Manhattan’s La Grande Boucherie Chef Maxime Kien Reveals the ‘Simple Secret’ to a Great Dish
Chef Maxime Kien is the new Executive Chef of NYC’s The Group, responsible for La Grande Boucherie, Boucherie Union Square, Boucherie West Village, Petite Boucherie and more. And by the end of 2023, they’re launching even more restaurants.
But today’s conversation is about bringing the most flavor out of a plate’s ingredients
Chef Maxime Kien explains:
To me, the simpler the food on the plate, the harder it is to make. The food we see in some restaurants right now is over-complicated.
Too many ingredients, too much mixing of flavors and sauce and garnishes. [Instead,] try to stay true to what you’re trying to achieve.
Executive Chef Maxime Kien
Let’s say you’re doing a scallop. Cook the scallop properly, season it properly, don’t try to hide the flavor of the scallop with something which is gonna be overpowering and then you’re gonna be left eating something and not being able to recognize what you have in front of you.
Not looking at it and saying, ”What is that?”
Everybody thinks cooking fish is easy. No, it’s actually really technical because the second you over-cook it, the fish is worse.
The key is being able to take something nice, season it properly, cook it properly and make it the star of the dish, with something that is going to complement it.
A nice sauce is as simple as that. That’s what we are trying to achieve here, not try to be too complicated.
La Grande Boucherie is the number one booked restaurant in New York City. I think we’re in the top five in the USA as far as the volume that we do.
There are some items, like I will not put a tomato salad on the menu in December, even if we can find them. I want to make sure that I follow the seasons and follow nature. So tomatoes will come for summer.
In spring, you’re gonna have spring pie and try to stay true to the roots and try to stay true to seasonal things.
I wouldn’t put whole vegetable bread in the midst of summer because that’s something that you serve as food with venison in fall and winter. Mushroom season is mushroom season. Don’t try to do things ’out of season’ because the product is not gonna be the best. So if the product is not good, I don’t want to serve it. I’d rather not put something on the menu rather than put something on the menu that’s not gonna be to our standard. I don’t wanna do that.
Tell us about the next steps of NYC’s The Group launching several restaurants throughout the United States
The company [The Group NYC] started about 11 years ago with the vision of Emil Stefkov, the owner. He opened the first restaurant and the company grew pretty quickly after that.
The company almost quadrupled its size within a few years. Then because of Covid, everything was touch and go. But now we have a few projects coming up. We have Miami, Washington DC and Chicago. We’re gonna add another eight restaurants to the portfolio. We’re gonna double the size of the company within a short amount of time.
Well, there’s a lot of moving parts between developing the kitchen and having a look at the plans — we need to do this, this is where the pantry needs to be here. You know, and they’re talking about many developments and research and the staffing. There’s so many components. It’s not only like ‘We’re gonna open the restaurant.’ There is so much work behind that. You’re looking at the location. You have to think back to seasonal and local [ingredients and menu].
It’s all different food scenes. Even if you have core items from the menu, because they’re your identity, you have to look at every single location as an almost separate entity and be able to say, ‘This dish might not work over there, but it’s gonna work right here.’ So develop all of that and being thoughtful about everything.
A Rum So Good It Could Unify Congress? Big Papi’s Ozama Rum Hits D.C. With Dominican Pride and Premium Flavor
What do a Hall-of-Fame baseball legend, the Ozama River in the Dominican Republic, and your next favorite rum have in common? According to David “Big Papi” Ortiz, the answer is Ozama Rum—a brand-new ultra-premium Dominican spirit that’s already making waves from Dupont Circle to Georgetown’s waterfront bars.
Ortiz, the beloved former Red Sox slugger, has officially entered the world of high-end spirits. And no, this isn’t just another celebrity endorsement. This is a passion project with deep cultural roots, a social mission, and a flavor profile that’s already catching the attention of D.C.’s discerning drinkers and mixologists alike.
“To me, Ozama isn’t just about rum, it’s about identity, pride, and progress,” Ortiz said. “I wanted to build something that celebrates the energy and soul of my people and shows the world what we’re made of. It’s always been important for me to do things the right way, which is why this labor of love has been one of the most rewarding projects of my career. I can’t wait for people to try it! They say that perfection doesn’t exist, but you can get close to it.”
Made in the Dominican Republic. Designed for D.C. Tastemakers.
Named after the Ozama River—where Ortiz spent his childhood swimming, fishing, and crabbing—Ozama Rum is a 100% Dominican-made product, bearing the official Ron Dominicano designation. From sugarcane fields to barrel aging and bottling, every drop is crafted on the island, offering a terroir-driven taste experience rooted in authenticity.
For a city like Washington, where policy powerhouses and cultural tastemakers collide, Ozama hits a sweet spot. It’s a spirit with heritage, depth, and—let’s be honest—genuine cool factor.
Ozama debuts in three expressions:
Ozama Blanco: Aged and platinum-clear, with bright citrus notes and a snap of white pepper. It’s the perfect base for elevated daiquiris at The Royal in Shaw or a late summer mojito at Rose’s Luxury.
Ozama Añejo: Copper-hued and complex, this expression builds on caramel, chocolate, and spice—ideal for sipping neat in a Logan Circle speakeasy or pairing with dessert in Old Town Alexandria.
Ozama Gran Añejo: The flagship sipper. Silky with notes of dates, raisins, vanilla, and fine wood. A slow, luxurious pour meant for top shelves in Georgetown or a fireside moment in Annapolis.
With suggested prices ranging from $25 to $40 per 700ml bottle, Ozama Rum offers rare quality at an accessible entry point. It’s luxury with heart—and it’s coming for D.C.’s cocktail culture.
A Rum with a Mission (and Momentum)
What sets Ozama apart—besides its flavor—is its purpose. Ortiz and his team, including Abbott Wolfe, CEO of Drink2Success, baked philanthropy into the business model from day one.
“From day one, David had a clear vision to create an ultra-premium rum that feels authentic, vibrant, and undeniably Dominican—it was important to him to spotlight the Dominican Republic and at the same time give back to the community that raised him,” Wolfe said.
Two percent of all profits from Ozama will be donated to cleanup efforts along the Ozama River and to support local communities in the Dominican Republic. In a city where social responsibility carries weight (just ask anyone on Capitol Hill), Ozama’s mission-driven model resonates deeply.
Rum’s Rising—and Washington’s Ready
The global rum market, valued at $11.77 billion in 2022, is projected to grow 5.6% annually through 2030, according to Global View Research. As American consumers shift from mass-market brands toward artisanal, culturally grounded spirits, Ozama Rum is arriving at precisely the right time.
Washington’s cocktail culture—long dominated by bourbon, rye, and gin—is increasingly open to rum, especially when it’s this well-made and story-rich. Early tastings at venues in Penn Quarter and Adams Morgan suggest bartenders are eager to experiment with Ozama in classics like the El Presidente, the Jungle Bird, and yes—even a refined rum-based Old Fashioned.
