About Me

My story on the Dreams Don't have Deadlines Podcast

"Fourteen years ago, I had a vision to address the needs of the average specialty coffee drinker who wanted sweet, chocolatey, medium roast coffee.

I realized what they were craving was quality and consistency daily."

The story of Sam James Coffee Bar

In 2007 as a young barista working for another cafe, I was fortunate enough to serve world-renowned coffee expert Scott Rao.

After pulling what I thought was a great espresso, Scott returned the shot and asked for his money back. Stunned by the guts of his request, I asked him if he'd ever return a half-eaten Butterfinger candy bar to the corner store. He replied, "I wouldn't have to; Butterfinger's are consistent." He schooled me on everything wrong with the espresso I just made, and I couldn't disagree.

I realized how each part of the equation compounds the whole. Making great coffee comes down to a combination of many factors like water filtration, machine, pressure profile, and most importantly, how the beans are roasted. I realized that the foundational elements must be consistent before being exploratory. I was shown a better way to make coffee. After this experience, I felt I owed it to the people of Toronto to give them the coffee they really wanted.

I went on to win Barista of the Year in 2008

That was a unique experience as I was judged by the incomparable James Hoffmann. I opened my first location on Harbord Street shortly after. Since then, I have made it my mission to provide the neighborhoods of Toronto with the quality and consistency of coffee they deserve.

At the heart of the operation is my roastery.

Here I can control the most essential part of the equation, the coffee itself. For years my coffee roasts have been rated Toronto's best while also being recognized nationally. I believe we roast the best beans in Toronto because we focus on what the customer really wants, sweet, chocolatey, naturally developed medium roast coffee.

portrait by Pat Ozol

I believe coffee should be a break, not an adventure.

Too often, specialty coffee trends in the direction of wine, a high-end product for the elite. I believe this is the wrong direction. My coffee is a blue-collar drink for the early bird who works hard in the morning or the creative who stays up late. My coffee is more of a tool than a luxury; it's a delicious, consistent, easy-to-drink, easy-to-brew, pick-me-up when you need it most.

Over the years, I have expanded my offerings, set up wholesale accounts for other local coffee shops, and served my customers by shipping beans across Canada for free.