SAN RAFAEL, Calif., U.S. — Wild Card Roasters, an artisan third-wave coffee and tea company headquartered in the San Francisco Bay Area, is commemorating their 11th anniversary by small batch roasting its Legacy Blend Coffee on its Royal No.5 and Probat vintage coffee roasters under the Weaver’s Coffee & Tea brand.
Eleven years ago, a group of friends started Wild Card Roasters with a focus on creating exceptional coffee with impeccable quality and consistency — using organic and fair-trade beans whenever possible.
The first brand was aptly named, Weaver’s Coffee & Tea after John Weaver, the company’s co-founder and master roaster. The brand also operates cafes in San Francisco and Marin County with an in-house coffee roasting facility based in San Rafael, CA.
Combining a wealth of knowledge entrusted to him by his legendary mentors Alfred Peet and Sal Bonavita, and his own unique style, Weaver hand-roasts and crafts the rich, full-bodied Legacy Blend on his vintage coffee roasters.
“Years ago, I purchased Mr. Peet’s original Royal No.5 coffee roaster,” said John Weaver. “He was one of my mentors and I learned his unique insight as to how he learned to roast coffee in the Netherlands. The drum of the Royal No.5 coffee roaster is small and perforated, which allows the flames to directly touch the beans. By roasting small amounts of fifteen pounds at a time, using a combination of the Royal No.5 coffee roaster and my vintage Probat coffee roaster, I am able to marry the best of both worlds to hand-craft something most coffee drinkers have never experienced in the United States.”
Video of John Weaver hand-roasting the Legacy Blend beans on his vintage Royal No. 5 roaster
Over the last 11 years the company has focused on cultivating an innovative and continually expanding line of craft coffees with an intense devotion to artfully roasting coffee beans. Weaver’s founders exude an energy that is equal parts rebellion and business savvy mixed with an amazingly positive company culture. “Weaver’s Coffee & Tea is a highly differentiated brand with a high attachment to our loyal customer base,” said Renee Brown, vice president and co-founder of Wild Card Roasters. “We consistently produce and serve what many of our customers say is the best cup of coffee they’ve ever had.”
Coffee drinkers spend $14 billion annually on the coffee they make at home, and according to Business Insider, coffee is the second most sought-after commodity in the world, with an industry net worth of over $100 billion across the globe.
“When we launched the company in 2007, we were a wholesale coffee business that experienced massive growth in a short period of time. Since then, we have invested in systems, including a customized Salesforce implementation which allows us to see the company in real time. Next, we focused on opening retail cafes and increasing online sales, which allowed us to grow our market share in this highly competitive industry,” added Brown. “We continue to execute new and exciting multichannel approaches to grow and look forward to delivering our compelling value proposition to even more consumers in the coming years.”
Anniversary Blog Campaign
In conjunction with the anniversary, Weaver’s is running a campaign with key bloggers and influencers. The campaign will run through November and consists of a giveaway of two pounds of Weaver’s Legacy Blend Coffee to all of the winners.
