We’re excited to introduce you to the always interesting and insightful Matt Berry. We hope you’ll enjoy our conversation with Matt below.

Matt, thanks for joining us, excited to have you contributing your stories and insights. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

At Ember Coffee, we’re dedicated to creating an experience that goes far beyond just serving coffee. Using an air roasting method instead of traditional drum roasting, we rely on hot air to roast beans evenly and with precision. This unique process brings out the full, rich flavors of the beans, without the bitterness, for a remarkably smooth taste.
Take Richard, for example. He first wandered into Ember out of curiosity but was immediately captivated by the depth and complexity of our coffee. Now, he’s a regular who can’t resist his favorite drink—the Nitro Honeycomb.
Our in-house baker, Diane, is another vital part of what makes Ember special. She crafts every syrup from scratch, whether it’s vanilla bean paste or homemade caramel. Yes, homemade caramel—seriously, who does that? She also bakes fresh scones daily, using only the highest quality ingredients. Customers like Alex know the magic of pairing one of Diane’s scones with a vanilla latte (affectionately named “The You Betcha”)—a combination that keeps them coming back for more.
And then there’s the service, which we hold as a cornerstone of the Ember experience. Our baristas aren’t just skilled in brewing; they’re dedicated to creating genuine connections with our customers. Sarah, a regular in the morning rush, keeps coming back not just for her coffee but for the warm greetings and attentive care she receives. For her—and for so many others—Ember isn’t just a coffee shop; it’s a place to feel at home and part of a community.
At Ember Coffee, we’re more than just great coffee. We’re a welcoming space where everyone feels seen, heard, and valued. From our perfectly roasted beans to our homemade treats and heartfelt service, we’re here to make every visit unforgettable.

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?

Imagine holding a perfectly brewed cup of coffee, savoring its rich, complex flavors. At Ember Coffee Company, every cup tells a story—a story of passion, craftsmanship, and community. Based in Big Lake, MN, our mission is simple yet profound: to share exceptional specialty coffee while creating meaningful connections and making a positive impact. From our innovative air roasting techniques to our commitment to ethical sourcing and philanthropy, Ember Coffee invites you to “Taste and See.”
Founded in 2021 as a labor of love by husband-and-wife duo Matthew and Elisa, Ember Coffee began as a small home roasting project fueled by a relentless passion for exceptional coffee. What started in their kitchen has since blossomed into an award-winning coffee company beloved by customers in Minnesota and beyond. Recognized as the Star Tribune’s “Best Coffee” and “Best Coffeehouse” in Minnesota in both 2023 and 2024, Ember Coffee has become a staple for coffee enthusiasts seeking quality and community.
At Ember Coffee, we do things differently—starting with how we roast. Among less than 1% of roasters worldwide, we employ an advanced air roasting method that transforms every bean into a masterpiece. This innovative technique uses a bed of hot air to evenly roast the beans, eliminating the risk of burning and unlocking the purest, most vibrant flavors. The result? A cleaner, smoother cup of coffee with no bitter aftertaste—just pure coffee perfection.
Our commitment to exceptional coffee extends beyond taste. We source specialty-grade, mold-free beans to ensure unparalleled quality in every cup. But quality alone isn’t enough—we believe in doing things the right way. That’s why we prioritize fair trade practices, working directly with farmers and paying them well above a livable wage to support their communities. Many of our beans are also organic, reflecting our dedication to environmental stewardship and future generations. At Ember, our coffee is as ethical as it is extraordinary.
Whether you’re a fan of bold, chocolatey blends or delicate, fruity single-origin coffees, our product range has something for everyone. At our store in Big Lake and through our online shop, you’ll find both staple coffees with familiar, comforting flavors and unique offerings from our Roaster’s Choice line. Every cup is designed to complement your personal palate, making each sip an experience to savor.
At Ember Coffee, every cup represents more than just exceptional flavor—it’s a celebration of community, quality, and purpose. Whether you visit us in Big Lake, MN, or explore our specialty coffees online, we invite you to taste the Ember difference. Sign up for a subscription and have your favorite brews delivered straight to your door or stop by our shop to experience what makes Ember Coffee so special.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

For us, the turning point was learning to let go of the belief that we had to do everything—immediately and all at once. In our quest for growth and success, we often overcomplicated things, trying to cram in too much too quickly. The outcome? Quality suffered, and we fell short of delivering the standard we aspired to uphold.
That’s when we adopted a simpler, more focused philosophy—what we now call the “In-N-Out Burger concept.” Much like the iconic brand that thrives by perfecting a limited menu, we chose to double down on doing fewer things, but doing them exceptionally well. Instead of stretching ourselves thin, we committed to delivering only what we could execute at the highest level.
This shift was transformative. By prioritizing quality over quantity and honing in on what we do best, we’ve been able to create a more meaningful, impactful experience for our customers. It turns out, sometimes less truly is more.

Can you share one of your favorite marketing or sales stories?

We had been nurturing a wholesale lead for some time, consistently building the relationship and staying on her radar. Then, one day, she called us out of the blue, frantic. Her coffee supplier had let her down, leaving her without a crucial order she needed for an upcoming event. She was in a tight spot and needed help—fast.
Without hesitation, we stepped into action. It was the weekend, but we knew this was our opportunity to rise to the occasion. Dropping everything, we headed straight to our shop, spent hours assembling her order, and personally delivered it to her doorstep. That moment of adaptability, urgency, and going the extra mile earned her trust—and ultimately, her business.
Since that day, she has become one of our most loyal clients. The experience also taught us a critical lesson: preparation is everything. In response, we’ve implemented contingency plans and streamlined systems to ensure our customers can always rely on us for a high-quality product, no matter the situation.
Moments like these reinforce the importance of flexibility and a customer-first mindset in building strong, lasting relationships. It’s not just about solving problems—it’s about showing up when it matters most.

Contact Info:

• Website: https://embercoffee.co
• Instagram: https://www.instagram.com/embercoffeeco/
• Facebook: https://www.facebook.com/embercoffeeco
• Youtube: https://youtube.com/@embercoffeeco
• Yelp: https://www.yelp.com/biz/ember-coffee-big-lake

Image Credits

https://www.instagram.com/ea.photoandfilm/