Every brand starts somewhere.
For Spurred Up Coffee Co., it didn’t start with a big warehouse, hundreds of orders going out every day, or some complicated business plan.
It started with a simple idea: we wanted to offer really good coffee that we would be proud to drink ourselves.
We’ve always believed mornings matter. Whether you're heading to work, feeding livestock, getting kids ready for school, opening a business, or just enjoying a quiet morning at home, there’s something about that first cup of coffee that helps start the day right.
That idea became Spurred Up Coffee Co.
Building It One Step at a Time
We knew from the beginning that we didn’t want to put our name on just any coffee.
We started by tasting different coffees, choosing origins and developing the first three roasts that would become the beginning of Spurred Up:
First Light — our light roast from Brazil.
Open Range — our medium roast from Guatemala.
Burnin’ Daylight — our dark roast from Monteverde.
Three different coffees for three different kinds of coffee drinkers, but all built around the same standard:
If we wouldn’t drink it ourselves, we won’t sell it.
That’s still the standard today.
Why Fresh Roasted Matters to Us
One decision we made early was that we didn't want bags of coffee sitting around for months waiting for somebody to buy them.
We wanted to keep things fresh.
That’s why we keep our inventory intentionally small and have our coffee roasted in small batches based on demand. Our goal is simple: get fresh-roasted coffee into our customers’ hands instead of letting bags sit around waiting to be sold.
It may not be the easiest way to build a coffee company, but we think it's the better way.
From an Idea to a Real Coffee Company
There have been a lot of small milestones along the way.
We designed the bags and labels. We built the website. We worked through shipping, subscriptions and all the little details nobody thinks about when they're drinking a cup of coffee.
Then we put Spurred Up Coffee on a store shelf for the first time.
Today, you can find our coffee locally at Old 300 Mercantile in Ezzell, Texas, as well as order directly through our website.
We're still early in the journey.
And that's part of what makes this exciting.
Where We're Going
We want Spurred Up Coffee Co. to grow, but we don't want to lose what made us start it in the first place.
The Western and ranch-life influence will always be part of who we are. It's where a lot of the inspiration for Spurred Up came from.
But Spurred Up isn't just coffee for ranchers.
It's coffee for the person heading to a construction site before daylight. The teacher getting ready for another school day. The business owner opening up early. The parent finally getting five quiet minutes in the morning.
And, yes, the cowboy drinking a cup before sunrise.
Good coffee doesn't need a particular lifestyle.
It just needs to be good coffee.
We're Just Getting Started
Right now, we're building Spurred Up one bag, one customer and one relationship at a time.
There will be more coffees. More places to find us. More recipes and stories here in the Ranch Journal. And probably plenty of lessons learned along the way.
We're glad you're here while we're building it.
Wherever the day takes you, start it well.
— Spurred Up Coffee Co.
Keep Moving Forward.