Skip to main content

NorCal Nitro Coffee - Cold Brewed in Paradise

06/26/2017 11:00AM ● Published by Melissa Mendonca

Gallery: NorCal Nitro Coffee - Cold Brewed in Paradise [4 Images] Click any image to expand.

Outpour

July 2017
By Melissa Mendonca
Photos by Paula Schultz

Twenty-one years ago, well before the big fresh juice craze took hold, Geoffrey Greitzer opened Java and Juice in Paradise using only fresh fruits and veggies for his juices and smoothies, no sugar-fueled base from a plastic jar. While he was arriving at 3 am to roast coffee beans daily, he held the notion that eventually, “People could switch over from coffee to smoothies.”

“We were the first place to have a real juice bar in Paradise and Chico,” he says. The 3,000-square-foot building was also the first in Paradise to have a drive through.

Today, people still fill Yelp reviews with the virtues of the Swinging Monkey and Ninja Turtle smoothies, but Greitzer and his wife Nicole are feeding the coffee addiction with the introduction of nitro coffee, a process they helped revolutionize just a few years ago.

“It’s been such a whirlwind, I don't know how to describe what it means,” says Greitzer of what he refers to as “the nitro thing,” a process of adding nitrogen to slow, cold-brewed organic coffee through a pressurized valve, creating a smooth, creamy finish with a foamy head reminiscent of a Guinness draught.

“It doesn’t taste anything like a normal coffee,” he adds, noting that it is typically taken with no to very little sweetener and that “people who have stomach problems can drink this.” The natural creaminess of the pour eliminates the need for dairy.

Ironically, it was as the nation's obsession with fresh juices was finally taking hold that Greitzer turned his attention to the nitro thing. Nicole found an article about it and shared with him. His curiosity soon turned in to a full-on obsession. “When I get hot on something in my head...,” he says, going on to describe the countless hours reading and experimenting with the process and flavor profiles involved in making a quality product.

“At the time, a couple of years ago, there were fewer than 10 people in the country who were doing it,” he adds. The concept was so intriguing though that he knew immediately he wanted to pursue it. The result of his early experimentation was so popular that Juice and Java would routinely empty five-gallon kegs on a daily basis. Coffee houses Cal Java and Beatniks, as well as Upper Crust Bakery, also began serving his product.

It didn't take long before he was approached to wholesale the coffee. His attention turned to figuring out how to bottle the product in glass so a hard pour would still bring the effect of a keg tap. “It took six months every single day to figure out how to do this,” he says. “I'm sure my staff got sick of tasting it.” They also had to label each bottle by hand. “It took almost a minute per bottle. My wife, Nicole, almost got carpal tunnel,” he adds. Still, he says, “I believe we were the first people to figure out how to bottle nitro in glass bottles.”

Greitzer admits that at first, he thought glass was the only legitimate way to contain the nitro coffee with integrity. Others started using aluminum cans and he silently disparaged the practice. Then Sierra Nevada Brewery made the case for aluminum and he began with his own experiments. Turns out, cans were the way to go. “You give a couple of good shakes and a hard pour,” he says, “and you get a creamy, cascading Guinness-like thing.” It's superior to the glass bottling technique he spent so much time perfecting. “With cans, it will hold more pressure because it's all under nitrogen.”

With the ability to can comes the ability to grow, something Greitzer is simultaneously excited and wary about. “We want to do everything correctly, to not expand too quickly,” he says. Still, the self-professed shorts and t-shirts guy bought himself a suit and drove to Safeway headquarters in Pleasanton  to discuss expanding distribution of NorCal Nitro beyond the few stores in Chico and Paradise. “We're outperforming any cold brew coffee that they have on their shelves,” he says with pride. “Ours just tastes different.”

He can't move much beyond the North State, as he and his crew are still roasting and brewing in small batches, but he's excited that more people will be able to readily access his product.

While he makes each move toward expansion with measured steps, he's fully cognizant of the importance of this phase of his business. “You don't have too many opportunities in life that present themselves like this,” he says.


