"Imagination is a funny thing – it takes you places you never expect to go. For us, that means a vision of coffee focused on flavor rather than the farm. We began to understand the primary role flavor plays through the people who drink GiacoBean. We had been caught up with making things better without recognizing what it meant to be good, so we began to source the finest beans and acquire the means to express their character in the cup. GiacoBean is an artisanal coffee exploring the world of coffee in the most unconventional way: through flavor."