Ember Coffee Co.

By Matt Berry, Owner of Ember Coffee Like a lot of small business owners, I wear a lot of hats: roaster, operator, strategist, sometimes janitor. When we launched Ember Coffee, our mission was simple: roast exceptional coffee, build community, and do it with integrity.But scaling online? That’s a different beast. At one point, I decided to go all in on growing our e-commerce and subscription business. I set aside a dedicated marketing budget and started researching Facebook ads. I knew just enough to be dangerous, and to know I didn’t know enough. That’s when I made a decision that felt smart at the time. I hired a paid Facebook ads agency. This is the story of what happened, what I learned, and what I’d tell any other founder thinking about doing the same. Why I Hired an Agency I hired an ad agency because I didn’t want to waste money experimenting. Facebook ads are complex, constantly changing, and filled with nuance. I didn’t want to just run ads, I wanted someone to help me make that spend effective. The goal was simple:• Grow the number of coffee subscriptions• Build out our online store’s customer base• Do it efficiently, without burning cash I wanted a partner, someone I could trust to help us scale thoughtfully. Why I Chose the One I Did The agency came by referral. A customer at our café mentioned she’d worked with them for her own business and had seen a strong return. That helped cut through the noise, especially since digital marketing is full of hype and half-truths. What really impressed me was that when I first reached out, the owner of the agency actually turned me down. She said our site’s “add to cart” conversion rate wasn’t high enough and gave me a few actionable tips to fix it. I made the changes, saw results, and reached back out. This time, she agreed to work with me. It felt like I was in good hands. The onboarding was smooth, the team was organized, and they had impressive systems: custom templates, structured content folders, a whole playbook. It was one of the better onboarding experiences I’ve had with a service business. When Things Started to Unravel It only took a couple weeks before I noticed a shift. The founder who had onboarded me handed me off to someone else, an account manager who, while friendly, often seemed to be in another time zone (and sometimes another headspace). Response times slowed down. Our meetings started feeling rushed and underprepared. And most importantly, our return on ad spend (ROAS) was bad. Like sub-1.0 bad. For context: if your ROAS is under 1.0, you’re spending more to acquire a customer than that customer is spending with you. Every week I was told the same things:• “We’re still in the learning phase”• “We need more time to optimize”• “Let’s increase ad spend to improve results” That last one was especially frustrating. Because here’s the trick. It looked like things were going well. The roastery was busy. Orders were coming in. But once I looked closely at the data, I realized the growth wasn’t sustainable. The agency was spending thousands of dollars of my money on ads and encouraging deep discounts on top of that. Meanwhile, I was paying them $3,000 a month in management fees. It started to feel like I was carrying all the risk, and they were just along for the ride. The Economics Didn’t Add Up If you’re in the coffee business, you know margins are tight. Our average order value isn’t $300. It’s not even close. It’s specialty coffee, premium, yes, but affordable. For our math to work, we need a ROAS of at least 3.0 to cover cost of goods, fulfillment, ad spend, and overhead. Anything less than that, and we’re subsidizing growth. That might be fine for a venture-backed SaaS company. But we roast coffee. We can’t afford vanity metrics. Even with increasing ad budgets and constant tweaking, nothing moved the needle. And worse, they kept pushing deeper discounts to juice conversions. It got to the point where we were giving away too much value up front just to make the numbers look better. That wasn’t marketing. That was misdirection. When I Finally Pulled the Plug I gave them six months.Six months of high spend, low returns, and mounting frustration. When I finally added everything up, including management fees, ad costs, margin loss from discounts, it became clear this wasn’t a short-term slump. It was a flawed model. So I ended it. And while it was painful financially, it taught me lessons I couldn’t have learned otherwise. What I Learned Retainers Only Make Sense If You Have High Ticket Sales If your average order value is under $50, the economics of most ad agencies just won’t work for you. They’re better suited