BOBBY GOLDBERG, HOST:This is MORNING EDITION from NPR News.
I’m Bob Goldberg.
I’m Bob with MORNING TELEVISION NEWS.
I just got an email from the head of one of the world’s largest coffee makers, Angelinos, asking me to explain how he can be so passionate about coffee and the coffee industry.
Angelinos, you may know it from its namesake in Brazil, the company that makes soba noodles and soy sauce, is owned by billionaire Paulo Costa, the founder of the now-defunct conglomerate Costa Coffee.
The company is based in the United States and sells its coffee beans in a number of locations across the country.
And, of course, there’s a line in the ad that says, go to the Moon.
I was looking at the ad, and I thought, wow, this guy is so passionate and so funny.
So I did a Google search on his name, and there were literally thousands of articles about this guy, including one in the New York Times.
And I thought this guy has the best name in the world.
I wanted to check it out and see if there was any real substance behind the name.
So, I called Costa himself.
And he was a little bit more forthcoming about what he does and what Angelinos does.
He said he’s a big fan of the movie “The Martian,” but he also thinks it’s a good advertisement for the coffee maker.
(SOUNDBITE OF FILM, “THE MARS”)(SOUNDCRAFT OF FILMS, “The MARS”))CAMERON BAKER: I think that was the big thing for me.
The movie is about the human race in the 21st century.
And so, in the film, they’re on Mars, and the astronauts are astronauts.
And they’re trying to get to the surface and they’re going to make it to the Red Planet.
So that’s really what this commercial is about.
And it’s really about people in the coffee business.
And it really captures my excitement about this new startup that’s going to be built in Seattle, Seattle.
And also my excitement because I grew up in the area, and it’s going into this kind of a booming area.
So it really is a really exciting place for a coffee company.
So what I was able to do, was I went to Costa’s headquarters, and he invited me over for coffee and then he talked about the company and the brand.
And then we got to talking about how much he loves coffee.
And he told me that his first love was to be a coffee maker, and then his second love was the movies.
And this is what he said.
He said he used to watch movies like “The Godfather” and “Casablanca” and that’s where he first started his love of coffee.
And then he went on to say that he was inspired by a movie called “The Karate Kid” when he was 10 years old.
And that’s when he decided that he wanted to make coffee.
So Costa invited me to tour Costa’s new plant, the first of its kind in the U.S. This plant was built in Brazil.
And Costa said he also wanted to talk to the folks at Angelinos about how they were going to bring their coffee into the world of television.
So he brought me to the coffee company’s headquarters in Los Angeles.
And they had a lot of people lined up and they had this huge projector and a bunch of people were standing in the corner.
And Costa said, listen, I want you to go down the line and look at the coffee table.
So we went down the hall.
And I went through all of the coffee makers that Costa sells in Brazil and there was one that he had a bunch in his shop.
And the first thing that he said to me was, this is the best coffee table that you’ll ever see.
And you know what?
It’s really nice.
And the coffee tables were lined up for us.
So they were lined with cups and coffee and there’s also a small box of beans and there are also this big white box of coffee grounds.
And we went up to this coffee table and I took a look at it and I was like, wow.
And of course there’s no way you could see this.
And my heart dropped.
It’s like, I’m so proud of this.
And this is also the coffee that Costa is currently making in his plant in Seattle.
But it’s still in a separate building, so I couldn’t see the beans that were in the boxes.
And there was this giant white box with a lot and lots of beans that I can’t see.
But Costa said they’re making this in Seattle and that he would