Trailhead Coffee Roasters

What Trailhead Coffee Roasters does

Trailhead Coffee Roasters is a craft coffee roaster founded in 2009 in Portland, Oregon by Charlie Wicker, who left a corporate career to build a purpose-driven business around ethical coffee sourcing, with a particular emphasis on women coffee farmers. The company sources green coffee primarily from Cafe Femenino cooperatives (Peru and Guatemala) and direct-trade relationships including the Catracha Coffee Project in Honduras, and operates small-batch roasting at its headquarters in the restored Glass Lab Building at 350 SE Mill Street in Portland. Its product portfolio spans single-origin coffees (Pink Bourbon, Snowdrop, Diner Deluxe, Junco, Catracha, Campfire), espresso blends (Classic Espresso, Provisions, Black Label, Winter Espresso), and decaffeinated offerings, supplemented by branded merchandise such as Penelope Benavidez watercolor mugs and art prints and seasonal gift boxes.

The business operates three go-to-market channels. Direct-to-consumer e-commerce on trailheadcoffeeroasters.com is the primary channel, with three subscription tiers (The Forty Five 2-lb, Original 3-bag, and Bulk Seasonal 3.5lb/5lb) plus one-time purchases, free shipping over $45, and coffee shipped within 24 hours of roasting. Wholesale since 2009 supplies Portland-area cafes and restaurants, with local delivery via in-house cargo bicycle and a partnership with B-Line Urban Delivery for pedal-plus-electric tricycle routes. Retail distribution is through three Portland-area independents: New Seasons Markets, Alberta Coop, and Zupans Markets. The company employs between 1 and 10 people, pays a stated minimum wage of $22/hour, and is bootstrapped with no external funding rounds. Marketing relies on the website blog, an email newsletter, Instagram featuring artist collaborations, and word-of-mouth; the owner notes that nearly all online customers become repeat buyers.

The core technology is craft roasting with iterative test roasts to determine repeatable roast profiles per coffee; this is operational craft rather than automated or AI-driven process control. There is no app, no disclosed API, and no evidence of AI/ML use. The company previously held B-Corp certification but allowed it to lapse due to annual fees. Geographic scope is the Portland metro for wholesale and retail, with US-wide DTC shipping via UPS outside local delivery zones.

Name

Trailhead Coffee Roasters

Legal name

Trailhead Coffee Roasters

Website

https://trailheadcoffeeroasters.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Trailhead Coffee Roasters is a Portland-based craft coffee roaster founded in 2009 that sells ethically sourced, small-batch coffee direct-to-consumer via its website and subscriptions, wholesale to local cafes, and through regional Portland grocery retailers, with a sourcing focus on women-farmer cooperatives.

Ownership category

akta.pro rank

Product category

Specialty Coffee Roasting

NAICS

Coffee and Tea Manufacturing (311920)

akta.pro primary industry

Coffee Roasting & Grinding (AFAFADAB)

akta.pro secondary industry

Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)

Keywords

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

Headquarters

HQ city

Portland

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, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Coffee Bag Sales: Direct sales of whole bean coffee in various sizes (300g, 2lb, 3.5lb ECO, 5lb) with prices ranging from $19.50 to $24.75+ for individual bags. One-time purchases and subscription options available.
2. Subscriptions: Multiple subscription tiers: The Forty Five (2lb, $47), Original Subscription (3 bags, from $58.50), and Bulk Seasonal Subscription (3.5lb or 5lb, from $83). Customers select frequency and coffee preferences.
3. Wholesale: B2B coffee sales to cafes and restaurants. They've been in wholesale since 2009 with competitive pricing. Local Portland accounts receive bike delivery.
4. Merchandise: Sale of branded merchandise including milk glass mugs ($27.95), watercolor art prints ($19.95), Hario v60 filters ($9.25), sticker bundles ($1), and gift boxes ($59-$71).

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Trailhead Coffee Roasters roasts and sells small-batch specialty coffee beans (single-origin and blends) at multiple roast levels, sold direct-to-consumer via its website as whole-bean bags and through subscription tiers. It also supplies wholesale coffee to Portland-area cafes and restaurants (with cargo-bicycle delivery) and stocks its coffee in local Portland grocery retailers. A branded merchandise line (mugs, art prints, gift boxes, accessories) is sold alongside the coffee.

Product overview

Trailhead Coffee Roasters is a craft coffee roaster offering a curated portfolio of single-origin Colombian coffees (including seasonal rare offerings like 360-hour fermented Pink Bourbon), Peruvian dark roasts, and a flagship Guatemala from women-owned Café Femenino cooperatives. Their core espresso program features proprietary blends including Classic Espresso (Brazil/Guatemala), Provisions (Pacific NW-style), Black Label (fruit-forward), and Winter Espresso (dark roast). The company sells directly to consumers via their website with subscription options (The Forty Five 2-lb, Original 3-bag, and Bulk Seasonal) and also supplies wholesale accounts. Merchandise includes Penelope Benavidez watercolor-art milk glass mugs, Tonx the Trail Dog art prints, Hario v60 filters, sticker bundles, and seasonal gift boxes. All products emphasize ethical sourcing, sustainable practices, and craft roasting with small-batch precision.

