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.
Hey crew, this is Sean, founder and owner of Loam Coffee Roasters. Yesterday, I posted the question on social media, “What makes Loam unique?” I’m excited to share a bit more about this brand and, more importantly, why this matters to you.
I love roasting coffee. It’s a mindful activity. At the same time, I use it as an opportunity to listen to podcasts and watch YouTube videos related to branding, marketing, and social media. One of my favorite people to read and listen to is Gary Vaynerchuk (known as Gary Vee). I watched several episodes yesterday while roasting where he was interviewed. Throughout the interview, he covered a wide variety of topics, from social media to marketing. But something he shared stopped me in my tracks …
I’m often asked to describe or define what the term “loam” means. Simply put, it is dirt. More technically, “Loam is a type of soil that’s got a lot going on: loam contains clay, sand, and decaying organic substances.“ That describes perfectly the soil we build trails and ride on here in the Pacific Northwest. But the Loam Coffee origin story began in a place not known for its rich soil … the Sonoran Desert. So, how did Loam Coffee come into being? Let me tell you a story …
It was literally a year ago today that I was sitting in a coffee shop in Santa Barbara, California, with my journal and laptop open. Since I was on the coast, it seemed appropriate to listen to the Beach Fossils on Spotify. I sat there wide-eyed and excited. After selling Loam Coffee three years prior, it was mine again. I just got it back before hopping on a plane to attend a wedding in California. Now what?
Like you, I’ve had more adventures on my bike than I can count, from mountain biking to gravel riding to a few races here and there over the decades. But do you know what? Most of the memories of those rides are hazy. They don’t always come to the front of my mind quickly. But you know what I vividly remember? All of the misadventures.
