|| Print ||
|Articles - November 2010|
|Thursday, October 21, 2010|
Just leaning across the wood-topped stand-up bar to talk to a customer, Jared Rennie is in motion. He’s not distracted. Thirty-four-year-old Rennie is the founder and co-owner of Noble Coffee Roasting, a wholesale and retail organic coffee business with its global headquarters in a 3,000-square-foot airy space in the up-and-coming Railroad District in Ashland. Rennie is focused on the conversation, talking with his hands.
He speaks about coffee the way he uses the shop’s La Marzocco espresso machine, with a restless energy and movements as purposeful and efficient as a tennis player’s.
“There’s been a very strong positive reaction to what we do,” says Rennie, nodding to the queue of customers — both locals and tourists — who await the richly flavored precision-brewed coffee presented with the panache of a gourmet dessert for which Noble is becoming famous. Every varietal of coffee they serve is roasted and prepared to bring out individual characteristics. Whether citrusy and wine-like, or full-bodied and caramely, each batch is different but absolutely delicious.
Though critics doubted that Ashland could support another coffee business (with its 20,000-some inhabitants, the city already has two Starbucks and about 10 independent coffee houses), Noble has seen more than triple-digit growth in both the wholesale and the retail business since the café opened in May 2009.
Noble uses only fairly traded and sustainably grown coffee. Drinks range from $2 to $4 for siphon coffee made to order, and are made with only organic coffee and milk, and to standards so demanding that drinks are served just one way, with no personal preferences. The barista will throw away a bad shot rather than serve it.
The main tenets of Rennie’s values-driven business philosophy: uncompromising product and slow growth. Noble has accounts throughout Oregon and California’s Bay Area, and Rennie says there is more demand for his product — and the extensive training given to any business serving Noble coffee — than he can accommodate. Rennie has had calls from Alabama and southeastern Washington. He has been turning down customers.
“We pay a lot of attention to our accounts. We also have a high level of expectation,” Rennie explains. “We’ve pulled our coffee from some accounts because they butcher it. We want Noble Coffee to mean something … Doing great coffee is really hard. It’s really easy to take great coffee and mess it up.”
Rennie is no stranger to doing things the hard way. Growing up working class, he and his family moved often because of his stepfather’s failed business ventures. Rennie remembers how he and his brother would resell golf balls collected at the driving range to give the money to their mom to buy food.
When he was 12 the family settled in Medford. Rennie earned his B.A. at Southern Oregon University in 1999 with a double major in Spanish and International Studies. Working his way through college, he learned the coffee roasting business at a roastery in Jacksonville. Though he was passionate about coffee (he convinced his wife, Carolyn, that they should buy a home espresso machine for $1,000), he earned a Master’s in teaching and taught high school Spanish for eight years.
But Rennie missed coffee. He had been telling his students (two of whom now work for Noble) to follow their dreams. “After years trying to convince myself not to do it, I finally said to my wife, let’s give it a go,” he says. “I told her we might fail. We might go bankrupt and lose our house. But we decided to do it anyway. On big decisions you have to follow your heart.”
Though that sounds woo-woo, Rennie didn’t just open the doors and hope people would come buy a luxury product in the middle of a recession. He and his partners began by roasting in Rennie’s garage and selling beans and service locally for two years, making a name for the brand. While preparing the retail space, they opened the back door in the alley three mornings a week and gave away espresso drinks, generating buzz while honing technique with the new machine. By the time Noble opened for business, people were lining up to get in.
“It’s the responsibility of business owners to improve the world in some way,” says Rennie. He knows many of the coffee growers personally and gladly pays higher prices for quality product. “Even in a small way. Even if it’s just with a cup of coffee.”
Friday, March 27, 2015
BY JOE CORTRIGHT
The CRC is a cautionary tale about how we plan for, finance and invest in transportation infrastructure.
Friday, April 17, 2015
PHOTOS BY JASON E. KAPLAN
The 32nd annual CBC attracted a record number of attendees (11,000) to the Oregon Convention Center.
Monday, April 13, 2015
BY GRANT KIRBY | OP-ED CONTRIBUTOR
The mega-shift from technology-driven to data-driven organizations raises questions about Oregon’s workforce preparedness.
Tuesday, March 31, 2015
BY JACOB PALMER | DIGITAL NEWS EDITOR
inDinero, a business that manages back-office accounting for startups and smaller companies, recently announced it would relocate its headquarters from San Francisco to Portland. We talked to CEO Jessica Mah about what drew her to Portland and how she plans to disrupt the traditional CPA model.
Monday, April 27, 2015
BY LINDA BAKER
A longtime technologist and entrepreneur, Dwayne Johnson, 53, is managing partner of PDXO/GlobeThree Ventures, a strategy and business consultancy in Portland.
Thursday, May 14, 2015
BY JASON E. KAPLAN | STAFF PHOTOGRAPHER
There are more than 160 farmers markets in Oregon, contributing an estimated $50 million in sales, according to the Oregon Farmers Markets Association. We checked in on the Forest Grove market, which for several years has brought local produce and food vendors to Main Street in the center of town.
Friday, March 27, 2015
BY COURTNEY SHERWOOD | Photos by Jason E. Kaplan
Pacific Seafood, one of the world’s largest processors, is rebranding as a more transparent and consumer-friendly operation. A controversial CEO and monopoly accusations from coastal fishermen complicate the tale.
|The Good Hacker|
|It's a Man's Man's Man's World|
|Short Shrift:The threat of just-in-time scheduling|
|Downtime with the director of Barley's Angels|
|Fighting Fire With Fire|
|Shades of Gray|
|Man for All Seasons|
|How to court millennials|
|Wal-Mart wants meat suppliers to improve treatment of animals|
|Scandal negatively impacts Tom Brady's endorsement value|
|John Kerry pushes TPP in Seattle speech|
|Big banks hit with $2.5B fine|
|Six Chinese nationals allegedly stole trade secrets|
|Lane Bryant owner to buy Ann Taylor, Loft|
New conference aims to solve challenges, quell fears amid regulatory changes.
Tourism marketing supports entrepreneurship by attracting visitors to all corners of the state.
Beaverton firm's business intelligence platform rivals that of industry heavyweights.
The Oregon Entrepreneurs Network (OEN) will be presenting its third annual Entrepreneurial Summit on Friday, June 5 at Castaway in Portland, Oregon.
On June 13th Mayor Charlie Hales will attend nonprofit organization Dream Change’s inaugural Love Summit and will introduce one of its keynote speakers, Dan Wieden of Wieden+Kennedy advertising agency.
34 spots for food, 17 places to sip, and 7 sites to choose a brew beckon visitors.