What Ruby Coffee Roasters does

Ruby Coffee Roasters is a privately held specialty coffee roastery founded in 2013 by Jared Linzmeier in Nelsonville, Wisconsin. The company roasts and sells single-origin coffees, seasonal blends, decaffeinated options, certified organic products, and complementary merchandise through a vertically integrated multi-channel operation that includes direct-to-consumer e-commerce (Shopify-powered), two physical cafe locations (Stevens Point flagship and Nelsonville), and a nationwide B2B wholesale program serving cafes, restaurants, and businesses across major US markets. The production roastery in Nelsonville operates a Monday-Friday roasting schedule with most orders shipping within 24 hours of roasting, and the company holds USDA-certified organic processing facility status from the Midwest Organic Services Association (MOSA) achieved in January 2022.

The core product portfolio centers on four flagship blended coffees (Creamery, Portage, Organic August, and Organic Tomorrow) and a rotating catalog of single-origin offerings from Colombia, Peru, Ethiopia, Kenya, Honduras, and Guatemala, complemented by subscription services, sampler packs, the Instant Creamery freeze-dried coffee (developed with Swift Coffee), Rishi-branded teas, and a branded merchandise line spanning apparel, drinkware, and coffee equipment. Wholesale customers receive dedicated support including lineup consultation, training, quality control, and concept support through a Shopify B2B portal. The company emphasizes long-term direct trade relationships with producer cooperatives, including a 12-year relationship with Colombia's Aguacate collective and a 9-year relationship with Los Guacharos, with partnerships structured through importers/exporters such as Caravela and Azahar.

Revenues are generated through six streams: direct e-commerce coffee sales, recurring coffee subscriptions (with 3-month and 6-month prepaid options), wholesale B2B sales, cafe retail sales at two locations, merchandise sales, and tea sales. Coffee is priced at $15.80-$35.00 per 12oz bag for premium offerings, with subscription and gift card programs providing recurring revenue. The company is privately held, founder-owned, and bootstrapped with no external funding disclosed, operating across 11-50 employees covering roasting, cafes, wholesale, and corporate functions.

Name

Ruby Coffee Roasters

Legal name

Ruby Coffee Roasters

Website

https://rubycoffeeroasters.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Ruby Coffee Roasters is a privately held specialty coffee roastery founded in 2013 in Central Wisconsin, operating DTC e-commerce, two retail cafes, and nationwide B2B wholesale. It sells single-origin and blended coffees, subscriptions, organic offerings, and merchandise sourced through long-term direct trade relationships.

Ownership category

akta.pro rank

Product category

Specialty Coffee Roasting

NAICS

Coffee and Tea Manufacturing (311920), Coffee and Tea Manufacturing (31192)

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

Specialty Coffee Shops (Single-Origin, Third-Wave) (THAFADAA), Coffee Roasters with Cafe (Roastery Cafes) (THAFADAE), RTD Coffee Production (Non-Dairy/Non-Alcoholic) (AFAFABAE), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)

Keywords

• Specialty coffee roasting
• Wholesale coffee supply
• Direct trade coffee
• Coffee subscription service
• Single origin coffee beans

Headquarters

HQ city

Nelsonville

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Coffee Sales: Online direct-to-consumer sales of whole bean and ground coffee through company Shopify store. Products include single origin coffees, seasonal offerings, blends, decaf, and organic options sold in 8oz, 12oz, and 5lb quantities.
2. Coffee Subscriptions: Recurring subscription service with options for 3-month and 6-month prepaid terms. Subscriptions can be scheduled for preferred delivery frequency with flavor preferences matching.
3. Wholesale B2B Coffee Sales: Business-to-business coffee sales to cafes, restaurants, and businesses nationwide. Includes dedicated wholesale support team for coffee lineup consultation, training, quality control, and concept support.
4. Cafe Retail Sales: In-person cafe sales at two locations (Stevens Point and Nelsonville). Offers full coffee lineup, espresso drinks, food menu including crepes, salads, and local ingredients.
5. Merchandise Sales: Sale of branded merchandise including apparel (t-shirts, hats, crewnecks), drinkware (mugs, tumblers, water bottles), and coffee equipment. Online and at cafe locations.
6. Tea Sales: Sale of Rishi brand teas including loose leaf teas, single use sachets, brew wares, and chai concentrates.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Ruby Coffee Roasters roasts and distributes specialty coffee from its Central Wisconsin roastery, offering single-origin, blended, seasonal, decaf, and certified organic coffees in 8oz to 5lb bags, plus an instant coffee (Instant Creamery) made via partnership freeze-drying. The company sells direct-to-consumer through Shopify e-commerce and two cafes, supports a 3- and 6-month coffee subscription service, supplies B2B wholesale to cafes and restaurants coast to coast, and carries Rishi teas and branded merchandise.

