"Your picture is on the back of your coffee bag?"

It's been a long while since I actually sat down for a blog session.  But, at times things do happen that trigger the need to share.  Yesterday was one of those 'things'.


I was at a festival booth where our coffee was being sold by one of our long time customers.  After buying a few items from them to show our support for their business and thanks for carrying our products for the last 8 years, I walked up to the check-out register with items in hand.  The guy at the checkout counter says with sort of a grin, "your picture is on the back of your coffee bag?"  I was a bit taken back by his comment.  Not because of his question (which came across as more of a statement), but more by his delivery and tone.


Though Christi and I have been approached at times by customers at grocery markets with comments like "hey, you are the guys in the photo on Independence Coffee bags!", this time it was different.


Maybe it was me, or my state of mind at the time.  But, I left there feeling a bit defensive.  From my perspective, he should have just said "man putting that photo of yourself on the back of your coffee bag is a really cocky, arrogant and self-fulfilling thing to do". 


I am not even really sure how I responded, but knowing me I probably played it off with a semi-embarrassed, "well Christi wanted to do that".


I woke up at 4:00 am this Sunday morning thinking about yesterday's event.  Though he will probably never read this post, I feel that I need to at least explain why you see our 'mugs' on the back of our coffee bags.


A photo background:


This picture was taken in 2004 for our first real interview.  A friend named Vance Hamilton who was a business development representative for Bluebonnet Electric Co-op here in Washington County, Texas came to us and mentioned that he'd like to interview us for their monthly magazine.  Of course we were totally overwhelmed with excitement just by being approached at this early stage in our business.  I had just left a six figure job in Houston to plunge into a fledgling coffee business that had a total revenue of around $14,000 (yes that is total sales, less around $75,000 in start-up costs) in 2003.  You can do the math.  As you can see, Christi and I were fully exposed financially, but so excited to make this thing happen.  So, in the photo what you don't see is that we were actually sweating bullets.


Behind us is what we still to this day call "the yellow building".  I had built it myself with the help and supervision of a church friend named Ronnie Olsen.  The building was constructed to look like Independence Hall (which is where some very brave Texans signed the Declaration of Independence from Mexico on March 2nd, 1836).  We never imagined that we'd ever need more than this 700 square feet building to house not only our roasting operation, but a full-scale retail location as well.  If you come out to the roastery sometime, you'll find it right next door to our current location.  We moved it right next door.  Christi and I could not stand to part with it.  We happily paid the $5,000 fee to move it with us when we relocated to our new facility in Earlywine.


Also in the background, you can see 'Blackie', our 1948 Ford delivery truck.  He's is right where he has always been (right behind us on every label, business card and piece of stationary that ICC has ever printed).  He's like a vintage link to everything Independence.


The coffee mug that Christi is holding is still our favorite.  We still fight over it.  I'm drinking out of it right now.  Not much competition at 4:00 am for your favorite green mug at the coffee maker.  Though I've never really thought about it, I guess it holds a lot more than hot coffee for both of us. It too, like the 'yellow building' and 'Blackie' remind us both of our past challenges, victories, defeats growing pains and many other experiences that any start-up faces.


This photo also reminds us of the individuals and businesses that have supported us and put up with our crazy journey over the last ten years.  Our three kids who spent countless hours doing nightly homework assignments while helping us deliver coffee, to anyone who'd buy it, from the back seat of a 'booger-green' 1999 Ford Econoline passenger van.  (Hey, our kids came up with the color, not me). We actually still use it for some delivers today.  I guess it too, like our original roastery and delivery truck, will be moved wherever ICC relocates in the future. 


A shout out to countless friends who fed us after long days at the roastery, bought our coffee (probably even when they didn't need it), shared our products with family all over the US and who were just there for us on really bad days.  Businesses and individuals like David Bockhorn at Bank of Brenham, Magpies and many others.  There are way too many to mention here.  But, you know who you are and thanks a ton!  To our employees, past and present who have had to endure looking at this photo well over 200,000 times while hand-packaging each bag that comes down the production line, we'd like to say both "thanks and we are so sorry".  Seeing us that many times has to get very old.  (The only advice that I can come up with is to try to only look at the front of the bag while filling it and putting it in the box).


I think trough writing this post, I'm getting closer to answering this blog's question.  Christi and I have always been about not only roasting and selling the best product out there, but building a 'community' of coffee and tea enthusiasts.  We want (and need) our customers to take this journey with us.  They are our sales people, fans and really partners in this business.  We advertise very little.  Our fans do our selling through gifting and sharing our products.  If they are willing to fork out the cash to try a bag of our coffee or tea, then we should stand behind each one. 


Some people sign their name on their labeled products.  This shows a sense of pride and really a personal guarantee to those who are willing to give their product a shot. 


So, I guess in a way, our bag photo serves a couple of purposes.  It is our personal 'signature' of pride and product quality.


It is also our invitation to each person who picks up a bag and reads the back panel to join us in not only the future of Independence Coffee Company, but to take a glimpse into our past as well.




