Picacho Coffee Roasters

What Picacho Coffee Roasters does

Picacho Coffee Roasters is a family-owned specialty coffee roaster founded in 2009 by Chad Morris, headquartered at 200 Conway Ave., Las Cruces, New Mexico. The core operation is small-batch roasting on three fully manual US Roaster Corp machines (5, 12, and 24-kilo capacities) using a sensory-guided methodology that eschews automated roast profiles in favor of human-driven decisions based on varietal, growing process, and climate. The product portfolio spans flagship blends (El Clasico, Espresso Spadafora, Cold Brew Blend, Moka Java), single-origin and estate coffees, and a growing roster of micro-lots and "exotics" featuring rare varietals and experimental processing such as 120-hour anaerobic fermentation, fruit co-fermentations, and culture-inoculated washes — with SKUs ranging from $3.00 single-serve pouches to $24.00 per 12oz for high-end micro-lots.

The company runs a multi-channel go-to-market. Wholesale B2B sales target cafés, restaurants, and grocers across New Mexico, El Paso, West Texas, and nationwide U.S., bundled with custom blending, origin sourcing, barista training, technical assistance, equipment maintenance, and consulting. Direct-to-consumer e-commerce operates through picacho.coffee, anchored by the Roaster's Choice Coffee Subscription (monthly recurring, 20% discount on per-bag pricing, roasted and shipped within 48 hours). A physical coffee bar at the Las Cruces roastery serves walk-in retail. The company additionally acts as a licensed distributor of premium espresso equipment (Rancilio, La Marzocco, Synesso, Slayer, Mahlkönig, Compak), reselling at competitive pricing to wholesale partners. Sourcing emphasizes farm-direct relationships with smallholders paid at 100% premiums over market, including organic, Fair Trade, and microlot options.

Commercial signals show a micro/small-business operating profile: 1–10 employees, no external institutional funding, no patents or subsidiaries, ownership retained by founder Chad Morris as primary roastmaster, and no disclosed revenue. Geographic concentration is densest in the Southwest, with nationwide reach mediated through DTC shipping rather than a distributed wholesale network.

Name

Picacho Coffee Roasters

Legal name

Picacho Coffee Roasters

Website

https://picacho.coffee

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Picacho Coffee Roasters is a family-owned specialty coffee roaster founded in 2009 and based in Las Cruces, New Mexico, operating manual sensory-guided small-batch roasting for wholesale cafés, restaurants, and grocers in the Southwest, plus nationwide direct-to-consumer e-commerce, a subscription service, and a physical coffee bar.

Ownership category

akta.pro rank

Product category

Specialty Coffee

NAICS

Coffee and Tea Manufacturing (311920)

SIC

Beverages (2080)

akta.pro primary industry

Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ)

akta.pro secondary industries

Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI), Coffee Roasters with Cafe (Roastery Cafes) (THAFADAE), Coffee, Espresso & Tea Appliances Retail (CRACADAC)

Keywords

• Specialty coffee roasting
• Wholesale coffee supply
• Single origin coffee
• Coffee subscription service
• Espresso equipment distribution

Headquarters

HQ city

Las Cruces

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Wholesale Coffee Sales: B2B wholesale coffee sales to cafés, restaurants, grocers, and other establishments. Includes custom blending, origin sourcing, barista training, technical assistance, equipment maintenance, and consulting services. Serves New Mexico, El Paso, West Texas, and nationwide U.S.
2. Direct-to-Consumer Online Coffee Sales: Online retail sales of whole bean specialty coffee via their e-commerce storefront. Products sold as one-time purchases or subscription (Roaster's Choice Coffee Subscription, roasted and shipped monthly).
3. Espresso Equipment Distribution: Licensed distributor and reseller of Rancilio, Synesso, Slayer, La Marzocco espresso machines, and Mahlkönig and Compak coffee/espresso grinders, offering competitive pricing and significant discounts to wholesale partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Picacho Coffee Roasters is a family-owned small-batch specialty coffee roaster that hand-roasts specialty-grade arabica coffee using fully manual US Roaster Corp roasters guided by human senses. The company operates a wholesale B2B program serving cafés, restaurants, and grocers across New Mexico, El Paso, West Texas, and nationwide, complemented by a direct-to-consumer online storefront with monthly coffee subscriptions and a physical coffee bar at its Las Cruces roastery. Picacho also distributes premium espresso equipment from brands such as Rancilio, La Marzocco, Synesso, Slayer, Mahlkönig, and Compak.

