Deeper Roots Coffee
Deeper Roots Coffee is a Cincinnati-based specialty coffee roaster and retailer founded in 2011, operating four retail coffee bars and a 40,000+ sq ft roasting facility, serving consumers via DTC retail and subscriptions, regional restaurants and cafes via wholesale, and learners via paid experiential classes under its Deeper Roots Direct Trade sourcing model.
- Company typePrivate
- Founded2011
- HeadquartersCincinnati, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Deeper Roots Coffee does
Deeper Roots Coffee is a Cincinnati-based specialty coffee roaster and retailer founded in 2011, operating across five Cincinnati metro locations (four coffee bars in Oakley, Over The Rhine, Downtown, and Montgomery Quarter, plus a 40,000+ square foot roasting facility in the West End neighborhood). The company roasts on Loring energy-efficient equipment and sources green coffee through its proprietary Deeper Roots Direct Trade (DRDT) protocol — requiring minimum two-year producer relationships, biennial on-ground visits, support through off-years, and pricing 2-3x certification floors — across origins including Guatemala (Santa Maria de Jesus since 2011), Tanzania, Ethiopia, Brazil, Papua New Guinea, Colombia, Kenya, Rwanda, and Honduras. The product portfolio spans single-origin whole bean coffees, blended offerings (Alchemy espresso, Big Picture), recurring coffee subscriptions, brewing gear and merchandise, and an in-house bakery launched in 2022 under Pastry Chef Megan Ketover that supplies pastries to all retail bars.
Revenue is generated through four integrated streams: (1) direct-to-consumer retail at company-owned coffee bars and via the online shop, including recurring subscriptions; (2) B2B wholesale distribution to restaurants, cafes, and small businesses across Ohio, Kentucky, and Louisville — providing equipment, training, and program support; (3) paid experiential services (Roasterie Tours, Farm to Cup classes, Cuppings, Barista Basics, Manual Brewing courses); and (4) bakery and merchandise sales. The signature Big Picture Blend (formerly Community Blend) funds the Community Give Back Program, which allocates $1 per retail bag 50/50 between Cincinnati nonprofits (current: JNP Coffee, HAPPEN Inc., MYCincinnati) and international producing-community projects (current: Mwika North cooperative in Tanzania).
The business is founder-led by a five-person co-founder team (Les Stoneham, CEO; Adam Shaw, Coffee Director; Courtney Robinson, HR/Ops; Ryan Doan, Sales; Jon Lewis, Community Engagement), with no disclosed external institutional funding. The company operates as an independent, privately held specialty roaster with roughly 11-50 employees, running a hybrid DTC-plus-B2B-plus-experiential go-to-market anchored by physical retail presence and content-driven brand building rather than paid acquisition.
Deeper Roots Coffee firmographics
Firmographics- Name
- Deeper Roots Coffee
- Legal name
- Deeper Roots Coffee
- Website
- https://deeperrootscoffee.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Deeper Roots Coffee is a Cincinnati-based specialty coffee roaster and retailer founded in 2011, operating four retail coffee bars and a 40,000+ sq ft roasting facility, serving consumers via DTC retail and subscriptions, regional restaurants and cafes via wholesale, and learners via paid experiential classes under its Deeper Roots Direct Trade sourcing model.
- Ownership category
- akta.pro rank
Deeper Roots Coffee industry classification
Industry- Product category
- Specialty Coffee Roasting
- NAICS
- Coffee and Tea Manufacturing (311920), Other Specialty Food Retailers (44529), Beverage Manufacturing (3121)
- SIC
- Beverages (2080), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Coffee Roasters with Cafe (Roastery Cafes) (THAFADAE)
- akta.pro secondary industries
- Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI), Coffee, Tea & Cacao Experiences (Roastery Tours, Tastings) (THAJAGAH), Cafe-Bakeries (Coffee + Pastry Focus) (THAFADAG)
Keywords
Where Deeper Roots Coffee is headquartered
LocationHeadquarters
- HQ city
- Cincinnati
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Deeper Roots Coffee business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Retail Coffee Sales: Direct-to-consumer sales of whole bean coffees and coffee subscriptions through company-owned coffee bars and online shop. Products include single origin coffees, blends, and the Big Picture blend (formerly Community Blend).
- Wholesale B2B Coffee: Bulk coffee sales to restaurants, cafes, and small businesses including equipment provision, training, and ongoing support services.
