Greensboro, N.C.-based wholesale roaster and retailer Carolina Coffee Roasting has opened its flagship shop under the Green Joe’s brand name, occupying just shy of 3,200 square feet of space inside 2915 Battleground Ave.
At the center of the café and equipment showroom is the large square-shaped bar, where sits the company’s private-label stainless steel espresso machine named “Sabrina.” The drink menu is a people-pleaser, including traditional espresso-and-milk drinks available in single sizes, house-made sodas, smoothies, and frozen and blended sweet drinks. There’s also cold brew on tap, some of the city’s first, Carolina Coffee Roasting Co-Owner Candy Azarcon told Daily Coffee News.
Green Joe’s coffee is roasted almost entirely at CCR’s West Market Street roastery — which is in the midst of an expansion of its own — although the new shop does include an Ambex YM-5 unit for cuppings, roasting demos and other consumer education programming. This is the first Green Joe’s branded retail location for CCR, which maintains numerous wholesale accounts throughout the region, has a strong regional grocery presence and operates two cafés under the Carolina Coffee Roasting name.