On February 19, AEROSMITH drummer Joey Kramer spoke to Kathleen Hays of Bloomberg Radio's "The Hays Advantage" about Joey's Rockin' & Roastin' organic coffee line. You can now listen to the chat using the audio player below.
Kramer is a coffee-loving Rock And Roll Hall Of Famer. The story of Joey Kramer's Rockin' & Roastin' organic, custom-roasted coffee blends begins in the field. Unlike "sun grown" coffee that's cheaper to produce but requires chemical fertilizers and pesticides and leads to the destruction of native rainforests, Rockin' & Roastin' coffee is lovingly cultivated using the traditional "shade grown" method, under a canopy of indigenous trees. This sustainable practice supports a wide diversity of plant and animal life, provides food and shelter to migrating birds, and helps to filter carbon dioxide from the air, reducing the danger of global warming. There is currently a trio of international blends offered: two Dark roasts, from Sumatra and Ethiopia; and, a Dark-Medium, hailing from Guatemala.
Speaking to LongIsland.com, Kramer stated about his latest business venture: "It's always been a passion of mine — coffee has — and I've always wanted to have my own company outside of what I do. Fortunately for me, my career has gone as it has, so I haven't really had the time to do that, but right now we’re enjoying some time off and I've decided to take on this project. I went and got with a couple people that I knew that I wanted to work with and they're now my partners and it's taken off. Everything is working really well."
He added: "The problem is in order to build a brand, you've got to be pretty much hands-on and you've got to be able to do the work yourself and not be afraid of it. I'm the CEO of this company, it's my baby; I'm not just another one of those celebrities that's putting my name on something and expecting to make millions of dollars off it. I'm into the coffee in the same way my band is into the music; you know, we're into it because it's about the music and I'm into this because it's about the coffee. I'm the CEO, I cup the coffee myself, the beans are roasted to my specs, I'm hands-on all the time."
Asked what sets Rockin' & Roastin' apart from some of the other coffees that are out there, Kramer told The Courant: "I like something that's very robust, I like my coffee very strong. The places I like to drink coffee, the coffee is from is Sumatra, Guatemala and Ethiopia and those are the three places we're sourcing our beans.
"I think [Rockin' & Roastin'] is very smooth, which is the way coffee should be," he added. "We're bringing it for public consumption at a very reasonable price because I don't think people should be gouged for gourmet coffee."
For more information, visit www.rockinandroastin.com.