Alternate Route Coffee Co. Ltd.

What Alternate Route Coffee Co. Ltd. does

Alternate Route Coffee Co. Ltd. is a private specialty coffee roaster headquartered in Edmonton, Alberta, operating from a roastery and coffee bar at Edmonton International Airport (3655 44 Ave. E). Founded in 2017 by husband-and-wife duo Ian and Kellie Wahl, the company began as Alberta's first 'roastery on wheels' before establishing its permanent roastery. The company is today women-run, women-roasted, and majority women-owned, with leadership from Kellie Wahl and Head Roaster Corie Sackville. It sources specialty-grade green beans through long-term trade partnerships with farmers in Colombia, Brazil, Costa Rica, and Ethiopia, and roasts in small batches using a Probat P12 roaster, producing single-origin coffees, signature blends (First Tracks, Better Together, Ride Fast Live Slow), decaf, instant coffee, and cold brew packs across light, medium, and dark roast profiles.

The company operates a multi-channel commercial model that combines direct-to-consumer e-commerce on a WooCommerce storefront, a recurring subscription program (bi-weekly, monthly, and 3-month gift), a physical espresso bar and retail section at the roastery, and a wholesale B2B program supplying cafes, restaurants, grocery/retail stores, office coffee programs, and a fundraising platform for nonprofits and community organizations. Pricing is granular and accessible, with coffee sold from $4 (single-serve instant) to $120 (2kg decaf), equipment in the $24-$189 range, branded merchandise at $2.50-$68, and digital gift cards from $25 to $250. Wholesale distribution currently reaches 17+ partner locations across Alberta.

The customer base is concentrated among small independent businesses (cafe and brewery channels) and individual coffee enthusiasts, with no enterprise anchors, no disclosed institutional investors, and no parent company. Strategic emphasis has been on SKU and channel breadth (instant, cold brew, fundraising, gift subscriptions), content-led customer education (brew guides, blog), and community-driven brand building rather than scale or capital-intensive expansion.

Name

Alternate Route Coffee Co. Ltd.

Legal name

Alternate Route Coffee Co.

Website

https://alternateroutecoffeeco.ca

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Alternate Route Coffee Co. is a women-run, Edmonton-based specialty coffee roaster offering small-batch roasted coffees, subscriptions, brewing equipment, and merchandise via DTC e-commerce, wholesale to 17+ Alberta retail partners, a fundraising platform, and an on-site roastery coffee bar.

Ownership category

akta.pro rank

Product category

Specialty Coffee Roasting

NAICS

Coffee and Tea Manufacturing (311920), Other Specialty Food Retailers (44529)

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

Keywords

• Specialty coffee roasting
• Coffee subscription service
• Wholesale coffee supply
• Single origin coffee beans
• Coffee brewing equipment

Headquarters

HQ city

Edmonton

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Revenue model

1. Direct Product Sales: E-commerce sales of coffee beans (9 varieties), brewing equipment, and branded merchandise directly to consumers. One-time purchases with flexible sizing options (100g to 2kg).
2. Coffee Subscriptions: Recurring subscription revenue from bi-weekly ($42-48) and monthly ($45) delivery of 2-3 bags of coffee. Includes member benefits: free shipping, early access to new offerings, and exclusive promotions.
3. Wholesale B2B: Wholesale pricing and programs for cafes, restaurants, grocery/retail stores, office coffee programs, catering, and custom roasting/labeling. Includes consultation, training, and equipment sourcing services.
4. Gift Cards: Digital gift cards sold in denominations from $25 to $250, redeemable in-store or online.
5. Fundraising Programs: Online coffee fundraising platform for organizations with 20-30% profit share on sales. Customizable dashboards and real-time tracking.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Alternate Route Coffee Co. is an Edmonton-based specialty coffee roaster that small-batch roasts ethically sourced beans from Colombia, Brazil, Costa Rica, and Ethiopia using a Probat P12 roaster. The company sells its own roasted coffee, ready-to-brew cold brew packs, instant coffee, brewing equipment, branded merchandise, and gift cards directly to consumers via an e-commerce storefront, subscriptions, and an in-store coffee bar, while also supplying wholesale coffee and fundraising programs to cafes, restaurants, grocery stores, offices, and community organizations across Alberta.

