Wonderstate Coffee
- Company typePrivate
- Founded2005
- HeadquartersViroqua, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
Wonderstate Coffee firmographics
Firmographics- Name
- Wonderstate Coffee
- Legal name
- Wonderstate Coffee
- Website
- https://wonderstate.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Wonderstate Coffee industry classification
Industry- Product category
- Specialty Coffee Roasting
- NAICS
- Coffee and Tea Manufacturing (311920), Coffee and Tea Manufacturing (31192), Snack and Nonalcoholic Beverage Bars (722515), Specialty Food Retailers (4452)
- SIC
- Beverages (2080), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ)
- akta.pro secondary industries
- Coffee Roasters with Cafe (Roastery Cafes) (THAFADAE), Specialty Coffee Shops (Single-Origin, Third-Wave) (THAFADAA), Beverages-to-Go (Coffee, Smoothies, Juices, Fountain/Dispensed) (CRAHAKAI), Coffee, Tea & Cacao Experiences (Roastery Tours, Tastings) (THAJAGAH)
Keywords
Where Wonderstate Coffee is headquartered
LocationHeadquarters
- HQ city
- Viroqua
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Wonderstate Coffee business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Others
Revenue model
- Coffee Product Sales: Direct-to-consumer sales of roasted coffee beans through e-commerce website and three cafe locations. Products include single origin coffees, blends, perennials, and reserve lots. Subscription model offers 10% discount with free shipping.
- Merchandise and Equipment: Sale of branded merchandise (apparel, drinkware, accessories) and coffee brewing equipment including espresso machines, grinders, kettles, and accessories.
- Wholesale: B2B wholesale distribution of coffee to other cafes, co-ops, and grocery stores throughout the Upper Midwest.
- Events and Experiences: Revenue from events including roastery tours, cupping sessions, and tasting experiences.
- Transparency Report Sales: Sale of printed 2025 Transparency Report ($19.00) documenting sourcing practices and impact.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Coffee Products |
| Subscription | Monthly | Coffee Subscriptions |
| Unit Pricing | Pay-as-you-go | Merchandise |
| Unit Pricing | Pay-as-you-go | Brewing Equipment |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Wonderstate Coffee product offering
Product offeringCore offering
Wonderstate Coffee is a Wisconsin-based specialty coffee roaster that sources, roasts, and sells certified organic, ethically sourced green coffees from farmer cooperatives worldwide. The company sells single-origin coffees, signature blends, seasonal roasts, and decaf options direct-to-consumer through its e-commerce store, three physical cafes in Wisconsin, and via wholesale to cafes, co-ops, and grocery stores in the Upper Midwest. Revenue is supplemented by coffee subscriptions, branded merchandise, brewing equipment, gift cards, and in-person roastery tour experiences.
Product overview
Wonderstate Coffee is a Wisconsin-based specialty coffee roaster offering a portfolio of products centered on ethically sourced, certified organic coffees. The core offering consists of single-origin coffees and signature blends (Organic Driftless, Heartstrings, Summer Solstice, Big Dipper) organized into Blends, Perennials (year-round single origins), Single Origins (rotating limited-volume lots), and Reserve Lots (monthly special releases). The company supplements its coffee portfolio with subscription services (Roaster's Choice and Blend Shuffle), brewing equipment and gear, branded merchandise, physical cafe locations, and experiential events like roastery tours. A transparency publication is also sold documenting the company's sourcing practices.
Differentiator
Problem solved
Functional benefit
Products and services
- Organic Driftless Blend A bestselling year-round blend sourced from Peru San Fernando Cooperative with notes of plum, toffee, and cocoa powder. Named for the Driftless Region in Wisconsin.
- Organic Heartstrings Blend A blend of washed and natural Ethiopian coffees (80% Worka Chelbessa Washed, 20% Ayla Bombe Natural) with notes of plum, dried fruits, and milk chocolate. Scored 93 points from Coffee Review.
- Organic Summer Solstice Seasonal Blend A seasonal single-origin blend from Ethiopia Gedeb featuring notes of lemon, peach tea, and caramel with a washed process.
- Organic Ethiopia Natural Process Single-origin Ethiopian coffee from the Yirgacheffe region with notes of strawberry, floral, and blueberry. Natural process dried on raised beds for 2-4 weeks.
- Organic Mexico Santuario Single-origin coffee from Triunfo Verde Cooperative in Santuario, Chiapas with notes of chocolate cookie, toffee, and raisin. Washed process from 30 farmers in the El Triunfo Biosphere Reserve buffer zone.
- Organic Last Light Half Caff A 50/50 blend of caffeinated and decaf coffees with notes of berries, marzipan, and dark chocolate, combining Ethiopia Natural with Decaf San Fernando.
