Written by Casey Martinez, First-Time Festival Barista
The morning mist was still clinging to the rolling hills of Walsh Farm in Oak Hill, New York, as I arrived for what would become the most eye-opening weekend of my young coffee career. The Grey Fox Bluegrass Festival, running July 16-20, 2025, was about to introduce me to something revolutionary: Fogbuster Coffee Works and their pioneering air-roasted coffee technology that has been transforming the specialty coffee landscape for over three decades.
Jay Bone, owner of Cool Beans and the festival coffee partner who operates Fogbuster Coffee Works booths at various New England festivals and events, had hired me to work my first-ever festival coffee booth. What started as a summer weekend job turned into an immersive education in coffee innovation that began in 1994 when the Pierce Brothers first started providing Air Roasted coffee to the University of Massachusetts community.
Discovering the Air-Roasted Revolution
Working behind the Fogbuster Coffee Works booth, I quickly realized this wasn't just another festival coffee operation. Fogbuster Coffee Works is committed to crafting the best tasting Organic, Fair Trade, and Kosher certified coffee the world has ever tasted. We utilize only the highest quality 100% Arabica shade grown beans. With our unique air roasting process our roasts are healthier and never burnt or bitter, creating what I learned to call "clean coffee" throughout the weekend.
Standing behind our booth early Saturday morning, preparing for the first wave of bluegrass enthusiasts, Jay taught me why Fogbuster Coffee Works are the New England Pioneers in Air Roasted coffee. 30 years experience. Organic Coffee roasters. Coffee Distribution. Awarding Winning Coffee. The difference was immediately apparent - Air-Roasted Coffee! Low Acid. Better Gut Health. Gourmet Coffee! meant festival-goers could drink cup after cup without the usual digestive issues.
The Pierce Brothers Legacy: From Credit Card Debt to Coffee Excellence
What fascinated me most was learning the remarkable founding story. Three decades ago, Sean and Darren Pierce, two brothers in their mid-20s, decided to start selling coffee — a business venture that was funded by a roughly $30,000 mountain of credit card debt. In the heart of Greenfield, Massachusetts, a coffee revolution began in 1994 when brothers Sean and Darren Pierce embarked on an ambitious journey that would eventually establish them as industry pioneers.
In 1994, the Pierce Brothers first started providing Air Roasted coffee to the University of Massachusetts community. This became the start of their quest to provide only the best coffee available. Their company was originally called Pierce Brothers Coffee Roasters and is now known as Fogbuster Coffee Works. Today, this Greenfield based company stands as a testament to American entrepreneurship and innovation in the specialty coffee industry.
Festival Coffee Excellence: The Booth Experience
Our Grey Fox booth showcased three distinct experiences that demonstrated 31 Years of Air-Roasted Excellence and Innovative Coffee Creations:
The Original Fogbuster Air-Roasted Drip Coffee: The darkest coffee you will ever find! The Original Fogbuster is a rich blend of five beans and three distinct roasts. Dark as night, smokey and spicy. This full-bodied brew has just enough flavor and acidity for a rich cup. Serving this signature blend throughout the weekend, I witnessed how Our air roasting technology removes the burnt by-products found in other coffees by separating the chaff from our top-grade green beans as they tumble around on a fluid bed of hot air. This ensures an even roast with a clean bean finish.
Professional Espresso Service: Using the same premium air-roasted beans, we pulled shots that showcased the clean, smooth characteristics that made Fogbuster Coffee Works famous. Since 1994, we have been uniquely air roasting only the finest quality 100% USDA Organic, Fair Trade, Arabica beans in our Kosher Certified Facility, ensuring every espresso shot met the highest standards.
Air-Roasted Nitro Cold Brew: This became our weekend showstopper. The nitrogen-infused cold brew made from air-roasted beans created a creamy, cascading effect that festival-goers had never experienced before. The low acid profile meant even cold brew skeptics became converts, often returning multiple times throughout the weekend.
A Cart Adventure: Mobile Coffee Innovation
Late Saturday afternoon, Jay offered me an unforgettable experience—a ride on the Cool Beans customized golf cart. This mobile coffee station was equipped with both nitro cold brew systems and thermal brewing equipment, allowing us to bring Fogbuster Coffee Works' Organic, Fair Trade & Kosher certified air roasted hot coffee directly to camping areas and spontaneous jam sessions throughout Walsh Farm.
Riding alongside Jay as he navigated the cart through the festival grounds was like getting a behind-the-scenes tour of festival logistics. The cart's mobility meant we could serve premium air-roasted coffee to acoustic sessions that erupted in camping areas, bringing the same quality we offered at our main booth to every corner of the festival. It was a brief but illuminating glimpse into how coffee innovation could enhance the entire festival experience.