Where to Find Ozama Rum in D.C.
Ozama Rum is now available online at drinkozama.com and is rolling out in select Northeast markets, including the Washington metro area. Expect to see it appear soon on curated back bars and menus in cocktail-forward destinations like Columbia Room, Serenata, and Maketto. Retail expansion into D.C., Maryland, and Northern Virginia is expected by early summer.
Final Sip: From the DR to the DMV
Ozama Rum isn’t just another bottle. It’s an invitation—to taste, to connect, and to celebrate a Caribbean culture often underrepresented in the premium spirits space. In a city built on narrative, nuance, and legacy, Big Papi’s new venture is finding a natural home.
“They say that perfection doesn’t exist,” Ortiz said. “But you can get close to it.”
And in Washington D.C., where compromise is rare and taste is everything—that’s a pretty strong pitch.
WWE Superstars Are Coming to D.C. Liquor Stores with Seagram Escapes Spiked — Here’s Why Everyone’s Talking About It
From Capitol Hill to Capitol One Arena, wrestling fandom in D.C. runs deep—and now, it’s got a bold new drink to match. WWE has officially stepped into the ready-to-drink ring for the first time ever, and they’re doing it with Seagram’s Escapes Spiked, the flavored malt beverage brand known for pulling no punches when it comes to flavor.
This multi-year partnership marks a historic moment for WWE—its first-ever licensed alcoholic beverage—and it’s already turning heads across the District. Whether you’re a die-hard Attitude Era fan, a loyal member of the WWE Universe, or just someone who loves a cold can with big flavor, this collab is tailor-made for D.C.’s mix of culture, energy, and edge.
The new Seagram’s Escapes Spiked WWE Series is already hitting shelves all over the DMV—from Columbia Heights liquor stores to Northeast corner shops and suburban carry-outs in Prince George’s County. And with summer heating up, this release couldn’t have better timing.
D.C. Wrestling Fans Get the First Pour
Washington, D.C. isn’t just about politics. It’s about passion—and anyone who’s been inside Capital One Arena on a WWE Monday Night Raw knows the city brings the noise. So it makes perfect sense for WWE and Seagram’s Spiked to roll out this fan-first collaboration in a city that knows how to bring the heat, whether it’s a rowdy crowd at Survivor Series or a packed watch party in U Street.
“Seagram’s has a rich history of innovation and a deep commitment to authenticity, making it the ideal partner to go to market with our first-ever licensed ready-to-drink product,” said Grant Norris-Jones, Executive Vice President and Head of Global Partnerships for TKO Group Holdings, WWE’s parent company. “And D.C. fans bring intensity like no other—we’re excited to launch where the passion runs strong.”
Three Flavors That Hit Like a Superkick
The new Seagram’s Escapes Spiked WWE Series isn’t coming in quiet—it’s coming in like Roman Reigns on a title run. The lineup includes three flavor-heavy hitters, each built to satisfy the D.C. palate with serious fruit-forward force:
Rumble Punch™ – A remix of the iconic Jamaican Me Happy, this knockout mix of strawberry, lemon, watermelon, and guava is the perfect sip whether you’re chilling at a rooftop bar in Navy Yard or hosting a viewing party in Shaw.
Pineapple Powerhouse™ – Pineapple, cherry, and lime blend into a bold burst of sweet-and-sour flavor. This one belongs on ice at your next H Street block party or afterwork meetup on K Street.
Slammin’ Blueberry™ – Blueberry and lemon team up for a crisp, refreshing flavor profile that’s as smooth as a well-executed suplex—and perfect for cracking open during a Nationals tailgate or a Capitol Hill cookout.
Each can clocks in at 8% ABV, and they’re now available throughout D.C. and surrounding areas. No mixers. No nonsense. Just bold drinks with serious WWE energy.
Superstars Coming to the DMV
As part of the partnership, Seagram’s Spiked becomes an Official Partner of WWE, meaning you’ll start seeing the brand integrated across WWE Premium Live Events like Money in the Bank® (June 7), SummerSlam®, and Survivor Series®. But that’s not all—WWE Superstars will also be making special appearances at local D.C.-area retailers throughout the year.
That’s right—your local beer distributor or convenience store might just become the site of a surprise meet-and-greet with one of your favorite Superstars. Expect exclusive photo ops, giveaways, and maybe even a few promos cut in the snack aisle.
“Our collaboration with WWE marks an exciting moment for Seagram’s Spiked as we connect with WWE’s global audience—and D.C.’s incredibly passionate and loyal fanbase,” said Jaime Polisoto, brand director for Seagram’s Escapes. “This city knows how to show out, and we can’t wait to bring WWE energy directly to the fans.”
Belt-Worthy Sips for the District
From the Howard Theatre to the Wharf, D.C. is a city that lives big—and this drink is designed to match that pace. Whether you’re pregaming before a show, winding down on your porch in Petworth, or watching a Pay-Per-View with friends in Adams Morgan, Seagram’s Escapes Spiked WWE Series is the drink that’s made for wrestling fans who also know their way around a great party.
Because in D.C., we don’t just watch the main event—we are the main event.
Raise a can. Pop a crowd. And drink like a champion.
DC’s Own Taraji P. Henson Sets Sail with Seven Daughters Moscato and Princess Cruises
She grew up in the Nation’s Capital, earned her stripes at Howard University, and has since become a Hollywood powerhouse. Now, Taraji P. Henson is bringing a taste of her signature charm—and a glass of her delicious Seven Daughters Moscato—to the high seas with Princess Cruises.
That’s right, D.C.—one of our own is leveling up your next vacation. Princess Cruises has officially added Henson’s Seven Daughters Moscato to its exclusive Love Lines Premium Liquors Collection, and it’s already giving first-class flavor with DMV soul.
“Seven Daughters is more than just a bottle of wine; it’s a celebration in a glass,” said Henson, who serves as Strategic Advisor and Creative Collaborator for the brand. “Our Moscato is inviting, refreshing, and perfect for moments of connection which is what makes this partnership with Princess Cruises so amazing. Now we can experience this feeling with people from around the world, whether they’re toasting under the stars or relaxing on the open sea.”
With a lightly sweet profile, tropical fruit notes, and a touch of honeysuckle, Seven Daughters isn’t just a wine—it’s an experience. It’s the kind of drink you sip after a long week on the Hill, during a rooftop evening in Shaw, or while catching a sunset from a cruise deck after boarding in nearby Baltimore.
“Princess Cruises is committed to curating distinctive, high-quality experiences for our guests, and Seven Daughters aligns seamlessly with that vision,” said Sami Kohen, Vice President of Food and Beverage at Princess Cruises. “Taraji’s Moscato reflects a bold yet approachable style that we know our guests will love.”
