It’s been just over six months since I took back ownership of Loam Coffee. I was reflecting on it this past weekend. I kept thinking, “Wow, I’m so busy this fall. Why wasn’t life this hectic last year? Oh yeah, it’s because I have Loam Coffee back.” As I shared from the get-go when I reacquired Loam Coffee, I’m committed to being more transparent as I rebuild the brand and even bring you along the journey. So, what have the past six months been like? What have I learned? What’s new?
Rebuilding and implementing new systems
Much of the work has been putting new systems into place, whether it’s how we’re doing roasting and production, updating and working on the website, social media and marketing strategies, experimenting with and adding more merchandise to our website, and everything else that happens offline. There’s been a good deal of dreaming and planning for the future. Where are we going? How will we get there? Where do I want to take Loam Coffee over the next 5-10 years? I’ve given myself a year to get everything up and running regarding new systems and rebuilding the company.
Sales are up
While we’ve doubled our sales from 2022, we have a long way to go. I am super humbled and encouraged that many of you, whom I had connected with personally years ago, came back around and began ordering coffee again. That’s a reminder of how meaningful relationships are. Yes, we are trending in the right direction for sales. However, to more effectively fund our social objectives, we need more. I can confidently say that the more sales, the more good we can do. Our bottom line supports our double bottom line (which I will touch on below).
momentum is hard to rekindle
Even though we’re moving in the right direction and seeing progress, at the same time, reigniting momentum is more challenging. Maybe the first question is, what momentum am I talking about? I just shared that sales are up. I suppose another word I could swap out for “momentum” is “buzz.” Part of that is natural when something ages. Loam Coffee is not new any longer. In fact, we’ve been around since 2015. There are now many other coffee roasting companies also focusing on the cycling community, which is exciting to see. What made us initially more unique is not so unusual now. I’m actually good with that. Why? That leads us to my next point …
More intentional about social objectives
The social objectives that I’ve been writing about and sharing recently are actually not new. They were in place before I sold Loam Coffee back in 2020. I had thought back then, that maybe the best way to accomplish these social objectives was to sell the company and move into other initiatives. I was wrong. Therefore, when I reacquired Loam Coffee, I made a commitment to be more upfront with our double-bottom line, namely this … “We will leverage our assets and relationships within the cycling community to increase economic opportunities and income of people in declining communities through setting up cafes, building trails and cycling infrastructure, and incubating new businesses.” I’m excited to move more intentionally in this direction.
I have never been more excited and encouraged
While, at times, it has been surreal to be back at the helm of Loam Coffee, these past six months have been a blast. I’ve thoroughly enjoyed this moment as I didn’t realize how much I missed this. I have no regrets about selling the brand three years ago. I needed that time away. It gave me a fresh perspective. I was so immersed and busy with day-to-day operations that I had tunnel vision.
One of the things I’ve missed the most and simultaneously encouraged by is YOU. I love and look forward to your emails, DMs, and comments on social media. It’s also a blast when we can connect offline at events. Anytime you create a brand, you quickly realize right or wrong that it is an extension of how you are. So much of your identity is wrapped up in it. Loam Coffee is me. I’m building something I’m proud of. The good news is that it will only be better. I get to build a company that I also love working for.
I appreciate you. Whether you’re following along on social media, buying coffee and gear, or both, thank you for going on this adventure with me. There’s no Loam Coffee without you. Thank you.
