"When I think about Swell Coffee, how to define it, and what it should mean to us and our friends, my heart is torn between two realities. In one reality my heart, the 'purist' who just wants to immerse himself in the knowledge of coffee, share, nurture friendships, serve, and cultivate dreams. In the other, the 'realist' who understands the realities of business and consumption and the necessity of their constant nurturing. My hope, my dream, my commitment is for Swell Coffee Life to be a harmonious balance between the 'purist' and the 'realist'. Both complimenting each other and adapting to the changing needs each may present."