NorCal Nitro Coffee • norcalnitro.com

Juice and Java • 7067 Skyway • Paradise

(530) 872-9633


Food+Dining, In Print, Today NorCal Nitro Coffee Juice and Java
  • Coffee Painting Silent Auction

    09/24/2017
    08:00AM — 06:00PM

    We are building a 24' Tiny House on Wheels, the first of many that will make up our Tiny House Co...


  • A gathering and show by collectors of military memorabilia. Helicopter fly-ins, armament and equi...


  • Football Season Is Here!

    09/24/2017
    09:30AM

    NFL Ticket. Sunday all day starting 930am with breakfast! Mon night Football. Thursday night S...


  • Jewelry Making Classes for All Levels

    09/24/2017
    12:30PM — 03:30PM

    The Siskiyou Arts Museum in Dunsmuir will once again offer a jewelry making class with Mt. Shasta...


  • Kitchen Tour

    09/24/2017
    01:00PM — 05:00PM

    Kitchen Tour: Tour 5 fabulous renovated kitchens on Sunday September 24th, from 1 to 5 pm in the ...


  • Riverfront Playhouse Presents

    09/24/2017
    02:00PM

    By Mary Lynn Dobson Directed by Samantha Fork Welcome to another stellar season at the Neighbo...


  • Leann Rimes

    09/24/2017
    07:30PM

    LeAnn Rimes has sold more than 44 million albums, won two GRAMMY Awards, three Academy of Country...


  • Coffee Painting Silent Auction

    09/25/2017
    08:00AM — 06:00PM

    We are building a 24' Tiny House on Wheels, the first of many that will make up our Tiny House Co...


  • Football Season Is Here!

    09/25/2017
    09:30AM

    NFL Ticket. Sunday all day starting 930am with breakfast! Mon night Football. Thursday night S...


  • Coffee Painting Silent Auction

    09/28/2017
    08:00AM — 06:00PM

    We are building a 24' Tiny House on Wheels, the first of many that will make up our Tiny House Co...


  • Football Season Is Here!

    09/28/2017
    09:30AM

    NFL Ticket. Sunday all day starting 930am with breakfast! Mon night Football. Thursday night S...


  • The Pastor as PR Director

    09/28/2017
    10:00AM — 12:00PM

    Tozer Seminary, Redding, invites pastors and nonprofit directors to a free, no-registration works...


  • For the month of September, the Highland Art Center will feature a fun interactive exhibit with h...


  • Honored Elders Dinner

    09/28/2017
    05:30PM — 08:30PM

    Join us September 28, 2017 at 5:30 at Win River Resort in the Event Center for the Princess Brav...


  • Riverfront Playhouse Fundraiser

    09/28/2017
    06:00PM — 09:00PM

    The Grape Escape is hosting a fund raiser for Riverfront Playhouse. September 28 from 6–9 pm.Join...


  • Coffee Painting Silent Auction

    09/29/2017
    08:00AM — 06:00PM

    We are building a 24' Tiny House on Wheels, the first of many that will make up our Tiny House Co...


  • Football Season Is Here!

    09/29/2017
    09:30AM

    NFL Ticket. Sunday all day starting 930am with breakfast! Mon night Football. Thursday night S...


  • Hayfork Farmers' Market

    09/29/2017
    04:00PM — 07:00PM

    Come listen to live music, shop for local goods and produce and cultivate community! The Farmers'...


  • For the month of September, the Highland Art Center will feature a fun interactive exhibit with h...


  • Wildcard Brewing Co. Foodie Friday

    09/29/2017
    05:00PM — 08:00PM

    On Fridays from 5pm-8pm, we bring you the best of both worlds: a frothy pint and a flavorful plat...


  • Riverfront Playhouse Presents

    09/29/2017
    07:30PM

    By Mary Lynn Dobson Directed by Samantha Fork Welcome to another stellar season at the Neighbo...


  • Coffee Painting Silent Auction

    09/30/2017
    08:00AM — 06:00PM

    We are building a 24' Tiny House on Wheels, the first of many that will make up our Tiny House Co...


  • Ono Grange Community Yard Sale

    09/30/2017
    08:00AM — 01:00PM

    Community Yard Sale at the Ono Grange. Find your next treasure and more at the sale. Horse tack, ...


  • Football Season Is Here!

