Drinking Joe Coffee in Union Square, Pondering the Bona Fides of Walking the Talk
![Image](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjNVSq8151nSArnchWp7f6U24lfjv120Aw3I9lGv4fBxPagc4elZKTQ2iCYbPiC9CY9_Xmd8fB3W5pZousTkslfACZpXzBxJeX6jK1UGw7iax0ByA80PlDdF48_0aRt36ajGqXgZ-Ue0ZKVNkykU359gAzJB3sNM5sdHuRGQq-kJw9eY9qR08diET3B/s320/20221113_153314.jpg)
I love NYC during the holiday season. Crisp air, leaves with residual hints of red and yellow, holiday bazaars, ambient street music, and plenty of plein-air noshing and coffee-drinking. Last week, my friend and I took our kids to the playground near Union Square and at one point, I ducked out for coffee. I was determined to try a new place (at least new for me). Joe Coffee at 16 th St. off of Union Square pulled me in with its powder-blue branding and no-nonsense name. Joe Coffee was started in 2003 by Jonathan Rubinstein, with the goal of producing high-quality, amazing-tasting coffee served with “warm hospitality.” There are now 22 locations throughout the city. The coffee was amazing. But I wanted to know more. Sometimes you listen to a company’s spiel about sustainability, diversity, inclusivity, and fair trade, and you realize it’s largely performative. There is a lot of virtue-signaling in the coffee industry. I wanted to know where Joe Coffee stood. Discovering JNP Coffee