Today we’d like to introduce you to Jennifer Peck and John Wheir.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
We started Beacon out of pure love for coffee and the entire process. The care and hard work the coffee-producing families put into each harvest is incredible and we wanted to share that with our customers. Through education and transparency, we are looking to bridge the gap between those who are growing the coffees with those who enjoy it daily. Our customers genuinely care about where their food comes from and coffee is no exception. We travel to the farms we partner with as often as possible, and are proud of the relationships that have grown over the years.
We specialize in individual farms, single arabica varietals and interesting milling techniques. Much like the wine industry, coffee has many varietals and where they are grown imparts flavors and character. We have wanted to explore that more, and because of the relationships we have with both our growers and customers, we are able to offer truly unique coffees that wouldn’t be accessible otherwise due to the low production of these small farms.
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
“If it’s worth doing, it’s worth doing right”
That has been our mantra from the earliest stages of forming the company – from sourcing to training to customer education. That said, you have no idea what your blind spots are until those blind spots are exposed. Building a new cafe – renovation through opening day was a gigantic undertaking – financially and culturally as a company. We had always run other cafes (before Beacon) and our Ventura Roasting plant is pretty bare-bones, so we truly didn’t understand all that was involved with renovating a building from the early 1960’s. We tried to manage the project for way too long before we realized that it was time to call for professional help. This has been a recurring theme in the growth and success of the business. From growing out of the services of our original accountant to bringing in a professional general contractor to get us through the Ojai project we have always been best served when we focus on our expertise and passion – sourcing beautiful coffee in an equitable and honest way.
Our biggest struggle to date has been the occasional impulse to feel that we must do everything – all the time. Learning to partner with people who are passionate about what they create in an analogous fashion to our own passion for coffee sourcing. Letting go to allow people who are better at executing things that are very necessary for the business has been a bumpy but much-needed road.
So let’s switch gears a bit and go into the Beacon Coffee story. Tell us more about the business.
We are really proud of our strong commitment to quality, education and transparency in our process. But I think we’re most proud of our direct relationships with our producers. So many folks in our industry use the words ‘direct trade’ etc when they have never been on a coffee farm – there is no accountability in the coffee industry regulating these marketing idioms. There are a lot of hands that touch the coffee before we receive it and we can’t do it on our own. We rely on the relationships that we have nurtured along the way to ensure the coffee gets here in the state the producer intended.
We also feel strongly about being able to speak directly to individual coffee farmer’s practices. Many consumers are rightfully concerned about the details of food production and usually, rely on a certification sticker to calm their fears. We think it speaks volumes that we can tell you the techniques and traditions our farmers use without requiring them to be certified, especially if that doesn’t make sense for them. We feel really lucky to have the coffees we do, and we want to honor all of the work that is done before we ever lay a finger on it. 95% of why a coffee tastes beautiful has to do with how it was grown and finished. We work hard to see that vision through and showcase each coffee in the best possible light. Beginning with our sourcing and roasting philosophy, to preparing each cup of coffee with the utmost attention in our cafes to our Coffee Classes designed to educate our customers base on how to get the most out of their coffee brewing set up at home.
Has luck played a meaningful role in your life and business?
I often remark on how lucky we are, and I definitely believe that. But we’ve also made a lot of intentional choices that have shaped the culture and company we have today.
Of course, there is so much beyond our control that you have to stay true to yourself and always listen to your gut. From hiring to making changes that will directly affect your customers, take time to think about all the pros and cons. Lastly, making decisions based in fear is never a good idea. Make sure you are making choices that ‘feel right’ and always consider your team and how your choices will affect them. We are incredibly lucky to have the team that we do, and a huge part of why we think Beacon is so special. There isn’t a day that passes that someone in the community doesn’t comment to John or myself how incredible our team is. They really are the best group of Coffee Professionals I have ever had the pleasure of working with. But even more important, they are incredibly genuine and kind. That feeling exudes every time someone walks in the door. They make sure everyone feels welcomed and taken care of and we couldn’t ask for more.
Contact Info:
- Address: Ventura Roasting Plant + Cafe
5777 Olivas Park Drive
Suite R
Ventura, Ca 93003
Open M-F 7am-2pm
Weekends 8am-2pm Ojai Cafe
211 West Ojai Avenue
Ojai, Ca 93023
Open Daily 6am-4pm - Website: www.beaconcoffee.com
- Email: [email protected]
- Instagram: beaconcoffee
- Facebook: beaconcoffee
- Twitter: beaconcoffee
Image Credit:
Beacon Coffee
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