Aristote Wayela's Contact Details

Aristote Wayela's Company Details

TRUTH. Coffee Roasting

Cape Town, Western Cape, South Africa • 52 Employees
Food & Beverages

Cape Town's Artisan Roasters.We roast Coffee. Properly.What TRUTH. Fundamentally Believes:We believe in quality above all else. We believe in continuous learning. We believe in challenging the fundamental principles applying to everything that we do. Both through the teachings of those cleverer than us around us and through questioning the principles we work with. What silly assumptions have been believed in that are actually invalid. Where have we confused cause and effect? We believe that if anything is worth doing it is worth being the best in the world at it. We believe in Sustainability. We believe that in order to be the best it is a simple matter of buying the best and not messing it up. In order to buy the best there is a premium. This puts you first in the queue for quality and allows the supplier the opportunity to continuously improve upon their quality. Now we happen to make coffee. These principles apply to every facet of our coffee. How we source our coffee right through production to how we ship our coffee and even to how we get our customers to increase the enjoyment of their cup. An early questions were: "is bitterness necessary for a strong cup?" and "shouldn't coffee deliver on the promise of the aroma of freshly ground beans?" and "can one improve profits through paying for quality?" How does this apply to the other things we do, or will do one day? What is there that we haven't begun to question yet?