Product overview

Ruby Coffee Roasters is a specialty coffee roastery based in Nelsonville, Wisconsin, offering a vertically integrated portfolio of products and services centered on specialty coffee. The core offering is a rotating selection of single-origin coffees and four flagship blended coffees (Creamery, Portage, Organic August, and Organic Tomorrow) available by the bag (8oz, 12oz, 5lb) as whole bean or ground, plus seasonal limited releases, decaf options, and certified organic offerings. Complementary products include a partnership instant coffee (Instant Creamery with Swift Coffee), Rishi teas, and a full merchandise line (apparel, drinkware, equipment). The company operates two retail cafes (Stevens Point and Nelsonville), a production roastery, a B2B wholesale program via Shopify, subscription and sampler pack services, and free brewing education resources. The company holds USDA-certified organic status through the Midwest Organic Services Association.

Differentiator

Problem solved

Functional benefit

Brands

• Ruby Cafe: Flagship cafe brand for Ruby Coffee Roasters, with locations in Stevens Point and Nelsonville, WI.

Products and services

• Single Origin Coffees Seasonally rotating selection of single-farm and single-producer specialty coffees sourced directly from farms in Colombia, Peru, Ethiopia, Kenya, Honduras, Guatemala, and other origins. Offered as whole bean or ground in 8oz, 12oz, and 5lb sizes for individual consumers and wholesale buyers.
• Blends & Year-Round Offerings Four flagship blended coffees designed for consistent year-round flavor profiles: Creamery Seasonal Blend (medium roast, fig-cherry-almond-dark chocolate), Portage Seasonal Blend (medium-dark, fudge-raisin-praline), Organic August Seasonal Blend (light-medium, honey-berries-orange), and Organic Tomorrow Seasonal Project (rotating single-origin organic).
• Seasonal Selections Limited-availability single-origin and micro-lot coffees released as they become available from growing seasons around the world, featuring unique varietals and processing methods.
• Decaf Coffees Decaffeinated coffees including Decaf Flume Seasonal Blend (year-round, water or sugarcane processed) and occasional single-origin decaf releases for customers seeking full-flavor decaf options.
• Organic Coffees Coffees sourced from certified organic farms and sold through Ruby's USDA-certified organic processing facility, including Organic August Seasonal Blend and Organic Tomorrow Seasonal Project (rotating organic single origin).
• Instant Creamery Freeze-dried instant coffee made from the Creamery Seasonal Blend, developed in partnership with Swift Coffee via a unique brewing system that preserves true coffee flavors during slow freeze-drying. Dissolves in hot or cold water; sold as a 6-pack of individually wrapped pouches for convenient consumption anywhere.
• Coffee Subscriptions Curated recurring coffee delivery service with options for 3-month and 6-month prepaid terms. Subscriptions can be scheduled for preferred delivery frequency with flavor preferences matching, gifting-friendly pricing tiers and flexibility for both individual consumers and as a gifting channel.
• Sampler Packs Pre-curated multi-coffee sampling packs allowing customers to try multiple varieties before committing to full bags, designed to support customer discovery of the 'colorful coffees' lineup.
• Rishi Loose Leaf Teas & Concentrates Range of Rishi-branded teas including loose leaf teas, single-use sachets, chai tea concentrates, and tea brew wares, sold through Ruby's e-commerce platform and cafes to expand beverage offering beyond coffee.
• Wholesale Coffee Program B2B wholesale program for cafes, restaurants, and businesses across the United States. Includes dedicated wholesale team, coffee lineup consultation, barista training, quality control, and concept support, operating through a Shopify B2B portal with inquiry-based onboarding.
• Ruby Cafe Stevens Point Ruby's flagship cafe offering full espresso menu, pour over, drip coffee, house-made crepes, salads, Main Grain Bakery items, and access to the full Ruby merchandise line, with Toast Tab ordering ahead.
• Ruby Cafe Nelsonville Cafe adjacent to the Nelsonville roastery offering an abbreviated food menu, full coffee lineup, and Ruby merchandise selection, open Friday-Sunday weekly for direct retail.
• Roastery Tours & Cupping Events In-person guided roastery tours and coffee cupping events held at the Nelsonville production facility, open to the public for educational engagement with the roasting process and coffee tasting.
• Apparel & Merchandise Branded clothing including t-shirts, sweatshirts, crewnecks, hats, beanies, and kids' apparel, designed in collaboration with Knorth Studios and sold online and at cafe locations.
• Drinkware Branded drinkware including handmade Sun Spun Pottery mugs, Miir travel tumblers, badge diner mugs, can glasses, and 20oz water bottles, sold online and at cafe locations.
• Coffee Equipment Coffee brewing equipment and accessories including the Tomorrow River Airscape coffee storage canister and ancillary home brewing products.

