Counter Culture’s team has a positive, opportunity-seeking mindset in the face of challenges. We know that a positive attitude is infectious and inspires those around us.

Counter Culture’s team is inspired by the passion of others: from the farmers and co-operatives who grow our coffees to the individuals who roast, support, and market our products.

Thoughtfulness fuels our passion and inspiration. Counter Culture team members seek knowledge and seek to understand the perspective of our customers, colleagues, and partners.

Counter Culture team members are thorough and exhaustive about the details. From source to cup, we consider every improvement in the relentless pursuit of coffee perfection.

Counter Culture’s mission is “pushing potential,” and we find every opportunity to challenge the status quo.