- Experiential Services: Revenue from paid experiences including Farm to Cup classes, Roasterie Tours, Cuppings, Barista Basics classes, and Manual Brewing courses.
- Bakery and Merchandise: Fresh pastries, baked goods, coffee gear, and branded merchandise sold through retail locations and online.
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Deeper Roots Coffee product offering
Product offeringCore offering
Deeper Roots Coffee roasts specialty-grade whole bean coffees and sells them directly to consumers through five company-owned coffee bars in Cincinnati and an online shop, including recurring subscriptions. The company also supplies coffee on a wholesale basis to restaurants, cafes, and small businesses, providing equipment, training, and consulting. Paid educational experiences such as Farm to Cup classes, Roasterie Tours, Cuppings, and Barista Basics courses complement the core retail and wholesale businesses.
Product overview
Deeper Roots Coffee is a specialty coffee roasting company operating as a unified offering of retail coffee sales, in-person experiences, and wholesale B2B services. The core product portfolio centers on Whole Bean Coffees and Coffee Subscriptions, complemented by the signature Big Picture Blend (formerly Community Blend) which funds a community giveback program. Additional offerings include Gear (brewing equipment and accessories), in-house Bakery products, and Tastings/Tours/Education services at the West End roasting facility and retail locations. The company also serves B2B customers through a Wholesale program providing coffee supply, equipment, and training. Key product lines include the Kenya Muinami Coffee Series, Alchemy Espresso Blend, and seasonal offerings like holiday blends.
Differentiator
Problem solved
Functional benefit
Brands
- Big Picture: A signature blend of coffees from Colombia and Tanzania, formerly known as Community Blend. Features notes of brown sugar, orange acidity, and milk chocolate. Supports the Community Giveback Program.
- Deeper Roots Direct Trade (DRDT)
- Community Give Back Program
Products and services
- Whole Bean Coffees Single origin and blended coffee beans sold at retail through the company's e-commerce shop, sourced through direct trade relationships with farmers globally. Target customers are specialty coffee consumers purchasing for home brewing.
- Coffee Subscriptions Recurring delivery service for whole bean coffees offering convenience and customization for regular home-brewing customers.
- Big Picture Blend Signature community-focused blend of Colombian and Tanzanian coffees featuring notes of brown sugar, orange acidity, and milk chocolate. Each purchase contributes $1 per retail bag or pound to local and international community partners through the Give Back Program.
- Kenya Muinami Coffee Series Single origin coffee series from Kenya's Muinami Estate offering multiple expressions of the same coffee through careful harvesting and intentional processing with producer Stephen Nendela.
- Alchemy Espresso Blend House espresso blend used for espresso-based beverages and sold retail; recognized as part of the Home Barista Basics class curriculum.
- Tastings, Tours & Education In-person educational experiences including Farm to Cup classes, Roasterie Tours, Cuppings, Tableside Tastings, Manual Brewing courses, Barista Basics, and Home Barista Basics Series held at the West End roasting facility and retail locations for coffee enthusiasts and groups.
- Gear Coffee brewing equipment, accessories, and branded merchandise sold through the online shop for home brewers and gift purchasers.
- Bakery In-house bakery at the West End roasting facility producing fresh pastries including seasonal laminated pastries, scones, quick breads, cookies, brownies, gluten-free muffins, and croissants; supplies all retail coffee bar locations.
- Wholesale Coffee Program B2B coffee supply and support services for restaurants, cafes, and businesses including equipment distribution, staff training, and consulting for coffee program setup.
Quantifiable outcome
- Community Blend Giveback has supported 20+ local and international community projects including school construction, water infrastructure, food security programs, and educational initiatives.
- +1 more outcomes
Companies that use Deeper Roots Coffee
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
Deeper Roots Coffee technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Deeper Roots Coffee partnerships and signals
Strategic signalPartnerships
29 partnerships are on record, tiered minor and core.
- 513 CoffeeminorNeighborhood cafe in Covington, KY built around connection and community. Owned by Rebecca Riegelsberger. Described as a 'third place' for locals.
- The Breeze & Goldie'sminorLouisville establishment with wine bar Canary Club (2019), Goldie's, and Bar Nada Nada. Founded by Sarah Height and Chelsea Monsma. Serves curated market alongside coffee.
- Salazar Restaurant GroupcoreCincinnati restaurant group including Salazar, Mita's, and Daylily Deli. Multi-location wholesale partnership with shared commitment to quality. Interviewed about partnership and quality standards.
