Jas and Simmi opened Lincoln Coffee House on Reading's King Street in 2013, then expanded with their own roastery in 2018 after teaching themselves the craft of roasting. The King's Road branch handles espresso, filter and Aeropress alongside a bagel menu, while the shop stocks beans processed as washed, natural, honey and experimental lots. Sourcing runs on a direct-trade model: half the beans come straight from growers in Brazil, Colombia and India at prices set above Fairtrade minimums, the rest through ethical importers working in Mexico, Guatemala and Rwanda. A coffee subscription service ships regular bags to households across Berkshire. The café keeps its counter close to the roasting operation, so customers can watch beans go from green to roasted before they reach the grinder. Two Reading addresses now carry the name.
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