We’re looking forward to introducing you to Jillian Salinas. Check out our conversation below.
Hi Jillian, thank you for taking the time to reflect back on your journey with us. I think our readers are in for a real treat. There is so much we can all learn from each other and so thank you again for opening up with us. Let’s get into it: What is a normal day like for you right now?
Honestly, a normal day is a bit of a juggling act. It usually starts with the school run—getting the kids up, fed, and off to class—before I head to the roastery. Once I’m there, I check batches, make sure everything is running smoothly, and dive into meetings with the team—product development, distribution planning, marketing, you name it. I’m also constantly troubleshooting logistics, reviewing orders, and connecting with partners and retailers. Even with all that, I try to carve out a little time to taste coffee and make sure the quality meets our standards. Every day feels like balancing the craft of coffee, the business of Beach City Coffee, and being present for my family all at once.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Jillian Salinas, co-founder and CEO of Beach City Coffee, based in Redondo Beach, California. We’re a women-owned, Southern California brand that’s all about quality coffee and sustainability. I started roasting coffee in college with my husband, and over time, we grew it into a full roastery. What makes us unique is our commitment to purpose-driven business—we focus on Fair Trade Organic beans, 100% compostable packaging, and giving back to beaches and oceans with every purchase. Beyond coffee, we’re trying to set an example of how a small company can be both profitable and responsible.
Great, so let’s dive into your journey a bit more. What’s a moment that really shaped how you see the world?
There are a few, but one that stands out is realizing how much waste the coffee industry produces and how underrepresented women are in leadership roles. That combination made me see that running a business isn’t just about passion—it’s about opportunity to make an impact. It shaped the way I approach every decision at Beach City Coffee, from sourcing to hiring to our sustainability programs.
Was there ever a time you almost gave up?
Yes. Early on, before we landed Whole Foods Market, I was sending sample after sample to retailers with little response. Some days it felt like no one would ever notice us, and that we were just spinning our wheels. But I kept showing up, kept refining our pitch, and trusted that persistence would pay off. Eventually, the doors opened, and that moment reaffirmed the power of not giving up.
Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What are the biggest lies your industry tells itself?
One of the biggest misconceptions is that coffee roasting—or running a coffee brand—is glamorous or straightforward. People think it’s all about sipping espresso and crafting blends, but there’s so much behind the scenes: logistics, heavy lifting, certifications, compliance, and operations. Another lie is that women can’t thrive in certain parts of the industry—there’s still this idea that it’s “too physical” or “too male-dominated.” That’s just not true if you’re willing to learn, adapt, and persist.
Okay, so let’s keep going with one more question that means a lot to us: What is the story you hope people tell about you when you’re gone?
I hope they say I built a company that did more than just make good coffee. That I cared about people and the planet, that I lifted others along the way, and that I proved women could thrive in a male-dominated industry without compromising their values. And of course, that every cup we made was crafted with care, integrity, and a love for the coast that inspired it.
Contact Info:
- Website: https://beachcitycoffee.com/
- Instagram: https://www.instagram.com/beachcitycoffee/?hl=en
- Linkedin: https://www.linkedin.com/company/beach-city-coffee/
Image Credits
Beach City Coffee