For Henson, who’s always repped D.C. with pride, this partnership is more than a business move—it’s personal. A Howard Bison turned award-winning actor, Taraji’s journey from Southeast to stardom has always been powered by authenticity, hard work, and a whole lot of heart. And now, she’s bringing that same energy to your wine glass.
Seven Daughters Moscato joins a star-powered lineup in the Love Lines Premium Liquors Collection, which features names like Jason Momoa (Meili Vodka), Matthew and Camila McConaughey (Pantalones Organic Tequila), Blake Lively (Betty Booze), Liev Schreiber (Sláinte Irish Whiskey), Jason Aldean (Melarosa wines), and Kylie Minogue (No Alcohol Sparkling Rosé). But Taraji’s addition hits differently—especially here in the DMV.
Whether you’re relaxing in Rock Creek Park, brunching in Navy Yard, or headed down I-95 for a cruise getaway, this wine is made for real ones who know good taste and good vibes go hand in hand. And with cruises sailing from just up the road in Baltimore, getting on board with Taraji’s Moscato is as easy as booking a weekend away.
This is wine with character. Wine with elegance. Wine with roots. Just like Taraji. Just like D.C.
So go ahead, DMV—raise your glass. One of our own is bringing the flavor to the seas, and she’s making sure every sip feels like home.
Learn more about Princess Cruises and the Love Lines Premium Liquors Collection at www.princess.com.
Joe Wehinger (nicknamed Joe Winger) has written for over 20 years about the business of lifestyle and entertainment. Joe is an entertainment producer, media entrepreneur, public speaker, and C-level consultant who owns businesses in entertainment, lifestyle, tourism and publishing. He is an award-winning filmmaker, published author, member of the Directors Guild of America, International Food Travel Wine Authors Association, WSET Level 2 Wine student, WSET Level 2 Cocktail student, member of the LA Wine Writers. Email to: Joe@FlavRReport.com
Pappy Van Winkle, Eagle Rare featured in Ultra Rare Bourbon Tasting California Wildfire Relief Fundraiser from Sazerac Company
Sazerac Company Hosts First-Ever Fundraiser for California Wildfire Relief Featuring Ultra-Rare Buffalo Trace Bourbons
Sazerac Company is making history with a groundbreaking fundraiser to benefit California wildfire relief efforts. The event offers Washington, D.C. bourbon enthusiasts the rare opportunity to purchase three exclusive prize packages showcasing some of Buffalo Trace Distillery’s most sought-after bourbons. This first-of-its-kind fundraiser promises to combine philanthropy with the thrill of acquiring some of the world’s most coveted bottles. With proceeds going directly toward wildfire relief, this is a chance for consumers to enjoy unparalleled whiskey while supporting a crucial cause.
Pappy Van Winkle: The Ultimate Holy Grail of Bourbon
For bourbon lovers in Washington, D.C., Pappy Van Winkle is more than just a drink—it’s the Holy Grail. Known for its unparalleled smoothness, complex flavors, and elusive nature, Pappy Van Winkle is considered the crown jewel of the bourbon world. Crafted by the Old Rip Van Winkle Distillery, this small-batch bourbon undergoes a meticulous aging process lasting between 15 to 23 years. Each bottle develops a remarkable profile of caramel, oak, and spice, offering an experience that is nothing short of extraordinary.
The allure of Pappy Van Winkle is amplified by its rarity. Produced in limited quantities, it’s become a near-mythical icon among collectors and connoisseurs, making it one of the most coveted spirits in the world. Washington D.C. bourbon aficionados who are fortunate enough to taste it often describe the experience as a once-in-a-lifetime event. Whether you’re a seasoned collector or a whiskey newcomer, the chance to secure a bottle of Pappy Van Winkle is an achievement that many will forever chase.
Eagle Rare 25: The Apex of Rare Bourbon
Among the rarest of rare bourbons, Eagle Rare 25 from Buffalo Trace Distillery is an elite offering that continues to captivate whiskey collectors worldwide, and Washington, D.C. aficionados are no exception. Aged for a remarkable 25 years, this bourbon represents the pinnacle of craftsmanship and dedication to the art of aging spirits. Each sip unveils a complex tapestry of dark fruit, toffee, leather, and oak, delivering a depth of flavor rarely seen in whiskey.
The rarity of Eagle Rare 25 lies not only in its extended aging process but also in its ultra-limited availability. With only a select number of bottles released, it has become a coveted prize for collectors in D.C. and beyond. The longer maturation imparts an extraordinary smoothness, making it an unforgettable expression of bourbon excellence. For those with the means and the desire, securing a bottle of Eagle Rare 25 is a true mark of distinction in the world of whiskey.
Offerings include the first-ever single barrel of Pappy Van Winkle 15 Year Old, a complete set of the Pappy Van Wnkle Bourbon Collection and a bottle of Eagle Rare 25 with 100% of proceeds benefitting World Central Kitchen and Another Round Another Rally charities
Eagle Rare 25
One hundred percent of funds raised through Sazerac’s California Wildfire Relief Fundraiser will go toward two non-profit organizations committed to ongoing relief efforts in the state: World Central Kitchen (WCK), which is working with restaurant and food truck partners in Southern California to provide meals to those in need; and Another Round Another Rally, which is collecting funds for real-time financial support for hospitality workers impacted by the wildfires.
“Our hearts break for those who have been impacted by the devastating wildfires that have swept across California this year,”
Jake Wenz
President and CEO of Sazerac
“The fires have caused immense destruction, and the toll on the Los Angeles community is profound. Through this program we hope, humbly, to offer a small bit of aid to World Central Kitchen and Another Round Another Rally as they continue their much-needed support of the California community during this difficult time.”
Offerings available through the Sazerac California Wildfire Relief Fundraiser include:
1. Auction*: the first-ever single barrel of Pappy Van Winkle 15 Year Old will be available for auction as part of the initiative
This is the first single barrel of Pappy Van Winkle to ever be made available for purchase. The barrel was specially selected from the heart of the aging warehouses at Buffalo Trace Distillery for this auction. On average, a single barrel yields approximately 125 bottles of bourbon.
Funds raised via auction will be evenly split between WCK and Another Round Another Rally
The very rare, limited-edition Pappy Van Winkle Bourbon Collection features six unique bourbons, each reflective of a craft that blends generational knowledge dating back to the late 1800s. This highly coveted collection features Old Rip Van Winkle 10 Year, Pappy Van Winkle 12 Year, Pappy Van Winkle Family Reserve Rye 13 Year, Pappy Van Winkle 15 Year, Pappy Van Winkle 20 Year, and Pappy Van Winkle 23 Year.
Funds raised by the Pappy Van Winkle Bourbon Collection sweepstakes will benefit WCK
3. Sweepstakes 2**: one bottle of Buffalo Trace Distillery’s ultra-rare Eagle Rare 25
At 25 years old, Eagle Rare 25 marks the oldest expression ever released from the Eagle Rare portfolio and defies existing perception of ultra-aged bourbon with its smooth, complex flavor profile. Eagle Rare 25 is the first bourbon aged in Warehouse P, a purpose-built, state-of-the-art warehouse, constructed to test if it was possible to extend favorably both the aging and maturation processes typical for American whiskey and bourbon.
