Industry Insider Q & A

What issues is your sector facing?
“There can be a lot of confusion for coffee lovers when they stand in front of a store shelf thinking about their coffee purchase. There are so many options, prices, certification labels, organic or not, light or dark, coffee origins. We all want a good cup of coffee that pays a fair price to the grower, protects the environment, helps the community and tastes good. For some consumers that is a lot of information to process.”

What opportunities do you see in your sector?
“Those same challenges provide us the biggest opportunities. From the very beginning we decided that we would not carry 30 different origins or blends or multiple roast profiles for each bean. We would focus on great coffee varieties, those traditionally planted for generations, the best ones we could find in our native coffee community, and roast them to the best of our ability. We wanted our coffee to be simply the best cup of coffee, with a great story and mission behind it, but always with taste leading the way.”