Product overview

Alternate Route Coffee Co. is a women-run, Alberta-based specialty coffee roaster offering a unified portfolio of products and services. The core offering consists of small-batch roasted specialty coffee beans available in multiple roast profiles (light, medium, dark) and origins (Colombia, Brazil, Ethiopia), including single-origin coffees, signature blends (First Tracks, Better Together, Ride Fast Live Slow), decaf options, instant coffee, and cold brew packs. The company operates a subscription model (bi-weekly and monthly) delivering fresh-roasted coffee to customers' doors. Adjacent to core coffee products, the portfolio includes brewing equipment (Hario, Chemex, Aeropress, TIMEMORE, Origami), accessories (filters, kettles, water profiles), syrups, merchandise (apparel, stickers), and gift cards. The company also serves B2B customers through wholesale programs for cafés/restaurants and fundraising programs for organizations. The roastery features a coffee bar at Edmonton International Airport where customers can purchase espresso and pour-over drinks.

Differentiator

Problem solved

Functional benefit

Products and services

• Specialty Roasted Coffee Beans Small-batch roasted specialty coffee beans offered across multiple origins (Colombia, Brazil, Costa Rica, Ethiopia), roast profiles (light, medium, dark), and processing methods (washed, natural, honey, anaerobic), including single-origin lots and signature blends (First Tracks, Better Together, Ride Fast Live Slow). Available in 100g, 300g, 1kg, and 2kg sizes.
• Instant Coffee – First Tracks Blend Instant coffee version of the First Tracks Blend, developed with Hasty, offering craft coffee flavor in a convenient single-serve format ($4 single to $16 four-pack).
• Ready-to-Brew Cold Brew Packs Pre-portioned cold brew packs featuring the First Tracks Blend. Consumers steep overnight in cold water to produce cold brew that stays fresh 7-10 days refrigerated.
• Bi-Weekly Coffee Subscription Subscription delivering 2 or 3 bags of coffee every two weeks, with ARC Classics or Roaster's Choice options. Starting at $42 (2 bags) or $48 (3 bags), including shipping and member benefits such as free shipping, early access to new offerings, and exclusive promotions.
• Monthly Coffee Subscription Monthly subscription delivering 2 or 3 bags (200g-300g) of coffee. Starting at $45/month for 2 bags, with ARC Classics or Roaster's Choice options and free shipping included.
• 3-Month Gift Subscription Pre-paid 3-month gift subscription delivering 2 bags of coffee monthly ($125-$132). Ships on the 15th of each month, with Classic or Roaster's Choice options.
• Brewing Equipment & Accessories Retail of specialty coffee brewing gear including HARIO MUGEN SWITCH Immersion Dripper, TIMEMORE Fish Electric Pourover Kettle, Aeropress (Clear), Chemex Classic 6 Cup, HARIO Skerton Grinder, and Third Wave Water espresso profile sachets, for home and professional brewing.
• Branded Merchandise Alternate Route branded apparel and accessories including unisex t-shirts ($35), hoodies ($64), zip-ups ($68), crew necks ($40), baseball hats ($32.99), stickers ($2.50), and coffee-scented candles ($35-$45), featuring adventure-inspired designs by local artist Mike Lundy.
• Gift Cards Digital gift cards available in $25, $50, $75, $100, and $250 denominations, redeemable in-store or online for coffee, equipment, subscriptions, and merchandise.
• Wholesale Coffee Program B2B wholesale coffee program for cafes, restaurants, grocery/retail stores, and office coffee programs. Includes cafe consultation, equipment sourcing, barista training, custom roasting, and white-label options.
• Coffee Fundraising Program Online coffee fundraising platform for schools, sports teams, charities, and community organizations. Participants earn 20-30% profit on sales with a customizable dashboard and real-time tracking.

Quantifiable outcome

• 20-30% profit margin for fundraising organizations

Named customers8 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Nine partnerships are on record, tiered core.

