The Art and Science of Specialty Coffee: A Deep Dive with Trey Malone

A morning cup of coffee represents different things to different people. For some, it's simply a caffeine boost, for others, a cherished ritual. But for Trey Malone of Northshore Specialty Coffee, it represents something far more profound: a perfect synthesis of artisanal craftsmanship, scientific precision, and community building that rivals the complexity of craft beer and premium Wagyu beef.

The Evolution of Coffee Culture

"Coffee wasn't always special," Trey explained. "It was more of a commodity product, like flour or sugar. It should be hot and caffeinated, and that was about it." This utilitarian approach dominated until the 1990s, when the "third wave" coffee movement emerged, emphasizing bean origin, quality, and flavor complexity.

Drawing from his experience, Trey observed a fascinating similarity: "Craft beer and specialty coffee really grew in parallel. I remember when even the smallest towns (like his hometown of Louisville) started carrying craft beer. The focus has shifted to the quality of the product and the experience it delivers."

In discussing the local coffee scene, Trey pays homage to his influences: "Paul Bonds with BeanFruit Coffee is a hero of mine. He's been doing specialty coffee in Mississippi for years and has stuck to it. His product is fantastic, and he's opened doors for so many of us in the industry."

The Science of Flavor

Trey's approach to coffee is grounded in the concept of terroir, a French term traditionally associated with winemaking. "Terroir refers to everything that contributes to a product's flavor—the soil, the climate, even the hands that cultivate it," he explained. This principle extends beyond simple geography to encompass every aspect of production.

To illustrate this concept, Trey draws a comparison: "Think about a Wagyu beef. The quality of that steak depends on how the cow was raised, what it was fed, and even how it was treated. Wagyu cattle are often fed a strict diet, massaged daily, and even given beer at some farms. All of that care directly impacts the quality of the meat. Coffee is the same. The way it's grown, the soil treatment, and how it's processed before it even reaches the roaster are where the real magic happens. Our job as roasters is simply not to mess it up."

From Farm to Cup

The transformation of coffee from cherry to beverage involves meticulous attention to detail. "Coffee cherries need to be picked by hand, just like blueberries, and processed in specific ways to bring out their best characteristics," Trey noted. The scale of this effort is remarkable: "When you enjoy a cup of coffee, you're tasting the combined efforts of farmers, processors, and roasters. It's an exotic product we often take for granted. It takes about 50 to 60 cherries to make one cup of coffee."

Innovation and Technology

Trey's innovative spirit has led to unique collaborations, including Hoodoo Espresso Vodka with Cathead Distillery. "It's essentially three ingredients: Cathead Vodka, Demerara sugar, and Northshore espresso," he explained, adding it's "smooth, rich, and a little dangerous if you drink it too late in the evening—you'll definitely be wide awake!"

Perhaps his work on a most groundbreaking venture is the world's first "robot cafe" at Millsaps College. "This is the first of its kind in the world for this style," Trey shared. "It's a coffee shop in a box. A robot arm makes your coffee to perfection and delivers it through a conveyor." This innovation, featuring a robot named Zeke, represents a creative solution for serving premium coffee in non-traditional spaces – a first in Jackson, Mississippi.

Building Community Through Coffee

At its core, North Shore Specialty Coffee's mission extends beyond serving exceptional beverages. "We're in the hospitality industry," Trey emphasized. "Our goal is to make coffee shops a 'third space' for our community—not work, not home, but a place to engage with others." This philosophy manifests in their thoughtfully designed spaces, from their soon-to-open spot at The District in Eastover to their collaboration with Fertile Ground Beer Co. – Cultivate – opening this spring in Belhaven Town Center.

The result is more than just a coffee shop—it's a testament to the power of craftsmanship and community. As Trey eloquently stated, "The best coffee doesn't just wake you up—it opens your eyes to a whole world of craftsmanship and care."