About Us
About New Life Coffee
New Life Coffee® is a veteran-owned family company dedicated to offering innovative and affordable new coffee beverage products with exceptional service.
Our Beginnings
Our company name, logo and slogan are a direct reflection of our very first consumer product, a coffee replacement for the healthcare industry. The product began with an old-world coffee substitute recipe used by families during World War II when coffee was in short supply. After years of research we perfected the recipe using corn and denatured organic non-GMO soybeans to introduce Soyava®, our unique branded coffee replacement product that consumers could brew like ordinary coffee. The color, taste, and smell of Soyava® is remarkably similar to coffee without caffeine, acid, or allergenic compounds.
At the inception of New Life Coffee® and the product Soyava®, coffee was decaffeinated using harsh chemicals that affected the taste and quality of coffee while also leaving behind an acidic chemical residue. A new process, water decaffeination, began to emerge and with careful roasting we were able to produce a smooth and caffeine-free cup of coffee similar in quality to Soyava®. Although Soyava® is still produced today, most customers have switched to our new line of water-processed decaffeinated coffees.
Where We Are Today
While creating Soyava® we wanted to understand how green coffee was roasted. We explored several coffee roasting techniques and experimented with several different coffee varieties from around the world. Samples were passed along to friends, family, and customers. Our coffees were enjoyed so much that we decided to add a small variety of to our line of products. Very quickly coffee became our best selling product and over time we added several more blends and single-origin coffees to accompany our water-process decaffeinated coffee. Today our product lineup includes an assortment of flavored coffees, single-origins, and blends in a variety of recyclable or compostable bags and single-serve cups. We are now also offering select iced and cold-press coffee beverages in regional markets and also a unique iced coffee and cocktail concentrate, Coffee Lab.
Our Process
The best coffee starts with premium green beans. Working with quality importers worldwide, we purchase the most uniform and highest grade of green coffee beans available - 100% specialty-grade Arabica. And as a certified Fair Trade Organic coffee roaster, we also make certain to purchase Fair Trade, USDA Organic, and/or Rainforest Certified when available.
The process of roasting coffee is both a science and an art; neither of these academia should be rushed or there are sacrifices. Our focus has always been quality before quantity and intense competition forced us to take an innovative approach to coffee roasting. To keep our products price competitive, we combined our knowledge of industrial equipment and computer technology to fully automate our entire production process. Our proprietary designs are both unique and highly effective, producing a consistent quality product regardless of natural variations in raw materials.
In addition to our custom automation, further product quality is obtained through our use of specialty-built coffee roasters. Unlike other coffee roasters, our specialty roasters produce less coffee per hour but our roast-masters are easily and accurately able control every aspect of roasting to create a richer, better tasting cup of coffee. After roasting, our modified atmosphere packaging systems and temperature-controlled storage facilities keep our products fresh and ready for shipment.
Our Partners
We place great value on developing lasting relationships with our customers, distributors, retailers, and vendor partners. We discourage multi-channel distribution as it simply adds cost to the end-consumer and our company begins to lose touch with the consumer and community. Our direct relationship with the retailer ensures the greatest customer satisfaction and most economical relationship. And to carry on our spirit of sustainability, every attempt is made to partner with eco-friendly companies who embrace economic and environmental sustainability.
Our Owner
New Life Coffee® was founded by a US Army veteran who served his country in the early 1960’s. His passion was producing our first product, Soyava®, while in Europe. As our company grows, redemption is the satisfaction that people enjoy the products he carefully and tirelessly worked to create.
We always welcome new ideas and suggestions. Please let us know what products you’d like for us to offer. In the meantime, we hope that our coffee selection is rich with variety and there is a flavor for every customer.