0 1 P e o p l e
our people
Our Board
Each year, we send an optional demographic survey to our staff. We never get 100% participation, but this year was our best year yet, with 97 participants. While this demographic data doesn't represent the entirety of our staff, we believe in giving each employee a choice to identify, so we choose to publish this over the information collected under federal law for Equal Employment Opportunity reporting.
Staff Locations
to Music Aerial Dance Home Rennovation Movies Motorcycles Fishing Triathalons Soccer Videogames Art Rollerskating Skateboarding Dance Ceramics Driving Writing Powerlifting Woodworking Basketball Pilates Sewing Karaoke Tennis Time with
Family/Friends Aerial Dance Home Rennovation Movies Motorcycles Fishing Triathalons Soccer Videogames Art Rollerskating Skateboarding Dance Ceramics Driving Writing Powerlifting Woodworking Basketball Pilates Sewing Karaoke Tennis Cycling Aerial Dance Home Rennovation Movies Motorcycles Fishing Triathalons Soccer Videogames Art Rollerskating Skateboarding Dance Ceramics Driving Writing Powerlifting Woodworking Basketball Pilates Sewing Karaoke Tennis Running Aerial Dance Home Rennovation Movies Motorcycles Fishing Triathalons Soccer Videogames Art Rollerskating Skateboarding Dance Ceramics Driving Writing Powerlifting Woodworking Basketball Pilates Sewing Karaoke Tennis Gardening Aerial Dance Home Rennovation Movies Motorcycles Fishing Triathalons Soccer Videogames Art Rollerskating Skateboarding Dance Ceramics Driving Writing Powerlifting Woodworking Basketball Pilates Sewing Karaoke Tennis Boardgames Aerial Dance Home Rennovation Movies Motorcycles Fishing Triathalons Soccer Videogames Art Rollerskating Skateboarding Dance Ceramics Driving Writing Powerlifting Woodworking Basketball Pilates Sewing Karaoke Tennis Cooking Aerial Dance Home Rennovation Movies Motorcycles Fishing Triathalons Soccer Videogames Art Rollerskating Skateboarding Dance Ceramics Driving Writing Powerlifting Woodworking Basketball Pilates Sewing Karaoke Tennis Relaxing or Sleeping Aerial Dance Home Rennovation Movies Motorcycles Fishing Triathalons Soccer Videogames Art Rollerskating Skateboarding Dance Ceramics Driving Writing Powerlifting Woodworking Basketball Pilates Sewing Karaoke Tennis Reading Aerial Dance Home Rennovation Movies Motorcycles Fishing Triathalons Soccer Videogames Art Rollerskating Skateboarding Dance Ceramics Driving Writing Powerlifting Woodworking Basketball Pilates Sewing Karaoke Tennis Bouldering Aerial Dance Home Rennovation Movies Motorcycles Fishing Triathalons Soccer Videogames Art Rollerskating Skateboarding Dance Ceramics Driving Writing Powerlifting Woodworking Basketball Pilates Sewing Karaoke Tennis Football Aerial Dance Home Rennovation Movies Motorcycles Fishing Triathalons Soccer Videogames Art Rollerskating Skateboarding Dance Ceramics Driving Writing Powerlifting Woodworking Basketball Pilates Sewing Karaoke Tennis Camping Aerial Dance Home Rennovation Movies Motorcycles Fishing Triathalons Soccer Videogames Art Rollerskating Skateboarding Dance Ceramics Driving Writing Powerlifting Woodworking Basketball Pilates Sewing Karaoke Tennis Painting Aerial Dance Home Rennovation Movies Motorcycles Fishing Triathalons Soccer Videogames Art Rollerskating Skateboarding Dance Ceramics Driving Writing Powerlifting Woodworking Basketball Pilates Sewing Karaoke Tennis The Gym Aerial Dance Home Rennovation Movies Motorcycles Fishing Triathalons Soccer Videogames Art Rollerskating Skateboarding Dance Ceramics Driving Writing Powerlifting Woodworking Basketball Pilates Sewing Karaoke Tennis Golf Aerial Dance Home Rennovation