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Friday, December 9, 2011

Farley's Switches to De La Paz Coffee

Posted By on Fri, Dec 9, 2011 at 3:30 PM

Farley's Coffee
  • Farley's Coffee

There are big changes afoot at consummate old-school coffee shop Farley's. Long considered the Bay Area example of a coffee shop dedicated to community and the creating of an open, active space for cafe-goers to meet and hang out, Farley's is introducing a few modern ticks to its 30-year-old model.

The first of is a switch from veteran Sunrise Roasters to the quickly growing De La Paz Coffee, a decision in the works for over a year. Chris Hillyard, current co-owner of Farley's, said about the switch, "Farley's is about being a part of the community, providing a space for people to come together and be in relationships, show interesting art, support nonprofits and host events. Now, we want to be successful because of who we are AND provide great coffee."

Since Roger Hillyard, Chris Hillyard's father and the founder of Farley's Coffee, retired earlier this year, Chris and his wife Amy have strove to bring Farley's up to date with the current coffee paradigm while maintaining the atmosphere they've developed over the last twenty years in their now trio of stores. Jason Benford and De La Paz are just the next step. "Our growth brought us to a point where our previous roaster was having a difficult time keeping up and was unable to provide the benefits De La Paz offers. Ultimately, we felt De La Paz was a great cultural fit with Farley's and we really like their beans!"

De La Paz has crafted a custom drip and espresso blend for Farley's, one much lighter than their previous blends. Though Hillyard admits some customers have had a hard time adjusting to the lighter roast, he believes the overall response has been positive, and that new customers are being drawn in by the allure of De La Paz. "We have definitely seen new customers as a result of the switch, and that's great," Hillyard says. "We hope that the new customers will appreciate Farley's for what it offers, and grow to like us beyond the coffee."

With the recent hiring of former Farm:Table owner Kate Amitin, and the possible addition of beer and wine and an extended food menu to their flagship Potrero Hill location, Farley's is quickly showing that under new ownership it can, and will, adjust to the changing times.

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Noah Sanders

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