roast that brings out its character, every step is part of a larger relationship - between people, land, and daily ritual.
The French press brings you closest to that story.
Best enjoyed alongside dark chocolate brownies, almond croissants, or buttered toast with sea salt.
A Moment of Craft
Explore more ways to brew and enjoy:
Lavender Grace is the Director of Brand Narrative and Company Culture.
Stay in touch - we like to stay connected
French Press Ritual | How to Brew Bold, Full-Bodied Coffee
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![5 Steps to Perfectly-Brewed Drip Coffee]()
Learn how to make perfect drip coffee.
By Roastmaster, Jacob Long
Some things to keep in mind before brewing:
- Different roast colors brew best at different grinds. The best way to ensure your grind is correct is to have us grind it for you. We calibrate our grinds regularly to bring the best out of each roast color. If you are fresh-grinding your own drip coffee, talk to us about how to get the best results from your grinder.
- We recommend using 2 heaping tablespoons of coffee grounds per 8 oz. of water.
- For best taste, pre-ground coffee should not sit for longer than one week. Purchase whole beans and grind fresh at home.
- If you are storing your coffee in the refrigerator, be sure to take out enough for each pot and let it warm to room temperature before brewing. Avoid repeatedly taking the coffee package out of the fridge for brewing, as this allows water to condense on the coffee, which will make it go stale more quickly. In addition, using cold grounds to brew coffee will affect brew temperature and not allow the water to make the correct extraction.
- Before starting the brew cycle, ensure the spray head (underside of brew basket) and surrounding areas are clean by wiping them with a clean rag. (Tip: dirty spray heads are a common reason for poor-tasting coffee, and accumulated coffee will eventually affect how the spray head functions)
- Although it's tempting to "sneak a cup" before brew cycle is finished, doing so will result in unbalanced flavors. Not what you want in your morning cup.
Brewing Instructions
Step 1:
- Place filter with the correct dose of room-temperature ground coffee into the brew basket.
- Use our recommendation of 2 heaping tbsp per 8 oz. water.
Step 2:
- Gently shake brew basket to ensure coffee is well-distributed, and return brew basket to brewer.
Step 3:
Brewing the coffee:
- If using a pour-over brewer, pour desired amount of, ideally cold, filtered tap water into the top of brewer to initiate brew cycle.
- If using a plumbed-in brewer, hit the button to start the brew cycle.
Step 4:
- After the brew cycle has finished, for ideal taste, pour coffee into a preheated insulated container.
- Do not keep coffee on burner.
- Rinse and return the carafe.
Step 5:
- Empty used coffee out of brew basket, rinse brew basket of any extra grounds, and wipe spray head and surrounding areas with a clean rag.
- Finally, enjoy your coffee! :)
This month's featured coffees - 20% off!
Like us on Facebook and follow along on Instagram and Twitter for frequent updates, promotions, giveaways and more!
5 Steps to Perfectly-Brewed Drip Coffee
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![Coffee Tips: Part II - 7 Ways to Brew Your Coffee]()
7 Ways To Brew Your Coffee
We’ve talked about the basics, now let’s get into the fun stuff. We hope this post will help you find your ideal coffee brewing method. As with anything, there are pros and cons to each method – and we’ve done all the work and research for you.
1. Stovetop
This one is perfect for you if you want homemade espresso but don’t necessarily want to drop a couple hundred dollars on a fancy machine. The result is rich, delicious coffee that you can craft into lattes or just enjoy by itself.
Grind
Start with a fine grind setting (#3.5), slightly coarser than texture of granulated sugar. When pinched, the ground coffee should not compress or clump.
Directions
- Fill the coffee chamber with finely ground coffee, be careful not to pack the coffee too densely.
- In a kettle, boil enough water to fill the water chamber.
- Place freshly boiled water in the water chamber, place coffee-filled chamber on top, and, using a towel or pot holder to protect your hand from heat, screw on the brewed coffee chamber.
- Place the stove top espresso maker on a burner at low to medium heat.
- As the coffee brews, watch and listen for a sputtering noise; this signals the end of the brewing. Immediately remove the espresso maker from the stove and run the bottom (water chamber) under cold water for 10 seconds to cool the chamber and stop the extraction.
- Serve your fresh espresso and enjoy.
Pros:
- Rich, delicious coffee
- Inexpensive espresso machine alternative
- Quick
- Easy to clean
Cons:
- Learning curve
- Needs your attention for the entire brewing process
2. French Press
The French Press is popular for its ease to learn and use, affordability and it’s nice and compact – doesn’t take up too much space in the kitchen.
