Fidel & Co

What Fidel & Co does

Fidel & Co Coffee Roasters is a specialty coffee roaster and retail café operator headquartered in Little Rock, Arkansas. Founded in 2019 by childhood friends Fidel Samour and Jorge Raul Rivera, the company sources coffee directly from Finca Santa Rosa, Rivera's family farm in the Chalatenango Mountains of El Salvador. The company executes the full coffee chain in-house at the storytelling level — cultivating, harvesting, washing/natural/honey processing, cupping, roasting, and brewing — and presents this end-to-end provenance as its core differentiator. There are three physical retail café locations in Little Rock (Downtown at 610 President Clinton Avenue, East Village at 500 Shall Avenue, and Riverdale at 3515 Old Cantrell Road), an e-commerce storefront on Shopify at fidel.coffee, and a B2B wholesale program.

The product portfolio consists of signature blends (Alotepec Blend, Cafecito Blend, Decafecito Blend, Halfecito Blend), single-origin offerings from El Salvador, Colombia, Kenya, and Rwanda, a prepaid subscription service delivering 10oz bags on weekly/biweekly/monthly cadences with 5-10% savings, branded merchandise (apparel, mugs, tumblers, glassware) including collaborations with MiiR and Created Co, physical gift cards in $10-$500 denominations, and corporate event catering on a 48-hour notice basis.

Revenue mechanics span direct-to-consumer café sales (the largest contributor by traffic), transactional e-commerce, recurring subscriptions, B2B wholesale, merchandise, and catering. Pricing is small-ticket: $18-$30 for 10oz coffee bags, $10-$40 for merchandise, and subscription discounts of 5-10% versus one-time purchase. Wholesale and catering pricing is quote-based. The company is bootstrapped and founder-owned, with no disclosed institutional funding, no patents, no public-company plans, and headcount in the 11-50 range. It operates exclusively within Arkansas (single country, USA).

Name

Fidel & Co

Legal name

Fidel & Co Coffee Roasters

Website

https://fidel.coffee

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Fidel & Co Coffee Roasters is a specialty coffee roaster and café operator founded in 2019 in Little Rock, Arkansas. It sources directly from the Finca Santa Rosa farm in El Salvador and sells through three local cafés, an e-commerce store, subscriptions, wholesale, and merchandise.

Ownership category

akta.pro rank

Product category

Specialty Coffee Roastery & Café

NAICS

Other Specialty Food Retailers (44529)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Coffee Roasters with Cafe (Roastery Cafes) (THAFADAE)

akta.pro secondary industry

Independent Neighborhood Cafes (THAFADAC)

Keywords

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

Headquarters

HQ city

Little Rock

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Coffee Sales: Direct-to-consumer sales of roasted coffee beans and signature blends through physical cafe locations and e-commerce store. Includes single origin coffees and curated blends.
2. Coffee Subscription: Recurring subscription model offering 10oz fresh coffee deliveries on weekly, biweekly, or monthly cadence. Offers 5-10% savings vs one-time purchase.
3. Merchandise Sales: Branded merchandise including mugs, tumblers, t-shirts, hoodies, and glassware sold through retail and online channels.
4. Wholesale Coffee Program: B2B sales of coffee to cafes, restaurants, offices, and retail businesses for resale or internal consumption.
5. Catering and Events: Corporate event catering services for orders placed 48 hours in advance.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Fidel & Co is a specialty coffee roaster and retail café that roasts and sells signature blends and single origin coffees through three physical café locations in Little Rock, Arkansas, an e-commerce storefront, and a B2B wholesale program. The company sources coffee directly from Finca Santa Rosa farm in El Salvador, operated by co-founder Jorge Raul Rivera, and offers prepaid coffee subscriptions, corporate event catering, and branded merchandise.

Product overview

Fidel & Co is a specialty coffee roaster and retail café operating as a single unified brand. The product portfolio consists of signature coffee blends (Alotepec Blend, Cafecito Blend, Decafecito Blend, Halfecito Blend), single origin coffees (Colombia La Piragua Pink Bourbon, El Salvador Santa Rosa Natural, Kenya Nyeri Hills Estate AA, Rwanda Mwito Lot 694), and a merchandise line (apparel including t-shirts and hoodies, drinkware including mugs, tumblers, and glasses). The company operates a wholesale program for B2B coffee supply and offers subscription services for recurring coffee deliveries. Coffee is sourced directly from Finca Santa Rosa farm in El Salvador, with additional single origin offerings from Colombia, Kenya, and Rwanda.

