Coffee Isn’t JUST Coffee: Why We’re Selective About Our Partnerships

Coffee Isn’t JUST Coffee: Why We’re Selective About Our Partnerships

We’ve learned that not every partnership is the right fit. Over the years, we’ve had people excitedly approach us about representing our coffee or tea in their stores, cafes, bakeries etc.. But here’s the truth: excitement alone isn’t enough.

When someone says, “coffee is just coffee,” that’s where we draw the line. Coffee—and tea—deserves more respect. It’s not snobbery or elitism; it’s about understanding that what you brew and serve is a reflection of both you and us. When our partners succeed, we succeed, and vice versa. This is more than just putting products on shelves—it’s about pride, passion, and delivering an experience that matters to your customers and ours.

The Craft of Coffee: Why Commitment and Passion Matter

We’re selective about who we partner with, and that’s intentional. Not every inquiry is the right fit, even if it looks good on paper. We’re not interested in quick transactions or surface-level partnerships. What we seek is commitment—a mutual dedication to craft and quality. If enthusiasm for coffee or tea isn’t there, it’s a red flag for us. We’ve learned that when there’s no alignment, it doesn’t work for either party.

Coffee is a craft. It demands curiosity, attention to detail, and a love for the process. Whether it’s an espresso shot or a pour-over, how you handle the beans—our beans—makes all the difference. We can teach you everything about our products, but we can’t teach enthusiasm. That has to come from you. If you don’t take pride in what you’re brewing, why should your customers? When someone says, “coffee is just coffee,” it shows a lack of care for the experience, and that’s a problem.

We don’t expect our partners to be experts overnight, but we do expect them to care. Asking questions, exploring flavor profiles, and taking pride in every cup you serve is what sets great partners apart. A lack of care leads to a bad experience for your customers, and by extension, for us. We’ve spent years refining our craft, and we expect our partners to show that same passion. After all, we’re not just selling coffee—we’re building a reputation together.

We’ve Noticed You: Why We’re Excited to Partner With You

If we’ve reached out to you, it’s because we’ve noticed something special. Whether it’s online or in your store, we’ve seen the care and passion you bring to your business—and that’s exactly what we’re looking for in a partner. You’re doing something fabulous, and we want to be part of it.

When we see people as committed to excellence and customer experience as we are, we get excited. Together, we believe we can create something even greater. When our coffee is in the hands of those who truly care, the result is nothing short of magic. So, if we’ve “knocked” on your door, know this: we’re already fans of what you’re doing, and if you’re open to the opportunity, we want to help elevate it even further.