- The Black GooseminorRestaurant wholesale partner serving Deeper Roots coffee. Featured in partner spotlight marketing content.
- Lussi Brown CoffeeminorDowntown Lexington institution blending specialty coffee and cocktails. Founded by Sarah Brown. Featured in partner spotlight for community-focused approach.
- Trailhead CoffeeminorCommunity-driven cafe inside Reser Bicycle Outfitters in Newport, KY. Founded 2014. Inspired by European espresso bars with focus on daily rituals and genuine connection.
- Solo CoffeeminorMobile espresso cart business operating 3 carts with La Marzocco espresso machines, serving Deeper Roots coffee at events across Cincinnati. Founded by Hannah Hill in 2023. Partnership provides Deeper Roots retail exposure at events and locations they cannot serve directly.
- JNP CoffeecoreCurrent international Community Give Back partner. East African School of Coffee partnership for producer training in Kenya, specifically supporting producers from the Kitale region in Western Rift Valley.
- HAPPEN Inc.coreCurrent local Cincinnati Community Give Back partner. Organization focused on community development and support in Cincinnati area.
- MYCincinnaticoreCurrent local Community Give Back partner. Music education program using ensemble-based music as vehicle for youth development in Cincinnati's Price Hill neighborhood.
- Cooperative for EducationminorNonprofit in Guatemala's Central Highlands working to break cycle of poverty through education. Supports DRC's coffee-producing partner communities.
- Whole AgainminorNonprofit serving multiple sites in Greater Cincinnati, feeding and fostering growth in at-risk youth since 2005. Current local Community Give Back partner.
- Daye BensaminorPrevious international Community Give Back partner. Ethiopian coffee producer with East African School of Coffee training platform.
- Urban Native CollectiveminorPrevious local partner. Largest urban Indigenous organization in Ohio, Kentucky, and Indiana region, fostering community and cultural pride through education and advocacy.
- Do It Yourself DarlinminorPrevious local partner. Pay-what-you-can home repair workshops in Greater Cincinnati area, empowering housing stability.
- Black Power InitiativeminorPrevious local partner. Nonprofit addressing food access and literacy in Cincinnati's Black neighborhoods through 'Nurture Our Own' program.
- Iyenga AMCOSminorPrevious international partner. Tanzanian cooperative of coffee farmers. Giveback funded bathroom infrastructure for Iyenga Primary School and Women's & Youth Entrepreneurship program.
- Fazenda Ambiental FortalezaminorPrevious international partner. Brazilian farm partnering on biofactory project to propagate beneficial fungus and bacteria for regional farms.
- La Armonia HermosacorePrevious international partner. Producer group in Santa Maria de Jesus, Guatemala - DRC's first sourcing partner since 2011 representing foundational relationship.
- Long Miles BurundiminorPrevious international partner. Cowshed program at Heza farm in Burundi supporting farmer education and ecological fertilizer production.
- Mwika NorthcoreCooperative of ~180 coffee farmers on slopes of Mt. Kilimanjaro in Tanzania. DRC helped fund wet mill infrastructure and loan repayment through Giveback program. Active current partner.
- San Jose - ColombiaminorPrevious international partner through Pergamino. Bio-fertilizer production facility project in Cauca region, Colombia.
- PNG Sigri EstateminorPrevious international partner. Papua New Guinea estate. Giveback funded entire school classroom with desks, blackboards, and learning kits.
- West End Community GardenminorPrevious local partner. Urban garden with 56 plots in Cincinnati's West End. Giveback funded greenhouse construction.
- Red BikeminorPrevious local partner. Cincinnati bike sharing system with 59 stations and 500+ bikes, 501(c)(3) nonprofit improving community transportation.
- Cincy NiceminorPrevious local partner. Community-building organization creating spaces for connection in Cincinnati through events and gatherings.
- St. Francis Seraph MinistriesminorPrevious local partner. OTR organization providing meals and services to those in need, with Dining Room program serving 800+ meals weekly during pandemic.
- Seven Hills Neighborhood HouseminorPrevious local partner. Cincinnati's West End social services resource serving 2,500-3,000 at-risk individuals annually. Giveback funded Eviction Assistance Program.
- Cincinnati Recycling and Reuse HubminorPrevious local partner. One-stop recycling location in Lower Price Hill. DRC uses their services weekly for responsible disposal of materials.
