All photos by Cole Alexander Sheldon.
The
EspressoForge
is a fascinating new arrival to the sparsely populated field of
portable manual espresso equipment. It resembles a bicycle pump but is
truly a hydraulic device, “pneumatic” only inasmuch as a tiny bit of air
may incidentally get trapped at the top of the column.
It also shares a certain operating principle with the
Aeropress,
although it differs in that it actually achieves a goal to which the
Aeropress only purports to aspire. The manually powered, solid 304
stainless steel piston directly forces water through a commercial-size
58-millimeter basket with easily enough pressure for a true espresso
extraction. By monitoring the built-in manometer while adjusting one’s
downward force, an experienced user can experiment with real-time
pressure profiling either on the fly or according to a recipe. In form,
function, and product development, as well, the EspressoForge stands
alone.
Alone, that is, until you learn that the inventor, Andre Vornbrock, used the online coffee community
Home-Barista.com
as a public sounding board while finalizing the prototype and honing
the production process. Vornbrock, 30, a Dallas-based web application
programmer with a background in electrical engineering and building
control systems, developed the EspressoForge on his own, in his spare
time, in the suburban home he shares with his wife and 1-year-old
daughter.
Photo by Cole Alexander Sheldon
“The machine that I was thinking of was so simple,” Vornbrock told
Daily Coffee News. “I thought to myself, how could it not work? I asked a
few friends and a few people and they said well, the only way you’re
ever really going to know is to build a prototype and see if it makes
coffee.”
He built it, and it does.
One Man’s Crowded Collaboration
When
La Marzocco or
Nuova Simonelli
introduces a new design or incorporates a new technology, it’s like
thunder rolling down off Mt. Olympus. Fledgling designers and companies
that take wing on the momentum of crowdfunding campaigns upend this
traditional equation in an exciting way, although these projects just as
often burn or fizzle out. Vornbrock and the EspressoForge remind us
that individuals, too, with patience, passion, and realistic
expectations, can make beautiful, effective, and lasting things. At the
same time, even a lone wolf has much to gain in bouncing some ideas off
the pack every once in a while.
By the bringing his idea to Home-Barista, Vornbrock was able not only
to gauge the interest of his target demographic before deciding to
proceed, but also to receive some valuable feedback and advice from a
brain trust that includes more than a few serious coffee industry
veterans. Also in the mix are some fellow engineers, craftspeople,
scientists, and well-seasoned espresso enthusiasts. While much of their
advice on technical matters turned out to be but nutritious food for
thought, some of it did also have direct affects on the final product.
“It gave me direction,” says Vornbrock. “I think overall, that
sounding-board advice and other things some of the members mentioned did
contribute, but I don’t know if it was as much as it might have seemed
online.”
Vornbrock cites the handle grip material as an example of an issue
for which he received multiple suggestions, but wound up finding his own
solution. The material for the two O-rings on the piston, meanwhile,
was a suggestion from an H-B member that directly improved the
performance of the machine.
Vornbrock first joined the online community in 2008 while living
abroad in Israel and just starting to navigate the rabbit-hole of fine
coffee at home. Over the years he graduated from a domestic
La Pavoni
manual lever machine to the vintage, obsolete Caravel manual lever
machine (which has recently surged in popularity among aficionados), to
finally a
Bezzera Strega,
which is among the top tier of home lever machines currently in
production. He started designing the EspressoForge in earnest in Texas
in December of 2014, aiming for not only a robust portable shot-puller —
or pusher, as the case may be — but also as a simple and affordable
means of experimenting with precise pressure profiling.
Photo by Cole Alexander Sheldon
“I had perceived that the market on this type of device wasn’t
necessarily going to be a mass market,” Vornbrock reflected in a recent
phone conversation. “It was basically people that were already coffee
enthusiasts, that already had at least an adequate, probably a very good
grinder, experience making espresso on 58-millimeter commercial
machines or with that type of basket, that basically just wanted that
same type of thing either in a portable machine or just something simple
that they could play around with pressure profiling without stepping up
and buying a Vesuvius or Slayer.”
Conversations or Commerce
Though it could have gone either way, the underlying commercial
potential of the project was evident enough that in February of 2015,
Vornbrock first sought the permission of Home-Barista webmaster Dan Kehn
to initiate his thread in the site’s general “Espresso Machines” forum
rather than in the “Marketplace” forum, to which vendors are ordinarily
restricted when it comes to information regarding products, sales, or
other commercial endeavors. Kehn runs a tight ship, which is of
particular importance for an online community where “upgrade-itus” runs
rampant and much of the popular equipment isn’t cheap.