Product overview

Picacho Coffee Roasters is a family-owned specialty coffee company founded in 2009, operating as a small-batch roaster in Las Cruces, New Mexico. The company offers a portfolio of specialty-grade, farm-direct coffees centered around a core subscription service (Roaster's Choice), flagship blend (El Clasico), and diverse single-origin offerings. Their product range includes Micro Lots featuring rare varietals and experimental processing (anaerobic fermentation, fruit co-fermentation, Wush Wush, Geisha, Pacamara), Origins & Estates coffees from specific farms, Exotics with unusual processing methods, and Blends including espresso and cold brew formulations. The company also sells brewing equipment (Chemex, Clever Dripper, French Press, Beige Brewer, Coffee Server) and provides free brewing guides for customers. A wholesale program offers custom blending, origin sourcing, barista training, and equipment distribution to cafes and restaurants across New Mexico, El Paso, and West Texas.

Differentiator

Problem solved

Functional benefit

Products and services

• Roaster's Choice Coffee Subscription A monthly recurring subscription delivering freshly roasted specialty coffee (roasted on the 1st of each month and shipped the following business day) at a 20% discount off one-time purchase prices; powered by Recharge and available nationwide.
• El Clasico The company's flagship balanced, medium-bodied specialty coffee blend serving as the foundational offering for both retail and wholesale customers.
• Single Origin Coffees Unblended specialty-grade arabica coffees sourced direct from individual growing regions and farmers, selected for cup quality and balanced flavor profiles; available in 6oz, 12oz, kilo, and 5lb sizes.
• Micro Lot Coffees Limited-production rare specialty coffees featuring unique varietals, single-estate origins, and experimental processing methods such as anaerobic fermentation and fruit co-fermentation (e.g., Wush Wush, Geisha, Pacamara, Volcan Azul, Embrujo).
• Origins & Estates Coffees Single-origin and single-estate unblended coffees sourced directly from specific farms or growing regions, with emphasis on multi-generational family-owned farming operations.
• Exotic Coffees Experimental specialty coffees featuring unique processing techniques such as fruit co-fermentation, extended anaerobic fermentation, culture-inoculated washed methods, and rare varietals.
• Blends and Decaf Coffees Custom-blended specialty coffees including signature house blends (espresso, cold brew, moka java) and decaf options created from seasonal single-origin selections.
• 529 Plan Signature Blend A signature specialty coffee blend developed in collaboration with sommelier Sam Hovland of Austin, Texas, featuring floral, caramel, tobacco, and lemon peel tasting notes.
• Single-Serve Coffee Pouches Individual portion-controlled single-serve coffee pouches from specialty-grade selections, available from $3.00 per pouch.
• Wholesale Coffee Program A comprehensive B2B wholesale program for cafés, restaurants, and grocers offering custom blending, origin sourcing, professional barista training, technical assistance, equipment maintenance, and consulting services across New Mexico, El Paso, West Texas, and nationwide U.S.
• Espresso Equipment Distribution Licensed distribution and resale of premium espresso machines and grinders from Rancilio, La Marzocco, Synesso, Slayer, Mahlkönig, and Compak, offered at competitive pricing with significant discounts to wholesale partners.

Quantifiable outcome

• Farm-direct relationships where farmers receive 100% premium over market price

Named customers2 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• RanciliocoreChannel Partner/ Reseller/ DistributorLicensed distributor and reseller of Rancilio espresso machines. Picacho Coffee offers competitive pricing and significant discounts on Rancilio equipment to wholesale partners.
• La MarzoccocoreChannel Partner/ Reseller/ DistributorLicensed distributor and reseller of La Marzocco espresso machines. Picacho Coffee offers competitive pricing and significant discounts on La Marzocco equipment to wholesale partners.
• SynessocoreChannel Partner/ Reseller/ DistributorLicensed distributor and reseller of Synesso espresso machines. Picacho Coffee offers competitive pricing and significant discounts on Synesso equipment to wholesale partners.
• SlayercoreChannel Partner/ Reseller/ DistributorLicensed distributor and reseller of Slayer espresso machines. Picacho Coffee offers competitive pricing and significant discounts on Slayer equipment to wholesale partners.
• MahlkönigcoreChannel Partner/ Reseller/ DistributorLicensed distributor and reseller of Mahlkönig coffee and espresso grinders. Picacho Coffee offers competitive pricing and significant discounts on Mahlkönig equipment to wholesale partners.
• CompakcoreChannel Partner/ Reseller/ DistributorLicensed distributor and reseller of Compak coffee and espresso grinders. Picacho Coffee offers competitive pricing and significant discounts on Compak equipment to wholesale partners.
• Sam Hovland (Sommelier)minorStrategic or Co-development PartnerCollaboration with sommelier Sam Hovland of Austin, Texas to develop a signature specialty coffee blend, the 529 Plan, uniting wine and coffee culture.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/PicachoCoffee
• Instagraminstagram.com/picachocoffee
• Xx.com/PicachoCoffee

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Picacho Coffee Roasters