    09/30/2017
    09:30AM

    NFL Ticket. Sunday all day starting 930am with breakfast! Mon night Football. Thursday night S...


  • A Royal Tea Party

    09/30/2017
    10:00AM — 03:00PM

    Magically encounter your favorite storybook characters, delight in a show fit for a King and snac...


  • Historic Hawes Farms

    09/30/2017
    10:00AM — 06:00PM

    It’s a whole new season of Fall Harvest Festival fun on the farm, with hayrides, pumpkin patch, l...


  • Recovery Happens

    09/30/2017
    11:00AM — 05:00PM

    Free BBQ, live music and family fun


  • Tent Peg Village

    09/30/2017
    12:00PM — 05:00PM

    Free carnival-type event for kids of all ages. We will have free face painting, puppet shows, ga...


  • 2017 SUNRISE ROTARY MUD MASH

    09/30/2017
    01:00PM — 11:00PM

    COME JOIN THE FUN AT THE ANNUAL REDDING SUNRISE ROTARY MUD MASH ON THE NASH RANCH AT 10925 OLD OR...


  • Come enjoy all the sights and sounds of our farm while taking a stand against domestic abuse. 100...


  • Mud Mash

    09/30/2017
    02:00PM

    Be sure to bring your buddies and family to watch as you are challenged by the creeks, hills, fie...


  • Wildcard Brewing Company's Brewhouse Tour

    09/30/2017
    04:30PM — 05:00PM

    Want to know more about what goes on behind the scenes at Wildcard? Join us for a tour. This is y...


  • For the month of September, the Highland Art Center will feature a fun interactive exhibit with h...


  • Whisperin' Bill Anderson

    09/30/2017
    07:00PM

    There’s an old saying, “If you want someone’s attention, whisper” Bill Anderson has been using...


  • Riverfront Playhouse Presents

    09/30/2017
    07:30PM

    By Mary Lynn Dobson Directed by Samantha Fork Welcome to another stellar season at the Neighbo...


  • The Stone Hearts rock Gallery After Dark!

    09/30/2017
    09:00PM — 11:30PM

    Join us for our Gallery after Dark series with THE STONE HEARTS , as they play some Awesome music...


  • Coffee Painting Silent Auction

    09/24/2017
    08:00AM — 06:00PM

    We are building a 24' Tiny House on Wheels, the first of many that will make up our Tiny House Co...


  • A gathering and show by collectors of military memorabilia. Helicopter fly-ins, armament and equi...


  • Football Season Is Here!

    09/24/2017
    09:30AM

    NFL Ticket. Sunday all day starting 930am with breakfast! Mon night Football. Thursday night S...


  • Jewelry Making Classes for All Levels

    09/24/2017
    12:30PM — 03:30PM

    The Siskiyou Arts Museum in Dunsmuir will once again offer a jewelry making class with Mt. Shasta...


  • Kitchen Tour

    09/24/2017
    01:00PM — 05:00PM

    Kitchen Tour: Tour 5 fabulous renovated kitchens on Sunday September 24th, from 1 to 5 pm in the ...


  • Riverfront Playhouse Presents

    09/24/2017
    02:00PM

    By Mary Lynn Dobson Directed by Samantha Fork Welcome to another stellar season at the Neighbo...


  • Leann Rimes

    09/24/2017
    07:30PM

    LeAnn Rimes has sold more than 44 million albums, won two GRAMMY Awards, three Academy of Country...


  • Coffee Painting Silent Auction

    09/25/2017
    08:00AM — 06:00PM

    We are building a 24' Tiny House on Wheels, the first of many that will make up our Tiny House Co...


  • Football Season Is Here!

    09/25/2017
    09:30AM

    NFL Ticket. Sunday all day starting 930am with breakfast! Mon night Football. Thursday night S...


  • Coffee Painting Silent Auction

    09/26/2017
    08:00AM — 06:00PM

    We are building a 24' Tiny House on Wheels, the first of many that will make up our Tiny House Co...


  • Football Season Is Here!

    09/26/2017
    09:30AM

    NFL Ticket. Sunday all day starting 930am with breakfast! Mon night Football. Thursday night S...


