To share our passion for great coffee with the world humbly, as evangelists our obsession and constancy without discrimination.

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True to the Cup
Whatever we do has to have zero negative impact on final cup. No dishonest shortcuts to make quick profits.

Consistent
Put processes in place. Stick with people. Stick with places. Stick with customers. Don't let your mood or the weather change who you are being, or what you're offering.

Genuine
Until you don't feel it, don't say it or do it. And if you say it, make sure you start to feel it, and begin to do the same. Consistency weaves through our thoughts, feelings, words and actions.

Evolving
Be open to new ideas. New ways to bring that cup to our clients. Be the authority, but also be a learner. Constantly growing, only so that we can constantly enrich the lives of our customers.

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Humble Authority We might know more than the customer. Without being condescending, we can share our genuine love for coffee with the intention that the other person falls deeper in love with coffee.