We started Valiant in the cold rainy months of Fall 2014. Like you, our coffee-buying experience led us to local shops or speciality grocery stores that often carried well-known brands. We'd deliberate bag, brand, and origin, hemming and hawing until we'd settle on one sweet little bundle to take home.
But, as time went by and bags were emptied, we found the reward was less than splendid. We started to notice a pattern: more often than not, the coffee wasn't FRESH. The industry standard for dating coffee was an obscure SELL BY date rather than a ROASTED ON date. There was no way to know when the coffee was actually produced, making every purchase a risk; a risk that was becoming more and more unacceptable.
The problem was a vital lack of integrity in how many companies represented the quality and freshness of their product. The packing might say "Fresh Roasted" or "Roasted Daily," but that in no way ensured the coffee was actually and honestly "Fresh Roasted Coffee".
Our solution was simple:
- We'd do it ourselves and put a "Roasted On" date on each of our bags.
- We'd make sure we got our products into the hands of our customers (or to the mail) within 48 hours of roasting.
- We'd make sure each small batch (6lbs at a time) is roasted to perfection.
- And we'd make sure we were consistent in our ability to produce the best damn coffee around.
It’s been almost four years and we are still charging ahead in our mission to make coffee Excellent. Coffee goes out fresh every week, folks are happy, cups are full, and we all start our days a little more caffeinated than when we awoke. All that and a supremely excellent coffee to boot.
So join us in our mission to be bold. To be Valiant. To Be Excellent.
Also in The Story
The Valiant Way is a simple one: Be Excellent. This principle is one that permeates every aspect of our lives. Both in and out of the roastery, in our homes, in our relationships, in all that we do, our aim is to Be Excellent.
Before focusing in on our method and mindset for production, it helps to know a bit about the coffee journey...