Cup of Jomo savors first year
Walk-up coffee bar celebrates anniversary with neighbors and newcomers
Fred McCormick
The Valley Echo
May 3, 2022
Black Mountain native Joseph Morris will celebrate the first anniversary of his walk-up coffee bar, Cup of Jomo, May 7, with a pop-up bagel shop from Honey Badger Bakes and special prices on espresso-based drinks. Photo by Fred McCormick
Growing up in Black Mountain, Joseph Morris found comfort in the warmth and familiarity of living in a small town, where chance encounters with friends, old and new, frequently led to extended conversations over a steaming mug of coffee. With each sip, he savored those simple moments.
While he had no way of knowing at the time, his outgoing personality and growing passion for java would serve as key ingredients in the quaint neighborhood walk-up bar, Cup of Jomo, which will celebrate its one-year anniversary, beginning at 7 a.m., Saturday, May 7.
An avid consumer of the brewed beverages for nearly a decade, the 26-year-old became a “coffee hobbyist” before college.
“I had the privilege of traveling throughout Europe, where there is a big cafe culture. That gave me the opportunity to experience what other parts of the world are doing with coffee,” Morris said. “I did a bunch of stuff at home with various models of consumer espresso machines, and it became something I really enjoyed.”
The practice allowed Morris to hone his skills as a barista, while offering him a creative outlet to explore a variety of styles and recipes. Proficiency and consistency came with repetition, before a worldwide crisis proved to be the catalyst for Cup of Jomo.
“I was laid off during the COVID-19 pandemic,” said Morris, who used his knowledge of brewing to find a job at Starbucks, and eventually Sweeten Creek Coffee.
While he enjoyed those experiences, he was inspired to try something completely different when he learned of the plans for the WNC Outdoor Collective. The business, which features retail space dedicated to locally made outdoor apparel and a cozy courtyard, opened its doors in April of 2021.
“It’s such a great building and cool concept,” Morris said. “I had always had this vision of a small, neighborhood walk-up coffee bar, and the Collective felt like it could be a perfect fit.”
Taken by the charm of the 107-year-old building, Morris reflected on the countless coffee bars he had visited over the years to craft his vision for the business. He agreed to lease a small space near the Vance Avenue entrance of the Collective.
“If I was going to do this, I wanted to do it right,” Morris said of his 6-foot-by-14-foot service area. “Everything is finessed to create a good workflow, so even if I’ve got a line and a bunch of orders coming in, I'm able to work efficiently in the space while engaging the customers.”
He didn’t have to go far to find an organic and fair trade certified coffee bean provider.
Cup of Jomo, a walk-up coffee bar in the courtyard of the WNC Outdoor Collective, opened its doors on May 5, 2021. Photo courtesy of Cup of Jomo
“I knew I wanted to go with someone as local as possible,” Morris said. “I’m Black Mountain born and raised, so I’ve seen my dad, as a business man in town, do handshake agreements with folks. I like that old school way of doing things, even in the new age, so it was important for me to know the people behind the company.”
He connected with Andy Gibbon, co-owner of Dynamite Roasting Co. and longtime local resident, to learn more about the product.
“He’s an awesome dude,” Morris said of Gibbon. “I was curious about the beans and the business, and he was so passionate and excited when he talked about what they do at Dynamite. He didn’t know me at all, but he treated me with the utmost respect and invited me to tour the new roastery on U.S. 70.”
Confident in the quality of his coffee supplier, Morris turned his attention to crafting a relaxed atmosphere for his customers.
“One of my big goals came from experiences in Europe, where the menus are often more simplified,” Morris said. “The idea of going for coffee is not about the ordering process itself. You’re going because it’s a moment of the day to have a break from work, school or life, so the last thing you should have to do is stress out about your order. It was important to me to keep it simple.”
As his plan for a quaint neighborhood walk-up coffee bar took shape, Cup of Jomo welcomed its first customer on May 5, 2021. The reception has been “humbling,” said Morris.
“I’m not only reconnecting with familiar faces I know from my childhood, I’m also meeting new neighbors and friends,” he said. “I have people who have become regular customers, and part of the charm of this place is that I often know their favorite drinks, so I can start on them when I see them come into the courtyard. It’s really become its own little community within the community.”
The support from other local business owners has been another highlight for Morris, who will celebrate Cup of Jomo’s first anniversary with a pop-up bagel shop from Honey Badger Bakes from 9 a.m. - 1 p.m., this Saturday. The coffee bar will offer discounts on all espresso-based drinks, from 7 a.m. - 4 p.m.
“Everybody helps each other out in Black Mountain, which is one of the things I love about it,” he said. “Being part of the community of local business owners has been amazing, and I’m a block away from my parents’ business. They come by on a daily basis, and that’s another thing I love about being here.”