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TRANSPARENCY

REPORT 2023

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Intro

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COUNTER CULTURE COFFEE COUNTER

CULTURE COFFEE COUNTER CULTURE

COUNTER CULTURE COFFEE COUNTER

CULTURE COFFEE COUNTER CULTURE

COUNTER CULTURE COFFEE COUNTER

CULTURE COFFEE COUNTER CULTURE

COUNTER CULTURE COFFEE COUNTER

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WHO WE ARE

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A. Staff Demographics

104

Total
Employees
Pepole at counter culture Pepole at counter culture Pepole at counter culture Pepole at counter culture Pepole at counter culture Pepole at counter culture Pepole at counter culture Pepole at counter culture Pepole at counter culture Pepole at counter culture Pepole at counter culture Pepole at counter culture Pepole at counter culture Pepole at counter culture
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Gender

Senior
Management
4 Female
7 Male
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Mid-level
Management
13 Female
21 Male
Non Management
28 Female
30 Male
1 Non-Binary/
Transgender

Race

Senior
Management
2 Black
1 Hispanic
1 Two or More Races
7 White
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Mid-level
Management
2 Asian
2 Black
4 Hispanic
26 White
Non
Management
3 Asian
5 Black
15 Hispanic
1 Two or More Races
35 White
ASHEVILLE * ATLANTA * BAY AREA * BOSTON * CHARLESTON * CHICAGO * DALLAS * DC * DURHAM * LOS ANGELES * MIAMI * NEW YORK * SEATTLE * ASHEVILLE * ATLANTA * BAY AREA * BOSTON * CHARLESTON * CHICAGO * DALLAS * DC * DURHAM * LOS ANGELES * MIAMI * NEW YORK * SEATTLE * ASHEVILLE * ATLANTA * BAY AREA * BOSTON * CHARLESTON * CHICAGO * DALLAS * DC * DURHAM * LOS ANGELES * MIAMI * NEW YORK * SEATTLE *

B. Staff By Location

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Asheville 4
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Atlanta 2
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Bay Area 9
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Boston 1
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Charleston 3
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Chicago 5
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Dallas 2
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DC 4
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Durham 55
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Los Angeles 3
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Miami 2
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NYC 9
location-14
Seattle 1

Remote Staff Locations

Greenville, SC

East Point, GA

Wilmington, NC

Morehead City, NC

C. Staff By Department

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68.27%
Employee Retention
71
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31.73%
Employee Turnover
33
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28.7%
Full-Time New Hires
29
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2.90%
Position Changes
3
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D. Board Of Directors

Counter Culture’s organizational structure includes a Board of Directors. These individuals are subject matter experts in fields beyond coffee, appointed to guide and improve business strategy.

Kwan Graham is an accomplished professional with extensive experience in education policy and advocacy. As the Director of Community Engagement at Parents for Educational Freedom in North Carolina (PEFNC), Kwan is responsible for developing and implementing strategies to build strong relationships with community leaders and families.

Kwan Graham
Kwan Graham
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Jessica Yinka-Thomas is a writer and educator with a passion for social justice and sustainability. She is a professor and director of the Business Sustainability Collaborative in the Poole College of Management at North Carolina State University and serves as executive director of B Academics, a global network of educators and researchers studying B Corps and business as a force for good.

Jessica Yinka-Thomas
Jessica

Joe Prewett is a seasoned executive with extensive experience in the food and beverage industry. As the newly appointed Chief Executive Officer of Oregon Fruit, he brings a wealth of knowledge and expertise to the company. With a strong background in operations, marketing, and sales, Joe has a proven track record of driving growth and profitability.

Joe Prewett
Joe

With a background in finance, Crawford brings a wealth of expertise to the board, particularly in areas such as budgeting, investment, and financial management. His dedication to social justice and economic empowerment has made him a respected leader in the nonprofit sector.

Crawford Crenshaw
Crawford
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TO THE SOURCE

We value and invest in coffee and the people who grow it. Unlike other roasters who purchase coffee each year based on price and quality, we buy from the same producers annually and pay above average "market price." This approach isn't just about good business; it's about supporting quality and contributing to economic success in the areas where coffee is grown.

