A podcast and video show hosted by seasoned coffee pros and Valor Coffee founders Ethan Rivers, Ross Walters and Riley Westbrook where we discuss coffee, starting and running a business, and the specialty coffee industry.
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep179 A very special thank you to Justin Goodhart for joining us on the pod! A year after Justin first helped us decide whether to even try it , our catering program has grown from about 10 events a month to 38, and we brought him back to tell us what comes next. We get into whether carts should go out fully stocked or get prepped the morning of, what to do when a 75-guest event shows up with 150 people, and four different ways to think…
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep178 A very special thank you to Chris for joining me on the pod! Why do your baristas stare at customers instead of engaging with them? Ross sits back down with Keys to the Shop founder Chris Deferio (almost 10 years into coaching coffee shop owners now) to dig into the real reason "hospitality" and "engagement" stay buzzwords instead of habits on the floor. Chris walks through why owners have to be the first example of the standard…
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep177 Tuesday POD!! Let's get it. We want our best employees to eventually quit, and we mean that. In this episode, we sit down with two former Valor baristas turned coffee shop owners and talk through why losing a great employee to their own venture isn't a betrayal, it's actually the whole freaking point. We get into the difference between an abundance mindset (pour into people while they're here, knowing they might leave sooner because…
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep176 Why does the exact same Instagram Reel, like "don't be on your phone behind the bar" or "give guests water during a rush," get read by one barista as empowering and another as exploitative? We dig into the abundance vs scarcity mindset divide that is currently splitting the coffee industry. We also talk through how post shift debriefs work day to day, why boundaries have swung too far in the industry's comments, and why an owner…
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep175 How do you actually find time to post on Instagram when you're running a coffee shop? We sat down again with our social media manager Lynden to break down what's really working: time-blocking, why your logo isn't your brand, and why messy behind-the-scenes content almost ALWAYS beats polished production. We also take time to talk through what's been working with YOUR Instagram accounts, so a very special thank you to everyone who…
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep174 What if the thing making your coffee taste like watermelon or peach isn't fermentation at all? I sat down with my business partner Ethan, our green coffee buyer, to talk through what might be specialty coffee's biggest lie right now: co-fermented coffee. We break down the real difference between true co-fermentation, infusion, and flavored coffee. This isn't us telling you what to buy; it's us being honest about what we now ask…
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep174 Lynden is the mastermind behind our social media at Valor, and this episode she finally breaks down how she does it. From posting store hours as an unpaid intern to building a brand that's pulled in 26k followers, Lynden shares what actually moves the needle on Instagram in 2026. We get into why the algorithm is rewarding lo-fi content over polished, why selling on your feed kills engagement, and whether a coffee shop even needs a…
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep173 So you want to open a coffee shop? Before you sign a lease, let us try to talk you out of it, or at least make sure you know what you're actually signing up for. In this episode we play devil's advocate on our own dream job: managing a revolving door of 20 somethings, why "I'll roast my own coffee to save money" is really just starting a second, harder business, and why permitting alone can cost more than your whole buildout…
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep172 Joey's been running our catering operation for a year and a half and has somehow not quit. In that time we went from 3 events a month to 30, hit $239k in revenue, and learned basically everything the hard way. We're breaking down real numbers, real pricing, permits, equipment, staffing, and how to actually get bookings. No fluff, just the stuff we wish someone told us before we started this epic journey. Come hang! This week's…
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep171 We just celebrated 10 years of Valor Coffee with a trip to New York and dinner at Eleven Madison Park AKA the restaurant behind two of the most talked-about hospitality books in the industry. In this episode we break down the full experience, what they did that nobody else does, and how it's shaping the way we think about our own cafes. If you're in coffee or just work in any form of hospitality, this one will be well worth your…
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep170 What happens when two specialty coffee companies from opposite sides of the world sit down to talk about the future of coffee? In this extended episode, we're joined by Kirk Pearson from Project Zero in Australia to unpack one of the biggest conversations happening in specialty coffee today: automation. From pre-batched espresso and AI to hospitality, barista wages, and the role of craft, we explore what the next generation of…
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep169 Is automation helping specialty coffee or slowly replacing the craft that made people fall in love with it in the first place? We explore the growing trend of pre batched espresso, automated milk systems, and what these changes could mean for coffee shops, baristas, and guests. After running our own blind taste tests, the results challenged some of our assumptions about freshness, quality, and speed. We also discuss how technology…
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep168 Running a coffee shop in 2026 is more complicated than just making great coffee. In this episode, we talk about the real challenges behind raising prices, understanding margins, and building a coffee business that can actually survive long term. From labor and cost of goods to guest perception and profitability, we break down the financial realities that most coffee shop owners are navigating right now. We also share our own…
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep167 Most people get into coffee because they love coffee, but what keeps you in it is learning how to truly care for people. In this episode, we sit down with our baristas to talk honestly about burnout, difficult guests, and what it takes to sustain great hospitality over time without losing yourself in the process. We get into real stories from behind the bar, the mindset shifts that have helped our team stay grounded, and how a…
