Veteran-owned coffee, roasted in Virginia
You bought in because it meant something
You could buy coffee anywhere. You picked a veteran brand because you wanted your money to land somewhere that understood the job, and because it felt good to put it there.
That instinct was right. It is still right. Here is what it buys you when the company is actually owned by one.
Veteran-owned and privately heldRoasted by us in Charlottesville1,800+ reviews
What veteran-owned actually means here
It is not a sticker on the bag. It changes who makes the decisions and who has to live with them.
Somebody who served owns it.
Not a founder who used to. The person who owns this company is a veteran, and he owns all of it. There is no board, no shareholders, and no quarterly number anybody has to hit.
It stays small on purpose.
We are not fighting for shelf space in a grocery store. The people who buy directly from us are the entire business, so you are not a rounding error in somebody's channel report.
You can reach the person responsible.
When something goes wrong, your email lands with somebody who has the authority to just fix it. That is not a policy we wrote. It is what happens when the company is this size.
The coffee has to be good or none of this works.
We do not have an advertising budget big enough to cover for mediocre coffee. If the bag is not worth reordering, we do not get a second chance.
What that gets you
We roast it ourselves.
Every bag comes off our roaster in Charlottesville, Virginia, in small batches, and ships within a day or two of roasting instead of sitting in a warehouse.
Seven roasts, your grind, your schedule.
Whole bean or ground, plus single-serve pods. Light through double caf, so there is something here whatever you were already drinking.
If we get it wrong, we fix it.
Email us and it gets handled the same day. No form, no ticket number, and nothing to prove to anybody.
Skip or cancel in two clicks.
Change your roast, push the date, or stop the whole thing from your account. No phone call and no offer to talk you out of it.
How to try us
Easiest thing is to pick whichever one is closest to what you already drink.
If you drink a medium
FireWatch. Our Colombian medium, and the one most people try first and then just stay on.
Buy FireWatch →If you drink a dark
15W40. A dark Italian roast that is genuinely strong without the burnt edge most dark roasts leave behind.
Buy 15W40 →If you are in it for the caffeine
MOAB. Double caf, built for the days that start early and keep going.
Buy MOAB →One bag is 15% off with the code WELCOME15. A subscription takes 30% off your first order automatically, with no code to find.
You do not have to cancel anything first
Order one bag and drink it next to whatever you have been drinking. Decide from there. Most orders go out within a day or two of roasting, so you are not waiting long to find out.
Try one bag
Make it on a morning you actually need it. If it is not better than what you have been drinking, you are out the price of one bag and you have your answer.
All our coffee
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Questions we get
Yes. One veteran owns this company outright. We are privately held, we have never gone public, and there is nobody else with a say in how it runs.
Yes, on our own roaster in Charlottesville, Virginia. For our first couple of years we did not, and honestly the coffee was not good enough. That is why we bought the roaster.
A lot of people find us that way. They built something big and we are glad they did, because they got a lot of people caring about veteran brands in the first place. We are a small veteran-owned roaster. If that is what you are after, that is us.
No. Order one bag, try it next to what you are already drinking, and decide after. There is no reason to cancel anything before you know.
Two clicks in your account, any time. You can also just skip a month or switch your roast. No phone call and no retention offer.
FireWatch if you drink a medium, 15W40 if you drink a dark, MOAB if you are mostly in it for the caffeine. If you cannot decide, most people start with FireWatch.