January 16, 2018 – Farmers market coffee roasters Brayden and Joel Estby, who founded 11th Hour Coffee about a year ago, are getting ready to open their first bricks and mortar coffee house in downtown Santa Cruz. They will begin by offering their coffee at the Food Lounge Pantry and talks are still underway regarding their upcoming location.
“It was really the environment of coffee houses that got me into this business in the first place. I love the way they connect people and enable conversations and friendships,”says Brayden, adding that learning the craft of coffee roasting and serving came afterwards.
He started out roasting coffee beans at home and as the business took off the brothers began roasting in a commercial kitchen at the Sash Mill in Santa Cruz. They sell their beans and hot coffee at the downtown Santa Cruz farmers’ market and at the Willow Glen farmers’ market in San Jose, as well as their ethically-sourced, single-origin beans online.
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At Edible Monterey Bay, our mission is to celebrate the local food culture of Santa Cruz, San Benito and Monterey Counties, season by season. We believe in sustainability, and we believe everyone has a right to healthful, clean and affordable food. We think knowing where our food comes from is powerful, and we hope our magazine, website and newsletters inspire readers to get to know and support our local growers, fishers, chefs, vintners and food artisans.
