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Paris, France, coffee operation vertically integrated


April 7, 2015
By Canadian Vending

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April 7, 2015, Paris, France – Two firms in France have teamed up to create a coffee producer and shop that are vertically integrated.

April 7, 2015, Paris, France – Two firms in France have teamed up to create a coffee producer and shop that are vertically integrated.

Toit,
moi et Café, in partnership with
French high-tech company
T-Joy,
produces everything on site, the companies said in a news release.

Café founder Mme. Avril is not only fanatical about the
quality of the in house coffee shop at T-Joy, she insists on
controlling every aspect of the experience from seedling to cup, the release said.

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“They grow the coffee, harvest it, process it, roast it
and then brew it in their own specialty coffee shop… all on top of and
under T-Joy’s roof," Avril said. "Nowhere else has this level of quality and
freshness been taken to this extent." 

The
roof top plantation is not only well attended to through sound
agricultural practices, but it also is sustainable. 

All the production
is organic, according to the companies. Paris does not have the type of pests that infest
traditional coffee growing regions so no pesticides are applied and only
approved methods of fertilization are used.
Toit, Moi et Café
is a founding member of The Urban Forest Alliance, which started a produce garden movement in
many cities in
Europe and in North America.

“For
many years, we have heard of Fair Trade, Direct Trade, UTZ, and other
organizations that purport to help the workers by giving them a living
wage," Avril said in the release. "We work in this elegant coffee business and we all share in all
tasks needed to deliver the best coffee available anywhere” noted
Avril.  Indeed, the baristas will help out during the harvest as will
the roasters; for both of them it is just a different button on the
elevator to their regular jobs.

Getting
the permits for this venture was not easy, Avril said.
“They said I was crazy to try and grow a tropical crop in the middle of
France, but I pointed out that even Louis X1V had a coffee tree in his
botanical gardens."

Perhaps the more challenging permit was not for the
roof top plantation, but for the M
ontbéliarde
(a renowned French dairy cow).

“When I told them we were not just
going to serve the best coffee, but also the best café au lait, they said
not only was I crazy but also mad!” Avril said. "Not since the middle of the 19th century has there been livestock in Paris, let alone cattle."


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