Fresh Hot Coffee

Fresh Hot Coffee

Fresh Hot Coffee” is merely an allusion and placeholder for me, for points further south, along the lines of wet fuel cell.

  • Artisanal Astrology
  • Handcrafted
  • Estate Grown
  • Mechanic On-Duty
  • Restricted Access
  • Special Reserve Limited
  • One-Off
  • Limited edition
  • Rare
  • Made with Real Cheese
  • Shade Grown
  • Locally Sourced
  • Custom-built
  • Hand-Picked
  • Boutique
  • Small batch roasted
  • Limited Time Offer
  • Single Origin
  • Home-style
  • Wrinkle-Free No-Iron Technology
  • Homemade

And I’m out of words for this one. I was buying a “nickel bag” of special reserve limited coffee at the well-known, internationally famous chain. Cost close to $15 for about ten ounces of sustainable, single-origin, estate-grown coffee beans.

For that price, I want a backstory on the owner, maybe a family tree of the grower himself, guy who harvested the beans. And?

What is the burro's name?

Wasn’t until I consulted the information card that I realized this was small-batch roasted, in Seattle, and it was roasted — possibly — months ago. While it was good, delicious-smelling, and tasted OK, I’m not sure it was worthy the hefty price, not for me.

It is not enough to know it is “Juan Valdez,” no, what is the name of his pack-animal?

Still, as an idea, it has merit. There are several smaller, better, more local places — local coffee or sips — that have freshly roasted beans. Not quite as a good as the old days when it was “Austin Coffee Roasters” at its original location, deep in South Austin. That was freshly roasted, usually the night before. The other, also mired in myth, the original Ruta Maya coffee shop, on 4th, in old Austin. I would be there when the roaster was actually roasting beans. No AC, in the Austin summers.

That was then. This is now.

Fresh Hot Coffee

Each phrase or word, or wording, each one refers to an image of individualized, independently operated services or products. Each one hand-built, and the implied image is that, each one crafted with care.


Which is what this was about. But the sign tends to read, “Fresh Hot Coffee,” and that is the implication.

I want my horoscopes to be treated like that. All of those words.

Locally Sourced — remember that one, especially. Handcrafted in the back bedroom, the “lab.” Like, a business in the garage, literally.

Fresh Hot Coffee

One of the older signature lines I used, no longer in my employ, was “Home to monster trucks and low riders,” as an idea. Each of those tend to be customized to suit the blend of artist and owner. Which is what I strive for — weekly — with the horoscopes.

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