There's a specialty coffee bar in Rochester that's serving up more than just a cup. Joe Bean Coffee Roasters says it’s about coffee culture; from its artisan micro-roast to its hand brewing. YNN's Wendy Mills explains in this week’s in-depth business profile.

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Joe Bean Coffee Roasters is not about grabbing a cup on-the-go. Each and every cup here is custom made. They want you to stop, watch and sip awhile.

Turiano said, "Coffee is the most chemically complex food matrix is existence, so there is never anything you will taste more complex than coffee so the more you start delving into it the more it has an unbelievable amount to offer."

It's more like a brewing lab here. They roast all the coffee using a computer program to track the change in roasting temperatures over time.

Ben Turiano and his mom Kathy opened Joe Bean on University Ave. in Rochester a year ago. They brew using the Japanese method of hario, pouring water thru a blend of grounds at a specific weight--for a certain time. And siphoning- heating for texture, aroma and flavor.

Turiano adds, "The hopeful goal is trying to get something that is really balanced and has a delicious acidity balanced out by those nice sugars in the cup and finishes really well, finding a beverage that is nice and complex and engaging on its own."

The baristas follow a set of standards by the Specialty Coffee Association of America.

"We are getting specific about time spent with the coffee, what the grind is like, everything we can measure all by weight and time and we are getting specific about extraction percentages,” said Turiano.

Ben says it all starts with the right beans; understanding who is growing it, where, its sustainability and processing. They buy coffee from all over the world from a cooperative of roasters who work directly with the farmers in Mexico, Guatemala, Peru and Ethiopia.

Ben is traveling to Nicaragua to meet some of the farmers.

To say Ben and his mom enjoy coffee, absolutely, they drink it around the clock, even pair it with food like a fine wine and after enjoying a cup myself intense flavor and coffee buzz.

For this week's in-depth business profile, Wendy Mills YNN.