J. D. Merget, the owner of Oslo Coffee Roasters, a company that began in Williamsburg in 2003, noticed a dearth of independent coffee shops on the Upper East Side and decided to fix the problem. Fortunately, J. D. had a friend who owned a garden store that he was looking to sell. Thus, Oslo Coffee Roasters moved into the cozy space in 2011 in order to provide high quality coffee to the neighborhood. After speaking with J. D., it became clear that he knows a lot about coffee. Originally from Seattle, he had his first introduction into the world of coffee at the age of twenty-one, while working for Starbucks. He explained that the company “got [him] very excited about coffee” and that it fueled his need to find out more about the product and introduce people to better brews. He has been in the coffee business ever since, working for different companies from Seattle to Dallas to New York. It was his wife, Kathy, whom he met while working in New York, who encouraged him to venture out on his own, saying, “You know so much about coffee – you’ve got to open your own store. ” And so he did. The name comes from the fact that Kathy's family is from Norway, where they are still known for drinking more coffee per capita than most other countries in the world. J. D. wanted to steer his customers away from the idea that Italian coffee is the only good coffee and highlighting the Northern European coffee tradition seemed to be the best way to do that. They do not specifically feature Scandinavian coffee, preferring to focus on farmers who use sustainable and fair practices, rather than a specific geographic location. The result is a high quality coffee that can be sipped guilt-free. When I asked if there were plans for more locations, JD says he is happy where he is and that he prefers to focus on connecting with customers and selling a better quality product, rather than expanding. He loves the Upper East Side and is so happy to have been embraced by the neighborhood. “The support from the community is outstanding. ” He is very proud of his staff, and is glad that they have received love and recognition from a community that has been waiting for an independent coffee shop. “You become a rockstar, ” he said, telling a story of how he was recognized by customers as far south as China Town. His general manager, Liz Pasqualo, echoed his sentiments. She even added that some people double-park in order to get their coffee. For many of the children that live in the area, they are often on autopilot as they enter Oslo, assuming that their parents will follow for one of their frequent visits. Liz told me, “I am really proud of the sense of community, ” and how comfortable the place has become. “Strangers sit down and chat together about current events. " I was able to witness this sense of camaraderie when a gentleman named Hugh Fremantle, who has been coming to Oslo for the last four years, sat next to Liz while sipping on his coffee to ask how she was doing. “I’m being interviewed! ” she said gleefully. Hugh turned his attention to me and said with a big smile, “In that case, you are talking to a very happy customer. ”
