The Story
JBC Coffee Roasters was founded in 1994 by Michael Johnson , with the original operation starting from a coffee cart at the Madison Farmers Market in Wisconsin . In its early days, Johnson was over-roasting beans on a small Sivetz air roaster in a bakery basement in South Madison, packaging coffee in Ziploc bags and telling customers to store it in the freezer —practices that seem almost unthinkable for this award-winning roaster today.
Today, Johnson and his wife Laura Salinger Johnson run a very different coffee business . The company is 50% women-owned and has evolved from those humble beginnings into one of the USA’s specialty coffee leaders . Laura, originally a writer and editor by trade, eventually fell in love with the coffee industry and came to work full time at JBC . The family business now includes their daughter, who has grown up around coffee her entire life , representing the next generation of coffee dedication.
What began as an unlikely start has transformed into an internationally renowned company known for coffee quality . JBC has been named one of the top 25 best coffee roasters in America by Gear Patrol and one of the 12 best coffee roasters in the U.S. by Forbes , marking their evolution from basement operation to national recognition.
Sourcing & Relationships
JBC purchases coffees directly from producers and through brokers who share their goal of making coffee a sustainable commodity . The premiums they pay for quality far exceed fair trade premiums and afford a more sustainable, honest model . Their sourcing philosophy is rooted in direct relationships with coffee producers, ensuring fair compensation and sustainable farming practices while working closely with growers to secure exceptional beans that reflect their distinct growing environments .
The company focuses on providing a seed-to-cup experience, honoring everyone involved in the supply chain . Often times a producer’s story gets lost in the coffee supply chain, so JBC makes it their focus to preserve those human narratives . They work exclusively with beans that score 85 or higher on the Specialty Coffee Association (SCA) scale , demonstrating their commitment to quality at the sourcing level.
The transparency in coffee sourcing has evolved significantly since JBC’s early days, moving away from the secretive “competition between roasters to find the best green coffee” toward sharing information about farms and farmers openly . The company now provides much more information to consumers who want to know more about their coffee’s origins , reflecting the industry’s shift toward greater transparency and storytelling.
Roasting Philosophy
Quality is at the heart of everything JBC Coffee Roasters does, with each coffee bean carefully selected, roasted, and tested to ensure it meets their exacting standards . JBC employs state-of-the-art roasting technology designed to highlight the natural flavors of each coffee, whether it’s the fruity notes of an Ethiopian Yirgacheffe or the chocolatey richness of a Guatemalan Huehuetenango .
The company’s roasting evolution involved working with international coffee consultant Willem Boot and later with Tracy Allen from Brewed Behavior, developing their approach through extensive experimentation and tasting to understand how different each coffee tastes and how light roasts can create amazing, unique profiles . Their dedication to small-batch roasting ensures that each bean is treated with precision to highlight the unique flavor notes and terroir inherent to every origin .
JBC’s philosophy centers on telling the truth and being flexible to move with the coffee industry, while not giving in to gimmicky trends or things that will not have longevity . Their vision is simple: “let the coffee lead the way” through sourcing and roasting the best and most unique coffees available , allowing each origin’s distinctive characteristics to shine through their careful roasting approach.
What to Try
JBC’s “Wilton Benitez Pink Bourbon” offering received a Coffee Review all-time-high score of 98 in 2023, described as both “wildly expressive” and “richly compelling” with wine-like and juicy acidity . This exceptional coffee underwent unique anaerobic yeast fermentation in bioreactors with ozone gas and ultraviolet light sterilization , representing the cutting edge of experimental processing that JBC champions.
Their Las Margaritas Geisha Honey from Cafe Granja La Esperanza offers an elegant and refined experience with tasting notes of hibiscus, strawberry raspberry jam, and white chocolate . The Duwancho Ethiopia Natural stands out as “one of the best natural Ethiopia coffees we have had in a while,” described as velvety and juicy with pink and red fruit notes including strawberry, peach, fig, watermelon, apricot, and tropical punch .
JBC routinely turns out 90+ rated coffees according to Coffee Review archives , making almost any selection a reliable choice for quality. The roaster has won Good Food Awards in 2016, 2018, and 2020, along with numerous Golden Bean North America medals from 2016-2019 . Their mainstay espresso blend hits “that Goldilocks zone of coffee—not too bitter, not too sour, but just right” and is described as smooth, syrupy and sweet , making it an excellent introduction to their house style.