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Jonathan Rubinstein
Jonathan, owner of Joe, began his career as a talent agent, during which time he noticed that many of the city’s cafes focused more on their décor and atmosphere than on the coffee they served. In 2002, he left the entertainment field to open a coffee shop that would be obsessively committed to producing a great cup of joe. At Joe, the coffee is the priority: beans from a boutique supplier(Ecco Caffe), top-of-the-line espresso machines(including the $14,000 La Marzocco GB4, the Rolls Royce of the field), and rigorously trained baristi, some of whom have worked at Seattle’s best coffee shops and pour beautiful latte art, a rare skill. Mr. Rubinstein also consults New York restaurants on their coffee service and regularly gives lectures and does radio and tv shows on coffee and espresso.
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