Funds raised by the Eagle Rare 25 sweepstakes will benefit Another Round Another Rally
Wildfires Devastate Los Angeles Communities: Relief Efforts Continue
In early January, catastrophic wildfires ignited in the Palisades and Eaton communities of Los Angeles, swiftly spreading to neighboring areas. To date, more than 50,000 acres have been scorched, with over 16,000 structures destroyed and at least 28 lives tragically lost. As the flames tore through the region, two organizations, WCK (World Central Kitchen) and ARAR (American Red Cross), have been on the frontlines, working tirelessly to support the communities most affected by this disaster. From providing critical aid to assisting with relief operations, their efforts have been a lifeline to those facing unimaginable loss and hardship.
WCK’s Relief Team mobilized immediately in Southern California to support first responders and families impacted by the wildfires. In collaboration with 80+ restaurant and food truck partners, WCK is distributing free hot meals to those in need at several locations throughout Southern California. Since the wildfires began in early January, WCK has served more than 600,000 meals to those affected by the wildfires.
As the fire’s devastation began to overtake Los Angeles and surrounding areas, Another Round Another Rally jumped into action immediately knowing bar and restaurant workers would face an uphill battle with regard to loss of businesses and loss of income opportunities. Their Disaster Relief Fund enables the organization to provide real-time financial support to hospitality workers impacted by California’s wildfires. In the month since the fires started, Another Round Another Rally has given out over $100k in financial assistance to bar and restaurant workers affected by the disaster.
Those looking to support the Sazerac California Wildfire Relief Fundraiser can participate in multiple ways:
For the Pappy Van Winkle 15 Year Old single barrel auction, bidding will begin at $10,000 and those interested can bid as many times as they wish. Bidding will increase in increments of $1,000. The winner of the auction will receive a monetary prize equal to the value of the lot, which may be used to purchase the bottles yielded from the barrel, as well as the empty barrel.
For both the Pappy Van Winkle Collection and Eagle Rare 25 sweepstakes, entrants will receive one entry for every $50 donation made through the registration site. There is no cap on the amount a person can donate. The winners of each sweepstakes will receive a monetary prize equal to the value of the bottle they won, which may be used to purchase the bottles.
The Sazerac California Wildfire Relief Fundraiser begins on Tuesday, February 11 at 12pmnoon EST. To enter and make a donation, and to view the full official rules, visit www.sazeracgivesback.com. All entries must be received by 11:59PM EST on Sunday, February 23. One winner for each prize package will be randomly drawn and notified via phone and email the week of March 3.
About Sazerac Company With over 400 years of history, Sazerac is one of the world’s largest distilled spirits companies. Now in the fourth generation of the current family ownership, Sazerac strives each day to bring the finest spirits to consumers around the world.
Over 500 of the world’s most extraordinary brands are part of the Sazerac portfolio, including Buffalo Trace Bourbon, Eagle Rare, Weller, The Last Drop Distillers, Fireball Cinnamon Whisky, Southern Comfort, Wheatley Vodka, Meyers’s Rum, White X Cognac, Sazerac de Forge Cognac, Paddy’s Irish Whiskey, and many more.
Sazerac is also the steward of many fine distilleries internationally, including Buffalo Trace Distillery in Kentucky, United States; Domaine Sazerac de Segonzac in Cognac, France; Paul John Distillery in Goa, India; and Lough Gill Distillery in County Sligo, Ireland. Additional impressive locations can be found in New Orleans, Montréal, London, Cork and Sydney, to name a few.
The Future of Coffee has More Flavor, reveals Maurice Contreras at Volcanica Coffee
Just about everyone has their coffee preferences. But the truth is, most of us aren’t enjoying coffee the best it can be and we don’t even know it. The beans, the grinding, the flavor (or lack thereof).
And before you ask, nope, good coffee doesn’t need to be expensive. Actually most great coffee is more affordable than the bad stuff you’re currently drinking. True story.
But I wanted to get answers and advice from a coffee expert, so I had a conversation with Maurice Contreras from Volcanica Coffee.
Maurice Contreras, Volcanica Coffee
Native Costa Rican Maurice Contreras started Volcanica Coffee to import excellent-tasting coffee from volcanic regions, such as his homeland, to consumers. He started the company in his garage and now operates a coffee plant near Atlanta with 20 employees, including his wife and two adult children.
What is your favorite thing about coffee?
My favorite thing I like about coffee is really the flavor. That actually was how I got started. I’m from Costa Rica and for a long time I would do annual trips with the family. It was a family vacation. One of our trips we did a coffee farm tour. And just got to learn about coffee. And this is back in 2004. One of the things that dawned on me is how coffee in Costa Rica was so much better than coffee in the United States. I just didn’t understand why a 3rd world country had better coffee. The quality of coffee in the United States has really come down over several decades. So that’s when I thought that there was an opportunity to bring better tasting coffee or specialty coffee as it’s known today to the United States. That was really how it got started. It really was more about the flavor and just enjoying the richness of a Costa Rican coffee.
Is there a simple reason why first world coffee just isn’t as good?
Yeah, the general sense was because it became more of a highly produced, big production, big coffee house; and I’ll tell you a quick story. A lot of people don’t know this, the word Maxwell House, it actually is a chain of hotels. Some of them are still in existence. And so Maxwell House started from the Maxwell House Hotel in Memphis, Tennessee. They served breakfast and they had really good coffee and it became really popular. It became very famous, and then eventually it became its own brand Maxwell House, and then it ended up getting acquired by corporate conglomerates. And that really good tasting coffee just turned into [not-great] coffee.
So that’s really what happened to coffee in the United States. At one time, back in the 1920s, 1930s, 1940s, people would really appreciate good coffee and then just kind of lost sight of what good coffee was.
From a coffee lover’s point of view, what would you say to convince them to give your coffee a try?
That coffee really is an enjoyable drink to be appreciated and enjoyed for the flavor of what it is. It’s not just something to wake you up. But really coffee and all the different varieties, there’s a lot of flavor notes, a lot of different flavors to be enjoyed. A lot of it depends upon the different regions. My recommendation is try it out and get some good coffee with some flavor notes that you enjoy. Like, for example, Ethiopian coffees, they have a lot of berry notes, a lot of fruit tones, even red wine notes. Some of those things can really open up people’s perspective on coffee.
Before we jump more into coffee, I wanted to ask you about your background as far as the work you did before Volcanica Coffee
My career was in marketing specifically I was in the wireless telephone industry. It really was just about creating a brand. I was part of the startup team at TracFone Wireless which is now a part of Verizon. I was the National Director, I created the brand. In fact, there’s still a lot of things in the brand that I created. I had a passion for marketing.
