Muertos Coffee

I am running the Tough Mudder for the third time this year. One of the most important aspects of this now tradition is raising money for the Wounded Warrior Project. The first year we raised $160. Last year, I raised over $550. My team as a whole raised over $700.  Since the stakes were raised by enormous generosity last year, I will attempt to match those efforts.  I, with the help of my team, am going carry a cinder block the length of the course. I will carry my cinder block from home to work and (nearly) everywhere I go. Last year, Tough Mudder HQ donated an extra $100 if Mudders would carry a brick through the course. After carrying this block the length of the 10+ miles and grueling obstacles, I will drop this block in the pile to have additional money donated. I ask for you to show your generosity and honor those who have given so much. Please follow the link below to donate to the Wounded Warrior Project. https://www.eventbrite.com/donate/wolfpack-20...

I want to throw some Freud at you. Let me know your thoughts in the comments below. We as humans have the Id, Ego and Super-ego. We should consider this when developing a business as well. Businesses are living breathing entities with a life of their own. We need to understand and utilize that to our benefits.

I started Muertos Coffee because it is very applicable to me here in Az. The art is edgy and building in popularity. It is rooted in tradition and religion, two very strong human binding agents. I wanted my customers to have a strong sense of community, even tradition, when they came into my shop. In a previous blog (Change in the Name?), my friend Ricardo stated that this doesn't work for a larger customer base. So what do we do? How do we go about starting something new?

At Coffee Con LA I met and spoke with the team at Perfect Coffee ( http://www.perfectcoffee.com/ ). They had samples of a lot of top roasters (Blue Bottle, Ruby, Four Barrel, etc). They were wonderful to talk to and very passionate about their product. They are a coffee subscription company that sends pre-ground coffee through the mail. We instantly called shenanigans on this. There is no way you can grind coffee and it still be fresh by the time it gets to the consumer. We pressed to try and get more information, but they wouldn’t spill the beans. The most they would give us is that it is a zero oxygen environment (???) All I can imagine is people in space suites and oxygen tanks grinding coffee and putting it in little bags.