Agronomist and farmer Jay Ruskey, co-founder of Frinj Coffee, situated on 42 acres at his family-owned and operated Good Land Organics Farm in Goleta, is trying to make the humble bean into a premium brand worthy of adjectives more associated with wine.

Carved out of a 120-acre property formerly owned by Alfred and Betsy Bloomingdale and now their son, Geoff, just a tiara’s toss or two from the Reagan Ranch, owned by the former president and his wife, Nancy, Ruskey first planted a trial crop 19 years ago and, as consumers have gained appreciation of the craft of coffee, the booming market has made room for rare and specialty coffees such as those grown in new and unique places, not just Guatemala, Costa Rica, Colombia, Panama, Brazil, and Indonesia.