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<v Speaker 1>We can get involved with a lot of different people

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<v Speaker 1>if we wanted to. On the Michigan Sports Network, Bill

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<v Speaker 1>Simon's and a friend of ours in the afternoon feels

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<v Speaker 1>the exact same way. We like relationships with good people

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<v Speaker 1>who are michiganers, Michigan based companies, but people that you're

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<v Speaker 1>friends with, I mean they're partners. These people are exactly it.

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<v Speaker 1>When you go out and you meet Mark and you

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<v Speaker 1>meet Sam and you meet the people that are associated

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<v Speaker 1>with Ferris Coffee, they're just good people and it's a

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<v Speaker 1>great product.

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<v Speaker 2>It really is.

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<v Speaker 1>Rubes has gone through how many three cups? Three cups

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<v Speaker 1>of coffee. Sam has been brewing like nobody's business, and

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<v Speaker 1>he is the master brewer.

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<v Speaker 2>Can I call you the master brewer?

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<v Speaker 3>Yeah?

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<v Speaker 2>Yeah, okay, yeah, I appreciate it. Are you Here's what

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<v Speaker 2>I want to know.

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<v Speaker 1>Yeah, Because you take great pride in making and having

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<v Speaker 1>your craft and making your coffee. You go all over

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<v Speaker 1>the world to make sure you get the right beams.

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<v Speaker 1>This is not hey, we're just throwing anything in the

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<v Speaker 1>pot and we're stirring it up. You're making sure it's

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<v Speaker 1>the best of the best. When people say I just

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<v Speaker 1>want a cup of coffee. Are you a coffee snob

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<v Speaker 1>or do you try to change people's minds much like

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<v Speaker 1>people who have wineries.

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<v Speaker 4>Right, that's a great question.

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<v Speaker 3>So coffee is very personal and everybody has their own

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<v Speaker 3>ritual in the morning. Right, And so we say that

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<v Speaker 3>we're coffee geeks, not snobs.

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<v Speaker 4>But there is.

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<v Speaker 3>Objectively better coffee than other coffees out there, and that's

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<v Speaker 3>what we try to focus on. So at Ferris we

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<v Speaker 3>source objectively some of the best coffee in the world.

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<v Speaker 3>Coffee is scored on one hundred point scale. We only

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<v Speaker 3>source coffee that scores eighty and up on that scale,

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<v Speaker 3>which represents about the top ten percent of coffee in

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<v Speaker 3>the world. So it's objectively a better product. And it's

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<v Speaker 3>and coffee's of some of all its parts too. So

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<v Speaker 3>it has to be grown well, it has to be

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<v Speaker 3>roasted well, it has to be brewed well. And if

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<v Speaker 3>any one of those parts goes wrong, you're not going

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<v Speaker 3>to have a great experience. That being said, we never

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<v Speaker 3>judge anybody's personal preferences, and we say drink whatever you want,

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<v Speaker 3>drink what you like.

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<v Speaker 4>But I think that you know, if we lined up.

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<v Speaker 3>Our coffee versus other other coffees out there or you're

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<v Speaker 3>whatever you typically drink in the morning.

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<v Speaker 4>I think we could improve the experience.

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<v Speaker 1>Yeah, so your taste, budgs can be different, right, Well,

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<v Speaker 1>everybody's a different product. When when you'll see talk to

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<v Speaker 1>people about, for example, wine and I don't drink wine,

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<v Speaker 1>but my wife does, and they'll sip it real quick.

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<v Speaker 2>And then they'll say, oh, that's good.

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<v Speaker 1>Yeah, coffee, is there a certain way to drink it?

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<v Speaker 1>And is there a certain type of aroma and the

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<v Speaker 1>whole experience that you think people need to experience.

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<v Speaker 3>It's a great questions. It's very akin to wine. So

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<v Speaker 3>it's a good analogy. And I say, we always say

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<v Speaker 3>drink whatever you like, but we always like prefer to

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<v Speaker 3>try coffee black first, okay, And we go through a

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<v Speaker 3>certain evaluation process every time we evaluate coffee, similar to wine.

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<v Speaker 3>We evaluate the aroma, the aftertaste, and the acidity of

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<v Speaker 3>the body of the coffee, and you hit the nail

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<v Speaker 3>on the head. Everybody tastes differently, and so we say,

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<v Speaker 3>you know, it's not necessarily about you don't have to

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<v Speaker 3>be a great easter in general to.

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<v Speaker 4>Pick up these notes in coffee.

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<v Speaker 3>You just have to have sensory experiences, like if you've

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<v Speaker 3>never tasted a Kiwi four for instance before, for instance,

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<v Speaker 3>and you have that essence in coffee or wine, you

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<v Speaker 3>can't drop on that sensory memory and say, oh, that

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<v Speaker 3>tastes like Kiwi.