to businesses selling $200+ products or services where one sale more than covers the cost of acquisition. Don’t Confuse Activity with Effectiveness We had lots of ad sets running. We had tests happening. But activity doesn’t equal impact. If your ROAS is low, all the dashboards in the world won’t change the bottom line. Be Skeptical of “Performance-Based” Deals Too After that experience, I talked to an SEO agency that wanted to work on a pure commission model. No retainer. Sounds great, right? But I realized they were basically asking me to fund their learning curve with my ad spend. Red flag. Discounts Aren’t a Strategy Throwing discounts at cold audiences to hide weak ad creative or targeting is lazy marketing. It damages your brand and cuts your margins. Use them sparingly and with intent, preferably for returning customers, not strangers. Control Testing Matters One thing the agency did teach me: test small changes at a time. Keep the creative the same and test new headlines. Or vice versa. And give the algorithm time to learn. That was solid advice. What I’d Do Differently Now • Learn the fundamentals. There are great free podcasts, books, and courses out there. Start with Alex Hormozi’s stuff. You’ll come out way more capable.• Run ads yourself first. Even if it’s just for $5 a day. Get familiar with how targeting, creative, and budget interact.• Pay for coaching, not control. Instead of handing over thousands to an agency, pay an expert hourly to review your work, give feedback, and help you level up.• Stay close to the data. No matter who’s running your ads, make sure you understand the numbers. If someone can’t explain what’s working and why, walk away. Final Thought I’m not against hiring experts. But if you’re a small business trying to grow thoughtfully, you need to be more than just the budget holder. You need to be the strategist. Because nobody, no matter how “data-driven” or “conversion-obsessed” they claim to be, will care about your business like you do.

The global coffee industry is navigating a wave of unprecedented challenges. Rising operational costs, supply chain disruptions, and shifting consumer preferences are creating significant hurdles for coffee shops and specialty roasters. However, these challenges also present an opportunity to rethink strategies, build stronger customer loyalty, and stay sustainable in an ever-changing market.  For coffee shop owners and roasters, like Ember Coffee—Minnesota’s trusted specialty roaster for locally roasted coffee—adapting to price hikes and evolving consumer habits while maintaining quality and transparency is essential. This guide will dive into the key challenges, provide actionable insights, and help you position your business to thrive despite the turbulence. Why Coffee Prices Are Climbing The price of a cup of coffee has dramatically increased, and the reasons are more complex than they seem. Here’s a breakdown of why coffee costs are on the rise: Soaring Green Coffee Prices: Arabica coffee prices hit over $4 per pound in 2025, marking a 70% surge in just one year. Factors like extreme weather events, market speculation, and supply chain disruptions are driving this spike. Rising Operational Expenses: Global inflation has led to increased costs for shipping, energy, and labor, all of which impact the bottom line for local roasters, like Ember Coffee. Shrinking Margins: Specialty coffee, long regarded as a premium product, is under pressure as even commercial-grade coffee faces steep price increases. These rising costs make it increasingly difficult for businesses to absorb price hikes, forcing many to rethink pricing strategies without compromising quality. At Ember Coffee, we continue to focus on delivering high-quality, locally roasted coffee to our Minnesota community. By navigating these challenges with transparency and innovation, we aim to support coffee lovers and other small businesses through industry shifts. Stay tuned as we explore strategies to help your coffee business thrive. The Balance Between Profitability and Loyalty One of the biggest challenges coffee businesses face is balancing profitability with keeping customers loyal. For specialty roasters like Ember Coffee in Minnesota, raising prices to offset costs might seem like the obvious solution, but how customers perceive these changes can make or break your business. Risks of Raising Coffee Prices Losing Loyal Customers: Sudden or large price increases can drive even loyal customers to switch to competitors or start brewing coffee at home instead of purchasing locally roasted coffee. Decreased Perceived Value: If customers don’t see your price hike as