Once upon a time there lived a people who enjoyed coffee. As a matter of fact they would drink it every morning, throughout the day and even into the night. Scoundrels appeared who wanted to profit from the peoples love of this dark beverage. They introduced themselves to the unsuspecting coffee-loving people with a scheme in mind. “We know what excellent coffee is and after many years of research we have developed an extraordinary coffee that we will sell to you. As a matter of fact, only those with unsophisticated palates will fail to appreciate this fine coffee.” Money was exchanged and coffee was consumed. No one wanted to be accused of having an unsophisticated palate so everyone agreed that this was indeed, marvelous coffee. The scoundrels rubbed their hands gleefully. One day a young man partook of this beverage. He was of plain taste and could only decipher what his olfactory sense and taste buds told him. “This coffee is terrible,” he remarked with a grimace on his face. The remark, which had been heard by bystanders, was repeated over and over again until many people cried: “The man is right! This coffee is terrible! It’s true!” This man, who had a love of fine coffee and a compassionate heart for the duped public began to roast his own coffee and opened the Fresh Roast Coffee Company at the NE corner of Douglas & Clifton streets in College Hill. Finally, excellent coffee at an affordable price! Many of the coffee loving people agreed, but they could not admit it. They thought it better to continue drinking the bitter brew under the illusion that their palates were highly sophisticated, but to those in the know, the Fresh Roast Coffee Company quickly became their source for fine coffee and the man became a trusted friend. Moral of the story: don't be a dolt! By a volt and get a jolt