Movies Motorcycles Fishing Triathalons Soccer Videogames Art Rollerskating Skateboarding Dance Ceramics Driving Writing Powerlifting Woodworking Basketball Pilates Sewing Karaoke Tennis Pool Aerial Dance Home Rennovation Movies Motorcycles Fishing Triathalons Soccer Videogames Art Rollerskating Skateboarding Dance Ceramics Driving Writing Powerlifting Woodworking Basketball Pilates Sewing Karaoke Tennis Hiking Aerial Dance Home Rennovation Movies Motorcycles Fishing Triathalons Soccer Videogames Art Rollerskating Skateboarding Dance Ceramics Driving Writing Powerlifting Woodworking Basketball Pilates Sewing Karaoke Tennis Sports Aerial Dance Home Rennovation Movies Motorcycles Fishing Triathalons Soccer Videogames Art Rollerskating Skateboarding Dance Ceramics Driving Writing Powerlifting Woodworking Basketball Pilates Sewing Karaoke Tennis Yard Work Aerial Dance Home Rennovation Movies Motorcycles Fishing Triathalons Soccer Videogames Art Rollerskating Skateboarding Dance Ceramics Driving Writing Powerlifting Woodworking Basketball Pilates Sewing Karaoke Tennis Boxing Aerial Dance Home Rennovation Movies Motorcycles Fishing Triathalons Soccer Videogames Art Rollerskating Skateboarding Dance Ceramics Driving Writing Powerlifting Woodworking Basketball Pilates Sewing Karaoke Tennis Walking Aerial Dance Home Rennovation Movies Motorcycles Fishing Triathalons Soccer Videogames Art Rollerskating Skateboarding Dance Ceramics Driving Writing Powerlifting Woodworking Basketball Pilates Sewing Karaoke Tennis Church Aerial Dance Home Rennovation Movies Motorcycles Fishing Triathalons Soccer Videogames Art Rollerskating Skateboarding Dance Ceramics Driving Writing Powerlifting Woodworking Basketball Pilates Sewing Karaoke Tennis Disc golf Aerial Dance Home Rennovation Movies Motorcycles Fishing Triathalons Soccer Videogames Art Rollerskating Skateboarding Dance Ceramics Driving Writing Powerlifting Woodworking Basketball Pilates Sewing Karaoke Tennis
In 2024, the People & Culture team at Counter Culture Coffee focused on strengthening our employee experience through growth, support, and engagement. We welcomed 36 new full-time team members and maintained a 73.1% retention rate, with an average tenure of 4.3 years.
Department
Job Level
Changes
new hires
Our benefits programs saw enthusiastic participation, with employees using resources like the Green Fund, Pushing Potential, CSA, and mental health and financial wellness tools—helping pay off over $37,000 in debt and supporting a more balanced, sustainable lifestyle. We also continued to offer employee stock options, recognized floating holidays and volunteer days.
Staff Benefit Stories
I used the funds to help pay for Aerial Dance classes. I see Aerial Dance as a powerful way to relieve stress, contribute to a local business, and stay active while engaging in a creative pursuit. Artistic activities like Aerial Arts enhance both personal and collective well-being by providing an outlet for self-expression, promoting physical and mental health, and fostering community.
- Penelope Hearne | Ecommerce Manager
Staff Benefit Stories
"Over the last 5 years, greenwood carving has become a big hobby of mine. This type of woodworking doesn't use any power tools but instead employs a lot of traditional hand tools. I've used Pushing Potential funds several times since I began this hobby to buy quality, hand-forged tools (many made by a craftsman in western North Carolina named Jason Lonon), as well as instructional books and video content. I'm thankful to be able to invest in life outside of work with these purchases and support local North Carolina businesses in the process!"
