Over the month of September, online coffee subscription startup, Atlas Coffee Club, took to the streets in a cross-country road trip. Bringing along their pop-up coffee standing, Michael Shewmake and Jordan Rosenacker brought their online business to the real world to serve enthusiasts in cities like New York City, Los Angeles, and everywhere in between. While many coffee startups remain faceless online, Atlas Coffee Club has taken its first step toward a relational coffee experience.
1. So Jordan, what is the Atlas Coffee Club mission?
Our mission really is to share the world of coffee.
For us we love the simple fact that good coffee organically tastes different from country to country. Who doesn’t!? We want to enhance the experience by communicating why that is and do so by including facts about the growing regions / farms and the recommended brewing instructions to properly bring out the most flavor to best enjoy! Operating as a monthly coffee subscription we can best serve coffee lovers, fresh to coffee newcomers, and general coffee consumers alike.
2. What inspired you to take a cross-country road trip?
To enjoy life, ha! Actually, we really just wanted to share our coffee with as many people as possible and in a real way. What better way to connect with someone than by popping up a coffee shop in their hometown and giving it away for free?
3. You said something about alternate-lifeforms?
Ha! Marfa, Texas…what a town. I think it’s the combination of elements in Marfa that make it so unique. Right off the bat, the setting and scenery is incredibly cinematic. There’s something spooky and enchanting about being in the middle of no where in such a small town. Walking down the streets is surreal, on one side you have amazing art installations and on the other side abandon buildings. And the people, the people are so nice you’re kind of wondering, “why are you so nice to me? What do you want?” but maybe that’s just the New Yorker in me. And in terms of alternate-lifeforms, we ended up staying in a vintage camper from the 50s that was well planted in the Texas dirt yet somehow decided to shake uncontrollably at three separate times through the course of the night. We never really figured out what was shaking the camper, it was surrounded by thick brush and weeds so it certainly wasn’t teenagers pulling a practical joke…
That said, if we had to sum Marfa up in three movies it would be, The Truman Show, Big Fish, and M.I.B.
4. What was the strangest place you brewed a cup of coffee?
We were driving through North Carolina and we’re feeling the drag of being sedentary for too long. Under caffeinated and over heated we decided to pull off the highway alongside an overgrown farm and rigged up a water boiler straight off of the Jeep’s engine. A French Press later we were sitting under the shade enjoying our fix with the company of North Carolina’s finest…an incredibly kind police officer pulled over to see if we were having car troubles. Ironically in a way we were, being under caffeinated is terrible thing for the human engine, ha!
5. What comes next for Atlas Coffee Club?
Beyond sourcing additional premium coffee from new territories, being mindful and responsible of sustainable farming practices and sharing education with our customers we really want to grow the club aspect of Atlas Coffee Club. There’s a wonderful coffee community out there and we want to do our part by providing a platform for people to connect. Not everyone can be in a coffee shop in Brooklyn or an awesome outdoor patio in Austin but we can all cross paths online. What’s to come is us finding out what that looks like.
I had the pleasure of trying some of Atlas Coffee Club’s coffee, though not across the table from Jordan, sadly. Both the Ethiopia and Costa Rica they sent me were delicious and well rounded. The Costa Rica reminded me more of a solid, chocolate and earthy breakfast coffee – just what most people expect in excellent coffee. The Ethiopia pleased the enthusiast in me a little more, satisfying my appetite for a fruitier flavor profile, while still being well-developed and not overly-acidic. All in all, these were very good coffees.
Atlas Coffee Club is serving coffee lovers nationwide with their roasted in-house subscription service, and are beginning to implement more features and offerings for club members.