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Reflections
It certainly has been a week of ups and downs around here. First, Nacho the Van was stolen last Wednesday night/Thursday morning. While there was a lot of uncertainty that we’d ever see Nacho again, we received a call from Portland Police that they had found it Sunday night. But that’s not the end of the story …
If there’s a bullseye to the target audience for Loam Coffee, unashamedly, it would be mountain bikers. But that’s just the bullseye, as other concentric circles make up a target AND a target audience for Loam Coffee. That includes … gravel riders, bikepackers, hikers, kayakers, rock climbers, and more. Which one are you?
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?
This week on social media, we’ve been sharing bits and pieces about what Loam Coffee is about. Yes, we are a coffee roasting company, and proudly so. Coffee is our love and passion. And yet, at the same time, we also are passionate about what coffee can do. This can be summed up as the “common good.” What exactly is that? Why does it matter to us here at Loam Coffee? Let me share with you …
Coffee is an experience. It’s more than a beverage, but a process or ritual to enjoy and even find meaning in. Especially when traveling in Nacho the Van or bikepacking, there’s nothing better than waking up and beginning the process of making coffee … even if, at times, doing so, still cocooned in a mummy sleeping bag. Why do you drink coffee?
Sometimes, riding your local trails becomes mundane. It’s like going to the gym each week, where it’s more of a discipline rather than an epic and awe-inspiring adventure. Don’t get me wrong, like going to the gym, I still enjoy riding on my local trails. However, it’s always good to mix things up. That’s what I did when I ventured to Anthony Lakes Mountain Resort in Eastern Oregon.