“The commercial posts rule is really about protecting the membership
from constant sales pitches,” Kehn told Daily Coffee News in an email
exchange. “Clearly Andre wasn’t motivated by profit, but personal
interest in a project. If that doesn’t embody the purpose of an online
community, I don’t know what does.”
Kehn also agreed that public projects such as the EspressoForge add a
vitality and stimulation to Home-Barista discourse that is distinct
from the community’s more predictable queries and solutions. “A lot of
the discussions on HB are troubleshooting problems that have been
resolved before, helping with buying advice, or sharing
recommendations,” writes Kehn. “Projects from long-time members are more
engaging and satisfying, since they have more depth and a genuine
opportunity to advance the community knowledge — maybe even the
industry.”
In the portable espresso-maker industry, the closest existing product
to the EspressoForge is probably among the Rossa line of
espresso-makers from the similarly tiny Australian company
Portaspresso.
However, while the Portaspresso designs are as elegant as they are
stout, they are also over twice the price, and are harder to come by in
the States.
In terms of EspressoForge’s self-determined business model, the
handiest comparison would be to that of the Idaho-based manual grinder
designers
Orphan Espresso,
whose products are also a fitting companion to the EspressoForge. The
difference is that prior to designing grinders, OE had almost a decade
of specializing in parts and service for vintage and obscure home
espresso machines, garnering a sort of cult following among espresso
aficionados. Vornbrock has no such background, although as a member of
Home-Barista, he did have access to a good chunk of the following.
Vornbrock sees OE’s volume of sales as a benchmark for the
EspressoForge’s potential. “I’d taken the Orphan Espresso model of how
many grinders have they shipped,” says Vornbrock, “and applied that to
how many devices would I likely ship, over the course of how many years.
They haven’t shipped thousands and thousands of grinders, and it’s been
over multiple years. Anybody that buys a Pharos would probably be
interested in buying this.”
The pairing of an EspressoForge with an
OE LIDO 3 manual grinder
by Orphan Espresso seems so natural to Vornbrock that he has considered
bringing the idea of a co-venture to the grinder-makers.
Photo by Cole Alexander Sheldon
“I have no idea if they’d be into a grinder-and-machine partnership,”
says Vornbrock. “I don’t know what it would look like, either.” One
possibility could be a travel case that fits both the Forge and a LIDO.
Another less committal idea is to at least coordinate retail presences
on the web and on select real-life shelves. At this point the two
companies have not communicated directly.
Slowly Forging Growth
For now, Vornbrock is content to ship the modest number of preorders
he has received and let come what may from word of mouth and
user-generated experience threads on sites like Home-Barista,
CoffeeGeek, the Australian site
CoffeeSnobs,
and other communities. He has no current plans to advertise and no
intention of launching a Kickstarter campaign. Rather than foist his
product into the consideration of a largely inexperienced public,
risking bad reviews and product returns, Vornbrock prefers the safer and
more manageable model of letting the targeted demographic find the
EspressoForge themselves, slowly and through their own trusted channels.
“Best case scenario, I guess, would be selling a lot of them,”
Vornbrock says cautiously, noting that his current machinist could
generate the custom parts by the thousands if demand was there. “But it
takes an hour or two to assemble each of these by hand right now. That
would be the main limiting factor.”
While operation of the EspressoForge is not difficult, best results
from this or any manual espresso machine ultimately come with practice
and experience. “My biggest fear would be people that buy the device but
don’t have a realistic expectation of what it is,” says Vornbrock.
“That’s why I’ve tried to format my website with the pros and cons
table, and publish all those things online, so people can get an idea
that this is a machine that requires a bit more care, a bit more
commitment than a Keurig machine.”
Vornbrock’s pro/con table is indeed as forthright a caveat emptor as
one is likely to find in a retail environment. It underscores
Vornbrock’s take-it-or-leave-it approach to the careful dissemination of
his product. Meanwhile, every morning in a house in Dallas, Texas,
Andre Vornbrock forges the espresso he most enjoys, and looks forward to
likeminded coffee lovers doing the same with the EspressoForge.
Author: Howard Bryman
Howard Bryman is a writer and coffee industry zealot based in Boise, Idaho.