Dana Whitfield roasts every bean in the back of her shop, and her regulars can smell when it’s happening.
We sat down with Dana Whitfield, owner of Ember Roasters in Portland, Oregon, to talk about how the business started, what sets it apart, and what Dana has learned along the way.
How did you get started?
I was a nurse who roasted coffee as a hobby. Friends kept asking for bags, then their friends did. The shop came later.
What makes your business different?
We roast twice a week in small batches and put the roast date on every bag. Fresh coffee sells itself.
What was the hardest lesson so far?
Learning that a good product isn’t the same as a good business. I had to learn pricing, payroll, all of it.
What advice would you give another owner?
Talk to your customers every day. They’re the best consultants you’ll ever get, and they’re free.
What’s next for you?
Subscriptions. About a third of our regulars asked for home delivery last year.
Featured North interviews small business owners across North America. Want Ember Roasters on your radar? Visit them in Portland.
