We’re excited to introduce you to the always interesting and insightful Laurel Kingman. We hope you’ll enjoy our conversation with Laurel below.
Alright, Laurel thanks for taking the time to share your stories and insights with us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?
My husband was gifted a small tabletop roaster, so we became home coffee roasters. Since 2016, we’ve been roasting our own beans, typically roasting one and a half ounces every two to three days for our home. After returning from a vacation in 2023, I started roasting coffee beans for our morning brew. Unfortunately, our small roaster decided it was time to retire. While my husband searched for a replacement, he received recommendations from friends for larger roasters suitable for home use. When the new roaster arrived, it came with bean samples from different regions around the world. As I explored which beans to roast first, taking notes and experimenting, it occurred to me that I could start my own home roasting business. I wanted something that would keep me busy while offering a flexible schedule. Learning how to use the new roaster and deepening my understanding of coffee has been incredibly valuable. As I learn, I also enjoy sharing that knowledge with others. Starting this business with just a batch of roasted coffee has brought both fun and challenges, along with plenty of educational moments. Word of mouth from friends and family has been the best way to spread the word about this new adventure.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
In the late spring of 2017, my husband, daughter, and I moved to Murrieta, CA, settling in the Copper Canyon area at the base of the Santa Rosa Plateau. During the move, we spent a few nights on air mattresses in our bonus room with the windows open. In the mornings, as birds happily chirped and sang, I noticed a particular bird song I hadn’t heard before. As someone who finds it hard to wake up early, I would often say, “That Canyon bird is loud!” Little did I know at the time, there are actually a couple of species of wrens in the area. After some recent research, I discovered that the “Canyon bird” I’d heard was likely one of them. As a tribute to those early mornings, the local Murrieta area, and the wren that sings, I named my business Canyon Bird Coffee Roasters.
While coffee roasting wasn’t originally on my list of things to try, I’ve come to truly enjoy the process. As someone who loves being creative, I see roasting as an outlet for that creativity. With many years of customer service experience, I strive to represent myself with integrity and a strong work ethic. It’s this dedication, along with my passion for coffee roasting, that allows me to provide customers with exceptional service and high-quality, freshly roasted coffee beans.
Can you tell us about what’s worked well for you in terms of growing your clientele?
The most important strategy for growing a clientele is always word of mouth. For a short time, I sent out samples to family and friends. As I meet new people daily, conversations often turn to careers and how people spend their free time. Curiosity is sparked when I share that I’m a home roaster with a Class A Cottage Food Operation, allowing me to sell directly to consumers. As I’ve grown and learned through this adventure, I’ve realized the importance of having a website. It’s also essential to direct people to your social media, which should be connected to your website. People may not always remember your name or what you do, but if you can get them to check out your social media or website in the moment, they’re more likely to try your products. Reviews are also invaluable, and staying current with technology is important as well.
How’d you build such a strong reputation within your market?
Starting a business in any market comes with its challenges. People tend to stick with what they know, making it difficult to sway their preferences. However, I don’t believe the coffee market is oversaturated, and I think there’s always a good time to start something for yourself. When it comes to selecting coffee beans, there are many options, but convenience plays a big role. Many people want products delivered right to their door. That’s why, with every purchase, I offer free delivery within a 10-mile radius of Murrieta Town Hall. Customer satisfaction is a top priority for me, and it’s crucial in building my reputation as Canyon Bird Coffee Roasters. Of course, it also helps that I offer some truly amazing, freshly roasted coffee beans!
Contact Info:
- Website: https://Canyonbirdcoffeeroasters.com
- Instagram: @canyonbirdcoffeeroasters
- Facebook: @canyonbirdcoffeeroasters
Image Credits
Self taken