justified—through improved quality, sustainability, or a better experience—you risk damaging your brand’s reputation. Opportunities to Build Value Perception Emphasize Quality: Ember Coffee specializes in crafting exceptional, locally roasted coffee. Highlight the quality of your beans, the sustainability of your sourcing, and the expert craftsmanship behind every cup. Coffee enthusiasts are often willing to pay more for a premium experience. Make Gradual Adjustments: Instead of big, sudden price jumps, opt for small, incremental changes. This approach helps customers adapt without feeling priced out. For specialty coffee roasters like Ember Coffee, finding the right balance between fair pricing and maintaining a loyal customer base is key to long-term success. By focusing on delivering value and communicating it effectively, you can grow your business without losing what makes it special. Adapting to Changing Consumer Behavior The coffee world has changed dramatically in recent years, reshaping how and where people enjoy their daily cup. According to the National Coffee Association’s 2025 report, 71% of coffee drinkers now brew at home, a significant rise from 63% just five years ago. Meanwhile, cafés have shifted from being part of a daily routine to occasional indulgence destinations. For specialty coffee roasters like Ember Coffee in Minnesota, these changes present an incredible opportunity to adapt and thrive. By embracing these evolving habits, Ember Coffee can offer both convenience and unique experiences to its loyal customers. Here’s how Ember Coffee can meet these trends: Embrace At-Home Brewing: As more people choose to brew at home, Ember Coffee can become an essential part of their daily routine by offering locally roasted beans, high-quality brewing equipment, and easy-to-follow brewing guides. Supporting a local business while enjoying better coffee at home? That’s a win for customers. Deliver Memorable Café Experiences: While at-home brewing is growing, nothing replaces the magic of a warm, inviting café. By focusing on exceptional service, expertly crafted drinks, and unique specialty roasts, Ember Coffee can make every visit a truly unforgettable experience. Foster Community: More than just great coffee, Ember Coffee can build loyalty by creating meaningful connections. Whether through loyalty programs, appreciation events, or transparency about their roasting process, Ember Coffee has the chance to stand out as a true Minnesota staple—focused on quality and authenticity. By blending the convenience of at-home brewing with the charm of a welcoming café and a strong sense of community, Ember Coffee can continue to evolve with the times while staying true to its roots. This is how a local Minnesota roaster not only survives but thrives in the shifting coffee landscape. Transparency That Builds Trust: Ember Coffee Leads the Way At Ember Coffee, a specialty roaster in Minnesota, transparency is key to building trust and loyalty, especially during times of rising costs. Locally roasted coffee is more than just a product—it's a story, and we believe our customers deserve to know every detail behind each cup. How Ember Coffee Communicates Value Detailed Cost Breakdown: We’re proud to share where your money goes. From sourcing the highest-quality beans to paying fair wages for farmers and supporting sustainable practices, every cent reflects our commitment to excellence in locally roasted coffee. Radical Transparency: By embracing transparency, Ember Coffee builds stronger connections with our customers. We openly share the challenges of slim margins and explain how premium prices support better quality beans, sustainability initiatives, and ethical practices. The Human Side: Behind every bag of Ember Coffee is a story. From the farmers who grow our specialty coffee beans to the roasters here in Minnesota who craft each batch, we celebrate the people who make it all possible. Sharing these stories deepens the emotional connection between our customers and their favorite locally roasted coffee. By choosing Ember Coffee, you're not just enjoying a uniquely flavorful cup; you're joining a community that values ethical practices and supports a thriving coffee ecosystem. Together, we celebrate the artistry of coffee and the people who make it truly special. Creating Sustainable Pricing Strategies Pricing is more than just a number—it’s a reflection of your business’s financial health, your values, and your long-term vision. A well-thought-out pricing strategy can ensure stability while communicating the quality of your offerings to customers. Align Pricing with Operating Costs Your prices should