Insight founder opens Identity Coffees in Midtown

As the sign says outside, Identity Coffees is “hella open.”

Sacramento’s newest coffee company is located at 1430 28th Street, a quieter and less coffee crowded stretch of Midtown near Paragary’s and Lou’s Sushi. Identity comes from Insight Coffee Roasters founder Lucky Rodrigues. The business model differs from others in town. Instead of the baristas merely creating latte art, they are also integral parts of the rest of the coffee supply chain. They source. They roast. They brew. The only thing they don’t do? The actual farming.

The space feels huge, at shy of 5,000 square feet. Much of it, for now, is blank, as more artisan wood furnishing—in the vein of Blackbird. and the Mill—is on its way. A section is roped off for roasting and other production matters, so you can see the all the action. 

The menu is also quite limited, and definitely on the pricier end. A regular coffee starts at $2.75 while a latte goes for $4.25. There’s a tap system, which will soon pour cascara—coffee cherry—iced tea and cold brew on draft. Coffee nerds will likely geek out over the pretty Japanese gadgets lining the bar, such as the Kalita Wave pour overs and Hario Globes for brewing tea. A selection of breakfast pastries comes from Freeport Bakery.

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