New ‘microcafe’ gearing up for opening in West Asheville

Jason Sandford October 29, 2009

Jason Sandford is a reporter, writer, blogger and photographer interested in all things Asheville.

Waking Life Espresso, which describes itself as a new “microcafe,” is gearing up to open in West Asheville. I don’t have any other details. Can anyone offer more?

From their web site:

Waking Life Espresso is a startup West Asheville microcafé dedicated to serving world class espresso in a warm and welcoming environment. Waking Life’s professional, friendly, and authentic baristi have at their command a wealth of knowledge concerning coffee and its rich heritage.

Waking Life will challenge the current paradigm of over-roasted coffee carelessly prepared as expensive, over-sweetened candy drinks. Coffee is, at heart, a gourmet product, and when prepared by true artisans can be a deep sensory experience. It should be treated as such.

Waking Life Espresso seeks to be environmentally and socially responsible in all that it does, and does not subscribe to the traditional customer service model of the customer as a means to the end of profit. Waking Life will be engaged in the community and run efficiently and compassionately.

Big thanks to loyal reader Dusty for the heads-up on this.

Jason Sandford

Jason Sandford is a reporter, writer, blogger and photographer interested in all things Asheville.

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3 Comments

Jared Rutledge November 3, 2009

Hey guys, this is Jared (the owner of waking life). Thanks for the interest, the guy building my counters (Louis Mattei, does a terrific job) tipped me off to this post.

I’m a 25 year-old West Asheville native looking to give the neighborhood the coffee it deserves. My tentative opening date is Nov. 16th, if all goes well with the city inspections and whatnot. I’ll be offering a simple menu of espresso beverages and coffee. We’re talking 6 oz. cappuccinos, fresh pourover or Chemex brewed single origin coffee, temperature-profiled espresso, etc. I’m taking coffee where microbrew is. There will be limited food items as well, but the focus is coffee.

I also really want to put some peer pressure on local businesses to treat and pay their employees better, especially in the service industry. The tremendous response I received from a simple warm craiglist "help wanted" ad has convinced me that a lot of employees in Asheville aren’t being treated well. I’d like to be the standard bearer on that front and let other businesses know that it’s not okay to pay your employees unlivable wages or treat them badly. Kant’s categorical imperative in action, baby!

Anyways, feel free to hit me up at wakinglifeespresso (at) gmail.com if you have any questions!

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Russ October 30, 2009

It will be located at 976 Haywood Rd, at the corner of Haywood & Clinton, near the library, fire/police station. It will be in a 1920s-bulit home that was converted a while back to a commercial use. The building was formerly the March of Dimes office and more recently J. Ballard Landscape Design & Nursery.

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Asheville Dweller October 29, 2009

Is there a Coffee resurgence in these hills, All I can say is Im glad its not ANOTHER Trendy Hipster bar.

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