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<v Speaker 4>So it's really just.

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<v Speaker 3>About associating those kind of taste sensations to memory.

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<v Speaker 2>How do you know which beans are good enough and

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<v Speaker 2>which aren't for you?

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<v Speaker 4>It's a multifaceted process.

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<v Speaker 3>So it starts with evaluating literally the farm itself where

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<v Speaker 3>the coffee's grown, and typically higher grown coffee is better.

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<v Speaker 4>The cherries are. A coffee is the seat of a cherry,

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<v Speaker 4>So the coffee and all that. Yeah, yeah, so the

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<v Speaker 4>cherries are on.

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<v Speaker 2>The coffee bean is the seed of a cherry.

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<v Speaker 3>Yeah, and it looks very much like cherries that we

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<v Speaker 3>grow right here in Michigan.

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<v Speaker 4>Really.

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<v Speaker 2>Yeah, never knew that. That snows the met too, that's crazy,

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<v Speaker 2>that's mine. Yeah, yeah, I forgot. Never never knew that. Yeah,

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<v Speaker 2>you went to Hold College. Yeah, did you ever.

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<v Speaker 1>Think this is what you'd be doing in your career

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<v Speaker 1>while you were in Holland?

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<v Speaker 2>No?

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<v Speaker 3>No, And I my blessings, I worked for a coffee

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<v Speaker 3>shop all through high school and all through college when

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<v Speaker 3>I went to Hope, and I was a coffee enthusiast

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<v Speaker 3>after that, you know, I saw that the like a

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<v Speaker 3>human and social side of coffee. Yeah, it was a

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<v Speaker 3>great coffee shop in a small town. But then I

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<v Speaker 3>got interested in the product itself and went down the

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<v Speaker 3>rabbit hole. And my mind is very just center brained,

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<v Speaker 3>and so I kind of geeked out on it. But

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<v Speaker 3>never in a million years did I think that I'd

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<v Speaker 3>make the career.

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<v Speaker 1>So we are our Michigan based company, Michigan Sports Network

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<v Speaker 1>is owned by a family.

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<v Speaker 2>I mean, Marty's the guy in charge, but it's a

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<v Speaker 2>family atmosphere. This is a family atmosphere.

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<v Speaker 1>This has been This has been a family owned business

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<v Speaker 1>for one hundred years.

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<v Speaker 2>You know, nineteen twenty four, even before nineteen twenty four.

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<v Speaker 2>This stuff happens.

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<v Speaker 1>Mark and his family bought it in nineteen eighty six,

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<v Speaker 1>but it's been Michigan based, family owned. How important was

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<v Speaker 1>that to you and really your staff as you guys,

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<v Speaker 1>you know progress you.

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<v Speaker 4>Yeah, it's it's incredibly important to me and the entire staff.

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<v Speaker 3>And I would say that in a business this size,

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<v Speaker 3>a family owned business where eighty eight employees right now,

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<v Speaker 3>every decision that you make, everything is tangible, and everything

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<v Speaker 3>is for each other.

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<v Speaker 4>And you see the results of the decisions that you make.

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<v Speaker 3>And so when we have when we have wins, one

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<v Speaker 3>of our core values is we win or learn. When

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<v Speaker 3>we have wins, we win together and when we make mistakes,

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<v Speaker 3>we learn together. So in a company of the size

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<v Speaker 3>and a family owned business, I think that's more more

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<v Speaker 3>real and hits home to find a win A win

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<v Speaker 3>and coffee is you know, we launch a product that

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<v Speaker 3>is well received, or we we form a partnership with

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<v Speaker 3>another Michigan company and have synergy, or you know, our

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<v Speaker 3>product has a further reach than it had before.

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<v Speaker 4>So a lot, a lot of wins and uh.

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<v Speaker 3>You know, the the learning experiences are you know, we uh,

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<v Speaker 3>we screw up in order for a customer or something

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<v Speaker 3>like that, we aren't able to deliver on a promise

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<v Speaker 3>that we make.

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<v Speaker 4>We're we're a.

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<v Speaker 3>Very product driven company, but customer focused as well, and

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<v Speaker 3>so serving our customer is incredibly important to us. And

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<v Speaker 3>if we're not able to do that to the extent

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<v Speaker 3>that we think we should be able to, then that

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<v Speaker 3>hurts and.

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<v Speaker 4>We got to learn.

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<v Speaker 2>You guys, are in fifty states.

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<v Speaker 1>Yeah, and you're in Meyer, you're at Costco, You're at

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<v Speaker 1>a lot of specialty shops. And people can also order

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<v Speaker 1>it online, right, so how do they do that?

