Haerfest Coffee
- Company typePrivate
- Founded2006
- HeadquartersDavidson, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Haerfest Coffee does
Haerfest Coffee (legal name: Haerfest Coffee; styled HÆRFEST COFFEE) is a privately held, founder-owned specialty coffee roasting company headquartered in Davidson, North Carolina, with roasting operations in the Lake Norman region/Charlotte, NC area and farm ownership in Alta Verapaz, Guatemala (Finca Espreranza). Founded in 2006 by Toby Foreman—former Seattle Mariners pitcher with nearly 30 years in the coffee industry—the company is mission-driven around inclusive employment of individuals with Intellectual/Developmental Disabilities (IDD), with packaging artwork (Sensory Labels) commissioned from UMAR artists and operational roles spanning roasting, grinding, packaging, delivery, and home-based microbusinesses.
The core technology is a vertically integrated supply chain covering seed-to-cup: planting, agronomy, farm management and ownership, harvest, wet milling, dry milling, and distribution. A Q-Grader certified team performs quality assurance, and the company sources from multiple origins (Guatemala, Ethiopia/Yirgacheffe, Kenya/Nyeri, Colombia/Huila, Sumatra/Mandheling). The product portfolio comprises 11 coffee SKUs (eight regular single-origin and blends plus three decafs) available in 12 oz, 5 lb, 8 oz, 1 lb, and 2 lb bags as well as Portion Pack, K-Cup, and Capsule formats, supplemented by six branded apparel SKUs and digital gift cards.
Haerfest operates three revenue streams: (1) direct-to-consumer e-commerce with a subscription program offering 10% savings and customizable frequency; (2) wholesale and private label programs for cafes, restaurants, hotels, and corporate clients (named accounts include Brakemans Coffee and Supply, MOJI Coffee, and Colonial Life Insurance Companies); and (3) ancillary merchandise (apparel and gift cards). Coffee pricing ranges from $14.50 to $101.00 per unit depending on origin, format, and bag size. The company has no disclosed external funding and operates as a bootstrap, founder-led business.
Haerfest Coffee firmographics
Firmographics- Name
- Haerfest Coffee
- Legal name
- Haerfest Coffee
- Website
- https://haerfestcoffee.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Haerfest Coffee industry classification
Industry- Product category
- Specialty Coffee Roasting
- NAICS
- Coffee and Tea Manufacturing (311920)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Coffee (Roasted, Ground, Whole Bean) (CRADAHAG)
- akta.pro secondary industries
- Coffee Blending & Flavoring (AFAFADAC), Single-Serve Coffee (Pods, Capsules) (CRADAHAH), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)
Keywords
Where Haerfest Coffee is headquartered
LocationHeadquarters
- HQ city
- Davidson
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Haerfest Coffee business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales
Revenue model
- Direct Coffee Sales (E-commerce): Online retail sales of specialty coffee beans through company website. Products available in 12 oz and 5 lb bags with prices ranging from $14.50 to $101.00 depending on coffee origin and size. Subscription model offers 10% savings.
- Wholesale & Private Label Programs: Full-service coffee wholesale solutions and private label programming for cafes, restaurants, hotels, and corporate clients. Coffees appear in numerous private label programs. Custom packaging options include 5 lb, 12 oz, 8 oz, 1 lb, and 2 lb bags; Portion Pack, K-Cup and Capsule products.
- Coffee Subscriptions: Recurring subscription service delivered to consumer doorsteps. Subscribers select coffee type, bag size, quantity (1-4 bags), and delivery frequency. Subscription offers 10% savings vs one-time purchase.
- Apparel Sales: Branded merchandise including hats, trucker caps, and adjustable caps priced at $26-$30.
- Gift Cards: Digital gift cards available in $25, $50, and $100 denominations with optional scheduled delivery dates.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Single Origin Coffees (Guatemala, Breakfast Blend, Colombia, French Roast) |
| Unit Pricing | Pay-as-you-go | Premium Single Origin Coffees (Ethiopia, Kenya, Sumatra, The Bo'z) |
| Unit Pricing | Pay-as-you-go | Decaf Coffees (Decaf Colombia, Decaf The Bo'z, Decaf French Roast) |
| Subscription | Monthly | Coffee Subscription |
| Unit Pricing | Pay-as-you-go | Branded Apparel (Hats and Caps) |
| Subscription | One time/ perpetual license | Gift Cards |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels3 records
Haerfest Coffee product offering
Product offeringCore offering
Haerfest Coffee is a vertically integrated specialty coffee roasting company that sources, roasts, and sells single-origin and blended coffees from Guatemala, Ethiopia, Kenya, Colombia, and Sumatra. The company sells directly to consumers through an e-commerce website and subscriptions, and to businesses through wholesale and private label programs for cafes, restaurants, hotels, and corporate clients. Every aspect of the operation is intentionally built to provide employment for individuals with Intellectual and Developmental Disabilities (IDD), including Sensory Labels on packaging created by IDD artists.
