{"id":23350,"date":"2016-09-22T11:46:40","date_gmt":"2016-09-22T15:46:40","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=23350"},"modified":"2020-04-03T16:19:26","modified_gmt":"2020-04-03T20:19:26","slug":"madcap-coffee-taste-of-intentionality-and-purpose","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/madcap-coffee-taste-of-intentionality-and-purpose","title":{"rendered":"At Madcap Coffee, a taste of ‘intentionality and purpose’"},"content":{"rendered":"\n

In this series, WeWork\u2019s director of digital community selects a WeWork member to get to know better, sharing her fun findings with the rest of the community. <\/em><\/p>\n\n\n\n

Who doesn’t love a great cup of coffee? When I saw Trevor Corlett’s Madcap Coffee<\/a> tasting events happening here at WeWork, I had to reach out to learn more. A fellow Midwesterner like me, the WeWork Chinatown<\/a> member\u2019s passion for coffee extends to sourcing beans and presenting them in beautifully designed packaging. Read on to learn about starting your own coffee brand, what it’s like to see your coffee on social media, and more. <\/strong><\/p>\n\n\n\n

Tell us a little bit about yourself and how you got started with Madcap Coffee.<\/strong><\/p>\n\n\n\n

I\u2019ve been working in coffee now for almost 16 years. Before Madcap, I\u2019d actually tried to start a few other cafe\/roaster business concepts, both of which didn\u2019t work for a variety of reasons (as those startups tend to do). So Madcap was my third attempt at my own cafe\/roaster concept and part of my team, when I started, was comprised of people who\u2019d worked for me in my previous businesses. It was in 2008 when I founded Madcap in Grand Rapids, Michigan.<\/p>\n\n\n\n

At that time, I had become obsessed with coffee and everything that goes along with it\u2014being a very global product that\u2019s very much relational, from producing farmers onwards. So there was a big draw there to focus on that and create an experience that was all relational at all levels. That was the premise that Madcap is based off of, and from the beginning, we had a focus on working directly with producers we sourced coffee from, highlighting their stories, and we wanted to take an approach that showed that every cup of coffee has a story. We\u2019ve become very focused on creating an experience around coffee.<\/p>\n\n\n\n

\"at-madcap-coffee-a-taste-of-intentionality-and-purpose2\"<\/figure><\/div>\n\n\n\n

Now we have an office in Washington, D.C. based out of the WeWork in Chinatown. That\u2019s our East Coast base essentially for providing support to our East Coast wholesale accounts. We have accounts throughout North America that we provide coffee, equipment, and consulting through, so we spend our time in our WeWork space doing tastings, meeting with customers, doing beta testing of equipment, research and development, and all kinds of fun things.<\/p>\n\n\n\n

What makes Madcap Coffee so unique?<\/strong><\/p>\n\n\n\n

Our focus has always been first on the people. But we\u2019ve tried to create a product that, through every avenue it\u2019s presented, has a degree of intentionality that is obvious and very present\u2014even from a packaging perspective. Our packaging is really simple: a black bag with two labels on it. One label has the info on the coffee. Each coffee has its own Pantone color palette. We buy seasonally, so each one is only on a menu for three to four months. Hopefully we are building relationships so that coffee can come back the next year, so customers will see the same colors come back the next year. For example, we have a coffee from Ethiopia whose label is neon pink, and that color has become very synonymous with that coffee, and our customers become excited for it every year. And the other label on the bag is a woven fabric label, which you don\u2019t really experience until you pick it up and touch it. So even from a presentation perspective, you have a rainbow of colors that is represented that makes the product stand out.<\/p>\n\n\n\n

And that goes into everything from how a drink menu is built, to how we try to accommodate customers with different tastes. That level of intentionality, that focus on people, hopefully differentiates us. We think that we\u2019re buying some of the best coffees in the world, and we\u2019ve put together a team that represents that. There are a lot of great teams out there selling great coffee, but we like to think that we do that at a high level of intentionality and purpose. We also work with small farmers where there\u2019s no one else buying those coffees, and we pride ourselves on building those relationships.<\/p>\n\n\n\n

\"at-madcap-coffee-a-taste-of-intentionality-and-purpose3\"<\/figure>\n\n\n\n

Your brand has a strong focus on art and design stemming from the designers Seth Herman and Chuck Anderson, who Madcap hired in 2009 to help design the look of the brand. What are some of your favorite aspects about it?<\/strong><\/p>\n\n\n\n

We were very blessed to find these guys\u2014we found them because they were customers of ours first! They came in every day, and I was doing everything in-house at the time. As a lot of entrepreneurs do, I was trying to do everything myself. So we were very lucky to have these guys come in, approach us, and say, \u201cWe really resonate with what you\u2019re doing and would love to be a part of this.\u201d Ultimately, they are helping us elevate the brand outside of just the product we present to people to consume.<\/p>\n\n\n\n

What\u2019s some of the best feedback you\u2019ve gotten from Madcap coffee drinkers?<\/strong><\/p>\n\n\n\n

One that always resonates with me initially was when customers would say, \u201cOh, this cappuccino reminds me of the cappuccino I had when I was in Florence,\u201d or \u201cWhen I was in Milan drinking it and looking at the Duomo cathedral.\u201d Even now it resonates a lot, because it\u2019s speaking to a holistic experience. Our cafe experience in Michigan\u2014to say they are having an experience that reminds them of Italy is hopefully a testament to the level of experience we are trying to create.<\/p>\n\n\n\n

We\u2019ve moved to a level where a lot of the drinks we are creating are at the level of a \u201cmocktail,\u201d with different glassware, accouterments, accessories, garnishes\u2014we even have a drink with cotton candy in it! Seeing customers post those drinks on social media is one of the highest compliments you can receive, and those are very lasting compliments.<\/p>\n\n\n\n

\"at-madcap-coffee-a-taste-of-intentionality-and-purpose4\"<\/figure>\n\n\n\n

Anything else we should know about you?<\/strong><\/p>\n\n\n\n

Coffee doesn\u2019t define me (or I\u2019d like to think it doesn\u2019t). I\u2019m married with three daughters who aspire to be baristas at times (at least judging by their affinity with coffee). I go to a lot of soccer games, offer a lot of support, and try to be a father as much as I\u2019m a business owner, entrepreneur, and all-around distributor of caffeine.<\/p>\n\n\n\n

Also, it\u2019s interesting that being a coffee professional opens you up to all the things that are similar\u2014I\u2019ve become a beer geek, I\u2019m really into craft cocktails, I love taking winery tours and seeing how people make wine and how it defines who they are. It\u2019s not just related to food and beverage, but so many industries like design. When you\u2019re really focused and passionate about something, it opens you up to other people and what they are passionate about. Passion is contagious.<\/p>\n","protected":false},"excerpt":{"rendered":"

In this series, WeWork\u2019s director of digital community selects a WeWork member to get to know better, sharing her fun findings with the rest of the community.  Who doesn’t love a great cup of coffee? When I saw Trevor Corlett’s Madcap Coffee tasting events happening here at WeWork, I had to reach out to learn more. A […]<\/p>\n","protected":false},"author":918,"featured_media":23353,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43903,43911],"tags":[],"class_list":["post-23350","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community-stories","category-member-spotlight"],"acf":[],"yoast_head":"\nAt Madcap Coffee, a taste of 'intentionality and purpose'<\/title>\n<meta name=\"description\" content=\"We speak to Madcap Coffee's CEO Trevor Corlett about starting your own coffee brand, what it's like to see your coffee on social media, and more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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