  • For the month of September, the Highland Art Center will feature a fun interactive exhibit with h...


  • The Red Bluff-Tehama County Chamber Certified Farmers' Markets open June 3rd! All farmers and ve...


  • Coffee Painting Silent Auction

    09/27/2017
    08:00AM — 06:00PM

    We are building a 24' Tiny House on Wheels, the first of many that will make up our Tiny House Co...


  • Football Season Is Here!

    09/27/2017
    09:30AM

    NFL Ticket. Sunday all day starting 930am with breakfast! Mon night Football. Thursday night S...


  • Wildcard Brewing Company's Midweek Madness

    09/27/2017
    02:00PM — 08:00PM

    Visit either Wildcard location on Wednesdays and get $3 off a growler fill! Come by the brewery a...


  • Weaverville Farmers' Market

    09/27/2017
    04:00PM — 07:00PM

    The Weaverville Farmers' Market is held on Wednesdays from 4-7 pm from May through October! tr...


  • For the month of September, the Highland Art Center will feature a fun interactive exhibit with h...


  • Coffee Painting Silent Auction

    09/28/2017
    08:00AM — 06:00PM

    We are building a 24' Tiny House on Wheels, the first of many that will make up our Tiny House Co...


  • Football Season Is Here!

    09/28/2017
    09:30AM

    NFL Ticket. Sunday all day starting 930am with breakfast! Mon night Football. Thursday night S...


  • The Pastor as PR Director

    09/28/2017
    10:00AM — 12:00PM

    Tozer Seminary, Redding, invites pastors and nonprofit directors to a free, no-registration works...


  • For the month of September, the Highland Art Center will feature a fun interactive exhibit with h...


  • Honored Elders Dinner

    09/28/2017
    05:30PM — 08:30PM

    Join us September 28, 2017 at 5:30 at Win River Resort in the Event Center for the Princess Brav...


  • Riverfront Playhouse Fundraiser

    09/28/2017
    06:00PM — 09:00PM

    The Grape Escape is hosting a fund raiser for Riverfront Playhouse. September 28 from 6–9 pm.Join...


  • Coffee Painting Silent Auction

    09/29/2017
    08:00AM — 06:00PM

    We are building a 24' Tiny House on Wheels, the first of many that will make up our Tiny House Co...


  • Football Season Is Here!

    09/29/2017
    09:30AM

    NFL Ticket. Sunday all day starting 930am with breakfast! Mon night Football. Thursday night S...


  • Hayfork Farmers' Market

    09/29/2017
    04:00PM — 07:00PM

    Come listen to live music, shop for local goods and produce and cultivate community! The Farmers'...


  • For the month of September, the Highland Art Center will feature a fun interactive exhibit with h...


  • Wildcard Brewing Co. Foodie Friday

    09/29/2017
    05:00PM — 08:00PM

    On Fridays from 5pm-8pm, we bring you the best of both worlds: a frothy pint and a flavorful plat...


  • Riverfront Playhouse Presents

    09/29/2017
    07:30PM

    By Mary Lynn Dobson Directed by Samantha Fork Welcome to another stellar season at the Neighbo...


  • Coffee Painting Silent Auction

    09/30/2017
    08:00AM — 06:00PM

    We are building a 24' Tiny House on Wheels, the first of many that will make up our Tiny House Co...


  • Ono Grange Community Yard Sale

    09/30/2017
    08:00AM — 01:00PM

    Community Yard Sale at the Ono Grange. Find your next treasure and more at the sale. Horse tack, ...


  • Football Season Is Here!

    09/30/2017
    09:30AM

    NFL Ticket. Sunday all day starting 930am with breakfast! Mon night Football. Thursday night S...


  • A Royal Tea Party

    09/30/2017
    10:00AM — 03:00PM

    Magically encounter your favorite storybook characters, delight in a show fit for a King and snac...


  • Historic Hawes Farms

    09/30/2017
    10:00AM — 06:00PM

    It’s a whole new season of Fall Harvest Festival fun on the farm, with hayrides, pumpkin patch, l...


  • Recovery Happens

    09/30/2017
    11:00AM — 05:00PM

    Free BBQ, live music and family fun


  • Tent Peg Village

    09/30/2017
    12:00PM — 05:00PM

    Free carnival-type event for kids of all ages. We will have free face painting, puppet shows, ga...