It was kinda like, “Hey, gee whiz, what if I created my own brand and just created a business?”
And so I actually was on a hunt for a couple of years thinking what would be a good business? And then I just kind of stumbled on coffee because it was staring me in the face.
There’s such a message in there. The success you’re currently riding is because you took industry knowledge of marketing, a personal passion for coffee, and took the risk of putting them together in a business start-up.
Yep, that’s true. It was a risk because I was making a good living, I had a young family, I didn’t wanna affect any of that. It was something part-time, working nights and weekends, that’s how it all started out. I
How did your family feel about that? Was there anxiety?
It was definitely a struggle and I loved spending time with them and being with them. But part of how I resolved that was I would just wake up early in the morning and spend 1-2 hours before I had to go to work doing this. I didn’t want to neglect my family and I didn’t.
There’s so many people out there who aspire to take those steps and they always find reasons not to, but you found a way. When people are drinking your coffee, they’re not just drinking delicious coffee, they’re supporting someone who took a huge chance, who followed his passions.
So segueing to the actual coffee part now.
Your website mentions coffee regions and how the region’s soil contributes to the taste. A lot of our audience who’s into food and wine will realize the terroir aspect is very familiar to that.
Can you pick two or three regions and explain their soil and how it contributes to the taste?
I’ll start with African coffees. Their soil is very unique. Coffees from Africa tend to have a lot of berry notes, a lot more flavor of fruit which is very unique and very different compared to coffees from Indonesia.
Indonesian coffees tend to be lower in acidity. Acidity provides flavor but they’re still very good tasting coffees, even though they’re lower in acidity.
Also the coffee in Indonesia, Sumatra, for example, Papua New Guinea, and even Hawaiian Kona coffees, those tend to have a lot of boldness. When you taste the cup, your mouth just tends to [recognize] that bold flavor, which you don’t get in African coffees. So those are a couple examples.
So really it is like old world wine versus new world wine. A noticeable difference in mouth feel depending on what region you’re going after.
When people ask, Hey, what kind of coffee should I buy? I always ask, what kind of flavors do you like? Start there. Then for people that are experimenting, try different coffees from different regions.
You mentioned that you’re from Costa Rica. So tell us more about the Costa Rican volcanic regions.
It’s the most popular coffee growing region in Costa Rica, the Tarrazu area, which is very mountainous, goes up to 5,000 feet above sea level south of San Jose. Very steep.
The coffee beans, because of the volcanic soil, have a lot of flavor. It’s a very mild flavor, but very flavorful as well. And because of the elevations, the beans are also very dense. They’re a harder bean. In fact, there’s a designation strictly hard bean that is used in the industry because of that.
Being from Costa Rica I came here [to the U.S.] when I was a baby. My mom would tell stories about how she would assist with her father, which is my grandfather, in the harvest. Because my grandfather was a teacher, he would work out in the rural areas of Costa Rica where the coffee bean farmers worked. They would assist during harvest time with picking coffee beans off the tree. There was the connection going back a couple generations in our family.
There has been a coffee influence throughout generations of your family.
Yes. For decades, maybe even a century, coffee was the number one product for Costa Rica. Today it’s tourism.
I’m glad you brought up tourism. We cover a lot of travel. If somebody wanted to visit Costa Rica, maybe even a specific coffee lover, is there a place you can recommend to come visit?
One of the farms that we work with actually has an Airbnb right on their plantation. We’ve had several customers that have made trips there and have gone and stayed at the house. It’s gorgeous.
More people are working from home and making coffee at home. A lot of us making coffee wrong. Can you just walk us through step by step the best way to grind and brew your coffee?
The single largest improvement in the freshness of your coffee is by grinding your beans at home. A lot of people don’t know this: buying ground coffee, because it’s in smaller particles, tends to deteriorate very quickly. So you’re not enjoying the best of what coffee can be.
So first of all, grind at home and it’s the type of grinder.
We recommend a burr grinder. The other type of grinder is a blade grinder, which is a cheap type grinder, which does not do as well as a burr grinder.
Second thing is you wanna match your grind type to how you’re brewing. So there’s different levels, how fine or how course you want the coffee. If you’re doing a French press, you want to have a coarse grind. The opposite spectrum is an espresso grind. It’s almost like very fine sand. So if you had coarse coffee and an espresso maker, you’d have a bad cup of coffee. And the opposite too. If you had a French press where you’re using espresso ground coffee, you would not have a good tasting coffee. A lot of it has to do with the extraction and this is the chemistry behind coffee.
Then in the middle of that would be like a traditional drip grind, which most people have which is a medium coarseness of a grind type. That works best to pour over or a drip grind.
Once you buy the equipment, you’re saving quite a bit of money by doing this all at home. More value and quality out of doing it at home?
Oh yeah. A cup of coffee outside can cost $3-6. At home, 50 cents per cup. Plus you’re controlling the flavor, how hot it is and how fresh it is.
How many cups do you think the average coffee person drinks per day?
The average is between one to two cups per day. Wall Street Journal says 66% of Americans have had coffee within the last day.
So with volcanic, you’ve mentioned low acid. Tell us more.
Low acid coffee is actually a natural occurrence. There’s no additives that need to be added, at least we don’t add anything to our coffee. It’s just how it’s sourced. How it’s brewed also affects acidity.
So for example, the cold brew method tends to lower the acidity of coffee. Even more than if you brewed it traditionally in a drip grinder. It benefits people who suffer from acid reflux; and different types of indigestion abnormalities can benefit from low acidic coffee just because the pH is a higher number.
We have a lot of customers thanking us because they could not drink coffee before they heard about our low acid coffee, so now they can drink coffee again.
We have a blend of different coffees called the low acid coffee, plus 12 or 15 other coffees that are also rated as low acid. We rated them, we’ve done the pH levels on all of them, and all of them fall into that category of being lower in acidity.
Volcanica has built up a really strong community on your social media avenues. What have the results been like?
We’re on all the major socials: Instagram, Facebook, Twitter, TikTok. It’s very easy to find us. We take customer feedback really seriously. We’re always looking for input and ideas.
We’ll get a request [to] carry a type of coffee or coffee from a region and we’ll always look into it.
We offer 100% customer satisfaction. We take returns, even when the customer just didn’t like a coffee, which is no fault of ours.
When someone does suggest a new bean, a new region, is that an easy outreach to investigate, or is that a whole process?
It is a whole process.
What’s a great online shopping strategy for finding the right coffee beans?
Align yourself with a brand that has a quality product. Look at customer reviews, their roasting technique. Then it’s a matter of what type of coffee do you like? What flavor notes? Something mild? Berry notes? Lower in acidity?
So I go onto your website to buy some beans. What’s a safe way to pick a bean that I’ll probably enjoy?
We carry over 150 different coffees, which is a lot. Visiting our website you have to know your preferences. Having some [filtering/search ] tools out there would be beneficial to people helping the selection process, that’s actually on our roadmap for the future.
