Natural Bean is a natural on Newbury Street

Is Organic Coffee the new black?

By Marissa Grey

While businesses are dropping like flies on Newbury Street, a new spot for coffee aficionados has made a home for itself near Fairfield Street.

Natural Bean Organic Coffee offers a completely certified organic experience with food and coffee. But as one of eight specialty coffee stores on Newbury Street, along with familiar franchises like Starbucks and Dunkin' Donuts, what will determine its survival?

"Whether it's coffee or general retail, the entrepreneur needs to find his niche," said Bill Rennie of the Retailers Association of Massachusetts. "If you see an area that is underserved in some capacity whether it's gourmet coffee or a clothing store, its really comes down to the decisionmaking process that an owner will go through."

For Quinn Lipin, owner of Natural Bean, finding the perfect spot to open shop was a key ingredient in his recipe for a successful business.

"I had about three different locations I was considering," said Lipin. "But Newbury Street is one of the most important streets in New England, and I had to have my store there."

Rennie agreed that Newbury Street has "a lot of foot traffic and shoppers," but that the ultimate test for any business is longevity.

"If there are seven or eight coffee businesses on Newbury, and they're currently in business, something must be right," said Rennie.

Now that Lipin has the location, the rest is falling into place. Another organic coffee shop dwells a mere two blocks away, but with a promotional free coffee that has been a valid offer since opening day, three weeks ago, Lipin is guiding customers to his location.

Even though Lipin's competition is nearby, he's not worried. "We believe this [Natural Bean] is the future," he said.

The cookies, sandwiches, biscotti, milk, sugar and coffee is all certified organic. But it doesn't stop there. Even the cups and straws are organic, corn-based packaging which decomposes within 60 days at the compost heap.

"We do not go 'natural,'" said Lipin, "Natural is not organic."

"We have five different kinds of roasts. Light and dark decaf and espresso roasts," said Drew Wagner, 30, manager of Natural Bean. .Wagner said Lipin spent two years working out the flavors. "He wanted them to taste exactly right,"

"Here, there's a lot more science to our coffee," said Wagner.

In addition to the obvious organic-ness of Natural Bean, its owner maintains what really sets it apart from other retailers is its water. "We distill water," said Lipin. "A lot of people don't really think about water when they buy coffee. It's not just enough to provide the consumer with just organic coffee - the water is an important part of that equation," he said.

Natural Bean distills water, which removes every element, including pesticides, pharmaceuticals, metals, and radioactivity out of the water, becoming what it promotes as the purest form of H20. Then, a mineralizer infuses minerals back into the water, which makes the flavor of the coffee come through.

Compared to Starbucks and Dunkin' Donuts, which uses reverse osmosis, or filters to cleanse their water, Natural Bean touts that it has a system that is able to remove everything, every single time. "There is no filter, so it's going to be perfect every time," said Lipin, who vows that this water is purer than Poland Springs, his original inspiration for the distillery.

"When you get down to it, the water really does make a difference," said Cathy Bernstein, 50, who stopped into the café during its first few weeks of business. Bernstein, a frequenter of Starbucks, said the coffee must taste better because of the water.

As for its impending survival during the recession, Lipin believes coffee to be one of the necessary items that will remain untouched by the bad economy.

"The fact organic coffee is already popular, and given the high quality of the organic coffees available today, I believe the market will continue to grow steadily," said Sandra Marquardt from The Organic Coffee Collaboration.

"Every single business is affected by economy, but there are certain things that people need and its not going to be affected by the economy," said Lipin, "I mean, people are addicted to coffee."

Lipin has had success with his other business venture, Singlesnet.com, which is currently helping fund Natural Bean. "I'm not in a position where I can't keep the business going. It's an investment on my behalf," he said.

"There are certain pleasures in life that are inexpensive," said Lipin. "Having a nice cup of coffee and not taking your vacation to Miami - people will do this," he said.