David Greenfield with Cynthia Buck, Jon Bixler and Giacomo Bixler

Getting the barista stink eye for putting cream and Splenda in his $27-a-pound hand-picked, fair-trade, organic, artisanally-crafted, locally-roasted pour-over can send a girl screaming back to Starbucks. While understandably horrifying to specialty coffee purists, sometimes the rest of us just want a good cup of coffee. With cream and Splenda.

The owners of Santa Rosa’s Bella Rosa Coffee Company agree. Feel free to drink their coffee however you want.

“We’re not coffee fascists,” said co-owner David Greenfield. Inside their compact warehouse/roastery near the county airport, Greenfield and partners Jon Bixler and Cynthia Buck brew sample cups of their Morning Star, French Roast, Roaster’s Reserve and decaffeinated blends. Served with a small carton of half-and-half. Despite the fact that its roasting both inside the warehouse and out on the warm fall afternoon, the coffee’s bright, clean flavor is refreshing and bold, even without cream. It lacks the bitter quality that some may call “character”, but the Bella Rosa crew simply call “burnt”.

Hawking their air-roasted beans around Sonoma County at farm markets and in local grocers, the trio are winning over coffee drinkers with their approachable, low-acid coffees. In the nine months since starting their roastery, they’ve picked up restaurant accounts including the Viola Pastry Boutique and Cafe, Stark Reality Group (Monti’s, Stark’s, both Willi’s), the Santa Rosa Junior College Culinary Cafe, Omelette Express, Jackson’s Bar & Oven and most recently, Three Squares Cafe.

“At restaurants, your first and last impressions are the coffee,” said Bixler. “I want people to put their two hands around a mug and say, ‘Ahhhhhhh, coffee’,” he adds. “Not, ‘That tastes like lemon grass and burdock root’.”

David Greenfield

While Bixler and Buck handle customers, Greenfield is the company’s secret weapon. Part roaster and mostly mad-scientist (“I’m not that mad anymore,” he quips), the former machinist reigns over a hand-tooled a blinking, whirring set of contraptions hooked to switches, tubes, wires and a touch-screen pad. This is his coffee-making domain.

“Most roasting equipment used is based on 150-year-old machines. Coffee roasting is so full of luddites,” he adds with characteristic frankness. He frequently dives into complicated descriptions of his equipment which — in laymen’s terms — push heated air through the green coffee beans at a temperature lower than traditional roasters. It allows precise control over the darkness of the roast and the flavor, he explains.

“It’s like non-vintage Champagne. The blends can be different but the taste remains pretty much the same,” said Greenfield. He’s currently working on a new roasting technology called “Greenfield Model No. 63” that looks like a large blender hooked to an air-conditioning unit. It will roasts beans even faster and at an even lower temperature, helping to preserve flavor and achieve a dark roast with low-acidity.

Though admirers of many of the Bay Area and West Coast’s artisanal roasters including Flying Goat, Taylor Maid, SF’s Four Barrel, Ritual Roasters, Sightglass and Blue Bottle, the trio have set their own course.

“We just have no preconceived notions about anything,” said Bixler, who uses organic beans from Ethiopia, Mexico, Guatamala — whatever the partners think will make a good cup of coffee.

It always comes down to what’s in the cup. We roast beans the way people like, them,” said Bixler, who’s 18-month-old son toddles by carrying a cardboard box for the finished coffee. “I guess what we can say is that we don’t have to convince people to like our coffee,” said Bixler.


Want to try some Bella Rosa coffee? You can taste a cup at the Saturday Redwood Empire Farmers Market at Santa Rosa’s Veteran’s Building or purchase their coffees at local grocers including Oliver’s, Community Market, Molsberry’s Market and online at bellarosacoffeecompany.com.