Last week, some 40 guests at the Bird Rock Coffee roastery in San Diego were among the first people in the world to witness the “California Coffee Experience,” presented by Santa Barbara-based Frinj Coffee.

The goal was to introduce the coffee-curious to the blossoming new world of California-grown coffee, a concept that has evolved from the theoretical realm to market-readiness over the past decade, largely through the lead of Frinj and its founder Jay Ruskey.