We caught up with the brilliant and insightful Mark Malmquist a few weeks ago and have shared our conversation below.

Mark, thanks for taking the time to share your stories with us today What can you share with us about the story behind how you found your key vendors?

When launching Burning Oaks Coffee Company, finding the right coffee bean distributor was one of the most crucial steps. I wanted a supplier that not only provided high-quality beans but also aligned with my values—offering ethically sourced, traceable coffee while ensuring consistency in supply. After extensive research and comparisons, I found Genuine Origin to be the best fit.

Transparency and sustainability were non-negotiable for me, so I focused on suppliers who provided detailed origin information and supported fair trade practices. After narrowing down options, I ordered sample batches to test roast them myself, ensuring they met the quality standards I wanted for my customers.

Looking back, one thing I would do differently is start the process sooner and experiment with more suppliers before committing – Genuine Origin was not my first supplier. While I’m very happy with my current partnership, additional trials could have provided even deeper insight into different regional flavor profiles and pricing structures.

Mark, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

My name is Mark Malmquist, and I’m the founder of Burning Oaks Coffee Company, a veteran-owned small-batch coffee roasting business dedicated to providing high-quality, ethically sourced coffee. My journey into the coffee industry wasn’t just about starting a business—it was about creating something meaningful that combined my love for coffee, my background in service, and my desire to give back to those who serve.

We specialize in freshly roasted, high-quality coffee sourced from some of the best coffee-growing regions around the world. Every batch is roasted with precision to bring out the unique flavors of each origin.

We offer:
Single-origin coffees with distinct flavor profiles
Limited-edition seasonal roasts for variety and exploration
Small-batch roasting to ensure freshness and quality
Sustainably sourced coffee from ethical and responsible farms

The Problems We Solve:
Many coffee drinkers struggle to find a truly fresh, high-quality cup of coffee that’s both ethically sourced and roasted with care. Most mass-market coffee is stale by the time it reaches the consumer. At Burning Oaks Coffee Company, we focus on freshness, quality, and ethical sourcing, ensuring that our customers get coffee at its peak flavor while also supporting sustainable farming practices.

What Sets Us Apart:
-Veteran-Owned & Mission-Driven – We apply the same dedication and commitment to excellence that was instilled in military service to every bag of coffee we roast.
-Giving Back – We proudly support Operation Troop Appreciation, ensuring that part of our mission is to give back to those who serve.
-Sustainability – We use compostable packaging from Elevate Packaging, reducing waste and making it easier for customers to enjoy coffee without harming the environment.
-Uncompromising Freshness – Every bag is freshly roasted to order, so customers always receive the best possible coffee.

What I’m Most Proud Of:
I’m most proud of the impact we’re making—not just through great coffee, but through our commitment to our community, veterans, and sustainable practices. Seeing customers come back again and again, knowing that they love our coffee and what we stand for, is the most rewarding part of this journey.

We’d love to hear the story of how you built up your social media audience?

Building an audience on social media for Burning Oaks Coffee Company has been an ongoing journey of learning, experimenting, and refining our approach. When I first started, I knew that just having great coffee wasn’t enough—I needed to connect with people in a way that was authentic, engaging, and aligned with my brand’s mission.

When I launched our social media presence, I focused on a few key strategies:

Authenticity & Storytelling – People connect with people, not just products. Instead of just posting pictures of coffee bags, I shared the story behind the brand—why I started, my background as a veteran, and the mission behind Burning Oaks Coffee Company. This helped build a loyal following that wasn’t just interested in buying coffee but in supporting a brand with a purpose.

Quality Visual Content – Coffee is a sensory experience, and I wanted our social media to reflect that. I invested time in high-quality photos and videos showcasing our coffee, the roasting process, and behind-the-scenes moments. Platforms like Instagram and TikTok thrive on visually appealing content, so this was a priority.

Engagement Over Sales – Instead of constantly pushing sales, I focused on building a community. I engaged with followers by responding to comments, asking questions, and encouraging conversations about coffee, veterans, and small business ownership.

Consistency is Key – I set a schedule for posting and stuck to it. Consistency keeps your brand visible and top of mind for your audience. Whether it was sharing brewing tips, behind-the-scenes footage, or highlighting customer testimonials, I made sure to post regularly.

Leveraging Collaborations & Partnerships – Partnering with Operation Troop Appreciation helped expand our reach to like-minded individuals who care about supporting veterans. I also collaborated with other small businesses and influencers in the coffee and veteran communities, which helped us tap into new audiences.

Running Targeted Ads – Organic reach is great, but to accelerate growth, I also invested in targeted social media ads. By focusing on coffee lovers, veterans, and sustainability-conscious consumers, I was able to attract people who aligned with our mission.

Do you sell on your site, or do you use a platform like Amazon, Etsy, Cratejoy, etc?

At Burning Oaks Coffee Company, we primarily sell directly through our website rather than relying on platforms like Amazon, Etsy, or Cratejoy. This decision was based on our desire to maintain control over our brand, customer experience, and pricing, while also building long-term relationships with our customers.

Why We Chose to Sell on Our Own Site
When starting out, I considered selling on third-party marketplaces, but I ultimately decided that having our own e-commerce site gave us the flexibility and control we needed to grow on our terms. Here’s why:

-Brand Control – Selling through our website allows us to control the entire customer experience, from the way our products are displayed to how orders are fulfilled. Third-party platforms often limit customization and can dilute a brand’s identity.

-Better Margins – Marketplaces like Amazon and Etsy take significant fees per sale. By selling directly, we keep more of our profits, which we can reinvest in our business and mission.

-Direct Customer Relationships – One of our biggest goals is building a loyal community of coffee lovers. When customers buy from our site, we can engage with them directly, offer loyalty rewards, and provide a personalized experience—something that’s harder to do on third-party platforms.

-Subscription & Repeat Customers – We want to foster repeat business through subscriptions and exclusive offers, which is much easier when you own the sales channel. Marketplaces focus on one-time transactions and don’t always encourage long-term customer loyalty.

Contact Info:

• Website: https://burningoaks.coffee/
• Instagram: https://www.instagram.com/burningoakscoffee/
• Facebook: https://www.facebook.com/profile.php?id=61562778191252
• Youtube: https://www.youtube.com/@BurningOaksCoffee
• Other: https://www.tiktok.com/@burningoakscoffee