Product overview
Haerfest Coffee is a vertically integrated specialty coffee roasting company offering a portfolio of 11 coffee products (including 3 decaf varieties), branded apparel (6 hat styles), gift cards, a subscription service, and wholesale/private label programs. The core coffee lineup consists of single origin offerings from Guatemala, Colombia, Ethiopia, Kenya, and Sumatra, along with signature blends like The Bo'z and French Roast. The company differentiates through Sensory Labels on packaging created by artists with intellectual and developmental disabilities (IDD), supporting their mission of inclusive employment.
Differentiator
Problem solved
Functional benefit
Products and services
- Single Origin Coffees Single origin specialty coffees sourced from named farms and regions across Guatemala, Ethiopia, Kenya, Colombia, and Sumatra, featuring specific taste profiles such as citrus and lemongrass (Guatemala), berry (Ethiopia), plum and cocoa (Kenya), vanilla and peach (Colombia), and brown sugar with warming spices (Sumatra). Sold to home consumers via e-commerce in 12 oz and 5 lb bags.
- Coffee Blends Signature blended coffees combining beans from multiple origins, including the Breakfast Blend (sweet, bright Central American/African mix), the French Roast (dark, smoky-sweet), and The Bo'z (separately roasted Guatemala, Kenya and Sumatra beans producing dried fruit and dark chocolate notes, available as hot/cold brew or espresso).
- Decaf Coffees Water-process decaffeinated versions of the Colombia single origin, The Bo'z signature blend, and the French Roast, offered in 12 oz and 5 lb bags for consumers seeking caffeine-free specialty coffee.
- Branded Apparel (Hats and Caps) Haerfest-branded headwear including grey and black adjustable caps with the square patch logo and black and white trucker hats with the round Haerfest logo embroidery, sold as branded merchandise through the e-commerce store.
- Gift Cards Digital Haerfest gift cards sold in $25, $50, and $100 denominations that can be scheduled for future delivery with custom messages, redeemable on the company's e-commerce site.
- Coffee Subscription Service Recurring coffee delivery subscription allowing consumers to select from Haerfest's 12 coffee varieties, choose 12 oz or 5 lb bag sizes, select 1-4 bags per delivery, and customize delivery frequency, with a 10% discount on all subscription orders.
- Wholesale and Private Label Coffee Program B2B wholesale coffee program serving cafes, restaurants, hotels, and corporate clients with full-service coffee solutions including private label branding, specialty coffee supply, training, equipment, and custom packaging options (5 lb, 12 oz, 8 oz, 1 lb, 2 lb bags; Portion Pack; K-Cup; and Capsule formats).
Quantifiable outcome
- Every coffee is the result of countless hours of analysis, testing, and perfecting by Q-Grader certified team
- +2 more outcomes
Companies that use Haerfest Coffee
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
Haerfest Coffee technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Haerfest Coffee partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- UMAR (United Methodist Association of the Remarkable)corePartnership with UMAR and their Arts Program. UMAR promotes community inclusion, independence, and growth for adults with intellectual and developmental disabilities through residential, employment, and cultural enrichment opportunities. HÆRFEST COFFEE Sensory Labels are commissioned from UMAR artists with IDD. Each label artistically expresses the taste profile of the coffee inside. A percentage from each coffee purchase is returned to UMAR to empower participants.
- Finca EspreranzacoreOwn farm partnership in Guatemala, Coban, Alta Verapaz region. Enables complete in-house quality control and supply chain management from seed through processing of coffee cherries including planting, agronomy, farm management and ownership, harvest, wet milling, dry milling and distribution.
- Brakemans Coffee and SupplyminorPrivate label customer. HÆRFEST COFFEE team worked with Brakemans Coffee and Supply to create effective private label coffee program.
- MOJI CoffeeminorPrivate label customer. HÆRFEST COFFEE team worked with MOJI Coffee to create effective private label coffee program.
- Colonial Life Insurance CompaniesminorPrivate label customer. HÆRFEST COFFEE team worked with Colonial Life Insurance Companies to create effective private label coffee program.