Part of the reason why we have 150 coffees is because we’ve been listening to our customers over the years.
Tell us something about Volcanico Coffee that not everyone knows.
We love to give back. We’ve been blessed, we’ve been very successful, so we donate 1% of our website sales to an organization called Charity Water. They build water projects in impoverished communities around the world. This year we’re actually sponsoring a well in Ethiopia for a particular town. We know that we buy a lot of coffee from Ethiopia and we’d love to give back to them.
What is the future of coffee?
The future of coffee is specially curated lots. We call them our “Private Collection”. Farmers that are actually fermenting their coffee with mango, peach, different types of fruits. We have a few of them right now. We’re hoping to be carrying more in the near future.
Our audience is listening right now. What would you like them to do?
If you’re interested in finding out more about coffee and experiencing coffee, start exploring. We offer a great cup of coffee. Great different flavors and varieties. We even offer decafs, flavored coffees, something for everybody.
Below, Alexander and Monica Howell visited for a conversation about family, flavor, health benefits and the magic of honey.
This conversation has been edited for length and clarity. Find the full, unedited conversation on the FlavRReport YouTube channel.
My understanding going back to the beginning is, this whole company was a COVID baby, meaning the idea of it launched during the pandemic. Is that accurate?
Alexander Howell: So I’ll give you a bit of a backstory. We had, like you said, started around the boom of COVID. During that time with all the sickness going around, one of the things we decided to do was to figure out how we can stay healthier and keep the entire family more healthy during that entire time.
One of the things we decided to do was to cut out a lot of white and processed sugars because it’s the cause of a lot of health issues, cancers, things of that nature. After that we [realized] we can’t just not have any type of sweetener at all. We’re not that strong.
We went across a couple of different sweeteners. We tried agave, we tried monk fruit. We tried all those, [but] they didn’t hit the spot for us.
Then we were at a farmer’s market [and] tried some raw honey. Once we had tried that, it’s like the entire world just opened up for us because.
We started researching it more and found out there were tons of health benefits tied into raw honey itself.
Once we started consuming it ourselves, we felt the changes. A lot more energy naturally, our skin started looking a lot better, our hair started looking better. Then we decided instead of keeping this a family secret, we can share it with the world.
Monica Howell: So I’ve got a slightly different angle on it. Everything Alex said is definitely true. Pre COVID, I had always been an entrepreneur at heart, always dabbling in something, always doing a little side things. They say you have to have multiple streams of income.
So I was always looking for the next best option. Prior to COVID, I was creating body butters and detox masks and sugar scrubs; and just looking for things that were positive for your skin in a natural manner. Honey was one of the ingredients that was always on my shelf.
[Honey] is one of those ingredients. It’s a wonderful connector. I had really only ever thought of honey as this thing that was on aisle number eight of the grocery store always next to the maple syrup. A condiment to get with your fried chicken.
But once I started having success with personal skin care, the products that were most sought after, that had the best outcomes for my skin all had honey in them.
During COVID, we just really started to come together more, having more conversations. Bringing together the things that we were doing individually as a group and kind of figuring out
We started minimizing ingredients. Looking at that 20 line ingredient list on the back of everything and saying what can [remove]?
Something you both touched on was the zero to one aspect. Talk a little bit about the process from idea to reality.
Monica Howell: So for me, it was checking boxes. Throwing something on the wall and seeing what sticks, that old spaghetti adage.
There’s so many layers, so many things that I wasn’t aware of honey as a whole.
Figuring out how we could integrate this into our lives, and then how we then convert that and transition that into something that was revenue generating, seeing there was a niche.
We started with friends and family. Letting people that would trust us, try things out.
A lot of the response was ‘I don’t like honey’ or ‘I already have sugar. I don’t need to do this.’
But we said, it’s open your mind, let’s look into something a little different. Let’s consider it in a different way and move forward from there.
One thing that I think stands out for us is the fact that everything that we do, all the honey options that we have available are all beneficial in some way, shape or form. You get the benefit of those things that are being infused into the honey. So everything is purposeful.
Everything added is to expand the benefits of the honey into something beyond.
Each honey is different, with different infusions. We call them varietals. Essentially a varietal is a honey that the beekeeper and the farmer have integrated hives into that particular crop. The honey has a flavor and nuance. Then we have our infusions.
Local honey is where I go. That’s all I want. Our local [honey] in Maryland is not the same local that’s in Texas. What’s local to California is not what’s local to Utah. What’s local to Utah is not local to Maine. But when you look at it, all those honeys have a slight variance and nuance in flavor because of what’s being pollinated.
Our plants aren’t the same here as in Hawaii. So when you say I enjoy wildflower, the enjoyment of your wildflower might taste completely different than what I’m used to because of the plants that are growing. It doesn’t necessarily all taste the same.
When you started with this idea, were you aware of the different varietals, the regions and how that affected honey?
Alexander Howell: We definitely didn’t know how intricate and how deep this kind of rabbit hole of honey goes. It’s a very nice and very informative learning experience for two reasons. One, just so we are aware of the benefits and can tell our family, but also so we can now have those kinds of conversations with our customers.
Monica Howell: Even something as a variance from season to season. Literally your spring honey can be a completely different product from your fall [honey] and your winter honey.
The amount of moisture that’s in the air, that can even be from location to location. April showers bring May flowers. Those April showers are happening, there’s a ton of moisture in the air. And then when you’re getting into the fall, you’re having the bees that are pollinated when you’re getting into the fall, there’s a variance in that same region.
That same area has shifted the temperature. You’re just coming out of 90 degree weather. There’s still flowers out. But the pollination process that’s happening, the bees are what they’re collecting now, it can be different.
In the U. S. alone, there’s over 300 different types of honey. Over the world, there are thousands.
The interesting thing is when we’re bringing those varietals together in one place, you actually taste them side by side, [you can taste and notice] there are definite differences that you may never [have noticed otherwise] .
Someone says, “I don’t like honey. I say, “Well you haven’t tasted my honey.”
They find out, they dont like wildflower from North Carolina, but they love sage from California or macadamia nut from Hawaii – it’s amazing.
You’ve both mentioned farmer’s market experiences, sampling and buying. Let’s talk a little bit about those experiences.
Alexander Howell: As far as farmers markets goes, we’ve gotten the entire spectrum of reactions – ‘Oh, this is some of the best I‘ve ever had in my life’, or ‘This is nasty’
I appreciate either side of the spectrum, it’s just very honest and blunt. In person, you get to actually see that emotion, you get to see that interaction, you get to not only see what they think but maybe they brought a friend or a family member of theirs – their husband, their wife, their kids, their dog.
We get to see what your dietary needs are, your favorite flavors, your favorite vegetables. If you have a health issue, what type of things we have that could possibly help.
It’s even as simple as someone getting a gift for somebody who’s a pescatarian who likes to cook so, ‘What do you have for this?’
