For many New Yorkers, coffee is more than a beverage. It may be part of their preparation before getting to work. It could be an energy-enhancing treat at the office. It might accompany dessert. However, coffee falls into one’s daily existence, there are always new varieties of it to try.
Enter the New York Coffee Festival, which runs from September 25th to 27th at the 69th Regiment Armony (68 Lexington Avenue between 25th and 26th Street). Considered New York’s flagship coffee event, the festival not only features live experiences from over 70 coffee, food and equipment vendors, yet also live entertainment and charitable elements. It ties into both Coffee Week NYC and the Coffee Music Project.
Festival founder Jeffrey Young was willing to answer questions for me about the festival, its surrounding events and plenty more. For those seeking further information, they can go to www.newyorkcoffeefestival.com or e-mail info@newyorkcoffeefestival.com. And with regards to the second question I asked Jeffrey, a screening that movie – which I covered for Downtown back in July — was coincidentally added to the festival shortly after our Q&A took place.
How did you get started working with coffee?
Jeffrey Young: Long story, like most people. About 20 years ago, I began to observe the trend of people spending time in coffee shops, initially Starbucks in the U.S. then coffee chains in London, and saw what an important societal role that coffee plays in people’s lives. Also, the business of coffee has been very influential in shaping retail and leisure environments, and our company focused on analyzing this sector. And then the more coffee you drink, the more you seek better quality coffee, and the more interesting it becomes. This led to my growing interest in specialty coffee, and we published information on coffee-drinking trends around the world. The rest is history…
Did you happen to see the movie Caffeinated that came out earlier this year?
J: Not yet, but we are hoping to create a movie theatre at the event and we are going to invite Caffeinated to show their film during our festival. Hopefully the producers will be up for it!
Do you have a favorite cup of coffee in London? In New York?
J: It would be suicide for me to pick only one. There are so many good coffee shops with London’s thriving coffee scene. In London, I have a little favourite called Kaffeine, and another big brunch-style venue called Caravan.
New York has so many good places now too. Too many to just choose one. But I have to say that I had one perfect “Godshot” at La Colombe at Lafayette two weeks ago. The barista was Gabriel. The drink was a cortado.
To someone who hasn’t heard of it, how would you describe The New York Coffee Festival?
J: An exciting cultural event centred around coffee. Inspired energy. All the coffee you could possibly drink for free when you get it. Also live music, an art gallery, enticing food, coffee cocktails, lectures and seminars about coffee and, of course, 50 percent of proceeds going to deliver clean water to coffee-producing communities.
How does it tie into the Coffee Music Project?
J: The best acts from the Coffee Music Project will come and play at the festival, and this gives the artists a lot of exposure, while also creating an awe-inspiring music program for the event. The artists are also also very keen on supporting the Project Waterfall charity, which ties back to the charitable purpose of the event.
How does the New York Coffee Festival relate to Coffee Week in New York City?
J: Coffee Week NYC is a soft launch this year, and something we will build upon as the festival gets bigger. We are giving 50 percent of standard ticket sales to support Project Waterfall via our partners charity: water. Our motto is “Great Coffee: Goodwill.” By celebrating and promoting great coffee, we are doing good. Everybody wins. We are so lucky to have great coffee, and great coffee needs great
How does the New York edition of your festival compare to that of your recent London event?
J: New York is exciting because it’s a launch event. New York has more potential than London, ultimately. We are aiming for 8,000 to 10,000 guests this year in NYC, not as many as the 23,000 we saw in London this year; the fifth year of the event and it’s still growing. But the build-up over time will be massive in NYC. New Yorkers drink a lot more coffee per capita than Londoners and they also have a lot more energy. The future looks bright for the New York Coffee Festival.
When not work on coffee-related matters, what do you like to do with yourself?
J: I play squash to take my mind away from work, and then spend as much time with my children, for they are what really matters.
Finally, Jeffrey, any last words for the kids?
J: Put passion into everything you do and you will be rewarded many times over. It’s a cliché, but as the saying goes: Choose a job you love and you will never work a day of your life.
-by Darren Paltrowitz
The post The New York Coffee Festival’s Jeffrey Young talks coffee, London, and more appeared first on Downtown Magazine NYC.