Endorsing Alterra

Every once in a while the Burnside Writers will endorse something on their blog. You can check out their blog here. I always liked the idea. Endorsing something is to say you like something, but it sounds so formal and gives a false sense of influence to the blogger. I need that. So, I'll be endorsing something today. 

Six Hours on Sunday endorses Alterra Coffee Roasters. Alterra is a local coffee shop with several locations throughout Milwaukee and the suburbs. It started in 1993 and is native to the Milwaukee area. Their focus: strong coffee. But strong takes on several meanings at Alterra. Of course their product is strong, all beans roasted in Milwaukee (on site, depending on what cafe you go to), but the coffee is also strong environmentally and within the Milwaukee community. 

Alterra, just like a favorite brewer back home, is wind-powered. They also use corn-based plastics for utensils and cups that can dissolve in as little as 45 days in a landfill. I haven't been to all Alterra locations, but as far as I know they have not built their own, stand alone building like a Starbucks or McDonalds. They move into existing locations, some of them old, and renovate with an intention of using recycled materials from the original use of the building. 

Kate and I were sitting at an Alterra yesterday when I thought of New Belgium Brewing. If Alterra was in Fort Collins, if New Belgium was in Milwaukee, the companies would complement each other perfectly. Beer drinkers need coffee in the morning. Coffee drinkers like a good beer in the evening. It would be quite a match, but for now, one that only exists in an imaginary city that has within it all my favorite companies, ideas and people. 

I am in the process of defining that city with this new series. More endorsements to come.