Brother Martin I. Elkin

NEW CASTLE - Martin I. Elkin, 65, husband of Pauline G. Elkin, died at his home surrounded by his family on Monday, Sept. 22, 2003.

He was born in New York City on Jan. 8, 1938, to Nathan and Ruth Elkin. Marty attended Concord High School and the University of New Hampshire, where he earned a degree in business, before joining the U.S. Air Force. After his service ended, Marty and his family moved from California back to New Hampshire, where he began his work at Elkin Coffee in sales. Marty worked in each department of the company before becoming the owner and CEO.

Marty was a good citizen of New Hampshire, participating in and contributing to many civic groups. Upon retiring from Elkin Coffee, he was dedicated to giving back to the community by supporting programs that help New Hampshire’s children.

Marty was a loving husband to Pauline and a devoted father to his son and daughter-in-law, Randall and Amanda Elkin of Natick, Mass., and his daughter and son-in-law, Elisa and Michael Cleary of North Hampton. He was also greatly adored by his three granddaughters.

From https://www.thefreelibrary.com/Martin+Elkins%3a+the+fairwinds%2fJablum+man.-a0116076752

Many in the specialty trade today don't know Marty Elkins' name. And that is a loss to all, for he made an important contribution to good coffee during the time that bridged the old and the new in America's 20th-century coffee experience. He was one of specialty coffee's first teacher-mentors, a renowned roaster, a packaging innovator, and a tough competitor who was obsessed with retaining freshness in his products. He was also the first specialty roaster to mount a major bid to put pre-packaged specialties in supermarkets. This September, he died at age 65 in New Hampshire, of complications from a brain tumor.

Elkins grew up into a regional roasting business in Bow, New Hampshire, which, until forced by litigation to change its name in the 1960's, was called Superior Coffee. Soon, Elkins' coffee became the house to watch in coffee packaging innovation. In 1976, Elkins was the first to put his ground coffee in metalized polyester form/fill/seal pouches. Metalized polyester virtually eliminated static electricity, and the coffee company reported a dramatic increase in the shelf life of its product. Called "Elkins' Silver Service" because of the high shine of the metalized film, it put fresher coffee in the hands of New England's rural restaurateurs where road conditions and weather made regular twice-weekly delivery of fresh goods problematic.

In 1982, Elkins launched a specialty coffee program under the Fairwinds brand. Aimed at the supermarket trade, it featured flat-bottom, gusseted side foil 12-oz valve bags, resealable tin ties, promotional materials, end aisle displays and shelf talkers. Its outstanding feature was a 2-oz "trial size" bag with gusseted sides and a flat bottom, that knocked the industry on its ear. Nobody had ever seen anything like Elkins' product. It verged on the fantastic, and it was an immediate hit. In starred-restaurant service, Elkins innovated the presentation of a menu of coffee choices and the use of French Press coffeemakers at table. He was a font of innovative energy, and was a man others watched even during that time when the first generation of specially roasters were all worth watching.

Marty Elkins was one of the first U.S. specially roasters to go to origin, make investments, and grow partnerships with growers and processors. He brought Mona Loa Hawaiian Kona (in a bright orange metallic bag) to the supermarkets, and was the creator of the JABLUM brand of Jamaica Blue Mountain Coffee.

An early supporter of the fledgling SCAA, Marty presented the first Beginners Cupping Lecture to a packed house of over 500 at the SCAA show in the early 1990s.

Elkins eventually sold his business for a tidy sum to a group that later became Brothers Coffee. While they eventually failed, his Fairwinds brand continues today as a division of San Leandro, California-based JBR Gourmet Foods, Inc. Seen in a booth at SCAA a season or so ago, Fairwinds is a reminder that a great roasting man passed our way, not so terribly long ago.

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