Our Story
Joseph Gerardis has always found inspiration in the scenic beauty and rolling hills of California’s Central Coast. It’s what drew him and his wife, Isabel, to Atascadero in 2003—attracted by the area’s unmatched cycling routes and a desire to build something meaningful.
What began as a hobby in Santa Barbara, where Joseph experimented with roasting beans and exploring unique flavors, soon became a full-fledged passion. After their move, he and Isabel transformed that passion into Joebella Coffee—a name that blends their own while symbolizing their shared pursuit of crafting exceptional coffee experiences.
That same dedication extends beyond the beans. Joebella’s café and roasting facility are certified organic, reflecting their deep commitment to sustainability. The space itself is a tribute to community and craftsmanship, featuring artwork and products from local creators, while much of its inviting design comes from Joseph’s own handiwork, using reclaimed wood from the area.
At its core, Joebella Coffee is a reflection of Joseph and Isabel’s devotion to quality, community, and environmental care—captured perfectly in their motto:
“Have the Day You Want”
From day one, Joebella committed to roasting only certified organic coffee. For Joseph, it’s about more than just great taste. Supporting organic farming ensures better pay for farmers, sustainable growing practices, and healthier crops. “It’s a way to honor the farmers and their hard work,” Joseph explains.
Quality
Quality, craftsmanship, and care are at the heart of everything we do. We start by meticulously sourcing the finest certified organic single-origin coffee beans, ensuring exceptional taste from the very beginning. By roasting our beans in-house and handling every aspect of packing and shipping, we maintain complete oversight of our process, guaranteeing freshness and integrity. We draw inspiration from those who share our dedication to purpose and craft, emphasizing products made with intention—built to last and designed to be truly enjoyed.
What We Stand For
At Joebella, we believe coffee is more than just a caffeine fix—it’s a daily ritual, shaped by intention and personal preference. There’s no right or wrong way to enjoy it. Your coffee routine evolves with time, season, and experience, becoming a reflection of what matters to you. For us, it all comes back to the simple truth that these small, everyday moments add richness to our lives—and that we have the opportunity to savor them every single day.