Differentiator

Problem solved

Functional benefit

Products and services

• Diner Deluxe Medium Roast Colombian coffee sourced from a women-owned family farm (Tabi, Caturra and Bourbon Amarillo varietals, washed with 16-hour fermentation, sun-dried, Quindio 1600 MASL), with flavor notes of light milk chocolate, candied orange, and sweet cinnamon roll. Available in 300g, 2lb, 3.5lb ECO, and 5lb sizes. Features watercolor art by Penelope Benavidez. Aimed at individual home brewers and the wholesale/cafe market.
• Junco Seasonal deep medium roast Colombian craft coffee with flavor notes of warm chocolate brownie, named after the Dark Eyed Junco bird native to the Pacific Northwest. Sold to individual home coffee drinkers as a rotating seasonal offering.
• Campfire Dark Roast coffee from Peru with flavor notes of dark chocolate, marshmallow, and toffee, organically sourced from Café Femenino women farmers. Sold to home brewers and as part of the company's dark roast lineup.
• Pink Bourbon Super Light Roast Colombian coffee featuring 360-hour anaerobic fermentation with complex flavor notes of raspberries, wild raw clover honey, fallen apples, and fresh hops. A flagship specialty offering for individual home brewers interested in fermented coffees.
• Guatemala Flagship medium roast coffee sourced from Café Femenino women-owned farm cooperatives in Guatemala since 2009, with notes of chocolate, almond, and pecan. Sold as a year-round signature product direct-to-consumer and through wholesale accounts.
• Classic Espresso Medium roast espresso blend combining natural process Brazil and washed Guatemala with notes of almonds and chocolate, optimized for everyday home and cafe espresso use.
• Provisions Medium-light roast Pacific NW-style espresso blend with natural process Brazil and rotating seasonal fruit-forward coffees, featuring notes of berries and chocolate. Sold to home brewers and wholesale accounts.
• Black Label Fruit-forward espresso blend with rotating seasonal coffees combined with medium-roasted natural process Brazil, emphasizing berries and chocolate with a pastry backbone. Sold to home brewers and cafe partners.
• Winter Espresso Seasonal dark roast espresso featuring 90% washed organically sourced Café Femenino Peru with 10% natural process coffee for structure, delivering notes of fudge and pecan baking chocolate. Sold to home brewers and cafe partners during winter months.
• Morning Blend Year-round medium and dark roast blend from Central and South America featuring notes of chocolate and almonds, offered specifically to café partners as a wholesale staple.
• Breakfast in Bed Seasonal light and medium roast blend combining wild fruity Snowdrop with medium-roasted Colombia, featuring bright, sweet, juicy notes of maraschino cherries and bittersweet cacao nib. Sold to home brewers and gift buyers.
• Decaf Medium roast Colombian sugarcane (EA) process decaf coffee with balanced flavor notes of caramel, crème brûlée, and pie crust. Sold to home brewers seeking decaffeinated specialty coffee.
• Snowdrop Super light roast Colombian heirloom varietal with 40-hour natural fermentation, featuring jasmine, berries, and cacao nib notes; similar profile to Pink Bourbon but with cleaner fruit. A seasonal specialty coffee for individual home brewers.
• Catracha Medium/light roast coffee from Rosibel Vasquez in Santa Helena, La Paz, Honduras, with notes of chocolate, hazelnut, and lemon zest, sourced through the community-based Catracha Coffee Project. Sold as a direct-trade single-origin offering.
• The Forty Five Subscription Recurring 2-pound coffee subscription (approximately 45 cups) offered from $47 with free shipping, available in Medium-to-Light, Medium Only, Medium-to-Dark, Espresso Friendly, or Seasonal Surprise options. Sold to individual home brewers seeking regular delivery.
• Original Subscription Three-bag coffee subscription (approximately 45 cups) starting at $58.50, letting customers pick any three 300g coffees with customizable delivery frequency and an option for rotating seasonal selections. Sold to individual home brewers.
• Bulk Seasonal Subscription High-volume seasonal subscription starting at $83 for a 3.5-pound ECO recyclable bag or 5-pound bulk bag of rotating light-to-medium roast seasonal coffees, delivered monthly. Sold to high-consumption home coffee drinkers.
• Sample Bag Approximately 80g (~4 cup) sample of a customer-selected coffee, offered at $4 with any purchase so home brewers can trial new varieties before committing to a full bag.
• Milk Glass Diner Mug 8-ounce Japanese-style milk glass mug with hand-drawn artwork by Penelope Benavidez featuring Tonx the Trail Dog; available in multiple designs including blue (mountains scene), pink (campsite/dock scene), and white colorways. Sold to home coffee drinkers and gift buyers as branded merchandise.
• Tonx Watercolor Art Print 8" x 10" limited edition watercolor fine art print of Tonx the Trail Dog on premium heavy matte stock, individually signed by artist Penelope Benavidez, sold as branded merchandise and gift item.
• Cozy Gift Box Seasonal gift package containing a hand-poured Wildwood Candle Co. (Alder scent) candle, a 300g bag of seasonal craft coffee (Downtime), a triangular matchbox, and a pink Tonx milk glass mug. Sold to gift buyers during the winter holiday season.
• Sticker Bundle Four to five random waterproof colorful Trailhead Coffee stickers shipped in a plain envelope at $1, with rotating contents. Sold as low-cost branded merchandise.
• Hario v60 Coffee Filters Hario size 02 pour-over filters sold individually as a brewing accessory for home coffee drinkers using pour-over methods.

