There's high end and then there's high end. I don't know this roaster well, but I can take a stab at how this works, based on roasters local to me. The absolut

There's high end and then there's high end. I don't know this roaster well, but I can take a stab at how this works, based on roasters local to me. The absolute biggest and best roasters have relationships and locked-in supply or exclusivity with farmers. They're also likely re-investing profits in those farmers. There are a very small number of roasters of this scale and sophistication, and they're probably already the ones in national retailers. Everyone else is buying high quality but still commodity green coffee and roasting it. The first group is able to get higher quality and guaranteed supply because of the deep relationships. They're excellent roasters, but they also are able to attain a higher level of quality because of the garbage in garbage out principle. Everyone else is competing on who can do the best job of roasting the same product. Important, but not quite the same. I can't say that this company falls into the second category for sure. But if they do, that explains how they can get lots more supply very quickly. Their coffee is high end, they're doing a good job of roasting it, but it's not so high end that there isn't a bunch more green supply that they can get.