Our Story




1. Bring out of sleep; awaken.

2. Cause to feel excited, to become active or energetic.

My love for coffee didn’t start out in some swanky coffee shop with the choice of 5 different types of milk... instead, it started on a 3-day hike on the Arizona Trail with a friend. I was 16 and not at all an experienced hiker, after a grueling 13 miles hiked on the first day I was dead. After little to no sleep, I didn’t think I could get out of my tent let alone hike another mile… after forcibly being coerced to get up, I was told to come and sit down with him on the cliff’s edge. He handed me a metal mug with straight black coffee made from a pot on a fire with some week-old coffee grounds. I had tried coffee numerous times and just could never pallet the taste, too exhausted to argue, I took the mug and took a sip as I peered over the cliff. It was a defining moment in my life, the view was breathtaking and the coffee seemed to enhance the experience even more. I could feel the hairs on my arms start to stand, I was invigorated, the exhaustion was dissipating and I was excited to start the next leg of the hike. 

It was in that moment I realized I had been missing out on these types of experiences, I was being called to see the world and get out into nature. Since that day, it has been my mission to seek out these experiences and find better coffee along the way. 

Justin Norris - Founder & CEO