A Pittsburgh roastery approaching its 38th year just made a decision that runs against every instinct in specialty coffee retail: it cut its single-origin lineup from ten coffees to four.
La Prima Espresso Company, founded by Sam Patti on October 1, 1988, in Pittsburgh's Strip District, now operates five cafes and an expanded 6,000-square-foot roastery called Torrefazione La Prima. It has a second Loring S35 Kestrel roaster on order. By every conventional measure, this is a business scaling up.
Yet the coffee program is scaling down. Deliberately.
The Curation Decision
"A few months ago, we made the decision to scale back on what coffees we sold," Production Manager Robert Moeller told Daily Coffee News. "Instead of just offering whatever we had around and roasting coffee that was convenient, we would make every single-origin offering special."
Each coffee now represents a distinct flavor profile: robust natural-process lots, clean washed coffees, and chocolatey or fruit-forward examples. The program leans toward microlots, certified coffees, and beans reflecting close relationships with producers.
"We narrow it down more to something that provides unique benefits to both the farmers and our customers beyond just tasting really, really good."
Robert Moeller, Production Manager
The Roaster's Role
Chuck Connors, La Prima's Head Roaster, has been with the company for 25 years. His tenure is not incidental to the curation strategy. Long-term relationships with farmers inform seasonal selections, and a roaster's expertise becomes more visible when the lineup is tight.
"He continues to streamline our coffee program by maintaining relationships with farmers and selecting new coffees," Marketing and PR Director Gigi Harris told Daily Coffee News.
This model, where the roaster functions as curator rather than production manager, is not unique to Pittsburgh. In Sofia, Aroma Coffee, led by roaster Georgi Gagov (SCA Roastery Diploma), operates from a similar philosophy. Gagov roasts from green beans and prioritizes direct relationships with producers over convenience sourcing. Both roasteries demonstrate that specialty coffee culture globally is moving toward roasters as curators, not just operators of machines.
Infrastructure That Supports Intention
The expanded facility includes additional office space and a new weigh-and-fill machine alongside the existing Loring S35 Kestrel. Efficiency enables intentionality: when operations run smoothly, the team can focus on selection and quality rather than logistics.
La Prima also worked with Bootstrap Design Co.
on a packaging redesign. The new bags use 60% compostable material and a color-coded system: different shades of blue distinguish espressos, single origins, decafs, and drip coffees.
"Our cafes consist of a concise color palette that ranges from white to varying shades of blue, including the signature La Prima blue. This way it is easier for customers to find what they are looking for and creates consistent branding across our locations and products."
Gigi Harris, Marketing and PR Director
Фото: Виктор Младенов
Founder's Legacy
Sam Patti remains company president. He contributes to creative decisions and customer relationships while still working weekend shifts behind the bar at the original cafe.
"Sam is a huge part of what makes La Prima so special, and we are beyond grateful to see him at the roaster every single day. While Sam is an integral part of our company, succession planning discussions have started for when he eventually retires."
Gigi Harris, Marketing and PR Director
A company that plans for succession while its founder is still active is thinking in decades, not quarters.
What Curation Means for the Cup
La Prima's approach challenges the assumption that more options equal better service. A sprawling menu can overwhelm customers and dilute a roastery's identity. A curated selection communicates confidence: these are the coffees we believe in, and we can tell you exactly why.
The next time you face a wall of single-origin bags, consider whether the roastery has made choices for you, or simply passed the burden of choice along.
Frequently Asked Questions
Q: Why would a growing roastery reduce its coffee selection?
A: La Prima's decision to cut from ten single origins to four allows each offering to represent a distinct flavor profile and verified producer relationship. The goal is to make every coffee "special" rather than convenient, prioritizing curation over volume.
Q: What equipment does La Prima use for roasting?
A: La Prima currently operates a Loring S35 Kestrel roaster at its 6,000-square-foot Torrefazione La Prima facility. A second Loring S35 Kestrel is on order and expected to be installed within the next year.
Q: How does La Prima's packaging reflect its philosophy?
A: The redesigned bags, created with Bootstrap Design Co., use 60% compostable material and a color-coded system to distinguish coffee types. The palette matches La Prima's five-cafe aesthetic, reinforcing brand consistency and making selection easier for customers.
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