Scale indicators4 records
Recent moves9 records
Expansion highlights6 records
Deeper Roots Coffee competitors and assessment
Company assessmentDirect peers
- Blue Bottle Coffee: Specialty roaster with company-owned cafes, subscription business, and DTC e-commerce. Comparable to Deeper Roots across retail, subscription, and craft roasting, but operates at significantly larger scale with institutional backing (Nestlé).
- Colectivo Coffee: Milwaukee-based specialty roaster with multiple owned cafes, in-house bakery, and wholesale distribution across the Midwest. Highly comparable on cafe-plus-bakery-plus-wholesale model and Midwest regional positioning.
- Intelligentsia Coffee: Pioneer of third-wave specialty coffee with direct-trade sourcing, cafes, and wholesale accounts. Highly comparable to Deeper Roots on sourcing philosophy, cafe model, and B2B focus.
- Verve Coffee Roasters: California-based specialty roaster with cafes, subscription, and direct-trade sourcing. Comparable on cafe model, farm-to-cup narrative, and subscription/DTC offerings.
- Kicking Horse Coffee: Specialty coffee roaster selling whole bean and ground coffee through retail, grocery, and DTC channels. Comparable on specialty roasting and DTC subscription model, though primarily grocery-distributed rather than cafe-led.
- La Colombe Coffee Roasters: Specialty roaster with company-owned cafes, wholesale, and DTC subscriptions. Closely matches Deeper Roots' multi-channel model and roast-driven brand identity.
- Counter Culture Coffee: Specialty coffee roaster focused on sustainability, transparency, and B2B wholesale to cafes and restaurants. Strong comparability to Deeper Roots' wholesale + education + sustainability positioning.
- Stumptown Coffee Roasters: Portland-origin specialty coffee roaster operating cafes and a wholesale program with a strong direct-trade narrative. Closely comparable to Deeper Roots on roastery-plus-cafe model, B2B wholesale, and direct sourcing emphasis.
Emerging players
- Onyx Coffee Lab: Award-winning specialty roaster with competition-grade sourcing, cafes, and a growing wholesale program. Comparable in craft-roaster positioning and direct-trade emphasis, though smaller and more competition-focused.
Broad incumbents
- Caribou Coffee: Large Midwestern coffee chain with company-owned and franchised cafes and packaged retail coffee. Comparable as a Midwest-based coffee operator, but operates at significantly larger scale with broader, less specialty-focused positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Deeper Roots Coffee social profiles
Digital presenceDeeper Roots Coffee financial estimates
Financial estimateRevenue estimate
Valuation estimate
Deeper Roots Coffee leadership team
Management profileNumber of profiles
Profiles16 records
Deeper Roots Coffee funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Deeper Roots 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 Deeper Roots Coffee
What does Deeper Roots Coffee do?
Deeper Roots Coffee roasts specialty-grade whole bean coffees and sells them directly to consumers through five company-owned coffee bars in Cincinnati and an online shop, including recurring subscriptions. The company also supplies coffee on a wholesale basis to restaurants, cafes, and small businesses, providing equipment, training, and consulting. Paid educational experiences such as Farm to Cup classes, Roasterie Tours, Cuppings, and Barista Basics courses complement the core retail and wholesale businesses.
Is Deeper Roots Coffee a public or private company?
Deeper Roots Coffee is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Deeper Roots Coffee founded?
Deeper Roots Coffee was founded in 2011. It employs 11 to 50 people.
Where is Deeper Roots Coffee based?
Deeper Roots Coffee is headquartered in Cincinnati, United States, in the North America region.
How does Deeper Roots Coffee make money?
Four revenue lines are on record. Retail Coffee Sales are the primary driver. The others are wholesale B2B Coffee, experiential Services and bakery and Merchandise.
Who are Deeper Roots Coffee's main competitors?
Direct peers on record are Blue Bottle Coffee, Colectivo Coffee, Intelligentsia Coffee, Verve Coffee Roasters, Kicking Horse Coffee, La Colombe Coffee Roasters, Counter Culture Coffee and Stumptown Coffee Roasters. Onyx Coffee Lab is listed as an emerging player. Caribou Coffee is listed as a broad incumbent.
Does Deeper Roots Coffee have an API?
No public API is recorded for Deeper Roots Coffee.
What industry is Deeper Roots Coffee in?
Deeper Roots Coffee's product category is Specialty Coffee Roasting. Its primary akta.pro industry code is THAFADAE, Coffee Roasters with Cafe (Roastery Cafes), with a secondary code of AFAFADAJ, Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing. Its NAICS code is 311920 and its SIC code is 2080.