Alright – so today we’ve got the honor of introducing you to Alicia Officer. We think you’ll enjoy our conversation, we’ve shared it below.

Alicia, appreciate you joining us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

Unapologetic Coffee was born from a shared dream, sparked by our cherished memories of communal coffee moments with loved ones, particularly our grandmother, who always cherished coffee and conversation. As we matured, we felt compelled to extend this experience to others. When the upheaval of COVID-19 struck in March 2020, we realized that the time to act on our dream was now, with lives rapidly changing. Thus, we embarked on turning our vision into reality. By October 2020, it became evident that traditional dining experiences were no longer viable, prompting us to pivot towards roasting and selling our own coffee online. This shift allowed us to operate around the clock without the constraints of a physical location.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

We fell in love with coffee since at the age of 3 years old. Sneaking into the kitchen and taking sips when no one was looking. That love never left our memory. Our “COVID hobby” was roasting on a small popcorn roaster to start. Learning what flavors, regions, and roasts we personally like. Our journey led us to confront the stark realities of the coffee industry, particularly its lack of representation for black and brown individuals who produce 100% of the world’s coffee yet are often excluded from its marketing. This revelation fueled our commitment to not only craft exceptional coffee but also to spotlight the hands, families, and communities behind it. For us, Unapologetic Coffee transcends mere product creation; it embodies transparency, honesty, and a dedication to supporting co-ops and family-owned farms. By ensuring fair wages and direct trade relationships, we strive to foster an economic ecosystem that benefits generations to come.

We embody a full transparency model to our coffee and our brand. The belief of the conscious consumerism and telling our followers, customers, and potential clients exactly who we are. With the hope that we encourage others to do the same!

We’d love to hear your thoughts about selling platforms like Amazon/Etsy vs selling on your own site.

We currently sell directly to consumers through our website at www.unapologeticcoffee.us and via Instagram. This approach allows us to maintain full control over our brand, product quality, and customer experience. By handling sales in-house, we can better communicate our values, story, and mission directly to our customers. We’ve also expanded our website to offer B2B sales for wholesale and corporate clients alike! Additionally, selling through our own platform gives us the flexibility to tailor promotions, discounts, and loyalty programs to our audience.

We do recognize the potential benefits of expanding our reach through such platforms in the future, including Amazon and Faire wholesale. As we continue to grow, we aim to strike a balance between maintaining our independent presence and exploring strategic partnerships with these platforms to reach new audiences, both domestically and internationally. Expanding to Amazon and international trade remains a part of our long-term vision, as we aspire to share our passion for coffee with enthusiasts around the globe!

What’s a lesson you had to unlearn and what’s the backstory?

As a black women-owned business venturing into the world of coffee, we initially held optimistic notions of acceptance and inclusion, given the universal appeal of coffee and its origins. However, our journey quickly revealed the harsh reality of systemic biases and challenges faced by black-owned brands, particularly when they prominently feature black faces. Despite our idealistic expectations, we encountered a landscape far more complex and fraught with obstacles.

The revelation that our brand’s identity could potentially deter certain customers was a sobering realization. Yet, rather than compromise our authenticity to secure deals or contracts, we made the conscious decision to remain steadfast in our commitment to self-representation and empowerment. We refused to dilute our identity or shy away from our roots in pursuit of commercial success.

While this unwavering stance occasionally meant sacrificing opportunities, we understood that cultivating a loyal customer base aligned with our values and principles was paramount. By staying true to ourselves, we not only fostered genuine connections with our audience but also encouraged others to embrace authenticity and celebrate diversity.

In navigating the complexities of the industry, we’ve learned valuable lessons about the importance of self-respect, resilience, and unwavering conviction. Our journey serves as a testament to the power of staying true to one’s identity and advocating for inclusivity in all aspects of business and beyond. We remain steadfast in our mission to inspire others to embrace their uniqueness and champion diversity, one cup of coffee at a time.

Contact Info:

• Website: www.unapologeticcoffee.us
• Instagram: @unapologeticcoffeeus
• Facebook: Unapologetic Coffee
• Linkedin: https://www.linkedin.com/company/unapologeticcoffee/?viewAsMember=true
• Twitter: @ucoffeeus
• Yelp: Unapologetic Coffee

Image Credits
Stephanie Dubin (Art Is Why Studios, Buffalo NY)