Can California Correct Coffee?
One Goleta Farmer’s Fight to Make the Bean Business Better for All
When Jay Ruskey the farmer started talking like Jay Ruskey the tech entrepreneur one morning last June, I started wondering whether he’d put something else in my coffee. He’d just brewed us a batch from beans grown at his farm, Good Land Organics, where I was expecting to get a brief update on how he was still managing to eke out an existence in the exotic fruit trade. Ruskey had just launched a new series of farm tours, which I assumed was the latest part of his continued preaching about the wonders of California-grown coffee to an audience afraid of its high cost.