Jarret Stopforth likes to drink coffee. However, he doesn’t want it bitter, and so he adds cream and sugar before drinking it.
But then something came into his mind. “Why settle for a regular cup of joe?” he thought. And so he set out to re-engineer coffee to a coffee without the bitterness, and without the bean.
"I started thinking, we have to be able to break coffee down to its core components and look at how to optimize it," he explains.
Stopforth, who has worked with other food brands such as Chobani, Kettle & Fire and Soylent, partnered with entrepreneur Andy Kleitsch to launch Atomo. The pair turned a Seattle garage into a brewing lab and spent four months running green beans, roasted beans and brewed coffee through gas and liquid chromatography to separate and catalog more than 1,000 compounds in coffee to create a product that had the same color, aroma, flavor and mouthfeel as coffee.
"As we got deeper into the process, we learned more about the threats to the coffee world as a whole — threats to the environment from deforestation, global warming and [a devastating fungus called] rust, and we were even more committed to making a consistently great coffee that was also better for the environment," Stopforth says.
Unfortunately, Stopforth’s company Atomo doesn’t reveal what their beanless coffee is made of.
What are your thoughts on this one? Is a bitterless, beanless coffee still considered coffee?
(Image Credit: Atomo)
Comments (1)
2) His wife called him on a landline.
Also one reason for long queues is that retailers pay their employees for their time, but not their customers. So provided the customers are happy, the retailer has no reason to make their wait shorter.
and they always only have 100s...
who buys a carton of 100s??
When I was ready to check out, there were two registers open, both together, and each having one customer, no lines. I stood behind them both, but aligned in the middle, so I could step up to the next available register.
Well, some alpha male steps up behind me a couple of minutes later, huffs and says, "Which register are you at?" I politely replied, "Whichever opens first," and smiled. The man became visibly annoyed and huffed again.
His hope, apparently, was simply to have the opportunity at getting behind the faster person and getting out first. In my head, it just made more sense to prevent either of us from getting stuck waiting forever.
I do not care if my line is the fastest (BB). I care that I don't choose the slowest or BB. According to his math, I have a 4 out of 6 chance of choosing one that isn't the slowest.
Problem solved!