IMC Was Featured in Hollywood Movie: “A Kind of Magic””
Coffee Award winner and premium specialty organic coffee company, Best Roast Coffee (BRC) is widely known for their innovations and unique proprietary coffee bean blend. Best Roast coffee first started using more modern air-roasting process, in 2014 to reduce carbon and greenhouse emissions, and has always positioned itself ahead of the curb. In 2020, an era when Carbon Reduction is the buzz-word Best Roast Coffee (BRC) has now opened its certified carbon free organic coffeebig-box grocery store in store espresso bar solution to the premium car brands in dealerships. Jason Roe, twice-published author “The Force Is In You” 2020 Book — “COVID-19 The Love Story” as BRC CEO feels strongly the need world needs to focus on reducing carbons in coffee bean roasting.
The coffee roasting industry Roe believes should as a whole step up. “We should start looking for ways to change from processes that require gas after burning as part of coffee roasting, into smokeless coffee bean roasting,” says Roe. The idea Mr. Roe is presenting, suggests the coffee industry should be eliminating its old ways that no longer serve new goals. The gas after burning drum roasting process that requires the use of so much fuel no longer serves our planet-wide vision for carbon reduction. “It is something the Governments can encourage said Roe”. ”Government policy did this to the auto industry so publicly already. A drum-roasting device run for 1 hr is the equivalent of a 400 horse power car driven hard for one hr. In his science based, Non-Fiction book, The Force Is In You Mr. Roe challenged Einstein theories, with his unconventional thinking. Millennial news feed caught up with Mr. Roe to discuss the Coffee industry in more detail.
Mr Roe’s Science Based Non Fiction Book “The Force Is In You” found here on Amazon
In his science-based Nonfiction book, “The Force Is In You”, Mr. Roe challenged Einstein theories with his unconventional thinking. Millennial news feed caught up with Mr. Roe to discuss the Coffee industry future and innovations in more detail. “Smokeless Coffee Bean Roasting is the future” says Roe, we also don’t need to drive coffee for vast distances all around the country or put roast coffee into supply chains. We can roast in the store, where the espresso in being made smoke free”.
Mr. Roe recently praised a car dealer in Florida for thinking outside the box. The dealers under most franchise agreements between car manufactures and authorized dealers are able to make their own choice on the coffee they serve. Mr. Roe says “Reducing carbon can be applied to coffee bean roasting too. The industry uses afterburners to roast the coffee most people drink every day”. Mr. Roe said “Porsche, BMW, Toyota, and many others all have electric in their fleet now, serving traditional roasted coffee using drum roast and after burning process may not be aligned with the direction manufactures, and we all know how mechanics feel about alignments. “Business is no different”, says Roe. “The internal elements need to align with the outward direction of the company.
Best Roast Coffee CEO – Mr. Roe Shows his 911 Turbo.
It makes sense for car dealers who are changing their trajectory to use technology that cause fewer emissions to power cars in favor of fuel. It also makes sense for the car industry to align its internal service elements with their advertised direction and to do that they can serve coffee roasted with newer technologies that are less harmful to the environment too. “According to the Coffee Universe article just 1 hr on a coffee drum roasting machine is the equivalent of a 400-horsepower car driven hard for one hour,” said Roe. “The BRC solution is carbon emission reduction focused. Coffee roasting using advanced methods to reduce carbons up to 79%” Roe says. “I was just recently given coffee purchasing invoices for one car brand group. From the invoices, we were able to determine their car dealership group alone with over 1200 locations across the USA was using about 700 tonnes of coffee a year in the USA. The car dealers are giving coffee and espresso to their customers and staff every day at the car dealerships”.
Roe says, “When I came to the discovery that 700 tons a year in just one group, it was then I recognized the impact on greenhouse reduction in the coffee industry can be large if all the car dealers change their coffee service policy. If all car dealers go ahead and change their internal coffee policy to only serve coffee roasted with no after-burning the impact will be profound. Such a simple internal coffee service-policy shift at a car dealer will align the car companies with their green carbon reduction target. Mr. Roe, who recently schooled at Harvard in disruptive innovation says “It’s classified as Disruptive Innovation because it is targeting the low end of the market, free coffee given away in the workplace or at car dealerships”. The carbon reduced coffee roasting idea applied to car dealers checks all the boxes for the Harvard “Jobs To Be Done” theory too. I was fortunate to be taught by the late Harvard professor Clayton Christensen. Said Roe. “Professor Clayton Christensen awarded the Number 1 thinker among the business community of the USA is a man whose ideas, will live on in me and many others. Clayton Christensen has inspired me for life, his theories and ideas will continue to the thinkers of the world forever,” says Roe.
Jason Roe shows his Harvard Disruptive Strategy credentials
It makes sense for car dealers who are changing their trajectory to now use new energies that cause fewer emissions to power cars in favor of fuel. It also makes sense for the car industry to align its internal service elements with the advertised direction and to do that they can serve coffee roasted with newer technologies that are less harmful to the environment too. “According is interesting, because of the scale car dealers have. Given their number of locations, car dealers are positioned to actually cause a shift to the second largest traded commodity in the world (coffee) to cleaner roasting methods. “The car dealers don’t seem to consider or realize the power they have to cause the coffee industry change,” said Roe.
“When I discovered just one car group alone buys 700 tonnes of coffee a year in the USA, BRC shifted trajectory to offer its Certified Carbon Free, Air Roasted Coffee to car dealers. Just one of the advanced roasting machines has the capacity to Air Roast 600 ton a year. BRC would be able to handle the large-scale demand of car dealers. The dealerships are giving away coffee every day, as part of their customer service. Just a simple act of changing their internal coffee policy to only serve certified carbon free coffee, will shift the trajectory of the coffee industry and coffee roasting. A largely non-perceived Idea it is, so BRC registered it and owns the Patent pending,” says Roe. “If we want to drive something to make a difference on the planet we should drive the organic values too, and support organic farming by serving only organic coffee”.