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A. Coffee Sourcing

Our dedication to driving continuous improvement and innovation in the coffee industry shines through our meticulous feedback, encouragement of experimentation, and long-standing partnerships with producers.

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Partner Since

2005

Weighted
average FOB Price

$3.47

Pounds Purchased

252,286

Finca El Puente

Finca El Puente

Honduras

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Partner Since

2013

Weighted
average FOB Price

$3.44

Pounds Purchased

418,327

Manos Campesinas

Manos Campesinas

Guatemala

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Partner Since

2016

Weighted
average FOB Price

$3.76

Pounds Purchased

210,968

Toldopamba

Toldopamba

Colombia

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Partner Since

2012

Weighted
average FOB Price

$4.17

Pounds Purchased

19,842

Kazoza N'Ikawa

Kazoza N'Ikawa

Burundi

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We prioritize sustainability throughout the supply chain, setting aside Two For The Future from every pound sold to finance sustainability projects at origin and in cafes.
While we work in an industry where inequality is the status quo, we are committed to doing our part to make coffee a force for good in the world.

Pounds Purchased

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4913958

Pounds of coffee

Samples Processed

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1038

Coffee Samples

B. Average Quality Scores

Quality stems from exemplary practices at every point in a supply chain. “Specialty coffees” are those that score 80 points or higher on a 100-point scale and contain minimal defects. Our quality assessment team scored the coffees we purchased at a weighted average of 86.3 points.

87.25
Single-Origin Cup Score
cup score - single origin
86.09
Year-Round Cup Score
cup score - year round

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86.24
Average Cup Score
0-4 YEARS

9%

5-9 YEARS

41.4%

10-14 YEARS

30.3%

15+ YEARS

19.3%

C. Partnerships

Counter Culture Coffee Average

$3.52

Speciality Coffee Transaction Guide Median Price

$3.40

Average Fair Trade Minimum ORGANIC

$2.29

Average Fair Trade Minimum CONVENTIONAL

$1.97

Average C Market

$1.73

D. Market Prices FOB

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Single Origins

$4.16

Year-Round Components

$3.43

All Coffees

$3.52

Counter Culture Prices

E. World Coffee Research

We support World Coffee Research, an organization working globally to increase the climate resistance of the coffee plant and the profitability of the people who grow it. Beyond our annual financial contribution, an employee served on the Board of Directors, bolstering their important work to strengthen the coffee sector.

World Coffee Research * Seeds Grant * World Coffee Research * Seeds Grant * World Coffee Research * Seeds Grant * World Coffee Research * Seeds Grant * World Coffee Research * Seeds Grant * World Coffee Research * Seeds Grant * World Coffee Research * Seeds Grant * World Coffee Research * Seeds Grant * World Coffee Research * Seeds Grant * World Coffee Research * Seeds Grant * World Coffee Research * Seeds Grant * World Coffee Research * Seeds Grant *
$15000
2023 Contribution
WCR

2023 Seeds
Grant Awarded

To date, we've allocated over Over $62,492 to Seeds projects.

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ANEI

Youth Agricultural Education

Knowing that today's young people will help find and create solutions to the challenges of tomorrow, ANEI received a Seeds grant to encourage youth involvement and understanding of the coffee business.

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With a goal to increase the active participation of young people by 50%, with at least 60% being women, ANEI trained 40 individuals in coffee and cocoa production, emphasizing organic farming. From planting to exporting, the workshops and trainings were designed to showcase the industry's versatility and potential while getting them interested in the business and value chain of organic agriculture.

Food, transportation, and educational support makes up 75% of the budget. For the project to be successful, it needs to be accessible. The grant provides logistical resources to guarantee the participation of young people.

ASPROCAES

Cupping Lab

Learn more

Toldopamba

Solar Panels

Learn more

Muungano Cooperative

Food Security and Income Diversification

Learn more

Muungano Cooperative

Literacy Training

Learn more

Guji Highlands

Seedling Nursery

Learn more

Finca La Hermosa

Organic Compost

In a commitment to invest in organic agriculture and community development, the owners of Finca La Hermosa received a Seeds grant for an organic composting project. The project utilized organic products, including chicken manure, coffee mucilage, husks, and pulp. The resulting foliar and solid inputs will be used by 50 neighboring producers for their coffee, avocado, and grain plantations. In addition to composting, the project will educate producers on chemical fertilizers' impacts and promote organic practices.

