Tempe coffee startup gives caffeine crowd the jitters

TEMPE — It all started with a couple wanting to do something together as a family.

“We both love people,” Cartel Coffee Lab co-owner Amy Silberschlag says, referring to the shop’s other owner, husband Jason.

Jason Silberschlag started his quest to open a coffee shop when he decided to go to Guatemala to talk directly with coffee bean farmers.

His love for coffee has driven him to bring some of the best beans in the world to his shop at the southwest corner of University Drive and Ash Avenue in Tempe.

Jason Silberschlag trades directly with foreign farmers to ensure buying the best beans. Needless to say, the shop has attracted a loyal following in a caffeine-crazed college town.

“I think just the idea of having really good coffee makes the difference,” Jason Silberschlag said. “Any one who cares about quality I would say is our main customer.”

But the Silberschlags’ shop also has an eco-friendly approach to their business. The cups are made of a compostable cornstarch and are reusable due to the thickness of the material.

Cartel features a spacious and relaxing atmosphere, despite the slight hum from the big red coffee machine in the back of the shop.

“I love it,” said Jessica Clark, 19, a Cartel regular. “I appreciate the concept. (The shop) is less of selling your soul to the devil and more appreciating each other.”

Jason Silberschlag stated he wanted a place that created a community atmosphere and relationships based on a mutual meeting place. Matt Kenny says it works well.

“I’ve tried other coffee places and this one has won my heart,” said Kenny, 22, a transplant from Bellingham, Wash.  “I thought I would never find a place like this in Tempe.”

“(The) mixture of art makes a good atmosphere,” he added. “It has a real local feel.”

The quality of the Silberschlags’ product and welcoming spacious shop attracts a diverse customer base.

“I would say most people who come in have a respect for higher education,” Jason Silberschlag said. “(We attract) your average chase employee all the way to full-on sleeves of tattoos and piercings.”
The green direction and friendly environment of Cartel has also wooed potential employees.

“I was looking for a more eco-friendly business,” said Liana McNeil, a Cartel barista.  “It almost feels like a second home, I feel really comfortable here.”

The knowledge needed to be a successful barista at Cartel surpasses most major corporate coffee shops.

“It’s not just pushing a button here, it’s more of a skill and a knowledge of the machine,” said barista Melissa Marriott, who will be competing in a national barista contest in Austin.

Cartel staff welcome the competition. On Sept. 20, Jason Silberschlag went to Columbia with an organization called Cup of Excellence, which judges coffee from all over the world.

The winning coffee is sold to the highest bidder during an Internet auction. The winning roast can fetch up to $120 per pound, Jason Silberschlag said.

The Silberschlags actually sell a Cup of Excellence coffee in their shop, plus 3 other types of coffee. They are currently offering La Union Farm from Nicaragua, a top finisher from 2007.

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>>Email the editor at aklaw@zoniereport.com.