Rockford native turning a dream into reality with new coffee business
Slow roasted to perfection.
That phrase can be used to describe how Jaime Perez makes his coffee and the meticulous nature by which Perez is chasing his dream of owning and operating his own coffee shop.
Don Jose Roastery, named in memory of Perez's father who died from cancer in 2018, is an online business only. For now.
Perez is using a shared commercial kitchen at Rockford's Indoor City Market to grow his business, with hopes of finding a place of his own someday soon. He just officially launched his website earlier this month, and the orders already are pouring in.
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What makes Don Jose Roastery unique?
If you are thinking Rockford is already well caffeinated with its offering of coffee shops downtown and throughout the city, Perez said his coffee will have a different twist.
"My focus is going to be on Latin American coffees," he said. "There's great coffee all around the world. Italy has great coffee obviously with the espresso, but I feel like no one has really shined a light on Latin American coffees."
Perez said coffees grown in different soils in different regions combined with heat, humidity and the drying of coffee beans all work in concert to produce different flavor notes.
"And when I say Latin America, I'm not just talking about Mexico, but you know, Colombia, Peru, Brazil."
Turning a dream into reality
Perez, 35, is an 2007 graduate of Guilford High School. He lives in Chicago where he works as a photojournalist for Univision, a Spanish-speaking news station.
His dream of operating his own coffee shop dates back to his days as a student in Madison, Wisconsin, where he also worked as a barista at a Target-based Starbucks.
It was there Perez first witnessed public's desire for high-quality coffee.
"What really sparked my curiosity about good coffee was that down the street was an actual Starbucks that opened at 4 in the morning and ours didn't open until 8," Perez said, "and people would actually come wait in line until the Target opened because they said they liked the way we made our drinks versus the one down the street.
"So, I was like whoa. People are driving out of their way and even waiting in line just to get the perfect cup of coffee."
Perez sells 12-ounce bags of medium roast coffees through his online shop. Look for him at various pop-up events such as art shows.
"I want to be around the whole art scene," Perez said. "I want to stand behind artists and get them out there, too."
Chris Green: 815-987-1241; cgreen@rrstar.com; @chrisfgreen
This article originally appeared on Rockford Register Star: Rockford native opens new coffee business Don Jose Roastery
