It's been a long while since I actually sat down for a blog session. But, at times things do happen that trigger the need to share. Yesterday was one of those 'things'.
I was at a festival booth where our coffee was being sold by one of our long time customers. After buying a few items from them to show our support for their business and thanks for carrying our products for the last 8 years, I walked up to the check-out register with items in hand. The guy at the checkout counter says with sort of a grin, "your picture is on the back of your coffee bag?" I was a bit taken back by his comment. Not because of his question (which came across as more of a statement), but more by his delivery and tone.
Though Christi and I have been approached at times by customers at grocery markets with comments like "hey, you are the guys in the photo on Independence Coffee bags!", this time it was different.
Maybe it was me, or my state of mind at the time. But, I left there feeling a bit defensive. From my perspective, he should have just said "man putting that photo of yourself on the back of your coffee bag is a really cocky, arrogant and self-fulfilling thing to do".
I am not even really sure how I responded, but knowing me I probably played it off with a semi-embarrassed, "well Christi wanted to do that".
I woke up at 4:00 am this Sunday morning thinking about yesterday's event. Though he will probably never read this post, I feel that I need to at least explain why you see our 'mugs' on the back of our coffee bags.
A photo background:
This picture was taken in 2004 for our first real interview. A friend named Vance Hamilton who was a business development representative for Bluebonnet Electric Co-op here in Washington County, Texas came to us and mentioned that he'd like to interview us for their monthly magazine. Of course we were totally overwhelmed with excitement just by being approached at this early stage in our business. I had just left a six figure job in Houston to plunge into a fledgling coffee business that had a total revenue of around $14,000 (yes that is total sales, less around $75,000 in start-up costs) in 2003. You can do the math. As you can see, Christi and I were fully exposed financially, but so excited to make this thing happen. So, in the photo what you don't see is that we were actually sweating bullets.
Behind us is what we still to this day call "the yellow building". I had built it myself with the help and supervision of a church friend named Ronnie Olsen. The building was constructed to look like Independence Hall (which is where some very brave Texans signed the Declaration of Independence from Mexico on March 2nd, 1836). We never imagined that we'd ever need more than this 700 square feet building to house not only our roasting operation, but a full-scale retail location as well. If you come out to the roastery sometime, you'll find it right next door to our current location. We moved it right next door. Christi and I could not stand to part with it. We happily paid the $5,000 fee to move it with us when we relocated to our new facility in Earlywine.
Also in the background, you can see 'Blackie', our 1948 Ford delivery truck. He's is right where he has always been (right behind us on every label, business card and piece of stationary that ICC has ever printed). He's like a vintage link to everything Independence.
The coffee mug that Christi is holding is still our favorite. We still fight over it. I'm drinking out of it right now. Not much competition at 4:00 am for your favorite green mug at the coffee maker. Though I've never really thought about it, I guess it holds a lot more than hot coffee for both of us. It too, like the 'yellow building' and 'Blackie' remind us both of our past challenges, victories, defeats growing pains and many other experiences that any start-up faces.
This photo also reminds us of the individuals and businesses that have supported us and put up with our crazy journey over the last ten years. Our three kids who spent countless hours doing nightly homework assignments while helping us deliver coffee, to anyone who'd buy it, from the back seat of a 'booger-green' 1999 Ford Econoline passenger van. (Hey, our kids came up with the color, not me). We actually still use it for some delivers today. I guess it too, like our original roastery and delivery truck, will be moved wherever ICC relocates in the future.
A shout out to countless friends who fed us after long days at the roastery, bought our coffee (probably even when they didn't need it), shared our products with family all over the US and who were just there for us on really bad days. Businesses and individuals like David Bockhorn at Bank of Brenham, Magpies and many others. There are way too many to mention here. But, you know who you are and thanks a ton! To our employees, past and present who have had to endure looking at this photo well over 200,000 times while hand-packaging each bag that comes down the production line, we'd like to say both "thanks and we are so sorry". Seeing us that many times has to get very old. (The only advice that I can come up with is to try to only look at the front of the bag while filling it and putting it in the box).
I think trough writing this post, I'm getting closer to answering this blog's question. Christi and I have always been about not only roasting and selling the best product out there, but building a 'community' of coffee and tea enthusiasts. We want (and need) our customers to take this journey with us. They are our sales people, fans and really partners in this business. We advertise very little. Our fans do our selling through gifting and sharing our products. If they are willing to fork out the cash to try a bag of our coffee or tea, then we should stand behind each one.
Some people sign their name on their labeled products. This shows a sense of pride and really a personal guarantee to those who are willing to give their product a shot.
So, I guess in a way, our bag photo serves a couple of purposes. It is our personal 'signature' of pride and product quality.
It is also our invitation to each person who picks up a bag and reads the back panel to join us in not only the future of Independence Coffee Company, but to take a glimpse into our past as well.
"Savor Your Independence and Grind True!"
Cheers,
Ragan, Christi and the ICC Brew Crew