Quantifiable outcome

• 12th year relationship with Colombia Aguacate cooperative - longest-standing producer relationship
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• Manos al Grano / Pickers ProjectminorStrategic or Co-development Partner · 1 January 2017Through exporter Azahar, the Pickers Project trains full-time professional pickers with stable salaries and benefits, then deploys them to partner farms. Ruby sources from farms connected to this program addressing equitable conditions for coffee harvest workforce.
• Swift CoffeecoreStrategic or Co-development PartnerPartnership to develop Instant Creamery - an instant version of Creamery Seasonal Blend using Swift Coffee's unique brewing system that preserves true coffee flavors during slow freeze-drying process. Product dissolves in hot or cold water for convenient consumption anywhere.
• Rishi TeacoreChannel Partner/ Reseller/ DistributorRuby carries Rishi brand tea products including loose leaf teas, single use sachets, brew wares, and chai concentrates through their e-commerce platform and cafes.
• Knorth StudiosminorStrategic or Co-development PartnerDesigned merchandise including Ruby Cafe Tee, Monogram Crop Tee, Kids & Youth Monogram Tee, and other apparel items featuring custom illustrations of Ruby locations and branding.
• Sun Spun PotteryminorStrategic or Co-development PartnerLocal artisan partner creating handmade mugs for Ruby. Studio is 100% solar powered and produces more electricity than it uses. Located minutes from roastery in Central WI.
• Jay's Hilltop SugarhouseminorStrategic or Co-development PartnerLocal maple syrup supplier located near roastery in Nelsonville. Their syrup is featured in Maple Lattes at Stevens Point cafe. Deep, rich flavors developed through unique sap gathering from over 500 trees.
• ShopifycoreTechnology or IntegrationE-commerce platform powering Ruby Coffee Roasters' online store and B2B wholesale portal. Provides POS and ecommerce infrastructure.
• Various Importers/ExporterscoreStrategic or Co-development PartnerPartnerships with importers and exporters including Caravela (Colombia) and Azahar for sourcing coffee from farms and cooperatives. These partnerships enable direct relationships with producers and allocation of coffee before harvest season.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Intelligentsia Coffee: Pioneering third-wave specialty roaster with Direct Trade sourcing program, wholesale focus, and cafe presence. Similar emphasis on producer relationships and quality differentiation that defines Ruby.
• Colectivo Coffee Roasters: Wisconsin-based specialty coffee roaster with a similar combination of roastery, multi-location cafes, wholesale, and DTC channels. Comparable in scale, regional Wisconsin roots, and direct-trade sourcing philosophy.
• Counter Culture Coffee: Specialty coffee roaster with sustainability-focused direct-trade sourcing, training programs for wholesale accounts, and DTC subscription model. Closely aligned with Ruby's sourcing transparency and education strategy.
• Verve Coffee Roasters: Specialty coffee roaster with strong direct-trade relationships, multiple retail cafes, robust DTC e-commerce, and nationally recognized brand. Direct competitor in the premium third-wave roaster segment.
• Heart Roasters: Portland-based specialty roaster with single-origin focus, direct-trade sourcing, and cafe-centric retail. Comparable scale and producer-relationship ethos.
• Madcap Coffee: Specialty coffee roaster with direct-trade sourcing, cafe locations, and wholesale program. Comparable in size, philosophy, and channel mix to Ruby.
• George Howell Coffee: Specialty roaster founded on single-origin transparency and direct producer relationships, with DTC and wholesale channels. Closely aligned with Ruby's color-driven, terroir-focused positioning.
• Onyx Coffee Lab: Award-winning specialty roaster known for competition-grade coffee, modern branding, and DTC subscription growth. Comparable in producer-relationship depth and consumer brand strength relative to size.

Broad incumbents

• Blue Bottle Coffee: Major specialty coffee brand (Nestlé-owned) with extensive cafe footprint, DTC subscriptions, and grocery distribution. Sets the bar for premium specialty brand-building that Ruby aspires to at smaller scale.
• Stumptown Coffee Roasters: Larger specialty coffee incumbent (now owned by Peet's/JAB Holding) with direct-trade origins, broad wholesale distribution, multi-city cafes, and major grocery presence. Represents the scaled incumbent Ruby competes against.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@RubyCoffeeRoasters
• Facebookfacebook.com/rubyroasters
• Instagraminstagram.com/rubyroasters
• LinkedInlinkedin.com/company/ruby-coffee-roasters

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Ruby Coffee Roasters