Grind
Start with a coarse grind setting (#8) approximately the size and texture of kosher salt. The particle size should be flaky, with visible chunks.
Directions
- Measure 2 grams for every ounce of water or 2 generously heaping tablespoons of ground for every 5 ounces of water.
- Bring water to a boil and pour a small amount into the press to pre-heat.
- Let the water drop to 200 degrees, about 2 minutes off boil.
- Pour out water used to pre-heat, pour in measured ground coffee, and pour the water to saturate grounds.
- Start timer. At one minute, gently stir dry cap with a spoon to completely saturate coffee in water. Place the top over the press.
- At 4 minutes, slowly press the coffee.
- Serve and enjoy.
Note: Experiment with a finer grind for a more intense brew, or a coarser grind for a less intense brew.
Pros:
- Easy to use
- Easy to clean
- Quick
- Inexpensive
Cons:
- Tends to be inconsistent flavor
- Over-extraction can occur easily
3. Chemex
This one definitely isn’t for beginners. However, once you get the hang of it, the yield from one brew will make it all worth it.
Grind
Start with a medium-coarse grind (#7.5), slightly finer than the texture of kosher salt. The particle size should be flaky, with visible chunks.
Directions
- Measure 2 grams for every ounce of water or 2 generously heaping tablespoons of ground for every 5 ounces of water.
- Separate 3rd and 4th layers of filter and place in Chemex pot.
- Bring water to boil and pour a small amount of water (approximately 4 ounces) through the filter-lined cone to rinse the paper filter and warm the pot below.
- Let the water drop to 200 degrees, about 2 minutes off boil. Empty the water that was used to rinse the filter and warm the pot.
- Place ground coffee in the rinsed and filter lined cone and pour a small amount of water (approximately 4 ounces) over the grounds to create saturate and create a bloom. Wait 45 seconds.
- As the bloom settles, continue the pour as slowly as possible, stopping the pour as necessary so that the water never reaches above the original bloom volume. This will require stopping the pour every 15–30 seconds. Pour slowly and in a circular motion, with the goal of dispensing the total water used to brew in 3–4 minutes.
- Remove the used filter and coffee and swirl the brewed coffee for 10 seconds.
- Serve and enjoy.
Note: If the brew time is less than 3–4 minutes and the taste is weak, experiment with a finer grind. If the brew time is more than 3–4 minutes and the taste is bitter, experiment with a coarser grind.
Pros:
- Depending on the size, it can yield large amounts
- Unique, clean tasting coffee – full flavor profile
Cons:
- Fragile design
- Learning curve
- Tricky to clean
4. Hario
There’s a reason this Japanese pour-over method is a popular one. It’s simple, elegant and delivers fresh, delicious coffee with ease.
Grind
Start with a medium-fine grind (#5.5), somewhere between the texture of granulated sugar and couscous.
Directions
- Measure 1.5 grams for every ounce of water or 2 heaping tablespoons of ground for every 5 ounces of water.
- Place paper filter in cone over cup or pitcher.
- Bring water to boil and pour a small amount of water (approximately 4 ounces) through the filter-lined cone to rinse the paper filter and warm the server below.
- Let the water drop to 200 degrees, about 2 minutes off boil. Empty the water that was used to rinse the filter and warm the server.
- Place ground coffee in the rinsed and filter-lined cone and pour a small amount of water (approximately 4 ounces) over the grounds to saturate and create a bloom. Wait 45 seconds.
- As the bloom settles, continue the pour as slowly as possible, stopping the pour as necessary so that the water never reaches above the original bloom volume. This will require stopping the pour every 15–30 seconds. Pour slowly and in a circular motion, with the goal of dispensing the total water used to brew in about 3 minutes.
- Remove the used filter and coffee and swirl the brewed coffee for 10 seconds.
- Serve and enjoy.
Note: If the brew time is less than 2:30–3 minutes and the taste is weak, experiment with a finer grind. If the brew time is more than 3–3:30 minutes and the taste is bitter, experiment with a coarser grind.
Pros:
- Compact and stylish
- Easy
- Smooth coffee finish
- Inexpensive
- Easy to clean
Cons:
- Needs special filters
- Not as rich in flavor
- Learning curve with pouring the water
5. Aeropress
Fun fact: the Aeropress was invented by Alan Adler, founder of Aeropress – formerly known as Aerobie, a company specializing in outdoor flying discs and sports toys including the Aerobie Pro flying ring, which was used to set a Guinness World Record for farthest thrown object (at a distance of 1,333 feet to be exact). ALSO, that record happened to be set by Erin Hemmings, who grew up here on the Mendocino Coast!
