Coffee with JoEllen at Pinhole Coffee
Recently, we caught up with JoEllen about her journey as a Cortland Merchant.
JoEllen, Pinhole Coffee, Bernal Heights
Pinhole Coffee’s history
Can you tell us about Pinhole Coffee’s history and how it came to be in Bernal Heights?
We opened in 2014 at the corner of Cortland Avenue and Bonview Street, in an 1880s building that was once a butcher shop. I was initially looking at a space in the Lower Haight where I was living at the time. We needed a plumber to inspect the location, and my business partner, Bob, recommended Lauren Haynes of Piccolo Plumbing. I called Lauren up, and she told me she was actually looking for someone to open a cafe in her building at 231 Cortland Ave. I drove from Rainbow Grocery to meet her and was introduced to our new cafe space for the first time. It was in rough shape, but I imagined and felt so much in that corner space.
What made you want to launch your business?
I’ve been in the coffee industry since 2002, working for Intelligentsia Coffee in Chicago, Blue Bottle Coffee in the Bay Area, and New York. Since I was in high school, I have always wanted to open up a cafe that promotes culture and a homey vibe. With my background in coffee, I also wanted to provide an approachable yet curated coffee menu. Our motto is “Stimulating Senses w/ Coffee, Art and Community.”
Pinhole Coffee Cortland Avenue, Bernal Heights
What sets Pinhole Coffee apart from other coffee shops in the area?
Each small business has its own unique offerings and passion that resonate with different people in the Community, and that holds true for all the coffee shops in the area. I’m very grateful for the Pinhole Crew that makes up our cafe. Some have worked for many years and have become daily friends to some people. In addition, the Community makes our space special, too. We’ve become friends with people who have lived in Bernal since the 50s, and hearing their stories is the best. It’s easy to say that coffee makes us special, but, foremost, it’s the people involved that make it what it is.
Can you describe your approach to coffee roasting and brewing?
We are a multi-roaster, so we like to be a playground for other people’s roasts. We have collaborated with Linea Caffe to create our own blend, called “Masarap.” It was actually created for my wedding in 2017 and has become our house coffee. We have Quick Drip for those in a hurry, pour-over coffee for those who want a more curated and rotating coffee selection, and espresso. Our approach is a scientific method of utilizing time, temperature, weight, records, and conversation. What we love about coffee is that it is inexhaustible; there’s so much to learn about it.
Do you source your coffee beans from a particular region or supplier?
Our main roaster is Linea Caffe; they are great friends of ours and have collaborated with us on projects. Otherwise, we collaborate with our fellow industry friends across the country for our guest roaster series.
How do you engage with the Bernal Heights community and its residents?
We are part of the Bernal Business Alliance, a group comprised of small business owners and artists in the neighborhood. We donate coffee to the local Bernal outdoor clean-up crew every month. We’ve also donated to teachers at neighboring schools over the years. The main engagement is our everyday interactions with people in the community. They sustain us, and we sustain them 🙂
Pinhole GoFund Me
Do you offer any non-coffee beverages or food items to accompany your drinks?
We serve lovely teas from Berkeley’s women-owned company, Blue Willow Tea. We also offer Matcha, Chai, Hot Chocolates, and Kiduccinos (steamed milk w/ honey and cinnamon). Our pastries are from local bakers, Kahnfections and Wholesome Bakery.
Are there any new offerings that Pinhole Coffee has in the works?
The Pinhole Crew can create Signature Drinks, from which they receive 20% of sales for their featured month. Currently, we are serving Prudence’s “Tchotchke”: a latte with rose, almond, and cardamom bitters.
What do you hope customers take away from their experience at Pinhole Coffee?
We want to make people’s day, as we know sometimes days can be hard with all that’s going on in the world. We hope to continue enhancing the Community in any way possible.
Pinhole Coffee Bernal Heights
Mike Doherty serves as Chief Experience Officer at Greening Projects, a nonprofit organization dedicated to transforming underutilized urban spaces into vibrant green areas
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