What happens when musicians turn their passion to coffee? You get Verve Coffee Roasters. Founded in 2007, Colby and Ryan built their brand on sustainable practices and direct trade relationships with coffee producers worldwide. Their commitment to quality shines through in every hand-roasted batch. Discover the nuanced flavors of their medium roasts, Sermon and Seabright, or experience the bright, floral character of the Ethiopian Konga Agese. Verve is coffee crafted with care, from bean to cup.
Recently, we caught up with Colby to learn more about their journey and hear his advice for fellow entrepreneurs.
1. Why did you start Verve Coffee Roasters?
In the mid-2000s, myself and fellow co-founder, Ryan O’Donovan, became fascinated by the changes we saw happening in the specialty coffee industry. Shortly after, we joined what eventually became known as the “third wave” coffee movement. This movement focuses on innovation and sourcing exceptional coffees through direct trade relationships with producers, roasting these dynamic coffees to highlight their intrinsic characteristics, and most notably, bringing “latte art” to the world.
2. What obstacles did you face along the way?
Many. Entrepreneurship is a game of inspiration, optimism, and perseverance. Without inspiration, it is pretty hard to find the other two. Fortunately, we had (and still have) a ton of inspiration. It keeps us motivated when times get tough. In the beginning, it was trying to introduce everyone to our perspective on coffee. Coffee is a ritual and is deeply personal, so to convince them to change can be a challenge. Thankfully, once they try our coffee, the quality and difference speaks for itself.
3. What lessons do you have for other entrepreneurs?
Have a company mission that is greater than yourself. If you do, the brand will help inform you of where it wants to go and what it wants to become. It will remind you to stay true to your principles and to never compromise them. It’s not, “What should we do under these circumstances?” but rather, “What would Verve do?” After this, the decisions become crystal clear. Oh, and hire an accountant on day one.
4. What’s on the horizon for Verve Coffee Roasters?
We are always looking ahead at Verve and trying to peek around the corner at what is next. It’s part of the fun and our DNA. We will continue to travel around the globe discovering the best coffees in the world (which is ever ongoing) and partnering with those producers. We want our customers to continue drinking unique and incredible coffees, all while knowing that they are sourced with ethics and excellence at the forefront. Whether it’s a new cultivar found in northern Colombia, a new process from Honduras, or a new entrepreneur in the birthplace of coffee, Ethiopia, we will work to discover these coffees, forge relationships, and bring them to you.
5. How do you keep work/life balance? What drives/inspires you?
I grew up in a farming family in Northern California, so “the work” was always part of “the life.” It is how I operate. I can’t really just clock in—for better and worse. I can only do work that I am 100% committed to and passionate about. Fortunately, Verve is that for me. That said, you have to make time to rest and recharge your batteries. I do that intentionally and will take time to unplug and get away from the email and phone a couple of times a year. Fortunately, we have an incredible team that allows that to happen. Besides that, you can regularly find me in a forest somewhere hiking, biking, and doing forest things.
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