What do Joebella Coffee and the sport of cycling have in common? Joseph Gerardis, who acknowledges that it was the rolling hills of the Central Coast that brought him and his wife, Isabel, to the area.

“The cycling here is amazing,” says the soft-spoken co-owner of Joebella (a combination of the couple’s names that also evokes the idea of a “beautiful cup of coffee”). Joseph had already been roasting coffee as a hobby in Santa Barbara, and switched gears to make it a career upon the move to Atascadero in 2003.

Right from the start, Joebella has roasted only certified organic coffee, and not for the marketing angle. When such attention is paid to sourcing, Joseph explains, the farmers are not only paid higher prices, but also grow with practices that are more sustainable and healthy — for the crops and themselves.

“We decided to make that commitment to the farmers,” he says, adding that even Joebella’s café and roasting facility itself is certified organic. It also celebrates local artists and food purveyors, and most of the woodwork was done by Joseph himself with locally reclaimed lumber.

In a similar vein of sustainability, “we’re getting ready to launch Joebella J-Cups.” Aimed at hotels and offices, the new product will be packaged in recyclable cups which “we’re going to collect at our own cost and make sure they are recycled properly,” he explains.

It’s a fitting new venture for a company whose tagline is “Have the Day You Want.”