LATaco's interview with Tony Konecny from Tonx.org. I've now had one month worth of Tonx coffee and am a huge supporter and big fan! Try it for free if you don't believe me!
I’d say the biggest misconception about coffee is that it’s expensive. It can feel expensive when you’re standing in a slow line in front of some prohibition-era cosplaying barista and shelling out 5 bucks for a cup – but even with that kind of a price premium, it is still almost a bargain.
For comparison, a pint of craft microbrew at a typical bar will set you back more than a great cappuccino or brewed coffee, even though the margins on that beer are much better and it requires less skill to pull a tap than to pull a decent espresso. But craft beer doesn’t suffer from quite the same perception of being an upscale, pricey luxury and it dodged a lot of unnecessary pretense as it became more mainstream.
When you make your own coffee at home, even the finest coffees become pretty cheap. We are buying and roasting some of the finest coffees available and our per-cup cost for our customers is barely 80 cents a pop. Much cheaper than most sodas, red bull, gas station coffee – and a hell of a lot cheaper than those popular k-cups and nespresso pods.
And we spend a lot of time fighting the misconception that you have to be a trained barista with expensive gear to make a good cup. Not remotely true. It is all about starting with really great, fresh roasted beans.