Virtu Coffee - blend of hospitality, specialty roasted beans, urban setting (Read on - see what Virtu has for you!)
Crossing bells ringing, a train horn blaring, red lights blinking, doors slamming open. The “A” train rumbles out of the Pico Metro Station. A few moments later the “E” train brakes squeakily as it pulls to a stop enroute to Santa Monica. Ah, the sights and sounds of urban living! And across the Metro entrance on Flower St, just south of CVS on 12th, owner and barista, James Fastiggi, opened Virtu Coffee in October, 2023.
James has been living in Los Angeles for the past seven years. He left his NYC roots to experience life in So Cal. He worked in Hollywood and DTLA as a bartender and beverage manager. He opened his first Virtu Coffee in The Fashion District in April 2022. He hopes to open several more.
While enjoying a vanilla latte (a house specialty), James shared with me his secret sauce, what community means to him, and the recipe for success. James shared that “hospitality is in my blood; I love creating and getting to know people.” James acknowledged that he created Virtu (implying virtuous and doing the right thing) Coffee with characteristics to “welcome guests, get them in their comfort zone, to be relaxed and to feel at home.” His demeanor contrasts with the stimulation outside. I personally liked the overall vibe.
James continued, “I learned how to roast, grind, brew, weigh, and concoct espresso and drip coffees.” He contracted with Sight Glass to supply the whole coffee bean. Its website states, “We specialize in small-batch coffee that is roasted to order in California. Our coffee is sourced directly from producers worldwide who share our commitment ...” In addition to these superior roasted beans, James creates syrups and sweeteners in-house from scratch. He suggests you try the “Nutty Professor” (blend of peanut butter and espresso) or their “Blueberry Lavender Syrup Macha.”
James believes in this community. He supports local vendors, buying locally prepared baked pastries, and iced teas from a private artesian. He plans to have murals painted inside by local artists, offer a book exchange, and to have a community-based focus with charitable giving to support local artists and plant growers.
Currently Virtu is bolstering local support through “word of mouth.” To put your mouth on Virtu coffee, James is offering South Park residents 10% off the entire bill during January 2024. Just mention “SPNA” when placing your order. James is looking forward to getting to know you while serving incredible tasting blended coffees.
By Marty Goldberg