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YCFCU

Restroom Facilities

Learn more

CODECH

Demonstration Plots

Learn more

La Voz

Biofertilizer

Learn more

ADENISA

Vermiculture

Learn more

Finca El Puente

Clean Cookstover

Learn more
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ROASTING & PRODUCTION

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A. Durham Updates

Durham Durham Durham Durham Durham Durham Durham Durham Durham Durham Durham Durham Durham Durham Durham Durham Durham Durham Durham Durham Durham Durham Durham Durham Durham Durham Durham Durham Durham Durham Durham Durham Durham Durham Durham Durham

2023

Major
Milestones

Lean

The team has embraced 2 Second Lean and practices the methods daily with the incorporation of daily huddles, Kaizen events, 3s, and more. “The answer to the problem is where you ask the question? In addition, 32 collective operations team members became white belt certified in Lean to support our continuous improvement plans.

Cable-Vey

We installed our cable-vey system to aid in the delivery of green coffee to the roasting machines. This method of transport provides an ergonomic benefit for the roasting team and streamlines the process of “batching” coffee to be roasted.

Roaster Installation

We installed a 240 Kilo roaster which doubled our roasting capacity in Durham. This welcome addition gives our roasting team the added flexibility to plan for preventative maintenance and optimize workflow processes.

Compliance and Auditing

The collective average score of 96% from external compliance audits demonstrates strong adherence to our internal Good Manufacturing Practices (GMP) program.

B. Highlights Of The Year

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Boxes Shipped

240,168

Durham

12,126

Emeryville

252294
Total
Product Type Breakdown
2,394,438 12-Oz Bags
12-oz
96,702 24-Oz Bags
24-oz
341,150 5 Pound Bags
5-lb
508 Merch
Merch
587 Cubed
Cubed
2335 Steeped
Steeped

C. Environmental Health & Safety

Counter Culture Coffee is committed to ensuring the highest standards of food safety across our operations facilities. Our mission is to prioritize the safety and well-being of our customers by meticulously sourcing, handling, and producing coffee in adherence to rigorous food safety protocols.

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Food Safety Score

96%

Durham

97%

Emeryville

96%

Company

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1

Lost Time Accidents

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18

Incident Rate

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Supplier Assurance Score
NSF Audit

95%

Durham

97%

Emeryville

96%

Company

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SUSTAINABILITY

Our climate strategy is purpose-driven, not goal-driven. We recognize the need to make progress while remaining humble about limitations. Our business aims to reduce our impact on the environment, support the coffee growing communities that bear the brunt of a changing climate, and offset what environmental impact we cannot mitigate.

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A. Greenhouse Gas Emissions Data Coming Soon

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LDPE Plastic
From

B.

16,512 lbs

Durham

4953.6 lbs

Emeryville

21465.6
lbs Total

Diverting

Almost every bag of green coffee we receive is lined with a plastic bag, an extra barrier that prevents moisture and scents from infiltrating coffee on its journey to us. These bags have amazing benefits for quality, but unfortunately, they are made of LDPE plastic, which is not easily recyclable in most municipalities. We take extra steps at both of our roasteries to recycle this plastic.

Landfills

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C. Trees, Water & People (TWP)

One of the initiatives Counter Culture is most proud of is our partnership with Trees, Water & People (TWP). In 2023, Counter Culture invested in the construction of 34 clean cookstoves in rural Honduran households. The cookstoves are built by local craftspeople and reduce the amount of firewood necessary to cook. Beyond offsetting Counter Culture’s environmental impact, the project generates local jobs, reduces pollution, and positively impacts the health of ~170 people in these communities.

Clean Cookstoves installed

34
954 metric tonnes

CO2e avoided

D. Staff Benefits Distributed

Green Fund
$43,446.37 [Allowance per employee: $500]

Flexible spending for employees to make their lives more sustainable

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Pushing Potential
$28,815.97 [Allowance per employee: $500]

Flexible spending for continuing education and personal development

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CSA
$3,153.70 [Allowance per employee: $200]

Employee allowance to support local agriculture

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Preventative Care
$11,010 [Allowance per employee: $100]

Support for employees' physical and mental well-being

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64% utilization
Mental Health Benefits

Spring Health provides comprehensive mental health services like therapy, self-guided wellness exercises, coaching, medication management, and additional work-life support resources.