-Jesse Gordon |
Staff Benefit Stories
I have been purchasing a Community Supported Agriculture (CSA) market share from Flying Cloud Farm just outside Asheville in Fairview, NC, since I moved to the area in 2015. I have enjoyed supporting the local economy while eating more sustainably and building a connection to the community. This goes hand in hand with having access to locally grown food while directly supporting the farmers who produce it. The market share also allows us to pick up local produce as needed at the farm stand and explore the property where our food is grown. The CSA Fund has been such a wonderful benefit to have year after year!
-Layne Hutchison | Wholesale Technical Services Manager
Staff Benefit Stories
“As a lifelong rocker, music has always been a huge part of my life, but for the last few years since my last band lost our practice space, my bass rig (which is quite large) has been in storage. Simply not having consistent access to practice has really sapped my will to play, & I've barely engaged with music in the last... 2-3 years. BUT, when I noticed that musical equipment could be part of Personal Enrichment Purchases, I went ahead & got myself a tiny, little rechargeable, portable practice amp. It was a small thing, which I could have just bought myself, but something about viewing it as personal enrichment & not just one more knick-knack got me to actually pull the trigger on it, & I've been able to actually practice with my pedals & everything, & it has been a real game changer for me. Just being able to hear my instrument like it's supposed to sound has made me want to play more & I probably wouldn't have treated myself to this if I wasn't being encouraged to do so through this program!”
-Ryan Peterson | Regional Educator, LA
Staff Benefit Stories
“I used my sustainability benefit to buy soil and plants for my garden. I also participated in Southwind produce's CSA, which has a pickup location across the street from my house. Between the CSA and garden, my kitchen was stocked with fresh veggies all season long!”
-Alex Stoffregen | Coffee Buyer
Staff Benefit Stories
I used my benefit to replace weedy, high-maintenance grass with native plants, transforming our barren front yard into a thriving habitat. Once established, they’ll need little water while attracting pollinators and beneficial insects that support healthy soil and ecosystems. A small change with a big impact!
-Katie Carguilo | West Coast Coffee Manager
Staff Benefit Stories
I used it to join a kickboxing gym! This helps me stay healthy, feel strong, and work on self-defense which as a woman in a major city, is crucial!
-Sam Kitchen | Regional Manager, Chicago
Staff Benefit Stories
“This year I attempted my first Ultramarathon distance event (50 miles). With such an event comes the opportunity to try all sorts of running gear. As you can imagine, while running for 12+ hours, things can get uncomfortable. Namely your feet. With the help of the Pushing Potential fund I was able to take a chance on purchasing a pair of trail running shoes that were slightly out of my price range but hit all of the specs I needed them to. This fund gave me the opportunity to "dial-in" my running gear to ensure that I could focus on the physical & mental challenge that lay ahead. Ultimately the event went nearly as perfectly as it could have. I completed the 50 miles distance and have already registered for next years event where I will be pushing my human potential yet again - to the 100 kilometer distance!”
-Matthew Davis | Regional Educator, Chicago
Staff Benefit Stories
"I upgraded my computer and paid for classes to learn graphic design! I’ve always been super interested in branding and packaging design. I jumped straight in with what I learned and started doing design briefs for fun!"
-Christian Fogle | Regional Tech, Atlanta
Staff Benefit Stories
I used my benefit to take adult dance classes with a company called Diva Dance. Each class teaches 1-2 minute choreography from one song, typically hip-hop/pop hits from the 90's to today, and we take turns performing in groups to close out the class. Dancing has helped me build confidence, stay active, and join a vibrant community!
-Jacqueline Gonzalez | Regional Educator, Dallas
Counter Culture Coffee’s employee conference is a cornerstone of our commitment to transparency, sustainability, and continuous learning. It deepens education across all levels of the organization, creating a space for open dialogue that aligns teams around shared values and long-term goals. By addressing critical topics such as ethical sourcing and operational best practices, the conference empowers employees to drive meaningful change and contribute to a more sustainable future for the company. Through knowledge-sharing sessions, it also strengthens our collective expertise and dedication to our partners, consumers and team.
0 2 P r o d u c t
Despite these challenges, we remain steadfast in our belief that higher prices are essential for the sustainability of coffee farmers. The producers we work with are dedicated to quality and deserving of meaningful investment. No matter how the market fluctuates, we are committed to these partners and ensuring the exceptional coffees you love continue to thrive.