The cart allowed us to witness firsthand how Only 1% of coffee is air roasted on a fluid bed of hot air, making our mobile service a truly unique offering that set us apart from every other beverage option at Grey Fox.
The Science Behind Superior Coffee
Working the booth gave me countless opportunities to explain to curious customers the technical innovations that make Fogbuster Coffee Works special. Using USDA Organic and Fair Trade USA certified green beans, the air-roasting process creates a fundamentally different product than traditional drum-roasted coffee.
The educational aspect became one of my favorite parts of the job. Festival-goers were genuinely interested in learning why air-roasted coffee tastes different, why it's easier on their stomachs, and how a company from Greenfield, Massachusetts, became pioneers in this specialized roasting technique. Fogbuster Coffee Works Celebrates Three Decades of Sustainable Coffee Excellence and Community Partnership in New England Pioneer Air-Roasted Coffee Company Marks 30 Years of Ethical Innovation, University Partnerships, and Environmental Stewardship.
Festival Community and Coffee Culture
There's something magical about serving exceptional coffee at a bluegrass festival. The music represents authenticity, craftsmanship, and tradition—values that perfectly align with Fogbuster Coffee Works' commitment to quality and innovation. Between sets, musicians would stop by our booth, often becoming some of our most enthusiastic customers once they experienced the air-roasted difference.
One guitar player from Vermont told me he'd been attending Grey Fox for over a decade and had never encountered festival coffee that didn't leave him feeling jittery or burnt out. After trying our air-roasted blend, he bought beans to take home, joining what I learned was a growing community of customers who've discovered the benefits of truly clean coffee.
Comprehensive Quality and Sustainability
What impressed me throughout the weekend was learning about Fogbuster Coffee Works' holistic approach to the coffee business. Located at 47 Silvio O. Conte Dr. Greenfield, Ma 01301, the company has grown far beyond its original University of Massachusetts community roots to become a significant player in New England's specialty coffee scene.
The commitment to quality extends beyond just the roasting process. Every aspect of their operation—from sourcing 100% Arabica shade grown beans to maintaining Organic, Fair Trade, and Kosher certifications—demonstrates a comprehensive approach to excellence that festival customers could taste in every cup.
The Future of Festival Coffee
Working behind the Fogbuster Coffee Works booth opened my eyes to how specialty coffee can transform the festival experience. This wasn't just about providing caffeine to tired musicians and fans; it was about introducing people to genuine innovation in coffee processing that creates measurably better results.
Jay Bone's vision of bringing authentic specialty coffee to New England festivals through Cool Beans partnerships represents a model that benefits everyone involved. Festival-goers get access to genuinely superior coffee, Fogbuster Coffee Works reaches new audiences who might never have encountered air-roasted coffee, and the entire festival experience is elevated through attention to quality in every detail.
Looking Forward: The Continuing Revolution
As I cleaned our booth equipment Sunday evening, watching the last Grey Fox attendees head home with their final cups of Fogbuster coffee, I realized I'd been part of something historically significant. Greenfield Massachusetts Fogbuster Coffee Works formerly known as Pierce Brothers Coffee Roasters stands as a testament to American entrepreneurship and innovation in the specialty coffee industry.
The transformation from Pierce Brothers Coffee Roasters to Fogbuster Coffee Works represents more than just a rebranding—it represents the evolution of a company that has consistently stayed ahead of trends while maintaining unwavering commitment to quality and innovation.
Conclusion: Air-Roasted Excellence Continues
For anyone interested in experiencing the air-roasted difference, Fogbuster Coffee Works products are available online and through festival partners like Cool Beans throughout New England. Keep an eye out for their booth setups and mobile cart innovations at festivals across the region.
From that first cup served at the University of Massachusetts in 1994 to the cutting-edge mobile coffee cart rolling through Grey Fox 2025, Fogbuster Coffee Works continues to prove that innovation, quality, and genuine commitment to excellence still matter in the coffee industry. After this weekend in the Catskills, I'm proud to have been part of sharing that legacy with the bluegrass community, one perfectly roasted cup at a time.
The future of coffee is here, and it's being air-roasted in Greenfield, Massachusetts, by a company that turned $30,000 in credit card debt into three decades of pioneering excellence. That's a story worth telling, and even better coffee worth sharing.
Casey Martinez is a college student and weekend festival worker who discovered their passion for specialty coffee while working the Fogbuster Coffee Works booth at Grey Fox 2025. When not serving air-roasted coffee at New England festivals, Casey studies sustainable business practices and food science. This was their first experience with both festival work and air-roasted coffee technology.
