AEROSMITH drummer Joey Kramer spoke to CNBC's "Halftime Report" about his Rockin' & Roastin' organic coffee line. You can now watch the chat below.
Rockin' & Roastin' was established by Kramer in 2012 as an online business after having trouble finding a decent cup of coffee on the road while touring with AEROSMITH. In October of 2013, Kramer landed his first hotel partnership with the Bethel Hill Resort (Bethel, Maine) and the company since has expanded exponentially in the foodservice industry.
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.
Speaking to LongIsland.com, Kramer stated about his 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.