Differentiator

Problem solved

Functional benefit

Products and services

• Alotepec Blend Signature espresso blend sourced from El Salvador with flavor notes of stone fruit, chocolate, and panela; available in 10oz, 2lb, and 5lb sizes with subscription options.
• Cafecito Blend Dark roast coffee blend with flavor notes of dark cherry, stone fruit, and caramel; one of Fidel & Co's signature blends.
• Decafecito Blend Decaf coffee blend with flavor notes of chocolate, dried fruit, and graham cracker; part of the signature blend lineup.
• Halfecito Blend Blend of Pacas and Caturra varieties from Colombia and El Salvador with tasting notes of milk chocolate, panela, and stone fruit; available in washed, natural, and sugarcane decaf processes.
• Colombia La Piragua Pink Bourbon Single origin Colombian coffee featuring Pink Bourbon variety with tasting notes of watermelon candy, juicy, and chocolate covered berries; natural processed, priced from $30.00.
• El Salvador Santa Rosa (Natural Process) Single origin coffee from Finca Santa Rosa in Alotepec, Chalatenango region of El Salvador; Pacamara variety grown at 1,800 masl with tasting notes of grape, fig, and cashew fruit; natural processed.
• Kenya Nyeri Hills Estate AA Single origin Kenyan AA-grade coffee from Nyeri Hills Estate, priced from $24.00.
• Rwanda Mwito Lot 694 Single origin Rwandan coffee featuring Red Bourbon variety with tasting notes of strawberry, cherry, and caramel.
• Prepaid Coffee Subscription Recurring prepaid coffee subscription delivering 10oz fresh bags of roaster's choice single origin coffee; available in 12-month ($194.40 total, $16.20/delivery) and 6-month plans with 10% savings, with weekly, biweekly, or monthly delivery cadence.
• Wholesale Coffee Program B2B wholesale supply of signature blends and single origin roasts to cafes, restaurants, offices, and retail businesses for resale or internal use; pricing by inquiry.
• Corporate Event Catering Professional coffee catering services for corporate events, meetings, and gatherings in the Little Rock area; orders require 48 hours advance notice.
• In-Store Gift Card Physical gift card valid at both Fidel & Co café locations; available in $10, $25, $50, $100, $200, and $500 denominations.
• Alotepec T-Shirt Branded t-shirt featuring Alotepec design; available in XS to 2XL sizes in cement and sage colors; priced at $25.00.
• Barista Twins Shirt Branded t-shirt featuring the barista twins design; available in S to 2XL sizes; priced at $25.00.
• Logan T-Shirt Branded t-shirt in gray and black color options featuring front and back designs.
• Fidel & Co Hoodie Branded hoodie; priced at $40.00.
• Created Co Fidel & Co 8 oz Tumbler 8 oz tumbler with laser-etched Fidel & Co logo; collaboration with Created Co; priced at $27.00.
• Created Co Mountains Nomad 12 oz Tumbler 12 oz travel mug collaboration with Created Co featuring artist Chloé Clifton; available in mint and pacific blue colors; priced at $32.00.
• MiiR Mug (Fidel & Co x Alotepec) Collaboration mug with MiiR and Alotepec farm; available in costal teal, thousand hills pink, and evergreen colors; priced at $29.95.
• Fidel & Co Beer Can Glass Branded beer can-style glassware; priced at $12.00.
• Fidel & Co Boulder Mug Branded boulder-style mug; priced at $20.00.
• Fidel & Co Military Mug Branded military-style mug.
• Fidel & Co Stem Glass Branded stem glass; priced at $10.00.

Quantifiable outcome

• Direct trade from farm enables fair compensation for farmers and workers in the coffee supply chain

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Finca Santa RosacoreStrategic or Co-development PartnerDirect trade partnership with Finca Santa Rosa, Raul's family farm in the Chalatenango Mountains of El Salvador. This partnership enables Fidel & Co to source award-winning coffee with full supply chain transparency, ensuring fair compensation for farmers, pickers, and mill workers. The farm grows coffee in pine forests that create shade and nutrient-rich soil.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Verve Coffee Roasters: Specialty roaster operating company-owned cafes plus DTC e-commerce and subscriptions. Comparable business model to Fidel & Co across roastery-cafe hybrid, subscription, and single-origin storytelling.
• Equator Coffees: Specialty roaster with cafes, wholesale, and direct trade relationships including award-winning farms. Closely comparable to Fidel & Co on roastery-cafe hybrid model, ethical sourcing narrative, and B2B/wholesale channel mix.
• Airship Coffee Roasters: Little Rock-based specialty coffee roaster operating cafes and wholesale programs in Central Arkansas. Closest same-metro direct competitor to Fidel & Co, with overlapping DTC, subscription, and B2B wholesale motions and shared customer base in the Little Rock specialty market.
• Onyx Coffee Lab: Arkansas-rooted specialty coffee roaster with a flagship roastery-cafe in Rogers, AR and competition-grade sourcing. Directly comparable to Fidel & Co as a regional specialty roastery-cafe competing for the same Arkansas specialty coffee consumer and wholesale partner base.
• Heart Coffee Roasters: Portland-origin specialty roaster combining direct trade sourcing with cafes, subscriptions, and wholesale. Directly analogous operating model to Fidel & Co's roastery-cafe plus DTC plus subscription mix.
• Counter Culture Coffee: Specialty third-wave coffee roaster with cafe-adjacent training centers, single-origin sourcing, and wholesale/subscription programs. Comparable to Fidel & Co on roast-and-distribute model, transparent sourcing, and B2B/wholesale channel mix.

Broad incumbents

• Intelligentsia Coffee: Pioneering third-wave roaster with cafes, wholesale, and direct trade sourcing. Highly comparable on category and customer, but operates multi-city with deeper institutional backing.
• Stumptown Coffee Roasters: Established specialty roaster (Peet's/Starbucks-owned) with cafes, wholesale, DTC, and the pioneering direct trade program. Comparable on sourcing philosophy and product portfolio but materially larger and more diversified.
• La Colombe Coffee Roasters: Specialty coffee roaster with national cafe footprint, wholesale, and DTC. Comparable product/market overlap but with substantially more capital and a multi-city physical footprint.
• Blue Bottle Coffee: Large, well-capitalized specialty coffee chain (Nestlé-owned) with owned cafes, DTC e-commerce, and subscription. Comparable on product/offering and target customer, but operates at national scale with substantially greater capital and brand spend than Fidel & Co.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks3 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/fidelandco
• Instagraminstagram.com/fidelandco

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 Fidel & Co