always reflect the realities of your business expenses, ensuring you maintain healthy margins to sustain growth. Regularly assess your operating costs, from sourcing green coffee beans and covering energy expenses to managing shipping fees. These costs can shift due to market conditions, so staying on top of them prevents razor-thin margins or financial surprises. Transparent pricing that accounts for these factors also builds trust with your customers—they’ll know they’re paying for quality and care. Introduce Tiered Pricing A tiered pricing model allows you to cater to a broader range of customers while showcasing the variety of your offerings. For example, you can provide affordable, approachable blends for your everyday coffee drinker while also offering exclusive, single-origin or limited-edition options for enthusiasts seeking something special. This strategy accommodates different budgets and tastes while creating opportunities to upsell premium products. By highlighting the unique qualities of each tier, you can help customers see the value behind every option. Promote Quality in Every Cup Pricing is only meaningful if customers understand the value they’re paying for. Every cup should tell a story of care and expertise, from sourcing to brewing. Consistency is key: a coffee that’s excellent 9 out of 10 times will command a higher price than one that’s inconsistent or average. Educate your customers about your commitment to quality, whether it’s through superior sourcing practices, expert roasting techniques, or outstanding preparation. When customers consistently experience quality, they’ll see your pricing as a reflection of the effort and dedication behind every cup. The Path Forward Overcoming Industry Volatility The coffee industry faces constant challenges, from climate change to economic instability. These factors bring volatility to coffee prices and supply chains, making it more important than ever to build resilience into your operations. Here are key strategies to help stabilize your business: Invest in Efficiency Modernizing your equipment and processes not only boosts productivity but also reduces energy consumption and waste. Upgraded roasting machines, for example, can improve consistency while lowering energy use, and optimizing workflows can save time and resources. These enhancements may require upfront investment, but they pay off in the long run with reduced costs and smoother operations. Stock Smartly Inventory management is critical in a volatile market. Holding leaner stock can help you avoid over-purchasing and tying up cash in unused inventory, while still ensuring you have enough supply to navigate potential delays in the supply chain. Building strong relationships with suppliers and understanding seasonal trends can also help you plan smarter and respond more quickly to changes. Plan for Flexibility Dynamic pricing strategies are essential in a fluctuating market. Be prepared to adjust retail prices as costs shift—whether it’s due to rising bean prices, transportation fees, or energy costs. Communicate these changes with transparency, helping customers understand the reasons behind price adjustments. Flexibility in pricing ensures your business remains sustainable while maintaining the trust of your audience. The future of coffee depends on businesses willing to adapt, innovate, and connect. By prioritizing quality, fostering transparency, and engaging your community, you can not only survive but thrive in this era of rising costs. The Role of Community in Coffee Success At Ember Coffee Co., we believe coffee is more than just a drink—it’s a connection, a conversation, and a culture. Great coffee isn’t just about the beans; it’s about the relationships it inspires and the communities it nurtures. Here’s how we bring people together, one cup at a time: Building Meaningful Connections A thriving coffee business starts with its community. It’s not just about selling coffee—it’s about creating experiences that resonate. Share your passion by offering valuable insights through blog posts, videos, and social media. Dive into brewing techniques, tasting notes, and the unique stories behind your beans to build stronger bonds with your customers. At Ember Coffee Co., we’re more than just a coffee supplier—we’re your partner in success. From ethically sourced, small-batch beans to expert resources for café owners, we’re here to help you grow, connect, and thrive in the coffee industry. Ready to elevate your coffee game? Let’s make it happen. Contact us for a consultation or browse our premium offerings today. Together, we’ll brew stronger connections and a brighter future.