Scale indicators5 records
Recent moves2 records
Expansion highlights4 records
Haerfest Coffee competitors and assessment
Company assessmentDirect peers
- Blue Bottle Coffee: Specialty coffee brand with direct-trade sourcing, DTC subscriptions, wholesale, and cafe presence. Comparable on premium single-origin lineup and multi-channel GTM.
- Counter Culture Coffee: Specialty coffee roaster with strong sustainability and direct-trade mission, selling DTC, subscription, and wholesale to cafes. Closely comparable to Haerfest in segment, channel mix, and values-driven positioning.
- Intelligentsia Coffee: Specialty roaster with direct-trade sourcing, single-origin focus, and strong wholesale/café channel. Highly comparable on product philosophy and B2B/wholesale motion.
- Stumptown Coffee Roasters: Premium specialty roaster with vertical-integration roots, DTC e-commerce, subscriptions, and a national wholesale footprint. Comparable product, channel, and quality positioning; operates at materially larger scale.
- Kicking Horse Coffee: Specialty coffee roaster with strong DTC e-commerce, subscription, and grocery distribution. Comparable product mix and channel strategy for a similarly sized independent.
- La Colombe Coffee Roasters: Specialty roaster with DTC e-commerce, subscriptions, wholesale/cafes, and an expanded RTD coffee line. Comparable on multi-channel specialty coffee go-to-market and product breadth.
- Death Wish Coffee Co. Independent specialty roaster built primarily through DTC and subscription with strong brand storytelling. Comparable in DTC-led, founder-driven independent model.
Broad incumbents
- Peet's Coffee: Large specialty-adjacent coffee roaster and cafe operator with broad distribution and grocery presence. Competes for shelf space and wholesale accounts in the same specialty tier.
- Green Mountain Coffee Roasters (Keurig Dr Pepper): Incumbent single-serve coffee platform and roaster that licenses the K-Cup ecosystem. Highly relevant for Haerfest's K-Cup and capsule private-label product line.
Emerging players
- Café Don Pablo: Specialty coffee brand focused on low-acid and single-origin offerings across DTC and subscription. Comparable on small-batch specialty positioning and online subscription GTM.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Haerfest Coffee social profiles
Digital presenceHaerfest Coffee financial estimates
Financial estimateRevenue estimate
Valuation estimate
Haerfest Coffee leadership team
Management profileNumber of profiles
Profiles1 record
Haerfest Coffee funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Haerfest Coffee M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Haerfest Coffee
What does Haerfest Coffee do?
Haerfest Coffee is a vertically integrated specialty coffee roasting company that sources, roasts, and sells single-origin and blended coffees from Guatemala, Ethiopia, Kenya, Colombia, and Sumatra. The company sells directly to consumers through an e-commerce website and subscriptions, and to businesses through wholesale and private label programs for cafes, restaurants, hotels, and corporate clients. Every aspect of the operation is intentionally built to provide employment for individuals with Intellectual and Developmental Disabilities (IDD), including Sensory Labels on packaging created by IDD artists.
Is Haerfest Coffee a public or private company?
Haerfest Coffee is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Haerfest Coffee founded?
Haerfest Coffee was founded in 2006. It employs 11 to 50 people.
Where is Haerfest Coffee based?
Haerfest Coffee is headquartered in Davidson, United States, in the North America region.
How does Haerfest Coffee make money?
Five revenue lines are on record. Direct Coffee Sales (E-commerce) is the primary driver. The others are wholesale & Private Label Programs, coffee Subscriptions, apparel Sales and gift Cards.
Who are Haerfest Coffee's main competitors?
Direct peers on record are Blue Bottle Coffee, Counter Culture Coffee, Intelligentsia Coffee, Stumptown Coffee Roasters, Kicking Horse Coffee, La Colombe Coffee Roasters and Death Wish Coffee Co.. Broad incumbents are Peet's Coffee and Green Mountain Coffee Roasters (Keurig Dr Pepper). Café Don Pablo is listed as an emerging player.
Does Haerfest Coffee have an API?
No public API is recorded for Haerfest Coffee.
What industry is Haerfest Coffee in?
Haerfest Coffee's product category is Specialty Coffee Roasting. Its primary akta.pro industry code is CRADAHAG, Coffee (Roasted, Ground, Whole Bean), with a secondary code of AFAFADAC, Coffee Blending & Flavoring. Its NAICS code is 311920 and its SIC code is 2080.