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<v Speaker 3>Go to our website Firstcoffee dot com.

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<v Speaker 4>We got a great deal this week and I think

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<v Speaker 4>we have free shipping.

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<v Speaker 3>Okay, sweet, yeah, free shipping, so hop on our website

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<v Speaker 3>we have all of our coffee products are available there.

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<v Speaker 3>But we're also a nut roaster as well a lot

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<v Speaker 3>of great nuts mixes, and so we say we do

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<v Speaker 3>plant grown food and so coffee nuts are very different,

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<v Speaker 3>but we do both of them right here in the

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<v Speaker 3>house in ground rapids.

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<v Speaker 1>So you'll learn something every day, folks. And here not

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<v Speaker 1>just that, but you guys are also the official coffee.

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<v Speaker 2>Maker of the Detroit Lions. Yes, how has that taken

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<v Speaker 2>off for you?

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<v Speaker 4>It's been amazing.

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<v Speaker 3>I don't think we would have expected how successful it

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<v Speaker 3>would have been. But you know, Lions fans are really

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<v Speaker 3>passionate about Lions products, and this coffee represents I think

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<v Speaker 3>you know Lions fans across the country. It's it's it's

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<v Speaker 3>two really great coffees. It's a coffee from Brazil, coffee

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<v Speaker 3>from Guatemala. It's it's a darker roast and holds up well.

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<v Speaker 3>If you do enjoy coffee with cream or sugar, that's

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<v Speaker 3>totally fine. The coffee works for that. But this this program,

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<v Speaker 3>it's it's in Costco It's in the Myers so go

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<v Speaker 3>go check it out. You'll see it all throughout Michigan.

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<v Speaker 3>It's on the east side of the state in Detroit

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<v Speaker 3>as well, so not just in the Grand Rapids area.

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<v Speaker 2>Yeah, that's fantastic. How do you drink your coffee?

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<v Speaker 4>By the way, I drink my coffee black?

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<v Speaker 2>Ok.

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<v Speaker 3>Yeah, and I'll drink espress once in a while, just

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<v Speaker 3>a shot of Espress one sip on that. But I'm

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<v Speaker 3>I'm a black coffee drinker. I like it brewed a

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<v Speaker 3>specific way. I brew it by hand, just like I

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<v Speaker 3>brewed for Rob a little bit ago.

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<v Speaker 2>So when you go into a restaurant, yeah, and.

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<v Speaker 1>You order coffee, how judgy are you when that arrives?

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<v Speaker 3>It's really it's really funny that you asked. I tried

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<v Speaker 3>to say that I'm not judge you, but there is

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<v Speaker 3>bad cobo there.

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<v Speaker 2>So the other day I don't think you can help it. No,

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<v Speaker 2>I'm serious, you.

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<v Speaker 4>Can't I still order coffee.

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<v Speaker 3>And if I go to somebody's house and they offered

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<v Speaker 3>to brewy coffee, I'm gonna drink it.

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<v Speaker 4>I'm not gonna, you know.

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<v Speaker 2>So you're you're not gonna say, come on.

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<v Speaker 1>You get in the car and you and your wife

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<v Speaker 1>are driving home and you say that was one bad,

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<v Speaker 1>terrible couple.

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<v Speaker 4>I have said that.

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<v Speaker 2>Yeah of course, yeah, of course, because you know the

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<v Speaker 2>difference the other day.

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<v Speaker 4>Yeah, yeah, I know that.

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<v Speaker 3>Once you know the difference, Yeah, of course, you have

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<v Speaker 3>your preferences, and it's hard to get away from that.

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<v Speaker 4>But you know, I still drink bad coffee. We'll say that.

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<v Speaker 2>Okay, Look, I think it's normal.

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<v Speaker 1>I mean, when Rubs and I watch football together, he'll

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<v Speaker 1>complain about a certain player. I'll complain about certain broadcasts.

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<v Speaker 1>I just got done ripping on Colin Coward because of

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<v Speaker 1>that take. He makes a hell of a lot more

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<v Speaker 1>money than I do. But I can't help. But Judge,

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<v Speaker 1>I don't blame you for judging coffee, especially when you're

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<v Speaker 1>the master crafter and you make the type.

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<v Speaker 2>Of joe that you do.

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<v Speaker 1>So congratulations, man, it's great to be here, it's great

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<v Speaker 1>to have you. We really enjoyed last night too. It's

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<v Speaker 1>great that Marty pays for the dinner, but it really

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<v Speaker 1>was enjoyable to sit down and watch and was busy

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<v Speaker 1>with you guys.

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<v Speaker 2>Yeah yeah, thanks