Transcend Coffee's ambassadors make several international trips each year in their search for green coffee farms. They meet with small-scale, eco-friendly growers to tour their crops and microbrewing mills, focusing on building long-term relationships with those who are passionate about coffee. They then buy directly from the farmers, shipping beans back across oceans to Transcend Coffee's central roastery and three cafés scattered across Edmonton. Here, they roast and brew specialty artisan coffees, educate their visitors on the background of each batch, and illustrate the brewing process through interpretive dance.
Using ever-evolving methods, the brewers adopt a trial-and-error approach to defining each coffee's definitive flavour profile. Two licensed Q coffee graders often smell and taste each batch of coffee, and they sort coffees based on rigid quality standards, looking for underdeveloped roasted beans known as “quakers” or “the stupid lighter ones.”
The cafes boast shelves of roasted coffees such as bwayi from Burundi, michioy from Guatemala, and certified organic beans from Santa Lucia. In the store, staffers also point out the highlights of automatic drip brewers, manual brewers, and bean grinders from manufacturers such as Baratza, Bonavita, and Technivorm.