- Organic Big Dipper
Quantifiable outcome
- 98% of coffee purchased is certified organic
- +2 more outcomes
Companies that use Wonderstate Coffee
Customer profileSegments2 records
Ideal customer profiles2 records
Wonderstate Coffee technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Wonderstate Coffee partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Coffee Farmers and CooperativescoreDirect sourcing partnerships with coffee farmers and cooperatives worldwide, including San Fernando Cooperative (Peru), Worka Chelbessa (Ethiopia), Nemba Washing Station (Burundi), Finca Toldopamba (Colombia), and Triunfo Verde Cooperative (Mexico). Long-term contracts and pre-harvest financing support farmer stability.
Scale indicators10 records
Recent moves6 records
Expansion highlights5 records
Wonderstate Coffee competitors and assessment
Company assessmentDirect peers
- Intelligentsia Coffee: Chicago-based specialty roaster with Direct Trade sourcing program, DTC, and cafe operations. Direct competitor in third-wave specialty coffee with similar sustainability narrative and barista-focused brand positioning.
- Blue Bottle Coffee: Oakland-origin third-wave specialty roaster with extensive cafe network and DTC subscriptions. Closely comparable in product category, customer segment, and revenue model, though backed by Nestlé and operating at much larger scale.
- Counter Culture Coffee: Durham, NC-based specialty roaster known for sustainability leadership and direct trade. Similar mission-driven positioning, training programs, and DTC/wholesale mix that closely mirrors Wonderstate's operating model.
- Verve Coffee Roasters: Santa Cruz-origin specialty roaster with DTC, subscriptions, and cafes in California and Japan. Similar premium third-wave positioning, farmer relationship emphasis, and subscription-driven revenue model.
- Stumptown Coffee Roasters: Portland-based specialty coffee roaster with DTC subscriptions, wholesale, and a national cafe footprint. Operates in the same third-wave specialty coffee category with direct trade sourcing and similar product portfolio structure.
- Ritual Coffee Roasters: San Francisco-based specialty roaster with cafes and DTC operations. Comparable third-wave specialty positioning with similar focus on quality scoring, single origins, and craft roasting.
- La Colombe Coffee Roasters: Philadelphia-based specialty roaster with national cafe footprint, DTC subscriptions, and draft lattes. Comparable in scale, product mix, and channel strategy, with substantially larger physical retail presence.
Emerging players
- Onyx Coffee Lab: Arkansas-based specialty roaster with strong competition circuit reputation and award-winning coffees. Comparable on quality recognition (Good Food Awards, Coffee Review high scores) and direct trade sourcing, though smaller in scale and cafe footprint.
Regional players
- Ruby Coffee Roasters: Wisconsin-based specialty roaster operating cafes in Madison and other Midwest locations. Closest geographic peer, competing directly in Wonderstate's home market with similar specialty coffee positioning.
- Colectivo Coffee: Milwaukee-based specialty roaster with cafe network across Wisconsin and the Midwest. Direct regional competitor with overlapping cafe geography in Wisconsin and similar community-rooted brand identity.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Wonderstate Coffee social profiles
Digital presenceWonderstate Coffee compliance and trust
Trust signalCompliance3 records
Wonderstate Coffee financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wonderstate Coffee leadership team
Management profileNumber of profiles
Profiles1 record
Wonderstate Coffee funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wonderstate 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 Wonderstate Coffee
What does Wonderstate Coffee do?
Wonderstate Coffee is a Wisconsin-based specialty coffee roaster that sources, roasts, and sells certified organic, ethically sourced green coffees from farmer cooperatives worldwide. The company sells single-origin coffees, signature blends, seasonal roasts, and decaf options direct-to-consumer through its e-commerce store, three physical cafes in Wisconsin, and via wholesale to cafes, co-ops, and grocery stores in the Upper Midwest. Revenue is supplemented by coffee subscriptions, branded merchandise, brewing equipment, gift cards, and in-person roastery tour experiences.
Is Wonderstate Coffee a public or private company?
Wonderstate Coffee is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Wonderstate Coffee founded?
Wonderstate Coffee was founded in 2005. It employs 51 to 100 people.
Where is Wonderstate Coffee based?
Wonderstate Coffee is headquartered in Viroqua, United States, in the North America region.
How does Wonderstate Coffee make money?
Five revenue lines are on record. Coffee Product Sales are the primary driver. The others are merchandise and Equipment, wholesale, events and Experiences and transparency Report Sales.
Who are Wonderstate Coffee's main competitors?
Direct peers on record are Intelligentsia Coffee, Blue Bottle Coffee, Counter Culture Coffee, Verve Coffee Roasters, Stumptown Coffee Roasters, Ritual Coffee Roasters and La Colombe Coffee Roasters. Onyx Coffee Lab is listed as an emerging player. Regional players are Ruby Coffee Roasters and Colectivo Coffee.
Does Wonderstate Coffee have an API?
No public API is recorded for Wonderstate Coffee.
What industry is Wonderstate Coffee in?
Wonderstate Coffee's product category is Specialty Coffee Roasting. Its primary akta.pro industry code is AFAFADAJ, Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing, with a secondary code of THAFADAE, Coffee Roasters with Cafe (Roastery Cafes). Its NAICS code is 311920 and its SIC code is 2080.