The man behind the TRUTH Coffee brand

The steamiest coffee shop in town- it's even been voted the best in the world

David Donde
The L.A Dosage recently spoke to the man behind TRUTH Coffee; David Donde about the obvious choice of topic, coffee, and what it really means to him.

Here's what he had to say: 

The L.A Dosage: To those who don't know you; who is David Donde and what makes him unique?

David Donde:I refuse to follow the herd mindlessly. Do I need to ask why? Are we choosing ways of doing things out of habit? A tradition of our good thinking? If tradition, what made that tradition good? What made it stick? What is the real takeaway from that tradition? Oh, and bicycles. And Cars. And Coffee, lots of coffee.

[So many questions . . . how do we answer them? :)]

The L.A Dosage: We have read numerous reviews on TRUTH coffee and we've paid a visit ourselves. How did this impeccable establishment come about?

David Donde: Impeccable? Not a chance! It's a work in progress. We set out to build something worthwhile, on that path, our journey discovered it’s mission statement. The Joy of Extraordinary Truth. Now we are trying to live up to that in earnest. Just because it is good, does not mean it cannot be much better. Watch this space. It is evolving, it is morphing, and occasionally it takes a leap of faith...

The L.A Dosage: It is clear that this is a Steampunk design concept. What should everyone know about it?

David Donde: Steampunk? Steampunk is what happened when Goth’s discovered the colour brown! seriously though it is Victorian Futurism. Imagine Science Fiction fro a Victorian person’s technological  world view. It came about for us, when I was working on an unrelated project with one of South Africa’s top Industrial Designers, when he turned to me and said,” David you know what you are? Steampunk!” and in that moment of epiphany I had clarity of vision, and we, Truth were looking for a place for our coffee accident to happen!

The L.A Dosage: Have you always thought you'd venture into the coffee trade, how did the interest come about and when did you know this would be it for you?

David Donde: The traditional way, chicken farming! No, the passion was kind of always there, circumstances drove me to get more involved. A trip to New Zealand last millennium exposed me to what could be, and I bought my first book; the first book on our industry. Then a happy circumstance had no-one prepared to deliver fresh coffee to my country hotel, and lo, I needed my first roaster . . . The rest, as they say, is history.

Interior: Martin Haldane; Photo: Micky Hoyle

The L.A Dosage: The million dollar question the readers would like to know. How many coffees does a roastery owner drink and do you consider yourself caffeinated?

David Donde: 2-3 cups a day out of pleasure! My record was 125 cups in a day at a tasting I was judging in Tanzania, but there we spit! My blood type is coffee.

The L.A Dosage: One thing that stands out is the Colossus. It's quite eye-catching and extraordinary. Tell us more about that and how it came together in the cafe?

Interior: Haldane Martin; Photo: Micky Hoyle

David Donde: I was looking for a pre-1960 roaster capable of roasting a 60kg sack of coffee at a time. Pre60 because they were built heavier, and the heavy drum's just somehow made coffee taste better. I found two, one in Belgium and this ‘40s one in Epping. It was near collapse. Perfect! I spent a year rebuilding it, adding modern computerised analytics, and today it is the only biofuel roast in the world!

The L.A Dosage: Cape Town seems to be a growing coffee culture. Do you agree with this statement and where do you see it going in the years to come?

David Donde: It is, but its a fast growing infant. Coffee will get more expensive, more interesting, and at many places that don’t presently care good tasting coffee will become a minimum requirement. Capetonians are starting to care, and just don’t order coffee where old school burnt cups of bad beans are served.

The L.A Dosage: What are the top 5 elements that make TRUTH Coffee compared to other roasteries around?

David Donde: Relentless attention to detail. Our sourcing of green beans on a relationship and quality model. Our Roasting Methods, our Quality control, and most importantly our people. We have amazing people doing extraordinary things every day.

The L.A Dosage: An obvious question. Who cracks the nod of approval as the best coffee shop for you?

David Donde: Can I refuse to answer? (if you must:) I have many international favourites, who play at our level… But that first cup of Truth every morning is my bliss

The L.A Dosage: What advice would you give to aspiring entrepreneurs, especially to the youth?

David Donde: Whatever you do, be the best in the world at it, that is easier than being me. You get to define your world and I promise - succeed or fail , the journey will be more worthwhile!

The L.A Dosage: Where can we find you on social media?

David Donde: You can find TRUTH on the following:

Facebook: TRUTH Coffee; Instagram: Truth Coffee; Twitter: TRUTH Coffee

Myself: Twitter @daviddonde and Instagram is @iteachcoffee

Ladies and gentlemen! That's a wrap from us at The L.A Dosage HQ. We certainly had a blast getting to know the self-proclaimed coffee master and hope you enjoyed his with as much as we did ;)

Till next time. . .