[{"data":1,"prerenderedAt":826},["ShallowReactive",2],{"item:\u002Froasteries\u002F30-years-of-jbc-coffee-how-the-madison-roaster-has-seen-the-industry-change":3,"platform:site":309,"more:\u002Froasteries\u002F30-years-of-jbc-coffee-how-the-madison-roaster-has-seen-the-industry-change":761},{"id":4,"title":5,"aiRevisedAt":6,"authors":7,"body":12,"canonical":230,"category":231,"categorySlugs":242,"cid":243,"cover":244,"description":250,"extension":251,"featured":252,"language":253,"meta":254,"navigation":255,"noindex":252,"ogImage":256,"path":257,"publishedAt":258,"readingMinutes":259,"recipe":230,"related":260,"revisedAt":230,"seo":294,"seoDescription":250,"seoTitle":5,"sortKey":230,"sources":295,"stem":299,"tagSlugs":300,"tags":302,"translations":305,"type":306,"url":307,"__hash__":308},"platformItems\u002Fplatform\u002Fitems\u002F53825.md","How JBC Coffee Roasters Evolved from Ziploc Bags to International Acclaim","2026-10-20T11:21:15.000Z",[8],{"name":9,"slug":10,"role":11},"Finley Adams","finley-adams","author",{"type":13,"value":14,"toc":225},"minimark",[15,20,24,27,30,36,39,48,53,58,65,68,71,76,79,86,90,93,98,109,112,117,120,126,130,135,138,141,144,149,155,160,163,166,171,174,180,184,187,192,195,198,203,206,209,214,217,220],[16,17,19],"h2",{"id":18},"from-a-bakery-basement-to-global-recognition","From a Bakery Basement to Global Recognition",[21,22,23],"p",{},"In the early 1990s, Michael Johnson was roasting coffee on a small Sivetz air roaster in the basement of a bakery in South Madison, Wisconsin. The prevailing taste at the time favored coffee that was cheap and heavily roasted—customers equated dark roasting with strength. That modest operation eventually became JBC Coffee Roasters, a company now known internationally for its coffee quality.",[21,25,26],{},"Today, Johnson runs the business with his wife, Laura. JBC has earned five Good Food Awards and has repeatedly been listed among the top roasters in the United States.",[21,28,29],{},"In a recent conversation over coffee, Laura Salinger-Johnson explained how the company has stayed relevant for three decades. Her answer: stay open to surprises and steer clear of gimmicks.",[21,31,32],{},[33,34,35],"strong",{},"What did the roasting landscape look like when JBC was getting off the ground?",[21,37,38],{},"It was 1994, and freshly roasted coffee was the big trend. Quality was not a priority. The market was dominated by diner-style coffee—free refills, very low prices, and a disconnect among farmers, roasters, and consumers. Many people had no idea where their coffee came from.",[21,40,41],{},[42,43],"img",{"alt":44,"height":45,"src":46,"width":47},"JBC Coffee Roaster’s owners Michael Johnson and Laura Salinger Johnson in Ethiopia in 2004.",768,"\u002Fuploads\u002F2a31cc27ba19fb1301b4.webp",1024,[21,49,50],{},[51,52,44],"em",{},[21,54,55],{},[33,56,57],{},"Is there an early story that now seems unbelievable?",[21,59,60,64],{},[61,62,63],"span",{},"Michael"," was putting coffee in Ziploc bags, writing the coffee name on the bag, roasting the day before delivery, and then telling customers to store their coffee in the freezer. Those were missteps by today’s standards, but that was the information available at the time.",[21,66,67],{},"Roasters have changed as well. We now have much more knowledge about the chemistry and science of coffee. Over the years, we have all become far more informed. That expectation did not exist when we started 30 years ago.",[21,69,70],{},"It probably took us five to seven years to really begin focusing on specialty coffee. We were not cupping our coffees. We were not even sampling them. We trusted our brokers, and they sent us whatever they sent.",[21,72,73],{},[33,74,75],{},"What was the operation like when JBC first started roasting in the ’90s?",[21,77,78],{},"Michael had a very small room where he both roasted the coffee and stored the green beans. It was probably about the size of a master bedroom. There was no humidity control and no climate-controlled green room like we have now.",[21,80,81],{},[42,82],{"alt":83,"height":84,"src":85,"width":47},"Michael Johnson and Laura Salinger Johnson on a coffee sourcing trip