When farmers thrive, so does coffee. We are committed to supporting the people and places behind every cup in ways that create lasting impact and exceptional coffee.
After the 2022 harvest, when coffee prices hit a decade high, the market lowered, allowing us to continue paying higher prices while expanding our partnerships. We grew with existing partners and introduced new suppliers with the goal of fostering long-term sustainability and quality.
In 2024, we had significant achievements in our roasting operations, including project development, increased volumes roasted, and improvements in our workflow. We roasted over 4 million pounds of coffee, optimizing our silo system to better manage this quantity. After resolving several months of challenges, we successfully integrated our 240 kg roaster into our production process, which has opened up new possibilities for our roasting methods.
2024 saw increased volume in both roasting facilities. In Durham, plans have been finalized for an improved green coffee storage and conveyance system, and in Emeryville, the installation of a new Loring 70kg roaster was completed. While volume increased, both production facilities were able to improve on-time delivery of customer orders and increased efficiencies, which resulted in reduced overtime and manufacturing costs.
In 2024, our sales channels saw outstanding growth across all channels. Online, we expanded reach through improved user experience, digital gift cards, custom bundles, and a new Office Subscription, resulting in nearly 9,000 new subscriptions and strong gains on Amazon via Fulfillment by Amazon. In grocery, we sold over 2.7 million pounds of coffee, deepening retail partnerships and growing our dedicated team. On the wholesale side, we welcomed 250+ new partners, focusing on long-term, value-driven relationships supported by free consulting, training, and equipment care—empowering our partners to grow confidently while staying rooted in quality and sustainability.
In 2024, our Support teams made major strides in both education and technical service. The Education Department expanded the Counter Intelligence curriculum, reintroducing five workshops and reviving the Origin Field Lab, all while laying the foundation for the 2025 relaunch of our Barista Certification. Meanwhile, our Tech Department grew with the addition of nine new team members, ensuring full-time regional support for our partners. We also streamlined operations with the rollout of Shopify for real-time billing and implemented lean practices, including a new inventory system to improve forecasting and efficiency. These efforts reflect our deep commitment to empowering coffee professionals and delivering exceptional partner support.
Equipment
Installations
480 hrs
Driving
3,439 hrs
Preventative
Maintenance
1,806 hrs
Service
Calls
2,228 hrs
0 3 P l a n e t
sustainable
Greenhouse Gas Emissions
Traditions 3,156 lbs
score
Seeds Grants
Issued
per grant
Seeds Stories
Seeds Stories
Seeds Stories
Seeds Stories
Bloom Grants
Issued
partners post
Hurricane Helene
Bloom Stories
Bloom Stories
One key example is the use of used coffee grounds and food waste to naturally dye fibers for apparel. By mordanting and dyeing natural fibers with these ingredients, BEEPUBLIC creates vibrant colors that can be further transformed with a ferrous sulfate (iron) solution, producing a range of unique hues. Additionally, the café is making hand-made soaps using organic in-house oils and recycled coffee grounds, offering an exfoliating and beautifying product. This project not only reduces waste but also showcases the potential of nature to create sustainable, functional products for the community.
Bloom Stories
In addition to offering free filtered water, The Den will phase out the sale of plastic bottled water and replace it with reusable bottles, furthering its commitment to sustainability. By encouraging the use of reusable bottles, the café hopes to reduce single-use plastic waste and foster a more eco-friendly community. This project not only addresses a local need but also aligns with The Den's broader mission to create a sustainable, community-focused environment in Northwest D.C.
Bloom Stories
The "Stay Awhile" project is a natural extension of Living Beans' commitment to sustainability and community engagement. By offering a more sustainable, personal option for enjoying coffee and drinks, the café seeks to reduce its environmental impact while creating a more welcoming experience for customers. Through this initiative, Living Beans is working to foster a culture of sustainability, benefiting both the local community and the planet.
0 4 P r o f i t
Where we spent our money
Leaders
