Keli Gilbertson, VP of Operations at Vitality Roasting THE PROCESS Roaster sensory skills are the foundation of coffee classification. As coffee professionals, our most important skills are sensory based and difficult to master. How do we taste and compare coffees? How do we improve our roasts and ensure quality in the product we produce? Bastistas and roasters alike need consistency in the way we taste coffee to ensure we are able to accurately assess the quality of the coffee beans themselves. Cupping, or the act of brewing coffee to identify flavors (aroma and tastes) is used to quantify th ..read more

Get an inside scoop on the growth of Vitality Roasting from co-operators Amanda Pardi and Aubrey Fisher as they walk you through their roasting processes from bean to pour. A huge thank you to Song Johansen for his incredible videography skills and visual story-telling abilities as well as Pixel Farm for providing us space and support throughout this project. https://www.youtube.com/watch?v=47dWhIrTqJw&t=5s A disclaimer that everything talked about in this video is a product of supporting small-businesses, so thank you for continuing to fuel our passion ..read more

One Roaster’s Opinion on Coffee Brewing Equipment // Keli Gilbertson How do you brew? We here at Vitality are all about the morning ritual. There is something wildly personal and comforting about the routines we practice each day, and no task offers more room for personalization than how a person consumes their morning coffee. Brewed coffee can be made in many ways, using manual or electronic devices. It’s been my experience that when it comes to brewers, people often just get stuck in a pattern and do what they have always done. When talking to others about coffee, I am often asked, “What is ..read more

Vitality is honored to help businesses of all kinds fulfill their coffee needs. From gas stations to boutiques to cafes all around the states, we are grateful for the relationships curated through our wholesale program. What is our wholesale program? Our wholesale program is one of our favorite ways to connect with businesses in our community. We take intentional steps to insure that we are collaborating with businesses that match our mission and encourage their passion. While staying local is our focus, we have also been fortunate enough to connect with people across the US including Illinoi ..read more

Recently opened last month, Vitality Roasting is thrilled to have its first brick-and-mortar location in the downtown skyway of Minneapolis, Minnesota. Vitality is located in the skyway cornering Marquette and Sixth Street, neighboring Crown Bank and Wells Fargo. Thrilled to be a part of the downtown crowd as in-person work slowly returns, we have been blown away by the support of both office regulars and people taking a trip downtown to visit. Led by a team of expert baristas, we strive to efficiently and effectively keep all our customers satisfied as the skyway rush begins to come back to ..read more

Sourcing beans intentionally and ethically is a core value to Vitality Roasting. Here is an inside understanding of how we go about this process. We Source Our Beans Through Cafe Imports. Their mission is to bring to the global market the highest-quality green coffees in the world by sourcing, developing, and innovating at origin, while empowering farmers with price, traceability, and long-term partnerships. "It stands to reason that a small business focused on the service of importing coffee is going to be very hands-on. We've learned a few things over the years of our business, and one of t ..read more