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Total
Benefits

$86,426.5

$86,426.5

$86,426.5

$86,426.5

$86,426.5

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CSA

“I used my CSA fund to purchase a bi-monthly subscription to Red's Quality Acres. They are an awesome local farm with a convenient pick-up location near my home. It was great having an abundance of fresh produce to explore all summer long.”

Emma Thomas, Special Projects Manager

Staff
Stories

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Pushing Potential
dog

"I used pushing potential funds to buy the things needed to get ready for owning my first dog. Crates, leashes, toys, books on training...everything I needed besides patience, consistency and a bigger heart. We love you Daisy."

Alex Stoffregen, Green Coffee Buyer

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Green Fund
people

“Using the Counter Culture Coffee's Employee Green Fund, I was able to plant a pollinator garden in the front yard of my home. With a 6ft by 24ft bed cleared of what was previously all grass, my partner and I primarily planted native perennials to ensure the garden would thrive year after year, offering essential support to our local pollinators. The first spring brought a vibrant display of life, buzzing with activity. Now, as March arrives in the second year, I'm thrilled to see some of the plant life returning, offering another season of beautiful color. I'm excited to expand the garden further this year, removing more grass from our yard and crafting a more intentional and ecologically beneficial landscape.”

Susie Locklier, Customer Support Manager

E. Financial Resources

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Counter Culture employees have access to BrightDime, a financial wellness platform. BrightDime offers a comprehensive and up-to-date perspective on their overall financial situation from various angles, enabling them to understand their finances more completely.

F. Employee Stock Options

36,502

Options Distributed in 2023

100%

Percent of Full Time Employees Elgible for Options

304

Number of Floating Holidays Used

222,070

Total Options Distributed Prior to 2024

79

Number of Volunteer Days Used
A stock option is a financial instrument that grants employees the right, but not the obligation, to buy shares of their company's stock at a set price within a specific time frame. We view stock options as a pivotal opportunity for Counter Culture Coffee team members to share in the company's growth and success. Launched in 2021, this initiative underscores our commitment to inclusivity and mutual success, offering employees a tangible stake in our collective future and valuing their contributions and dedication. This strategy aligns the interests of our staff with the broader goals of the company, fostering a culture of ownership and commitment.
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Diversity

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Equity

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Inclusion

At Counter Culture Coffee, we are dedicated to building a workplace that is diverse, equitable, and inclusive where every Coffee Driven team member feels valued, respected, and empowered. Our diverse team brings a wealth of experiences and perspectives that drive our commitment to quality, sustainability, education, and transparency. We strive to build a sustainable future where diversity isn’t just a goal; it’s the foundation of our pursuit of coffee excellence.

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G. Giving Programs

13

No. of Grants issued

$62,492

Total value of grants

$4,807.08

Average Value of Grants
Distributed in 2023

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Each year, we collect $0.01 from each pound of coffee we sell throughout the year to fund our Seeds program. Seeds offers financial grants to producers and producer organisations we work with to implement sustainability projects they identify as beneficial. By directing Iridescent funds into Seeds, we will be able to support more projects and increase the resilience of coffee farmers and their communities. To date, we’ve allocated over $400,000 to Seeds projects.

seeds-badge Seeds
bloom-badge Bloom

Counter Culture Coffee commits to supporting sustainability at each stage of the supply chain. The Bloom fund supports this initiative at the cafe level. Rooted in the belief that everyone’s path toward sustainability looks a little different, this program supports sustainability projects of all shapes and sizes.

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No. of Grants issued

$8500

Total value of grants

$2125

Average Value of Grants
Distributed in 2023

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The Coffee in Your Cup

In our pursuit of delivering exceptional coffee experiences, we have embraced a multi-faceted approach to sales, leveraging three distinct channels: wholesale, grocery, and direct-to-consumer (DTC). Each channel plays a unique role in our success story, contributing to our growth and allowing us to connect with coffee lovers across various platforms.