And I can then give them a whole range of stuff [to browse].
Monica Howell: We’ve been selling at farmer’s markets for 2.5 years. By far, it is my favorite. People who grew up going to farmer’s markets. Beekeepers that have grown up in their Grandma’s backyard.
We always get somebody that says, ‘Oh, my grandma had honey. And I’m already familiar.’ I always challenge them to taste something that’s a little different,
We get people who are extremely health conscious. They are looking for natural options.
On your website, there’s a lot of products What are the major categories and what are one or two or three that you really want to highlight that are currently available?
Monica Howell: We do some switching out from season to season, but for the most part, 25 items. A combination of the varietals and the infusions.
We’ve got an amazing macadamia nut honey that comes from Hawaii. You get a honey that has a certain butteriness to it, a nice weight to it. A little nuttiness at the end. It’s amazing in coffee. It’s amazing on top of a banana bread, really good in yogurt. Also good to cook with.
Our blueberry is from Maine. A little bit of a nuance of that blueberry flavor. It’s a little sweeter than some of the other honeys. It’s amazing on bakery goods and breakfast. So instead of using traditional maple syrup, we’re using the blueberry honey on a Belgian waffle on a pancake. Amazing on yogurt and things like that.
Then we’ve got our infusions. So the infusions essentially are different botanicals using a particular honey.
I’m using an extra white honey from Iowa. If you’re looking on the spectrum of honey, not only does honey change area to area, there’s water white honey, all the way down to your dark amber honeys. So there’s an entire rainbow of different types of honey, based on what’s being pollinated and what’s growing.
Your darker honeys have more of a molasses flavor, probably 10 – 20 x the antioxidants that you’re getting then like a water white honey. But when we’re considering what to use to infuse, I’m usually going with that lighter honey.
Our elderberry honey is super important. We’re taking a ground elderberry from the actual berry, not the elderberry flower. And we’re grinding that up and then infusing that into honey over a period of time. That allows you to then take that elderberry on a regular basis, either in as a sweetener for your tea or actually adding it into a yogurt.
Alexander Howell: Some of the things that I like to highlight, because I’m a foodie, I’m always trying to find honey that would elevate the taste.
One of those is Hot Honey. Anything from chicken, to beef, to pork, to seafood, to shellfish. I love it all. One specific thing is strawberries. It sounds a little out there, but it’s amazing.
And also the vanilla. I love it on my baked goods, banana breads, cornbread, really good on cinnamon rolls. Instead of the sheet icing I’ll put the honey. Even simpler like a latte or a cup of tea. Put some of your pancakes or crepes.
It’s the two different honeys on two different ends of the spectrum, but at the end of the day they both serve their purposes
Monica Howell: We are working with a few bartenders and mixologists that have taken our honeys and creating mocktails. Super fun.
One thing to acknowledge, the audience is a large majority of our conversations are wine based. So it’s with winemakers and chefs.
Do any of these honeys pair better with any specific kinds of varietals of wine?
Alexander Howell: One of the best ways I do like to enjoy wine with honey is charcuterie.
Monica Howell: Charcuterie and honey go hand in hand. It’s like a whole little puzzle of delicious-ness.
I like Merlot. Something becoming more popular are meads. So mead is wine essentially made with the foundation of honey versus grapes. There are a lot of brewers that are starting to play with mead. So you’ll find mead in all different varietals, some that very much tastes like wine and some that tastes closer to beer.
We’re not necessarily pairing the wine so much with the honey as helping the person that’s hosting the event, creating that perfect board, that perfect accompaniment to it.
What’s the best way to learn more about you? Website, social media? How can we follow you more?
Monica Howell: Definitely the website is the easiest way. You can also find us on Facebook and Instagram. The unique feature of what we do in-person. That’s the benefit of coming to see us at a farmer’s market. We also are actually on a couple of stores in the local area, local by design, which is an Annapolis mall in Annapolis, Maryland, where our product is available on their shelves.
Below, Alexander and Monica Howell visited for a conversation about family, flavor, health benefits and the magic of honey.
This conversation has been edited for length and clarity. Find the full, unedited conversation on the FlavRReport YouTube channel.
My understanding going back to the beginning is, this whole company was a COVID baby, meaning the idea of it launched during the pandemic. Is that accurate?
Alexander Howell: So I’ll give you a bit of a backstory. We had, like you said, started around the boom of COVID. During that time with all the sickness going around, one of the things we decided to do was to figure out how we can stay healthier and keep the entire family more healthy during that entire time.
One of the things we decided to do was to cut out a lot of white and processed sugars because it’s the cause of a lot of health issues, cancers, things of that nature. After that we [realized] we can’t just not have any type of sweetener at all. We’re not that strong.
We went across a couple of different sweeteners. We tried agave, we tried monk fruit. We tried all those, [but] they didn’t hit the spot for us.
Then we were at a farmer’s market [and] tried some raw honey. Once we had tried that, it’s like the entire world just opened up for us because.
We started researching it more and found out there were tons of health benefits tied into raw honey itself.
Once we started consuming it ourselves, we felt the changes. A lot more energy naturally, our skin started looking a lot better, our hair started looking better. Then we decided instead of keeping this a family secret, we can share it with the world.
Monica Howell: So I’ve got a slightly different angle on it. Everything Alex said is definitely true. Pre COVID, I had always been an entrepreneur at heart, always dabbling in something, always doing a little side things. They say you have to have multiple streams of income.
So I was always looking for the next best option. Prior to COVID, I was creating body butters and detox masks and sugar scrubs; and just looking for things that were positive for your skin in a natural manner. Honey was one of the ingredients that was always on my shelf.
[Honey] is one of those ingredients. It’s a wonderful connector. I had really only ever thought of honey as this thing that was on aisle number eight of the grocery store always next to the maple syrup. A condiment to get with your fried chicken.
But once I started having success with personal skin care, the products that were most sought after, that had the best outcomes for my skin all had honey in them.
During COVID, we just really started to come together more, having more conversations. Bringing together the things that we were doing individually as a group and kind of figuring out
We started minimizing ingredients. Looking at that 20 line ingredient list on the back of everything and saying what can [remove]?
Something you both touched on was the zero to one aspect. Talk a little bit about the process from idea to reality.
Monica Howell: So for me, it was checking boxes. Throwing something on the wall and seeing what sticks, that old spaghetti adage.
There’s so many layers, so many things that I wasn’t aware of honey as a whole.
Figuring out how we could integrate this into our lives, and then how we then convert that and transition that into something that was revenue generating, seeing there was a niche.
We started with friends and family. Letting people that would trust us, try things out.
A lot of the response was ‘I don’t like honey’ or ‘I already have sugar. I don’t need to do this.’
But we said, it’s open your mind, let’s look into something a little different. Let’s consider it in a different way and move forward from there.
