Kaamos coffee’s aroma spreading fast

The coffee roastery of Juho Kuure, Kaamos Coffee Beaver, is fast becoming a popular brand in Rovaniemi.

“The idea of the name ‘Kaamos’ is to bring joy into people lives during the Kaamos season (3 months without sun). The coffee represents the joy and the sunlight, and Finland does experience darkness three months in the year,” said the 31-year-old owner of Kaamos Kahvipaahtimo Oy. “I believe fresh roasted coffee will bring joy to the night as we experience more darkness here during this season.”

According to Kuure, his interest in coffee blending began five years ago. Since then he has been tasting coffees from different parts of the world, such as Africa, Europe, and the USA.

Although he is quite new in the business, he loves to find excellent coffees from around the world.

“I used to work at the K-market and Prisma, but I became frustrated working for someone else as I wanted to start my own business,” said Kuure. This made him venture into a business school three years ago so that he could learn the rudiments of business. After first failure to open a coffee shop in 2017, he decided to start a roastery about five months ago.

“It’s easier and less expensive to start a roastery than opening a coffee café,” Kuure told Daily Finland, adding, “Coffee, one of the most common drinks in our society, has got most people taking it for its fun features. The business of producing coffee requires dedication and hard work. Lots of tasting and sample roasts to find out where the specific coffee is in the best”

His passion for coffee and working with coffee keeps him going as it’s not easy to get customers for a new business venture. “I like inventing new flavours, teach people how to recognise different flavours by tasting. I want to expand my business, have workers, add tea and open a café at the city centre easily accessible to people. But one must do all these one step at a time,” said Kuure. He would also like to get more business training.

One of the unique selling points of Juho Kuure is his ability to invent new coffee flavours, such as the midnight sun coffee flavour, which is a blend of coffee from Peru, which is soft and fruity, and Ethiopia, which is acidic and citric that make it very unique. He says the coffee sold on the market tastes quite the same with no difference in fragrance, but the one he makes is fresh from the roastery with the oil and fragrance still intact. “Coffee has different flavours, so I bring them to the customers, and I also blend two or three different characters to see how it tastes, sometimes it works out, and sometimes it does not.”

Kuure, who hails from Keminmaa, used to live Nuorgam close to Norway before he and his wife moved back to Rovaniemi when they were expecting their child. He has worked in Tampere and Oulu in the past. He has no university degree, as he dropped out of the University of Oulu after two years from the conviction that academic studies were not meant for him. So he went into a business school for training and to develop his idea few years later.

He believes in taking risks, without which no business can succeed and he has no other business apart from the coffee roastery.

Kuure uses the social media Facebook and Instagram for promoting his business, as the website of his company is still under construction. He hopes to get it running soon. The publicity, however, has already started to pay off. Apart from Rovaniemi, he has customers from Turku and Oulu. He has his products even in Levi and Ylläs, as tourists are always interested in buying Lapland goods.

“Presently, I don’t have any employee. But my wife helps me out mostly with social media,” said Kuure. “I encourage people to try my coffee as it might change their opinion about what is real coffee and how it should taste like.”