While the title of this article sounds like I'm about ready to pick a fight, let me explain. I'll share a story about serving coffee to those who are not coffee nerds.
Yeah, I said coffee nerds.
We … yes, "we," get all nerded out about coffee. Talking about how coffee is processed, the varietals, cupping, roast profiles, flavor notes, and so on really is a lot of fun. Like, A LOT. However, if our customer is the very tiny slice of coffee drinkers out there who actually nerd out about this, then we might as well be speaking an unintelligible language.
It’s been just over six months since I took back ownership of Loam Coffee. I was reflecting on it this past weekend. I kept thinking, “Wow, I’m so busy this fall. Why wasn’t life this hectic last year? Oh yeah, it’s because I have Loam Coffee back.” As I shared from the get-go when I reacquired Loam Coffee, I’m committed to being more transparent as I rebuild the brand and even bring you along the journey. So, what have the past six months been like? What have I learned? What’s new?
2019 was a big step forward as to living deeper into our vision, mission, and values. Also, it was a year leaning more into our brand and identity … who we are, who we’re here for, and where we’re going. As oddly as it sounds, we’re finding our voice and growing comfortable in our own skin as a company.
