339.rb.eo.op.CounterCulture
Coffee company Counter Culture staked its claim in Chicago four months ago. But unlike La Colombe and the forthcoming Stumptown, the Durham, North Carolina–based company declined to open a coffee shop. Instead, it transformed a West Loop loft into a light-filled training center (177 N Ada St, unit 106, 919-264-1872), a place where baristas—even those who work at shops that are technically Counter Culture’s competition (read: Intelligentsia)—can learn a new technique, listen to a lecture or play with the latest generation of espresso machine. “We’re not fighting against each other,” says Rich Futrell, Counter Culture’s Chicago rep. “We’re fighting against bad coffee.” That quest is not limited to the industry; the general public is invited into the space for events and lectures, including the weekly coffee cuppings, which occur every Friday at 10am. Scroll through the slide show for a guided tour of the space.
Photo: Erica Gannett339.rb.eo.op.CounterCulture01x476.jpg
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The La Marzocco Strada espresso machine. “Super hot,” is how Futrell describes it. The reason is because the machine allows baristas total control over the pressure used to extract a shot of espresso. Varying the pressure changes the body and flavor of the shot, so a single roast can be made in an infinite number of ways.
Photo: Erica Gannett339.rb.eo.op.CounterCulture06x476.jpg
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Vac pots, or siphons (shown here with CC technician Josh Dugue), are “the most theatrical brew method,” says Futrell. “And also the most fickle.”
Photo: Erica Gannett339.rb.eo.op.CounterCulture05x476.jpg
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Each roast Counter Culture puts out gets its own label, a symbol of its unique qualities. But all CC roasts are “Counter Culture Direct Trade Certified.” Including its name is not redundant: There are no standards for direct trade, so Counter Culture wrote some itself. Unlike other companies that use the term direct trade, Counter Culture places a high value on transparency: A yearly report of what it pays its producers is available on its website, counterculturecoffee.com.
Photo: Erica Gannett339.rb.eo.op.CounterCulture07x476.jpg
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There is perhaps no better space in Chicago to debate the merits of pour-over coffee than Counter Culture’s center, as it has the tools to execute multiple types of pour over, as well as pour-over alternatives. This Bonmac dripper is a preferred tool (Counter Culture worked with Bonmac to devise the dripper), as is the Chemex pour-over system.
Photo: Erica Gannett339.rb.eo.op.CounterCulture03x476.jpg
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Counter Culture
Photo: Erica Gannett339.rb.eo.op.CounterCulture04x476.jpg
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Photo: Erica Gannett339.rb.eo.op.CounterCulture02x476.jpg
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Coffee company Counter Culture staked its claim in Chicago four months ago. But unlike La Colombe and the forthcoming Stumptown, the Durham, North Carolina–based company declined to open a coffee shop. Instead, it transformed a West Loop loft into a light-filled training center (177 N Ada St, unit 106, 919-264-1872), a place where baristas—even those who work at shops that are technically Counter Culture’s competition (read: Intelligentsia)—can learn a new technique, listen to a lecture or play with the latest generation of espresso machine. “We’re not fighting against each other,” says Rich Futrell, Counter Culture’s Chicago rep. “We’re fighting against bad coffee.” That quest is not limited to the industry; the general public is invited into the space for events and lectures, including the weekly coffee cuppings, which occur every Friday at 10am. Scroll through the slide show for a guided tour of the space.
Photo: Erica Gannett