The Aeropress is a unique way to get a quick cup of coffee on the go, and it’s so easy to bring with you anywhere.
Grind
Start with a medium-fine grind (#5.5), somewhere between the texture of granulated sugar and couscous.
Directions
- Place paper in black filter cap and lock onto brew chamber, place over cup.
- Bring water to boil and pour a small amount of water (approximately 4 ounces) through the filter-lined and capped brew chamber to rinse the paper filter and warm the server below.
- Let the water drop to 200 degrees, about 2 minutes off boil. Empty the water that was used to rinse the filter and warm the server.
- Fill brew chamber to just below the “1” mark with coffee.
- Pour approximately 2 ounces of water onto the ground coffee in the brew chamber. Start timer.
- Wait 30 seconds for the bloom to settle.
- Slowly fill with water to just above the “4” mark, stir gently, and wait one minute.
- Place plunger and slowly plunge brew into cup.
- Serve and enjoy.
Pros:
- Easy to travel with/pack up
- Can brew coffee, espresso and cold brew
- Quick
- Easy
Cons:
- Small yield, 1-2 servings
6. Melita/Cone
Grind
Start with a medium-coarse grind (#7.5), slightly finer than the texture of kosher salt. The particle size should be flaky, with visible chunks.
Directions
- Measure 2 grams for every ounce of water or 2 generously heaping tablespoons of ground for every 5 ounces of water.
- Place paper filter in cone over cup.
- Bring water to boil and pour a small amount of water (approximately 4 ounces) through the filter-lined cone to rinse the paper filter and warm the cup below.
- Let the water drop to 200 degrees, about 2 minutes off boil. Empty water used to pre-heat cup.
- Place ground coffee in the rinsed and filter-lined cone and pour a small amount of water (approximately 4 ounces) over the grounds to saturate and create a bloom. Wait 45 seconds.
- As the bloom settles, continue the pour slowly, stopping the pour as necessary so that the water never reaches above the original bloom volume. Pour slowly and in a circular motion, with the goal of dispensing the total water used to brew in 3-4 mintues.
- Serve your fresh brewed coffee and enjoy.
Note: Experiment with a finer grind for a more intense brew, or a coarser grind for a less intense brew.
Pros:
- Easy to travel with/pack up
- Can brew coffee, espresso and cold brew
- Quick
- Easy
Cons:
- Small yield, 1-2 servings
7. Cold Brew
What is Cold Brew?
Cold coffee is the chilled-out variant of the hot coffee you know and love. More then just a cooler brew, cold coffees have their own distinct flavor profiles due to the differences in how the essential oils are extracted from the coffee bean; cold and slow vs. hot and fast.
Most coffee retailers use hot-brewed coffee in their iced coffee drinks because it is faster/easier. They will typically brew hot with twice the amount of grounds for a double-strength concentrate that can be refrigerated and diluted. Unfortunately, this method completely misses the many benefits that cold-brewed coffee has to offer.
Cold-brewed coffee is 67 percent less acidic than coffee that is hot-brewed.
Directions
How It's Made
Cold-brewed coffee is made by soaking coffee grounds in cold water for 12 or more hours, usually brewed overnight. This method allows for a slow extraction of the coffee’s flavor, producing a super-smooth brew that has 67% less acidity than conventional hot-brewed coffee. This means that cold-brewed coffee is less bitter and easier on sensitive stomachs.
In addition to being smooth and low on acidity, cold-brewed coffee keeps for significantly longer with no loss of flavor. By brewing cold, the flavor compounds within the coffee are more stable and won’t degrade as quickly as hot brewed coffee, which can become overly bitter in a matter of hours.
A batch of cold-brewed coffee can last for up to two weeks.
Cold-brewing offers an alternate way to enjoy our delicious coffees. Try your favorite coffee brewed cold and taste the difference for yourself.
Pros:
- Smoother, less bitter than hot-brewed coffee
- Refreshing summer beverage
Cons:
- Long brewing time
Resource for 2023 Brewing Gifts
We hope you learned something new! Did you find a new brewing method to try, or confirm that your current favorite is the only way? Let us know! Remember to follow us on social for more brewing tips and to join the conversation.
Coffee Tips: Part II - 7 Ways to Brew Your Coffee
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