Emerson Coffee Roasters

Ah the post was edited to say that samples are free when buying a knife, not just for signing up. Well I guess no sample for me...
 
Are you guys actually roasting the beans in your own facility? I'm also curious about the magic mentioned on the website:

Then through a precise process of roasting, that quite frankly is half science and half magic
 
I would like to give it a try, but I guess I’ll stick with my Starbucks and Folgers for now. :(
 
The overt commercialism of this offer borders on spam. No thanks to the coffee or the knives.--KV
 
If Mrs. E wants to do it and Mr. E is enthusiastic about it too, why the hell not? EKI is a great example of a company that is very much about the man himself as well as the staff and product - I'll definitely be giving them a shot at my coffee business.
 
Beowolf Agate said:
Why create a new business so detached from your historical core compentency?
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Knives and coffee are inseparable and EKI seems to be a "small batch" company the way many artisanal coffee companies produce their coffee so it would seem to be a minor adaptation in terms of the business model however different the finished products.
Beowolf Agate said:
And why create a business in a space so dominated by huge corporate interests like Starbucks and Peets?
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I'm sure bigger corporate interests–perhaps Gerber is an appropriate example–dominate the knife industry quantitatively but you've already clarified that you're a big fan of EKI so why not keep an open mind?
 
CPP said:
Knives and coffee are inseparable and EKI seems to be a "small batch" company the way many artisanal coffee companies produce their coffee so it would seem to be a minor adaptation in terms of the business model however different the finished products.

I'm sure bigger corporate interests–perhaps Gerber is an appropriate example–dominate the knife industry quantitatively but you've already clarified that you're a big fan of EKI so why not keep an open mind?
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What I was questioning was why Earnest and Mary would choose to get into the coffee business. Of course I wish them well☕️☕️☕️☕️☕️☕️☕️☕️
 
Beowolf Agate said:
What I was questioning was why Earnest and Mary would choose to get into the coffee business. Of course I wish them well☕️☕️☕️☕️☕️☕️☕️☕️
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Ernie said when Mary said she wanted to start a coffee company, his response wasn't "yes", it was "HELL YES". That's all I need to know for now.
 
Ernest Emerson said:
Dear Members,

I would like to formally announce the opening of our newest venture, The Emerson Coffee Roasters Company. We welcome you to try our coffee and let us know what you think. We have put in a lot of time, effort and money into starting this new company and with the help and guidance of our friends in the coffee industry we hope it will be a success. But that’s going to be up to you. Our website is found at EmersonCoffeeRoasters.com. Free samples will go out with every Emerson Knives order. We will be giving out samples at our booth at the USN Show and we will have some full bags for sale. So stop by if you want to give some a try.

Best Regards,

Ernest
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Ernie,

Can you verify that this isn't just rebranded Black Rifle Coffee?

Thanks
 
Dear Members,

Thank you for your thoughts, comments and questions. I’ll try to answer and clarify.

First, as to the negativity, I anticipated and expected that. We’ve learned to smile at how predictable, how witty, clever and cute they always think they are. Touché??

Anyway, the edit on this post was a complete mistake on my part. We were overwhelmed with the response and had no idea how many people would respond. (This is not the only place the announcement was made). I did not have thousands of free samples available, so we had to pull it back. We are honoring all the requests that did come in before we changed the offer. The response was in a word, overwhelming.

We are not ripping off Black Rifle. Even Hafer (the owner) is a personal friend of mine and has been for quite some time. He carried an Emerson CQC-7 on all of his deployments back in the day.

Our coffee is not rebranded Black Rifle Coffee. We are a Roaster – hence the name. Mary and I started backyard roasting a while ago with a simple drum roaster that I built. We loved doing it and when friends and family started telling us how good our coffee was we started thinking. We had on the table at the time; starting a distillery (I have my distillers license), a craft brewery (we’ve done home brewing for years), purchasing a winery or making coffee. My wife Mary made the final and probably the best decision, so off we went.

I have made some really excellent friends and connections over the years so we consulted quite a number of experts regarding this new adventure. One of our friends owns a coffee roasterie and we roast our beans at his facility. In fact we (wife, daughters, son and I) are roasting there today. Thursday is our roast day and we use a Mill City Roasting Machine.

As to the “blatant commercialism bordering on spam” comment, my Dad told me one time “Don’t try to act smart if you’re about to say something real stupid.” I’ve started more than a handful of successful businesses and found in my almost 40 years of experience that not telling anybody about them is not a wise decision.

If you are a coffee aficionado then you know about the three waves. First wave was giant commercial endeavors over the last 150 years. Second wave was the smaller specialty and fru fru flavored coffee endeavors over the last 25 years. The third wave (now in progress) is hard black coffee, unflavored and the key element is freshness, ie. the time from roast to cup and the true taste of perfectly developed fresh coffee. Ideally this should be within a 10 to 14 day time frame to enjoy the real taste of “fresh” coffee. This 3rd wave is the artisan and craft roasters - a wave that is far from cresting. And that is who we are and what we are doing.

We make strong coffee. It is estimated that somewhere between 65% and 85% of all Americans drink coffee. Our polling shows that 85% of that number prefer a strong dark roast. That is what we make and our initial offering the “Renegade,” a single source Salvadoran is just that.

We’ve got a strong model and a great business plan and you can bet there’s going to be a lot more to come from the Emerson Family and the Emerson Coffee Roasters Company.

If you do get a chance to try some let us know what you think.

Fortune Favors The Bold. The Emerson Family has lived by that for over 40 years.

My Best Regards,

Ernest Emerson
 
See that backstory was good, you should add that stuff in when making announcements like this. It helps to make it more personal and real and less like "oh hey we are randomly starting a company because people like coffee". Good luck on the endeavor! Let me know when you start up a distillery.
 
This tasty variety was in the mail today.:)
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