We recently connected with Craig Avera and have shared our conversation below.

Alright, Craig thanks for taking the time to share your stories and insights with us today. Taking care of customers isn’t just good business – it is often one of the main reasons folks went into business in the first place. So, we’d love to get a conversation going around how to best help clients feel appreciated – maybe you can share something you’ve done or seen someone do that’s been really effective at helping a customer feel valued?

In our business, the customer is the absolute focal point of our day-to-day operation, and Service is one of our core values. The customer is everything. Without them, we cease to exist. Our goal is to give each and every customer the best interaction of their day and for them to always leave happier than when they arrived. Our company has an “Always Stoked” policy, which is a guarantee that if any part of their experience did not live up to their expectation, we will make it right the next time and make sure they get the product and experience that they deserve.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

We have created success by not focusing on success, but rather on people and culture. If you build a company to just make money, where’s the passion? If you build a company to enrich the lives of people and create something truly remarkable, the success will be a by-product of that vision when you are able to bring it to life.

Let’s talk about resilience next – do you have a story you can share with us?

I have failed too many times to count. My back has been against the wall and I’ve been flat broke before. When you are in those positions, there are defining moments that happen in order to pull you back out from underwater. Character is built. Your fortitude is tested. If you’re able to survive the tough times, you appreciate the good times even more.

Success is not something that happens overnight. It’s not an A to Z path. It’s messy, it’s tough, it’s life. But man, is it worth it.

Can you tell us the story behind how you met your business partner?

My business partner, who is also my girlfriend, and I met in Los Angeles, CA at a CrossFit gym called Brick LA where I was coaching. She (Rose White) was going to school at USC and was also a member of the gym. Yes, I was her coach. After she graduated, she began coaching as well and we started dating. In 2016 I realized I needed to create something that we could build from the ground up and put our souls into. We packed up and moved to Florida, created Cali Coffee, and the rest is history in the making.

Contact Info:

• Website: calicoffee.com
• Instagram: @calicoffee
• Facebook: @calicoffeeofficial
• Yelp: Cali Coffee