Transparency Report 2025
So Much More Than Coffee
Counter Culture Coffee is a business that buys coffee, roasts it, and sells it for a profit, but there is so much more to it than that. Our annual transparency report is an attempt to describe the “so much more than that.” Full report coming soon…
of green coffee sourced, marking a 13.89% year-over-year increase driven by intentional growth not just volume.
with over 30% of relationships spanning 15+ years, built on trust, consistency, and shared values.
See the Numbers
Small seeds, lasting change—empowering projects that go beyond coffee to build better futures.
A year of consistent engagement, connecting people to coffee through guided tastings and hands-on learning.
With a retention rate of 77%, much of the team continues year over year—strengthening institutional knowledge and long-term impact.
Partnering with Trees, Water & People to drive measurable impact at the household level.
What changed this year
2025 was defined by both meaningful challenges and notable milestones. We celebrated our 30th Anniversary by turning our weekly Tasting at Ten into a global event, broadcasting live from La Marzocco in Italy and connecting with participants across 14 countries, including all 12 of our U.S. Training Center cities.
For the third consecutive year, we navigated a volatile coffee-buying market, driven by sustained increases in green coffee costs and unprecedented tariffs.
In November, we reopened our Atlanta Training Center in a new location in Grant Park. This marks a special homecoming for us—our first one opened in 2006 in the King Plow Arts Center and served as an early hub for the growing specialty coffee community.
2025 also included a significant leadership transition. Brett Smith appointed Joe Prewett as Chief Executive Officer, enabling Brett to transition to the executive board for the first time in the company’s 30-year history.
This change positions the organization for continued growth while maintaining continuity in leadership and vision.
Together, these moments capture a year of both complexity and progress, underscoring our ability to navigate challenges while continuing to invest in our people, our partners, and our future.
We can’t wait to share more with you!