  • 2017 SUNRISE ROTARY MUD MASH

    09/30/2017
    01:00PM — 11:00PM

    COME JOIN THE FUN AT THE ANNUAL REDDING SUNRISE ROTARY MUD MASH ON THE NASH RANCH AT 10925 OLD OR...


  • Come enjoy all the sights and sounds of our farm while taking a stand against domestic abuse. 100...


  • Mud Mash

    09/30/2017
    02:00PM

    Be sure to bring your buddies and family to watch as you are challenged by the creeks, hills, fie...


  • Wildcard Brewing Company's Brewhouse Tour

    09/30/2017
    04:30PM — 05:00PM

    Want to know more about what goes on behind the scenes at Wildcard? Join us for a tour. This is y...


  • For the month of September, the Highland Art Center will feature a fun interactive exhibit with h...


  • Whisperin' Bill Anderson

    09/30/2017
    07:00PM

    There’s an old saying, “If you want someone’s attention, whisper” Bill Anderson has been using...


  • Riverfront Playhouse Presents

    09/30/2017
    07:30PM

    By Mary Lynn Dobson Directed by Samantha Fork Welcome to another stellar season at the Neighbo...


  • The Stone Hearts rock Gallery After Dark!

    09/30/2017
    09:00PM — 11:30PM

    Join us for our Gallery after Dark series with THE STONE HEARTS , as they play some Awesome music...


  • Whitmore Trail and Poker Ride

    10/01/2017
    08:00AM — 03:00PM

    The Whitmore Volunteer Fire Company, Inc. is sponsoring their annual WHITMORE TRAIL AND POKER RID...


  • Football Season Is Here!

    10/01/2017
    09:30AM

    NFL Ticket. Sunday all day starting 930am with breakfast! Mon night Football. Thursday night S...


  • A Royal Tea Party

    10/01/2017
    10:00AM — 03:00PM

    Magically encounter your favorite storybook characters, delight in a show fit for a King and snac...


  • Jewelry Making Classes for All Levels

    10/01/2017
    12:30PM — 03:30PM

    The Siskiyou Arts Museum in Dunsmuir will once again offer a jewelry making class with Mt. Shasta...


  • B--Monthly Free Concert & Open Mic

    10/01/2017
    01:00PM — 04:00PM

    Redding - California State Old Time Fiddles Association, District 6 Free Old Time Fiddle, Bluegra...


  • Riverfront Playhouse Presents

    10/01/2017
    02:00PM

    By Mary Lynn Dobson Directed by Samantha Fork Welcome to another stellar season at the Neighbo...


  • Music by the Mountain 2017 Fall Festival

    10/01/2017
    04:00PM — 07:00PM

    Music by the Mountain is thrilled to once again host the St. Petersburg based Rimsky-Korsakov Str...


  • SAM Welcomes Redding's Charles Valona Trio

    10/01/2017
    04:00PM — 06:00AM

    The Siskiyou Arts Museum in Dunsmuir is very excited to participate in Dunsmuir California’s 6th ...


  • Football Season Is Here!

    10/02/2017
    09:30AM

    NFL Ticket. Sunday all day starting 930am with breakfast! Mon night Football. Thursday night S...


  • Football Season Is Here!

    10/03/2017
    09:30AM

    NFL Ticket. Sunday all day starting 930am with breakfast! Mon night Football. Thursday night S...


  • Football Season Is Here!

    10/04/2017
    09:30AM

    NFL Ticket. Sunday all day starting 930am with breakfast! Mon night Football. Thursday night S...


  • Wildcard Brewing Company's Midweek Madness

    10/04/2017
    02:00PM — 08:00PM

    Visit either Wildcard location on Wednesdays and get $3 off a growler fill! Come by the brewery a...


Enter to Win!

 
Check out our sister publication, Enjoy Magazine: South Valley Living
Wedding Style Guide 2017
Enjoy Magazine Facebook
Enjoy Magazine Instagram Instagram
Enjoy Magazine Pinterest Enjoy Magazine

Enjoy Our Sponsors