When Edward Samudro started his Yellow Truck coffeeshop, affordable coffee was not available in his city Bandung, West Java, Indosesia. If students or blue collar workers had a taste for good coffee, they would have to spend half a day’s pay (if they had an income) on one cup. At Yellow Truck, customers can work the coffeemaker themselves. Samudro “wants them to know that coffee ‘actually has taste;’ it doesn’t have to be bitter.”

As a roaster who sources the beans from local farmers, he also has a social mission: to improve the welfare of the families that make their living from selling coffee. That means educating coffee drinkers to demand the flavor that comes from good beans. Mr. Samudro says it’s a long term investment that he hopes will pay off eventually. In the meantime, he’s creating a no fuss, bare bones hangout that epitomizes the Indonesian art of nongkrong – essentially sitting around and chatting for hours.