Sometimes I forget we're in the coffee industry. In my mind we're in the bike industry. Odd admission. What I mean is this: when I started Loam Coffee I was mentally coming from the vantage point of a mountain biker, former mountain biking guide, and immersed in the mountain biking culture. As a result, I viewed ourselves from the very beginning like a bike or component company ... a RaceFace, Pivot, Maxxis, Shimano, etc.
That pretty much summarizes the vibe or ethos of Loam Coffee. We're in the bike industry, but our entry point is coffee. That also explains why we name our coffee after mountain bike trails as well as why we sponsor riders, teams, and on occasion races and events.
But I think you already knew this. I believe this has become one of our unspoken values or assumptions that many have picked up on. You see, everything we do mountain bike related is not gimmicky or a facade, it is simply who we are. For every coffee magazine at home or company I follow online, there are 5 mountain bike magazines at home and dozens of Pinkbikes, NSMBs, GMBNs that I follow online. But that doesn't mean we don't take our craft seriously. Quite the opposite. We're constantly honing, reading, tweaking, experimenting, and dialing in our roasts and planning what to roll out next.
So there you have it. This is who we are. I also want to take a moment to thank you all. Our growing support and fanbase has been incredible and humbling. Thank you.
Words by Sean Benesh, Loam Coffee Founder and Brand Manager