One thing that I think stands out for us is the fact that everything that we do, all the honey options that we have available are all beneficial in some way, shape or form. You get the benefit of those things that are being infused into the honey. So everything is purposeful.
Everything added is to expand the benefits of the honey into something beyond.
Each honey is different, with different infusions. We call them varietals. Essentially a varietal is a honey that the beekeeper and the farmer have integrated hives into that particular crop. The honey has a flavor and nuance. Then we have our infusions.
Local honey is where I go. That’s all I want. Our local [honey] in Maryland is not the same local that’s in Texas. What’s local to California is not what’s local to Utah. What’s local to Utah is not local to Maine. But when you look at it, all those honeys have a slight variance and nuance in flavor because of what’s being pollinated.
Our plants aren’t the same here as in Hawaii. So when you say I enjoy wildflower, the enjoyment of your wildflower might taste completely different than what I’m used to because of the plants that are growing. It doesn’t necessarily all taste the same.
When you started with this idea, were you aware of the different varietals, the regions and how that affected honey?
Alexander Howell: We definitely didn’t know how intricate and how deep this kind of rabbit hole of honey goes. It’s a very nice and very informative learning experience for two reasons. One, just so we are aware of the benefits and can tell our family, but also so we can now have those kinds of conversations with our customers.
Monica Howell: Even something as a variance from season to season. Literally your spring honey can be a completely different product from your fall [honey] and your winter honey.
The amount of moisture that’s in the air, that can even be from location to location. April showers bring May flowers. Those April showers are happening, there’s a ton of moisture in the air. And then when you’re getting into the fall, you’re having the bees that are pollinated when you’re getting into the fall, there’s a variance in that same region.
That same area has shifted the temperature. You’re just coming out of 90 degree weather. There’s still flowers out. But the pollination process that’s happening, the bees are what they’re collecting now, it can be different.
In the U. S. alone, there’s over 300 different types of honey. Over the world, there are thousands.
The interesting thing is when we’re bringing those varietals together in one place, you actually taste them side by side, [you can taste and notice] there are definite differences that you may never [have noticed otherwise] .
Someone says, “I don’t like honey. I say, “Well you haven’t tasted my honey.”
They find out, they dont like wildflower from North Carolina, but they love sage from California or macadamia nut from Hawaii – it’s amazing.
You’ve both mentioned farmer’s market experiences, sampling and buying. Let’s talk a little bit about those experiences.
Alexander Howell: As far as farmers markets goes, we’ve gotten the entire spectrum of reactions – ‘Oh, this is some of the best I‘ve ever had in my life’, or ‘This is nasty’
I appreciate either side of the spectrum, it’s just very honest and blunt. In person, you get to actually see that emotion, you get to see that interaction, you get to not only see what they think but maybe they brought a friend or a family member of theirs – their husband, their wife, their kids, their dog.
We get to see what your dietary needs are, your favorite flavors, your favorite vegetables. If you have a health issue, what type of things we have that could possibly help.
It’s even as simple as someone getting a gift for somebody who’s a pescatarian who likes to cook so, ‘What do you have for this?’
And I can then give them a whole range of stuff [to browse].
Monica Howell: We’ve been selling at farmer’s markets for 2.5 years. By far, it is my favorite. People who grew up going to farmer’s markets. Beekeepers that have grown up in their Grandma’s backyard.
We always get somebody that says, ‘Oh, my grandma had honey. And I’m already familiar.’ I always challenge them to taste something that’s a little different,
We get people who are extremely health conscious. They are looking for natural options.
On your website, there’s a lot of products What are the major categories and what are one or two or three that you really want to highlight that are currently available?
Monica Howell: We do some switching out from season to season, but for the most part, 25 items. A combination of the varietals and the infusions.
We’ve got an amazing macadamia nut honey that comes from Hawaii. You get a honey that has a certain butteriness to it, a nice weight to it. A little nuttiness at the end. It’s amazing in coffee. It’s amazing on top of a banana bread, really good in yogurt. Also good to cook with.
Our blueberry is from Maine. A little bit of a nuance of that blueberry flavor. It’s a little sweeter than some of the other honeys. It’s amazing on bakery goods and breakfast. So instead of using traditional maple syrup, we’re using the blueberry honey on a Belgian waffle on a pancake. Amazing on yogurt and things like that.
Then we’ve got our infusions. So the infusions essentially are different botanicals using a particular honey.
I’m using an extra white honey from Iowa. If you’re looking on the spectrum of honey, not only does honey change area to area, there’s water white honey, all the way down to your dark amber honeys. So there’s an entire rainbow of different types of honey, based on what’s being pollinated and what’s growing.
Your darker honeys have more of a molasses flavor, probably 10 – 20 x the antioxidants that you’re getting then like a water white honey. But when we’re considering what to use to infuse, I’m usually going with that lighter honey.
Our elderberry honey is super important. We’re taking a ground elderberry from the actual berry, not the elderberry flower. And we’re grinding that up and then infusing that into honey over a period of time. That allows you to then take that elderberry on a regular basis, either in as a sweetener for your tea or actually adding it into a yogurt.
Alexander Howell: Some of the things that I like to highlight, because I’m a foodie, I’m always trying to find honey that would elevate the taste.
One of those is Hot Honey. Anything from chicken, to beef, to pork, to seafood, to shellfish. I love it all. One specific thing is strawberries. It sounds a little out there, but it’s amazing.
And also the vanilla. I love it on my baked goods, banana breads, cornbread, really good on cinnamon rolls. Instead of the sheet icing I’ll put the honey. Even simpler like a latte or a cup of tea. Put some of your pancakes or crepes.
It’s the two different honeys on two different ends of the spectrum, but at the end of the day they both serve their purposes
Monica Howell: We are working with a few bartenders and mixologists that have taken our honeys and creating mocktails. Super fun.
One thing to acknowledge, the audience is a large majority of our conversations are wine based. So it’s with winemakers and chefs.
Do any of these honeys pair better with any specific kinds of varietals of wine?
Alexander Howell: One of the best ways I do like to enjoy wine with honey is charcuterie.
Monica Howell: Charcuterie and honey go hand in hand. It’s like a whole little puzzle of delicious-ness.
I like Merlot. Something becoming more popular are meads. So mead is wine essentially made with the foundation of honey versus grapes. There are a lot of brewers that are starting to play with mead. So you’ll find mead in all different varietals, some that very much tastes like wine and some that tastes closer to beer.
We’re not necessarily pairing the wine so much with the honey as helping the person that’s hosting the event, creating that perfect board, that perfect accompaniment to it.
What’s the best way to learn more about you? Website, social media? How can we follow you more?
Monica Howell: Definitely the website is the easiest way. You can also find us on Facebook and Instagram. The unique feature of what we do in-person. That’s the benefit of coming to see us at a farmer’s market. We also are actually on a couple of stores in the local area, local by design, which is an Annapolis mall in Annapolis, Maryland, where our product is available on their shelves.