in El Salvador in 2009.",683,"\u002Fuploads\u002Fc9f495ca93717f06c058.webp",[21,87,88],{},[51,89,83],{},[21,91,92],{},"Everyone thought of coffee as having a homogenized taste—as if coffee should just taste like coffee: a darker-roasted, uniform product. There was no nuance among different coffees. We were telling people that Indonesian coffee tasted different from South or Central American and Ethiopian coffees, but we were still roasting dark at that point. You do not get the nuanced differences that you certainly get now across all of our coffees.",[21,94,95],{},[33,96,97],{},"What was it like learning which roast works best for specific beans?",[21,99,100,101,104,105,108],{},"We brought in ",[61,102,103],{},"international coffee consultant"," Willem Boot, who helped with roasting processes. Later, we also worked with Tracy Allen ",[61,106,107],{},"founder and CEO of Brewed Behavior"," on some roasting processes. But it was largely a matter of experimentation—tasting a lot of coffees and coming to understand just how different each one tastes.",[21,110,111],{},"Then, when we started applying light roasts to the coffees, you really begin to understand how vastly different each coffee is from the others—and how you can create amazing, unique profiles for all these different coffees.",[21,113,114],{},[33,115,116],{},"The roasting industry has changed enormously over the past few decades. How has JBC stayed relevant?",[21,118,119],{},"First, by telling the truth—something we have always done. Second, by being flexible enough to move with the coffee industry while not giving in to gimmicky trends or things that will not last. I believe we have a good balance: we are professional enough to know what works and not to change things unless we truly believe it is warranted. But change is constant, so you do have to remain flexible.",[21,121,122],{},[42,123],{"alt":124,"height":84,"src":125,"width":47},"Laura Salinger Johnson in El Salvador in 2010.","\u002Fuploads\u002Fb7cb9de5bb6b1b0e1adf.webp",[21,127,128],{},[51,129,124],{},[21,131,132],{},[33,133,134],{},"How do you distinguish a lasting change from a gimmick?",[21,136,137],{},"When it comes to the coffee itself, it is simply about tasting it. We have 30 years of experience tasting coffee. For instance, when co-ferments, anaerobic coffees, and all these wild new trends at the farm level come along, we are open to them, but we are also very particular. If a coffee is over-processed and we can really taste that when we cup it, we will probably avoid it.",[21,139,140],{},"We have offered two co-ferments. I know the industry is divided on them. Our view is that if it is a great cup of coffee, it is a great cup of coffee, and we will bring it in. But we have tasted many, many co-ferments that are simply too over-the-top for us.",[21,142,143],{},"That does not feel like a gimmicky trend so much. But you have to pay close attention to things like: Is the coffee still clean? What are the fruit characteristics? Is it something that is not too extreme?",[21,145,146],{},[51,147,148],{},"(At this point we pause to taste two different roasts of an orange bourbon grown by Wilton Benitez.",[21,150,151,154],{},[61,152,153],{},"Wilton Benitez"," is a producer in Colombia, a chemical engineer turned coffee producer. What stands out most to me is that he has eliminated so many variables that change the crop from year to year. He built environmentally friendly drying chambers that remove the need to dry on the patio and deal with weather and other factors that can ruin a crop. He uses anaerobic processing, thermal shock, and all kinds of steps along the way—but each crop year after year, his coffees literally taste the same. It is amazing.",[21,156,157],{},[33,158,159],{},"What are the most notable changes in the coffee industry over the last 30 years?",[21,161,162],{},"When we started 30 years ago, there really was only washed, natural, or wet-hulled.",[21,164,165],{},"Even then, there were coffee purists who opposed natural-processed coffees, which is funny to look back on, because natural-processed coffees are now clearly embedded in the industry and very