06/04/2026
Coffee may be the product, but connection is often what drives the purchase.
In this Business Spotlight, David Hancock of Ridgeline Roasters discusses how brands become part of a community's identity. From mountain bikers and climbers to military groups and outdoor enthusiasts, people often choose brands that align with their lifestyle and values.
The conversation also explores the importance of authenticity, customer experience, and why the best businesses focus on more than just selling a product.
It's an insightful look at branding from someone who has experienced every side of the coffee industry, from coffee farms in Nicaragua to operating a local café in South Dakota.
Watch the full conversation here: https://youtu.be/FvoD77aqQd4?si=6wR_5KmMsQ63eC5h