Emerson Coffee Roasters

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

I know your son-in-law. He's in the same Tacoma offroading group that I ride with. Good luck on your new coffee venture!
 
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Some pretty sycophantic responses here. But it is the E.E. sub-forum-KV
 
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