normal.",[21,167,168],{},[33,169,170],{},"What about changes in roasting methods?",[21,172,173],{},"I would say the shift to lighter roasts has obviously been a trend over the 30 years. We only light-roast our coffees now. I think most of our competitors still like to offer light, medium, and dark because there are definitely consumers who want each of these. But we are adamant about showcasing each coffee in its truest, best sense.",[21,175,176],{},[42,177],{"alt":178,"height":84,"src":179,"width":47},"Laura Salinger-Johnson and Mike Johnson today at their roastery in Madison.","\u002Fuploads\u002F16c31b93ac5fd7ca5bcc.webp",[21,181,182],{},[51,183,178],{},[21,185,186],{},"In our view, that means sourcing truly exceptional coffees and then light-roasting them, because the darker you roast, the more you burn off those intrinsic, natural flavors.",[21,188,189],{},[33,190,191],{},"What has changed most in how industry players interact with each other?",[21,193,194],{},"I think there is a lot more transparency between roasters and green buyers now than there was 30 years ago. When we visited farms at origin, there was a kind of competition among roasters to find the best green coffee in the region and then hijack it for yourself and not share it with anyone else.",[21,196,197],{},"I think we are much more transparent about where the coffee comes from, about the farms and the farmers, and about sharing with people. And if others want to go source that coffee, they can—it is not this big private game anymore.",[21,199,200],{},[33,201,202],{},"What has the relationship been like between JBC and the consumer when it comes to feedback and sharing information?",[21,204,205],{},"We have to provide a lot more information now, and we are happy to do so. Consumers want to know much more now. Twenty years ago, we were after a loyal client base, so we won over customers by really just trying to have great coffee. And I think the consumer back then was more willing to stay loyal to one great coffee company they found.",[21,207,208],{},"Now, I see a big difference. It depends on the generation—I think we have older people who are very loyal to JBC. But what I find among young coffee drinkers—20- or 30-year-old coffee drinkers, even 40-year-old coffee drinkers—is that they are really after the next best thing. So when we come out with a new coffee, they will buy a coffee from us. When a fellow competitor that is really doing high-end, special coffees comes out with a new coffee, they will buy it from them.",[21,210,211],{},[33,212,213],{},"In your 30 years in the industry, what is one of the best coffees you have ever roasted?",[21,215,216],{},"I would have to say it is the Yaye Chericho Ethiopia, extended ferment.",[21,218,219],{},"That lemony, floral, lovely Ethiopian profile is something we will always come back to as one of our favorites. It is one of the best coffees from Ethiopia we have ever had—silky and sparkly with tasting notes of lemondrop, wildflower, honey, lavender, pineapple upside-down cake, elderflower tonic, and Granny Smith apple. It was lovely, elegant, so easy-drinking, but also stood out. I would drink that cup of coffee every day for the rest of my life.",[21,221,222],{},[51,223,224],{},"This interview has been edited for clarity and length.",{"title":226,"searchDepth":227,"depth":227,"links":228},"",2,[229],{"id":18,"depth":227,"text":19},null,{"slug":232,"name":233,"path":234},"roasteries","Roasteries",[235,238,241],{"slug":236,"name":237},"coffee-tea","Coffee & Tea",{"slug":239,"name":240},"roasting","Roasting",{"slug":232,"name":233},[236,239,232],53825,{"src":245,"srcset":246,"width":247,"height":248,"alt":249},"\u002Fuploads\u002F520d1cff7a9b7cc630c8.webp","\u002Fuploads\u002Fb305fae679b9d9fd863c.webp 400w, \u002Fuploads\u002F47cab81ff595cb0a53d8.webp 800w, \u002Fuploads\u002F520d1cff7a9b7cc630c8.webp 1600w",1600,1067,"30 Years of JBC Coffee: How the Madison Roaster Has Seen the Industry Change","Laura Salinger-Johnson reflects on three decades of roasting in Madison, from the early days of over-roasted beans and freezer advice to light roasts, co-ferments, and a 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