• Made in Palestine Culture CafecoreChannel Partner/ Reseller/ DistributorRetail location at 15166 127 St, Edmonton, AB T6V 0C5. Sells Alternate Route Coffee products to end consumers.
• Old Yale Brewing: Beaumont Craft Brewery & KitchencoreChannel Partner/ Reseller/ DistributorCraft brewery and kitchen at 7201 49 St, Beaumont, AB. Retail location selling Alternate Route Coffee products.
• The Coffee Shop in DevoncoreChannel Partner/ Reseller/ DistributorCoffee shop at 3 Superior St Unit 102, Devon, AB T9G 1E9. Resells Alternate Route Coffee products.
• Yelo'd Ice Cream & Bake Shoppe (Terwillegar & Whyte Ave)coreChannel Partner/ Reseller/ DistributorMulti-location ice cream and bake shoppe in Edmonton (Terwillegar and Whyte Ave locations). Sells Alternate Route Coffee products.
• Campio Brewing Co.coreChannel Partner/ Reseller/ DistributorBrewery at 10257 105 St NW Edmonton, AB T5J 1E3. Retail location selling Alternate Route Coffee products.
• ChartiercoreChannel Partner/ Reseller/ DistributorRestaurant at #102 5012 50TH STREET, BEAUMONT, ALBERTA. Retail location selling Alternate Route Coffee products.
• Sturgeon Brewing CompanycoreChannel Partner/ Reseller/ DistributorBrewery at #101A - 9918 100 St. Morinville, AB. Retail location selling Alternate Route Coffee products.
• Three Sisters Coffee Co.coreChannel Partner/ Reseller/ DistributorCoffee shop at 8702 91 Ave. Lac La Biche, AB. Resells Alternate Route Coffee products.
• Additional Alberta Retail PartnerscoreChannel Partner/ Reseller/ DistributorAdditional retail locations: Righand Distillery (Leduc County), Old Station Honey & Mead (New Sarepta), Shift Happens (Devon), Days with Gray Boutique (Leduc), Local Meats Leduc Ltd., Is Good Coffee & More (Calmar), Simone & Ivy (St. Albert), Cobblestone Cafe (Drayton Valley), Local Collective (Drayton Valley).

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Rogue Wave Coffee Roasters: Edmonton-based specialty coffee roaster with a focus on direct trade and a wholesale + DTC model. Direct local competitor with comparable offerings (single-origin, blends) and similar customer base in Edmonton and Alberta.
• Transcend Coffee: Edmonton-based specialty coffee roaster and cafe operator sourcing globally and serving a similar Western Canadian market. Closest geographic competitor, with overlapping cafe and wholesale accounts in the same Edmonton/Alberta region.
• Dark Horse Coffee Roasters: Ontario-based specialty coffee roaster with national wholesale distribution and a subscription program. Comparable on craft roasting, multi-channel DTC/wholesale model, and Canadian specialty positioning, though operating in a different geography.
• Rosso Coffee Roasters: Calgary-based specialty roaster operating a flagship roastery cafe, robust wholesale business, and DTC subscriptions. Direct overlap on product category (specialty small-batch), customer base (Alberta cafes and consumers), and brand positioning around craft coffee.
• Phil & Sebastian Coffee Roasters: Calgary-based specialty coffee roaster with a strong wholesale program across cafes, restaurants, and grocery in Western Canada. Closely comparable on craft roasting, multi-origin sourcing, cafe partnerships, and DTC e-commerce in the same Alberta/Western Canada market.
• Fratello Coffee Roasters: Calgary specialty roaster with a long-standing wholesale network across Western Canada and a flagship cafe. Comparable on small-batch craft roasting, multi-origin specialty sourcing, and cafe/restaurant wholesale partnerships.
• Pilot Coffee Roasters: Toronto-based specialty roaster with strong wholesale penetration across Canadian foodservice, cafes, and grocery, plus a DTC subscription business. Comparable on craft specialty roasting, B2B wholesale depth, and subscription-driven recurring revenue.
• Bridgehead Coffee Roasters: Ottawa-based specialty coffee roaster operating wholesale across Eastern Canada with an ethical sourcing and Fair Trade positioning. Comparable on craft roasting, ethically sourced multi-origin coffee, and Canadian wholesale/DTC model.

Broad incumbents

• Intelligentsia Coffee: Pioneering US specialty coffee roaster with deep wholesale accounts, direct trade sourcing, and DTC subscriptions. Comparable on craft small-batch roasting and premium positioning, though operating at meaningfully larger scale and broader US footprint.
• Blue Bottle Coffee: US-based specialty coffee roaster and cafe chain (now owned by Nestle) operating cafes, e-commerce, and subscriptions nationwide. Comparable on craft specialty roasting, DTC subscriptions, and cafe/wholesale channels, but at substantially larger scale and broader geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/alternateroutecoffeeco
• Instagraminstagram.com/alternateroutecoffee
• LinkedInlinkedin.com/company/alternate-route-coffee-co

Revenue estimate

Valuation estimate

Number of profiles

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 Alternate Route Coffee Co. Ltd.