In this episode of the Coffee is Me podcast, Valerian interviews Mabel and Ming from Moonwake Coffee. They discuss their first sip of coffee, their professions, and why they decided to start a coffee company.

They also talk about the meaning behind the name Moonwake and their sales channels, including direct-to-consumer, farmers markets, and wholesale. They highlight the importance of building relationships with customers and the benefits of being part of the coffee enthusiast community.

They also touch on the challenges and rewards of starting a business and the importance of finding meaning in their work. MoonWake Coffee Roasters focuses on delivering excellent coffee experiences to customers through their micro-lot offerings and commitment to quality. They have a unique approach to roasting, offering a range of roast levels and highlighting the farm name in their coffee lineup.

The founders are passionate about the customer experience and wanted to create a positive and transparent environment. They made the decision to invest in a Cybertruck as a mobile coffee truck to solve problems, attract customers, and provide a unique experience. The biggest challenges for entrepreneurs are starting and dealing with uncertainty. It's important to take action and have a problem-solving mindset.

MoonWake Coffee Roasters can be found online and at the Cupertino Danza College Farmers Market, with plans to open a cafe and roastery in West San Jose.

Chapters

00:00 Introduction and First Sip of Coffee

02:41 Professions and Decision to Start a Coffee Company

08:18 Should You Leave Your Job to Start a Coffee Business?

16:20 The Meaning Behind the Name Moonwake Coffee

25:25 How to Find your First Customers

58:09 Thoughts on Sourcing and Creating a Coffee Portfolio

01:01:58 One vs Wide Range of Roast Degrees

01:04:42 About Quality and the Customer Experience

01:09:22 What Makes or Breaks a Coffee Business? Embrace Uncertainty

Takeaways

• The Mexican specialty coffee scene has been growing in the past decade, with a focus on quality and innovation in processing methods.
• Being a woman in the coffee industry can present challenges, but there is a growing community of women supporting and empowering each other.
• Selling coffee to restaurants and hotels can be a challenge, but there is an opportunity to educate and provide better quality coffee to these establishments.
• Social media, particularly Instagram, has been an effective sales tool for Tueste Café, along with word-of-mouth recommendations.
• For Tueste Café, roasting coffee to customer preferences is important for providing a personalized coffee experience.
• Mariana aims to make Tueste Café a reference in Mexico for coffee and coffee machines, while also becoming an SCA trainer.

• Coffee blends and single origins offer different flavor profiles and can be used in various brewing methods.
• The cost of espresso can be higher due to the quality of the beans and the complexity of the blend.
• Passion and entrepreneurship are essential for success in the food industry.
• Starting a food business requires hard work, dedication, and a focus on financial management.
• Future plans for the business include consistent quality, growth, and bridging the gap between farmers and consumers.
• Consider to own your real estate when launching a business