Justin Page has elevated the delivery of a good cup of coffee to an art form. “Coffee is very inspiring to me,” said Page, owner of Santa Lucia Coffee Roasters. Page aims to “bring an awareness” to the consumer by following “the chain of connectivity and inspiration of all the details that come out in a cup of coffee,” he said.
Inside the open, airy building is a combination of eclectic, well-loved, furniture, mismatched table and chairs, and a generous display of local art. The overall feeling generates a sense of welcome and home.
“The awareness elevates the experience,” said Page. Part of the process of providing an exquisite taste experience includes educating the customers. “Giving the terminology, the education they need to elevate them to the experience they desire is empowering,” Page said.
Much of what goes into that sable-colored brew is off the radar for the average consumer. “The coffee cherry has to be perfectly ripened,” said Page. There are the considerations of the region where the seeds are grown, the elevation of the region, and how the soil is fertilized. The coffee seeds are hand-picked, sorted, dried, fermented, hulled, transported, roasted, ground, brewed, and consumed. “There’s a variance of potential things that can go wrong,” Page said.
The process from seed to sip will “pass through 30 hands who have put in love and dedication before delivering a superior cup of coffee,” said Page. “Every one of these pieces has to have a level of intent,” said Page. He believes the difference at Santa Lucia is the intention behind the cup of coffee.
“Every person and every business has an intent,” said Page. “When you walk into a business, what is their intent? Make sure it’s aligned with your intent.”
Page’s intent is to discover what his customers want from a cup of coffee and then to deliver it. “It takes a lot of intention for the perfect cup of coffee,” said Page. “Coffee itself is a journey, giving the customer something that they like, not necessarily what I like.”
The level of caring he describes begins with the farmer. “It takes extreme dedication to grow coffee. You have to love it. Roasting to perfection takes love, takes care,” said Page. He wants his customers to feel this level of love and dedication when they can say, “Oh my gosh! I am loved in this cup of coffee.”
“Years ago,” explained Page, “I fell in love with the characteristics of Central American coffee. Two of those characteristics were the bittersweet notes and spicier notes of that region. Santa Lucia primarily sells from Huehuetengo, Guatemala.
A chance meeting linked him in a direct partnership with his supplier. “I met Edwin Martinez on a train to Portland. Edwin is a third generation coffee farmer,” Page said. Martinez’s farm is called Finca Vista Hermose which means “beautiful view.”
Page took an “origin trip” this year and visited Martinez in Guatemala. He traveled with Jeremy Wildhaber of Jeremy’s Farm to Table, who serves Santa Lucia’s coffee in his restaurant.
Both got to interact with the Martinez family and see the aspects of farming coffee first hand.
Part of the negotiation of being in business with a small commercial farm is assessing needs. Page considers the needs of the family who grow and tend the coffee, as well as those involved in the production, transportation, and preparation of it, down to the customer at the counter.
Page discovered a work ethic and community awareness that matched his own ideals. He was impressed with the work ethic of the Martinez family who involve their whole family in the business and serving the community. “They work every day, and on Sunday they go to church. After church, they feed 500 children in Guatemala City every week,” Page said.
In Centralia, Page is also involved in giving back to his community. For ten years he has partnered with Jefferson Lincoln Elementary School to fundraise for their PTO. He estimated that they’ve raised $15,000 collectively in that time.
The fundraiser entails pre-selling coffee, something that many families already enjoy. What makes this particular fundraiser different is that the students create individualized, one-of-a-kind bags for each order of coffee. “We like this particular fundraiser because it’s a collaboration with the students. They put themselves in the piece,” said Page.
Santa Lucia’s coffee comes in stamped craft-bags with re-foldable tops. Students color the bags and each order of coffee is “an uncensored, creative art piece,” explained Page. They average around 450 bags sold each year. These, in turn get shipped all over the world. “Many are shipped out of the country—it’s a hand-crafted gift that you can’t get anywhere else.”
Page began his roasting venture in 2002, working from his basement. In 2006, he moved into his current location at 202 South Tower.
“As long as I can keep going the way I’m going and remain true to the core and intent, we’ll keep growing,” Page said. “The intent can never be separated from the founder,” he said.
“I can inspire people with a cup of coffee,” Page said.