"Savor Your Independence and Grind True!"


Cheers,


Ragan, Christi and the ICC Brew Crew





























 

A Question of Quality

(A Background)

As small business owners, Christi and I are often presented with so called ‘short-cuts’ which would allow us to increase margins by cutting costs on many fronts. Today’s economic back drop has required ICC (as well as most small businesses) to ‘tighten its belt’ when it comes to staying competitive in today’s environment. We still consider ourselves a start-up even though we have been in the coffee business for nine years.

The first year we roasted around 1,800 lbs. of coffee. We joke that we gave away about 1,700 lbs. and drank the rest. (It’s actually true). As with most start-ups that rely on personal funds (savings, credit cards and any extra change that can be found at the bottom of a dresser drawer or under a couch cushion), the ‘belt’ has been quite tight from day one.

Add the fact that over the last year green coffee prices have gone up over 100%. One can see that we have had to rely on grass roots marketing, our continued commitment of offering THE best coffee experience at a fair price and of course, our great commercial and individual customers. The result has been hundreds of new customers and ICC fans.

Fortunately, ICC has a very small but dedicated staff. The ICC team works long hours and all of us have a make-it-happen approach to growing this business. Each employee (including Christi and myself) shares most job responsibilities. We all package, we all deliver, we all perform customer service functions and we all have become very proficient at cleaning the bathroom at the roastery!

(Cut costs? “Yeah right.” Here is how we ‘roll’!)

The ICC roastery is very small by most standards (just under 3,000 sq. ft.). It feels like a huge airport hanger compared to our original 500 sq. ft. facility! Our delivery vans are a 1999 Ford box van with 203,000 miles on the odometer and a 2001 Ford passenger van with the seats removed for increased product space and it has over 200,000 miles on it as well. (I know what you are thinking…”American cars can last that long?”). Both of their engines 'cut-out' and 'miss' and they both rattle and shake going down the road. (If you haven't seen it already, this video may give you the general idea!) http://vimeo.com/26783507. But, we are proud to not be delivering 400 lbs. of coffee in a Mazda 5 mini-van. (Yes we did that for a few years as well.)

When it comes to equipment, we have two roasters, one large grinder, three basic packaging machines and a couple of foot-operated sealers. No computers for the roasters ("we let our eyes, nose, ears and taste buds tell us ‘when’ each batch is ready"), no conveyor to carry coffee up the required 12 feet to feed a packaging machine. (We climb stairs carrying 70 lbs. of ground coffee to feed the machine). We flavor each batch of flavored coffee that we produce by hand (5-10 lbs. at a time). ICC has utilized these 'old school' methods of hand-roasting and packaging to produce close to 350,000 lbs. of coffee since 2003.

No complaints here. We love what we do and absolutely live for the moment when a customer says “that is the smoothest, richest cup of coffee that I have ever tasted”.

So, as you can see, our ‘belt’ has always been on the tightest notch!

(Our Coffee Quality Has Not (and Will Not) Change)

What we can proudly say is that through all of the growing pains and long hours, we have never compromised our quality. There are green coffee beans that are 5-6 years old being bought and roasted by other roasters in order to cut costs and increase margins. Some coffee roasters cut costs by having large third party companies roast and package their coffees.

Independence buys current crop coffees and we roast EVERY SINGLE BATCH! (I know because I personally buy each green coffee bean that is roasted in our facility. Greg and I carefully roast each and every batch by hand.)

(The Best Green Coffees Make THE Best Roasted Coffees)

We are using the same green coffees that we did on day one. While I must admit, when suppliers (or even other roasters have hinted to us, “Hey just buy cheaper/older green coffee beans and either roast them very dark or flavor them...it will cover up the bitter taste and defects.”), it has crossed our minds to look into it. (Especially when coffee supplies hit a twelve year high this year and our margins were compromized). ICC committed to stay the course and pay extra for our hard to find origins for our signature roasts and flavored selections.

You can feel confident that ICC still purchases, roasts and packages the best coffees out there.

Thanks to all of our customers that allow us to do what we do.

Until our next post: “Savor Your Independence and Grind True!”

Ragan Bond
Roaster

Thanks and Merry Christmas from ICC!

Friends and ICC Drinkers

A short story from this morning (Christmas Eve).

I was stocking our hometown H-E-B this morning (yes Christmas Eve...so you wanna own your own business huh?). LOL LOL

When I finished up I noticed a late model van that was packed full of ya know, well tons of stuff. After closer inspection I realized that someone was living in this van. It seems that I run across this more and more lately.

As the driver got out to go into the store I grabbed a couple of bags of coffee and a $10 bill and handed it to her. Pretty small 'gift' but it was what I had at my disposal at the moment. She said "well thank you sir, that is so kind." She put the money in her purse then looked down at the coffee. She had this perplexed look on her face as she took the coffee into the store.

I got back in the delivery van and drove off thinking "what was that confused look all about?"

