Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Laurie Britton, CEO of Cafe Virtuoso, located in San Diego, CA, USA.
What's your business, and who are your customers?
Cafe Virtuoso is a 100 percent certified organic specialty coffee roaster and cafe. My vision from day one, even when I first started roasting coffee in my garage, is to procure the highest quality organic specialty coffee and tea while remaining ethically invested in full-scale sustainability and socially responsible practices. It has also led to Cafe Virtuoso's commitment to the success of its wholesale partners, including restaurants, casinos, hotels, and more, by providing the highest standards of detailed personalized service, extensive ongoing training, and education.
Cafe Virtuoso has set its model in all manners of operation to match and exceed those of the Specialty Coffee Association (SCA), the world's largest coffee trade association formed with the purpose of establishing the de-facto benchmarks for quality and consistency in the global specialty coffee industry.
From the coffee we roast to the people in our lives, we work tirelessly to maintain sustainable operations and build meaningful relationships. Our attention to detail, quality, and repeat customer satisfaction are most important to us. We carry out the highest standards for coffee preparation in our cafe. Because their success is our success, we also provide the same kind of guidance and expert training to each of our wholesale partners. Hence, they are able to serve the absolute best-tasting coffee to their customers as well.
Tell us about yourself
I've always been a bit obsessed with coffee. But there were not too many roasters out there, especially locally, that I had found that I thought I did an impeccable job in all aspects of running a roasting company. This was particularly true when it came to sustainability. Before founding Cafe Virtuoso in 2008, after many years in manufacturing, I first set out to learn as much as possible about the specialty coffee industry. I quickly discovered the real importance of each and every detail and why 100 percent organic was the only way to go not just to achieve a quality product worthy of my own very high standards but also for all the people involved from the farmers, local populations near the farms, to my own employees and customers.
Coffee is one of the most widely produced agricultural beverages in the world, and the chemicals used in conventional non-organic farming practices in many countries are extremely harmful to the people and to the environment. By being socially and ethically responsible and acutely involved in every aspect of what it means to be truly sustainable, Café Virtuoso's coffee and tea is something that I'm truly proud to stand behind.
What's your biggest accomplishment as a business owner?
It's two-fold. Firstly, I'm extremely proud to have been able to create and sell products that I love while also making sure I do what is best for the environment and to do my part to preserve this world for future generations. Having said that, while organic is extremely important to me, my ultimate business goal is to make amazing coffee that people thoroughly enjoy. Despite my beliefs, I'm not here to beat people over the head with my ideologies, even though I am passionate about making a difference. It doesn't matter to me so much if people are buying my coffee solely because it's organic, but more so because they love and appreciate the quality and the taste, which keeps me doing what I do. People may buy a product once just because it's for a good cause, but they won't come back for that reason again if the product isn't special. People do, however, always come back for quality.
Secondly, I'm very proud of all the people we have that make up this company. Many of them have been here for years, and it truly feels like a family. They all continue to be willing to constantly learn, grow and improve our business processes to ensure that our customer expectations are always exceeded. All of us have created a company culture here where everyone has like-minded goals to maintain the highest standards in every aspect to make the business do well collectively. I feel that we are successful because we have allowed people to take ownership of what they've accomplished, not just for the business but also for themselves and their own personal goals.
What's one of the hardest things that come with being a business owner?
Virtually everything is a challenge in owning a business. At first, for me, it was the big scary things like signing a lease, the very first client contract, and then even now, it's making those commitments based on long-term and big-picture ideas. There are no guarantees in life, so making these big decisions that affect others involved is terrifying.
The person with the big picture has to bring everyone together and help them to align with that vision. It's a bit daunting, to say the least, to ask that of people because you just don't know what the outcome will be. New challenges never seem to stop coming. I don't think having a business is ever a smooth road, but at the same time, I don't think I would want it any other way. In order to grow, no matter what it is, you must commit, push yourself and face those uncomfortable challenges and obstacles head-on; otherwise, you become stagnant. The last thing I want for myself, my employees, and my company is to stop growing.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
Research as much as you possibly can about the industry and/or business you're going into. Make sure you continue to educate yourself and find opportunities to grow personally and professionally constantly.
Secondly, try to find someone to mentor you who has more experience in business and with whom you can discuss your ideas and obstacles. It's amazing what you can learn from others in your community who are also more than willing to provide advice.
Lastly, treat your customers and employees with kindness and compassion. Trust and respect your employees and encourage them in their growth and you will have built a solid team who will also be respectful and become protective and loyal to your company for years to come.
Where can people find you and your business?
Website: https://www.cafevirtuoso.com/
Facebook: https://www.facebook.com/cafevirtuoso
Instagram: https://www.instagram.com/cafevirtuoso/
If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email community@subkit.com; we'd love to feature your journey on these pages.
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