Quantifiable outcome

• Wholesale pricing competitive with quality focus and fair farmer compensation
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Cafe FemeninocoreStrategic or Co-development PartnerCafe Femenino coffees support women farmers by ensuring they have ownership of their coffee farming business. Cafe Femenino represents the majority of Trailhead's sales. Coffee sourced from Cafe Femenino Peru and Guatemala are certified Organic and certified Fair Trade.
• B-Line Urban DeliverycoreStrategic or Co-development PartnerPartner for cargo pedal+electric tricycle delivery for Portland metro cafe/market accounts. Supplements Trailhead's own cargo bicycle delivery. Rain, sleet, wind or hail, deliveries continue in pursuit of lessening environmental impact.
• Catracha Coffee ProjectminorStrategic or Co-development PartnerCommunity-based group from Santa Helena, La Paz, Honduras that supports farmers and community through craft coffee sales. Trailhead pays above market rates and has contracted for 15 bags/2265 pounds for 2026. Part of proceeds support the community.
• Penelope BenavidezcoreStrategic or Co-development PartnerLocal Portland artist who creates watercolor artwork for Trailhead's coffee bags and merchandise. Art captures the vibe of each coffee - from snowy diners to mountain scenes. Also creates limited edition art prints and mug designs featuring Tonx the Trail Dog.
• Bella's Italian MarketminorChannel Partner/ Reseller/ DistributorCafe in Gresham, Oregon near the 205 freeway that serves Trailhead Coffee. Pointed out as option for Gresham coffee lovers wanting to try their coffee.
• Wildwood Candle Co.minorStrategic or Co-development PartnerArtisan candle maker Kylie Antolini whose hand-poured candles (Alder scent) are featured in Trailhead's Cozy Gift Box along with custom triangular matchboxes.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Heart Coffee Roasters: Portland-based specialty roaster emphasizing direct trade and light roasts with DTC e-commerce, cafe operations, and wholesale. Comparable craft-coffee positioning and Portland geography with similar single-origin curation approach.
• Verve Coffee Roasters: California-based specialty roaster combining DTC subscriptions, farm-to-cup direct trade, and cafe operations. Comparable craft positioning, subscription model, and farmer-relationship storytelling.
• Counter Culture Coffee: Specialty coffee roaster known for sustainability, direct trade, and education-driven wholesale programs. Comparable as a values-driven craft roaster with strong wholesale-to-cafe distribution and subscription offerings.
• Coava Coffee Roasters: Portland specialty coffee roaster offering direct-trade single-origin coffees through wholesale, retail, and DTC channels. Comparable as a craft Portland roaster focused on ethically-sourced beans and small-batch roasting.
• Onyx Coffee Lab: Award-winning specialty roaster focused on competition-grade coffees with direct trade and innovative processing. Comparable on direct-to-consumer subscriptions and rare-lot curation (e.g., Pink Bourbon).
• Stumptown Coffee Roasters: Portland-headquartered specialty coffee roaster founded in 1999, offering DTC subscriptions, wholesale to cafes, and grocery retail. Most directly comparable given shared Portland origin, craft-roasting model, and multi-channel distribution.
• Ruby Coffee Roasters: Wisconsin specialty roaster with wholesale and DTC focus on relationship-based sourcing. Comparable as an independent craft roaster scaling via wholesale + e-commerce without retail cafe dominance.

Broad incumbents

• La Colombe Coffee Roasters: Established specialty coffee roaster with DTC subscriptions, wholesale, and many cafe locations. Overlaps on craft roasting and subscription tiers, but operates at broader national scale.
• Blue Bottle Coffee: Larger specialty coffee company (now owned by Nestlé) offering DTC, wholesale, and extensive cafe footprint. Comparable craft-roasting origin and subscription model, though at significantly greater scale and capital intensity.

Others

• Catracha Coffee Project: Community-based direct-trade coffee project in Honduras sourcing from women-owned family farms. Comparable not as a roaster competitor but as the upstream producer partner Trailhead has contracted with for 2026, illustrating the source side of the specialty supply chain.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/penelope.benavidez
• Xx.com/trailheadpdx
• Facebookfacebook.com/trailheadcoffeeroasters
• LinkedInlinkedin.com/company/trailhead-coffee-roasters-llc

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 Trailhead Coffee Roasters