Every now and then, I receive questions about Loam Coffee as to who we are and what we’re about. Just yesterday, I met up with a couple of graphic designers, and I was sharing a bit about Loam Coffee. More than that, I mentioned that as a brand, I see ourselves more in the bike or outdoor industry than in coffee which is probably odd to admit. Meaning, I see Loam Coffee as a lifestyle coffee brand within the bike industry.

This is a topic I’ve been reflecting on of late, especially when I get asked about Loam Coffee and where we fit as a brand. Are we a lifestyle brand? A coffee roasting company? The simple answer for both is “yes.” Yes, to both. And I would also add that there’s more. The core root of Loam Coffee is even more self-identifying as a social enterprise. Now that does take unpacking.

What is a social enterprise? If you google “social enterprise,” here’s one of the first entries you will find:

A social enterprise or social business is defined as a business with specific social objectives that serve its primary purpose. Social enterprises seek to maximize profits while maximizing benefits to society and the environment, and the profits are principally used to fund social programs.

I would say that definition fits Loam Coffee, and I’ll explain more in a second. Last fall, I taught an undergrad course called “Startups and Social Media.” The big idea for the class was exploring how startups, particularly social enterprises, can use social media to help spread their brand’s message and involvement in their social objectives. An easy starting point was to look at the history of TOMS Shoes.

While much has changed since the early days of TOMS, there’s no doubt about their social objective. I’d even contend that the legacy of TOMS lives on when the founder Blake Mycoskie sold a considerable share of the company. He took that money and invested in entrepreneurs and social enterprises in developing countries. We can also note that the more successful TOMS was as a brand, the more good it could do. We see parallel stories like Patagonia.

Is Loam Coffee a lifestyle brand, coffee roasting company, or social enterprise? Again, the answer is “yes” to all three. We exist at the intersection of all three. As I’m rebuilding the Loam Coffee brand, I’m working to up our game in coffee, including which green beans we’re sourcing. I’m also continuing to communicate that, yes, while coffee is considered utilitarian, it’s also like a lifestyle accessory. In some ways, for many of us, it’s part of our identity in the same way we may self-identify as a mountain biker—a coffee drinker. Lastly, as I keep trickling out, I’m quietly working on social objectives behind the scenes and already allocating profits toward those. At the same time, we continue to send coffee for trail-building dig days and fundraisers to help others out.

I am grateful for what we’re building with Loam Coffee. It’s special to me. What also makes it meaningful are all of you journeying with me in this endeavor. Thank you.

Words by Sean Benesh. Photo by Jason O’Neil

Loam Coffee Founder and Brand Manager

Email: sean@loamcoffee.com