Coeur d’Alene-based videographer pivots to coffee roasting business during pandemic

Feb. 16—After Max Lathrop was laid off from a marriage images and cinematography company amid the coronavirus pandemic in April, he found a way to channel his imaginative side into a new company enterprise.

Lathrop, who has a lot more than a ten years of encounter in videography and graphic style and design, launched Rebel Joe Espresso, a Coeur d’Alene-based mostly artisan micro roaster, in December.

Because then, Lathrop has expanded Rebel Joe Coffee’s shopper base nationwide as a result of putting up comedic video written content on Facebook and YouTube to push brand awareness.

“Initially, (Rebel Joe Espresso) was just likely to be a business enterprise with area delivery and a pickup spot,” Lathrop mentioned. “But what transpired was, I started doing a great deal of on the internet internet marketing through Facebook for online video information. I started carrying out amusing films and I was acquiring messages from individuals out of the spot inquiring if I can ship out of condition.”

Rebel Joe Coffee takes advantage of a incredibly hot- air roasting strategy for its variety of blends, which are marketed in 12-ounce luggage of beans, ground coffee or espresso grind for $12-$13. Clients can also purchase a 5-pound coffee bag of their preference beginning at $58, or 12-pack breakfast mix pods for $14.

In addition to delivery nationwide, the company gives local shipping and delivery in Coeur d’Alene. Orders placed at rebeljoecoffee.com are generally delivered in three times to ensure freshness.

Lathrop oversees all aspects of functioning the business — from constructing its web page, running social media, generating video clip content material and roasting, packaging and shipping coffee.

“I had hardly ever assumed of transport (out of point out), but I experienced so quite a few inquiries,” he mentioned. “There are four states in the region I have not delivered to. Ninety-5 percent of business is basically delivery out the state, which I failed to expect.”

Lathrop started roasting espresso as a hobby following getting a compact roaster from his father’s Submit Falls-dependent company, Coffee Crafters.

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Espresso Crafters, launched by Ken Lathrop in 2013, sells espresso roasters and products. Final year, it released FreshPod, a products related to a K-Cup pod.

Max Lathrop’s coffee- roasting pastime evolved into a new organization just after videography get the job done vanished as in-human being gatherings — these types of as weddings — were limited all through the pandemic’s onset.

Lathrop understood he essential to pivot to a new business enterprise which is “COVID and economic downturn proof” to assistance aid his spouse and two young children.

Lathrop stated starting off a new organization all through a pandemic was a obstacle, but it designed “a good deal far more motivation to see it by means of and turn into successful.”

Rebel Joe Espresso is launching a cell coffee trailer this summer time that sells espresso drinks, cold brew, baggage of floor and whole coffee beans, and items, he claimed.

“It will be out there for the community crowd, and I am hoping that will it be useful for gatherings as properly,” Lathrop claimed. “For appropriate now, I’m principally shipping and delivery and offering in Hayden and Coeur d’Alene right up until I have a neighborhood location exactly where men and women can arrive decide on it up.”

Lathrop hopes to proceed increasing Rebel Joe Coffee into a family business enterprise with probable for various coffee vans and a brick-and-mortar shop in the foreseeable future.Amy Edelen can be attained at (509) 459-5581 or at [email protected].