In our frenetic world there is a cacophony of information, messages, data, images, media, and voices bombarding us all at once. We're regularly told "do this," "buy this," "wear this," and so on. We usually deploy some kind of filtering system to wade through the noise so we can breathe easily. Interestingly, companies are the same. What we long for, personally or as a business is this, simplicity.
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Mountain bikers are social creatures. Rarely do you find social media posts of someone slogging it out alone in the backcountry on a weekend while everyone else is riding with their homies and posting all sorts of pics ... pre-ride, mid-ride, and post-ride at the pub. Mountain biking and mayhem go well together and the bigger the posse the more the mayhem. But what do you do when you need to simply peel away from everyone and ride alone?
Every story has a beginning. Our personal stories are no different whether we grew up in the backwoods of obscurity or with an abundance of opportunities and privilege. Our stories define us and much of it was set in motion from our beginnings. Roots are important. They are part of our story. Loam Coffee's story is rooted in mountain biking. Ironically though, those roots are not from the douglas fir or other trees in the Pacific Northwest.
Coffee and mountain biking are similar on many fronts. Not that a bag of coffee is technologically complex like new Fox 36 FLOAT forks, but coffee is surprisingly one of the most complex things that we consume. However, as much as we love coffee and mountain biking they both have unfortunate parallels. They can be derided for their snobbery.