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A. Sales Channels

While each sales channel operates distinctively, they are united by a shared purpose: a relentless pursuit of coffee perfection, a dedication to real environmental, fiscal, and social sustainability, and a commitment to creating cutting-edge coffee people. Our channels had an eventful 2023 that included several milestones that helped us position the company for success in 2024. Although we had numerous accomplishments a few are listed below.

Wholesale

In the wholesale channel, we introduced two exclusive products designed to cater to the evolving needs of our customers. "Cubed," our innovative coffee concentrate, offers a convenient solution for busy cafes and restaurants seeking exceptional quality. Additionally, "GEM" serves as a platform to celebrate the inherent potential of the work done at origin, reinforcing our commitment to sustainability and ethical sourcing.

Through extensive barista training and equipment support, we have invested countless hours in empowering our partners to deliver superior coffee experiences.

wholesale

Grocery

Expanding our presence in the grocery sector has been pivotal to reaching a wider audience. With a focus on accessibility, we have continued to broaden our distribution network, making our products readily available to consumers across the country. This expansion not only amplifies our brand visibility but also reinforces our commitment to delivering quality product to coffee-driven people.

Grocery

Direct-to-Consumer (DTC)

Our DTC channel has witnessed remarkable growth, particularly in the sale of single-origin coffees. Among our standout offerings, the single-origin 2-bag product has emerged as a customer favorite, driving significant sales and acclaim. Notably, our migration to Shopify has been instrumental in enhancing the customer journey, affording us the flexibility to continually refine and elevate the shopping experience.

We remain committed to nurturing this channel, leveraging its potential to foster direct engagement with our audience and deliver unparalleled quality and convenience.

Direct-to-Consumer
Supporting our partners * Supporting our partners * Supporting our partners * Supporting our partners * Supporting our partners * Supporting our partners * Supporting our partners * Supporting our partners * Supporting our partners * Supporting our partners * Supporting our partners * Supporting our partners *
Supporting Our
Wholesale Partners

At CCC we understand the hustle it takes to run a successful coffee business. We go beyond exceptional coffee and offer a suite of technical and educational support offerings to help our partners thrive. Our dedicated support teams are always ready to assist with everything from equipment maintenance, brewing techniques, to menu development. We push potential with barista training that goes beyond the basics. We focus on elevating our partners’ skills and operations to ensure consistency in every cup.

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C. Education

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The Education Department spent 2023 revising and reintroducing internal programming like Counter Intelligence Workshops and the Tasting at Ten.

We rolled out new scheduling software and continued to use our virtual curriculum, Counter Intelligence Online (CIO), to make it easier for wholesale partners to access education across the country.

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We brought back regularly scheduled in-person consumer education, welcoming home baristas to take classes like Espresso at Home in Training Centers.

We also hosted a US Brewers Cup Preliminary Competition at the Los Angeles Training Center in October. Overall, 2023 was a productive year of structural growth and development for the Education Department.

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Service calls
completed

1819

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Hours spent
driving

2342

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Preventative
maintenance
visits

1021

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New locations
onboarded

194

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Equipment
installations

148

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Third-party
service calls

612

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Total service hours

1555

Service calls

1625

PM's

272

Installations

D. Tech

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In 2023, the Tech Department made huge strides to improve our onboarding processes and training structure for our growing team. In addition to hiring 8 new regional techs across the country, we hired a part-time Tech Specialist to assist with 3rd party dispatch, ordering tech parts, and general support. We developed our skills by attending many training sessions with our equipment vendors.

Finally, we began to implement lean improvements in our tech spaces to reduce waste and improve our processes.

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The Year at large

Looking back to 2023, it's with a deep sense of accomplishment that we reflect on the journey our company has undertaken. This past year was about reinforcing the very fabric of our identity: stewards of quality, sustainability, and education.

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While we ventured into new territories—migrating to Shopify, unveiling Cubed, launching GEM, and creating the Bloom fund—we also revisited our roots, resurrecting cherished traditions like Tasting at Ten and reinstating CCC certified education.

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As we navigate the path ahead, we are mindful that growth isn't just about hitting milestones: it's about sowing the seeds of possibility, fostering connections, and uplifting communities.