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep166 We just got back from World of Coffee in San Diego and honestly tried to answer a simple question: was it actually worth it? This episode is an honest breakdown of what the event is really like, from walking the show floor and testing gear to connecting with producers, partners, and other epic people in the industry. We also talk through who it makes sense for (and who it doesn’t), plus a few random highlights and awesome stories…
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep165 What happened to third-wave coffee? Today, we unpack how the industry has shifted: from purist pour-overs and strict “rules” to flavored lattes, matcha, and a reality that most cafés are just elevated versions of Starbucks. We talk through our own coffee shop journey since 2016, the tension between passion and profitability, and why customer demand has reshaped coffee shops more than anything else. Plus, we dive into whether this…
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep164 We’ve signed five commercial leases since starting Valor Coffee in 2016 – and we’ve learned (painfully) how lease terms can make or break a café. In this episode, we break down the lease language that confuses everybody (CAM/TI, gross vs. triple net, rent escalators, commencement date, rent abatement, LOIs, and more) and what we wish we negotiated sooner. We also talk leverage—when you have it, when you don’t, and how to use it…
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep163 Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way! Caleb and Haley from Makers Café (Pensacola, FL) are in the studio, and we’re talking about what happens when you keep trying new things until something really sticks. Their Saturday Run Club went from “maybe 15 people will show up” to 100+ runners every week. It has changed their mornings, their…
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep162 Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way! What does it actually take to take a coffee shop from six figures to seven? In this episode, we break down the ceilings most growing cafés hit and why “feels busy” isn’t the same as real growth. We talk through the metrics that matter, improving efficiency without killing hospitality, and how…
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep161 Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way! Your coffee shop can survive a lot, but these three mistakes will straight-up bury you if you make them early. In this episode of the Valor Coffee Podcast, we’re back together in our new brew lab to break down the big one-way decisions: picking the wrong location, spending your budget in the wrong…
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep160 Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way! Back to back episodes? Happy Holidays. This final episode of the year is coming at you from our new HQ and looking back on a big 2025 for Valor. We talk about scaling the roastery, surviving Black Friday/Cyber Monday, why coffee prices stayed high, and what tariffs and origin trips actually changed…
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep159 Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way! The podcast is BACK. This episode was recorded on a 7-hour drive through the mountains of Colombia with Valor, Lucas Cuadros (Unblended), and Trevor Clark (Black & White Coffee Roasters). We break down coffee as an ingredient vs coffee as a product, why origin relationships and storytelling matter,…
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep158 Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way! Third-wave coffee and drive-thrus don’t usually mix, so we rolled across Atlanta to see how our friends at Sequel Coffee Co. are pulling it off! We hit the lane, grabbed a few drinks (and snackies), and talked through what actually makes a specialty drive-thru work: clear signage, friendly…
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep157 Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way! Join us behind the scenes of Valor Coffee's 2025 Nashville owners retreat where we get honest about our biggest weaknesses as leaders and debate whether you can actually build a lifelong career in coffee. We dive into everything from marketing lessons learned the hard way to our Mount Rushmore of…
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep156 Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way! Time to spill the beans on our labor costs from the first five months of 2025 – we're showing you the actual numbers from both Valor locations because transparency is fun! We break down why paying baristas more money actually makes everyone happier (shocking, we know), the difference between…
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep155 Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way! Most coffee shops struggle to grow, but we share how we went from $87 pop-up days to cafés on track for $1M each. We talk about the simple things that actually get people through the door—like guest experience, location, and staying consistent—plus plenty of laughs and stories from along the way. If…
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep154 Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way! In this week's episode, the boys take a little detour to Starbucks before hitting the studio. They try out a lineup of Starbucks drinks (mostly recommended by their wives), share what they genuinely enjoy about the coffee giant, and dive into why the specialty coffee world often has a love-hate…
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep153 Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way! Ethan and Ross answer the age old café question: Why is there always a line out the door at your coffee shop? Is that a good thing or a bad thing? In this episode, we break down what a long line really means for your business, how it could be hurting your bottom line, and smart strategies to speed…
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep152 Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way! We had the pleasure of welcoming our longtime friend and mentor, Roy Keely, to the podcast this week. Roy played a pivotal role in helping us launch our first café through a private loan and has remained a key voice in our story over the past seven years. In this convo, we dive deep into the lessons…
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep151 Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way! Which brew method reigns supreme? In this episode, we go full coffee nerd and build the ultimate coffee brewing methods tier list. From French Press to AeroPress, Chemex to Kalita Wave, even specialty instant and siphon brewers, nothing is safe from our judgment. We reflect on our first brewers,…
About Valor Coffee Podcast
A podcast and video show hosted by seasoned coffee pros and Valor Coffee founders Ethan Rivers, Ross Walters and Riley Westbrook where we discuss coffee, starting and running a business, and the specialty coffee industry.
Valor Coffee Podcast is a English arts & books podcast from Valor Coffee. Melo plays each episode straight from the publisher's own feed — no ads added, no account needed — and remembers where you stopped, in this browser only.
The Melo app keeps playing with the screen off, works in the car and on your watch, wakes you to your station, and browses the whole catalogue offline. Free, no ads, no account.