It came to me about a block away. She had to have been thinking "I guess that guy didn't notice that I was living in my van with absolutely no means to brew this stuff!"

I'm sitting here at home now. Got a fire roaring, a hot cup of Guatemalan Anitigua brewed and waiting on my three healthy kids to get up so that I can make them breakfast. I feel like a pretty lucky guy.

Let's hope things turn around for her soon and that she has a nice warm place to brew that coffee soon!

Enjoy your family and friends.

Merry Christmas and thanks for all the support in 2010.

Ragan

Goode Co. BBQ and Independence Coffee!

Hey guys.

Exciting news!

We just completed a private label program with the world famous Goode Co. BBQ in Houston. Our ('not so world famous...yet) pecan blend can be found at select Goode Co. BBQ locations and on their 'Hall of Flame' website: http://store.goodecompany.com/index.cfm?fuseaction=order&occasion_id=101&action=product_detail&product_sub_id=1142

Great Texas BBQ, Great Texas Coffee. Has as nice ring to it, huh?

Until next time.

Rags

A Day in the Life of a Small Coffee Company

How often have you asked yourself "Why am I doing this for a living?". Probably many, many times. I guess we all do. I usually ask the question when I am tired and beat down from a hot, hectic, stressful day at the roastery.

Yesterday was different. I got up around 3:30 am. (I know, "man you are nuts!"). Well most times when I get up that early, it is definately not planned. As a small business owner like some of you are, I often wake up that early (if not earlier) to find myself in a 'fetal position', sweating and sucking my thumb thinking "how in the heck am I going to do all that I have to do today and actually make money doing it?"

I headed to the roastery (which luckily is only 5 miles from my house). I loaded up the 'ol box van with fresh coffee, some of which Greg had roasted around ten hours earlier. At 4:00 a.m. I was on my way to downtown Houston (which is a two hour drive) to try to 'hit' at leat five HEB grocery markets, a large YMCA and a couple of offices and stock them full of Independence Coffee for the coming weekend.

As the morning got hotter and the August sun seemed to pick on me more and more as I would pull up to a store, run in, check stock, run out, 'load out' my carts with coffee and tea and watch my time (most stores receive product only until noon), I was getting a bit cranky.

I was leaving the next to the last store around 10:45 and feeling pretty good about my 'time management' skills for the day when I approached the exit gate and one of my competitor's delivery vans were coming in. I was thinking "I bet they have a 'cold blowing' a/c in that thing".

I looked in my rear view mirror and noticed that both of these guys (of course they have two delivery guys instead of one like me), were kind of grinning as they watched me pull away.

I'm not sure if they were making fun of my 'over-sized' rolling billboard truck (see photo), or just the fact that I was trying to do all of this alone. Hot, sweaty and frustrated I rushed to my last store. This was my "why am I doing this for a living?" moment.

"Ahh my last store for the day!"

As I was stocking one of our whole bean coffee bins with a five pound bag of fresh coffee, a guy in a "I Need My Independence!" tee shirt came running up to me and said "I just love the smell of Independence 'Jet Fuel' in the morning!". He said that he drives 30 miles to get his Independence 'fix' and that no other coffee can come close. We exchanged biz cards (he is a radio DJ in Houston named Jack) and he went on his way with three bags packed full of whole bean coffee that was still warm from our Ambex roaster.

I can credit Jack with answering my most burning quesiton, "Why am I doing this for a living?".

My trip back to Brenham was a ton better than the early morning trip into Houston, made better by a stop at Spec's for a 6-pack of St. Arnolds 'Lawnmower' beer (let's give these guys the credit that they deserve...they make excellent beer and they make it in Houston!). I'm sure that St. Arnolds owner, Brock, has asked himself "why...." several times over the years, which he and his crew have dedicated to growing what is now the largest micro-brewry in Texas.

Jack, enjoy the weekend, relax and remember to "grind-true"!

Rags

Pa. Roastery's New Coffee Grinder

Talk about going green! This is a picture of our ICC Pennsylvania's Roastery's new 'Human Powered Coffee Grinder'! Eric Kuenzli the roaster in Pa. operations built this beauty for his Farmer's Mkt. Tour.

Now his customers can buy a bag right there on site and he'll peddle his way to the prefered grind. Lots of work, but worth the fresh 'green' cup.

www.independencecoffeepa.com

Website Revamp

Finally!!!!!!!!!!!!! The new website launch!

Hope you like the new website. It has been a very long journey. Our first website was completed in 2002. The new site is very interactive for our customers. You can add products to your wishlist, rate coffees and teas, email items to friends, post comments on the blog, check our upcoming tasting events, check out our videos as we grow and many other fun things.

Our mission is to create a community of coffee and tea enthusiasts who can share our passion for 'the roast' as well as help out our local community as well as yours.

If you could take the time to let us know how the new website 'treats' you, that would be great.

Have a great July 4th, 'grind true' and ......"Savor Your Independence!"

Ragan and the ICC Team