What truly defines us is our unwavering commitment to the relentless pursuit of coffee perfection. This commitment runs deep in everything we do, driving us to constantly push the boundaries of what's possible in coffee.

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Packaging SVG
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4.5MM
Sustainably
Sourced
Coffee
lbs

Coffee
Shared

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12.00%

YoY
Increase

A. What We Spent Our Money On

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$27,086,650.90

Coffee Product
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$1,776,439.45

Non-Coffee Product
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$4,023,747.16

Freight
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$7,722,905.81

People & Sustainability
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$2,214,627.02

Facilities & Operations
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$1,395,012.90

Marketing
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$2,980,131.92

IT & G&A
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$1,846,508.74

Interest & Depreciation
Summary

We are thrilled that over 4.5MM lbs of sustainably sourced coffee from around the globe has been shared with our amazing customers.

This represents a 12% increase from last year! In addition, we have invested in all of our sales channels to improve our customer experience.

For the first time since 2019, we had a net operating profit in 2023. Our commitment to creating cutting-edge coffee people resonates with our customer base as we continue our relentless pursuit of coffee perfection through a dedication to real environmental, social, and fiscal sustainability.

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The Year ahead

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“Year after year our dedication to education, sustainability, and quality continues to reach new heights. Never ceasing to amaze and inspire me to bring the excitement of progress and growth to our wholesale partners. With our wholesale offerings expanding to include GEM and Cubed, I am excited for the endless opportunities for learning and creating in 2024. Through GEM, we are shining a spotlight on the remarkable stories of our unique farming partners and their processes, celebrating their dedication and craftsmanship. And with Cubed, we are not just providing solutions to our wholesale partners; we are unleashing creativity and simplicity, exploring fresh horizons in the world of specialty coffee.”

Audre Langebartel (she/her) |
Regional Manager |
Charleston, SC

“I'm stoked for our creative and marketing team to dive into crafting richer, more immersive content. The overwhelming positive response to 'Becoming a Barista Champion' has energized us to delve deeper into the wealth of stories we have within our organization and among our partners.”

Corey Reid (he/him) |
Senior Director of Marketing |
Asheville, NC

“Our Coffee team is currently purchasing lots that will take us through 2024 and, spoiler, it's going be quite a large amount. That kind of scale is crucially important for our producer partners. But what I'm also proud to share is that we'll continue to deepen our focus on small, exceptionally high quality lots which will feed demand for our subscriber exclusive products, as well as the burgeoning GEM program for our wholesale partners. As a buyer, it's exciting to be able to engage with both large and small volumes of coffee every day-especially because the types of quality we see on both sides of that equation are often exceptional.”

Kyle Tush (he/him) |
Coffee Buyer |
Durham, NC

“Going into 2024, we're starting to see some of the innovative Seeds projects funded in 2023 take form. I'm excited to see these projects completed and begin working with growers to fund projects through our largest-to-date seeds campaign in the coming year!”

Alex Stoffregen (he/him) |
Coffee Buyer |
Durham, NC

“In 2024, our primary focus is supporting our subscriber base while maintaining an unwavering commitment to enhancing our platform. This entails seizing opportunities to elevate brand visibility, refine site functionality, and introduce innovative products. For instance, we recently unveiled a Bundles collection page featuring product combinations and enticing evergreen deals. Furthermore, we are excited to continue to highlight our Single Origin two-bag subscription as it provides a diverse range of delicious, exclusive coffees that showcase the exceptional quality of our offerings and celebrate the dedication of our producer partners. Our overarching objective is to leverage our digital space effectively, ensuring that it serves as a dynamic platform for spotlighting our coffees and amplifying the stories of our valued partners.”

Penelope Hearne (she/her) |
E-Commerce Channel Manager
Durham, NC

“I am excited for the opportunity to continue to build upon our wholesale tech service team within the company. Throughout 2024, I will organize numerous vendor trainings in order to push our growing team's potential in further professional development and support toward employee retention. In turn, this will aid in our ability to keep providing outstanding service for our partners across the country. Each day we strive to make sure our customer's equipment is functioning properly so they can prepare delicious coffee!”

Layne Hutchison (he/him) |
National Service Manager
Asheville, NC