Every coffee tells a story—but few do so as richly as Sulawesi. Nestled within the volcanic highlands of Tana Toraja, our Sulawesi Medium Roast embodies the artistry, heritage, and passion of Indonesian coffee farming. At Ember Coffee Co., we’re proud to bring you this extraordinary brew, thoughtfully curated and ethically sourced to bridge geographic and cultural divides, one cup at a time.  But what makes this coffee so exceptional? Here, we’ll explore its unique qualities, trace its origins, and discuss how sustainable practices and a careful balance of tradition and innovation make Sulawesi coffee a treasure worth cherishing. The High Stakes of High-Altitude Coffee The lush highlands of Tana Toraja rise between 1,100 and 1,800 meters above sea level. This high-altitude environment creates an ideal microclimate for coffee cultivation. Cooler temperatures delay the ripening of coffee cherries, allowing the beans to develop a nuanced flavor complexity that captivates sophisticated palates. That complexity is no accident. The volcanic soils are rich in nutrients, while high levels of humidity and misty mornings further refine the crops. Together, these elements yield a bean with deep, vibrant flavor notes that simply can’t be replicated elsewhere. Giling Basah and the Art of Distinctive Flavor One of the most distinctive aspects of Sulawesi coffee is its processing method, called giling basah or wet hulling. This traditional Indonesian process dramatically enhances the cup's character by reducing acidity and enhancing body, resulting in a flavor profile that's rustic yet refined. Wet hulling involves removing the coffee parchment layer while the beans are still moist, a method uncommon outside Indonesia. The resulting green coffee beans develop a bluish hue and carry bold, earthy, and spicy notes that come alive during roasting. For our Sulawesi Medium Roast, we’ve chosen to highlight these unique traits through a carefully calibrated roast profile. The result? A full-bodied coffee with gentle acidity and flavor notes that include dark cocoa, sweet tobacco, warm cedar, and nutmeg. Supporting Sustainable Traditions Behind every bag of our Sulawesi Medium Roast is a commitment to supporting ethical sourcing and sustainable farming. Coffee farming in Tana Toraja is steeped in tradition, and many farmers operate small, family-run plots passed down through generations. Direct trade initiatives enable us to create a transparent supply chain that supports these farmers while offering community-led development programs. Investing in education, technology, and resources empowers coffee-growing families to balance time-honored traditions with innovative practices. This creates long-term sustainability both for individuals and the environment, ensuring that future generations can continue cultivating these lands. Why Sulawesi Matters Now More Than Ever There’s never been a better time to explore Sulawesi coffee. Globally, coffee drinkers are becoming increasingly curious about Indonesian coffee origins, drawn to their distinctive profiles and cultural richness. Yet, Sulawesi remains relatively underrepresented compared to regions like Sumatra or Java. By choosing our Sulawesi Medium Roast as part of your coffee repertoire, you’re stepping into a lesser-explored corner of the coffee world. You’re not just tasting a spectacular coffee; you’re participating in a dialogue about heritage, sustainability, and craftsmanship. Brewing Sulawesi at Home To get the most out of your Sulawesi Medium Roast, it’s important to pair it with the right brewing method. Here are our top recommendations for bringing out its rich, grounded character while showcasing subtle complexities. French Press: Perfect for showcasing the coffee's full body and earthy richness. Pour-over (Kalita or V60): Highlights the balance of spice and sweetness. Moka Pot: Delivers a bold, espresso-like brew, with a lingering, smooth finish. Not sure which brewing method suits you best? Check out our brewing guides online or visit us in-store for expert advice. Join the Ember Community At Ember Coffee Co., we believe that coffee is more than a beverage. It’s a connector, bridging people, cultures, and values. Every sip of our Sulawesi Medium Roast tells the story of Tana Toraja's highlands, from the mist-covered hills to your table. We invite you to try this limited-edition coffee as part of our Roaster’s Choice for June. Its exclusive availability means it’s only here for a short time or until it sells out, so don’t miss your chance to explore this remarkable brew. Your Next Step Experience the artistry of the Sulawesi Medium Roast. Order Now from Ember Coffee Co. Rooted in tradition and crafted for coffee lovers, this roast awaits those ready to savor something truly extraordinary. Will you take the first sip?