Charlotte Welcomes Pure Intentions Coffee Roastery’s New Chapter
In the bustling city of Charlotte, coffee enthusiasts have something exciting brewing! Pure Intentions Coffee Roastery, a beloved local brand, is spreading its wings and relocating to a larger space in an office park on Choate Circle. The new home, a sprawling 16,000 square feet, is a welcome change for founder Matt Yarmey, who started roasting coffee over a decade ago in a tiny garage.
From Humble Beginnings
Yarmey’s journey began in a garage off Old Concord Road. Fast forward to today, and here he is, preparing to fill his new office and warehouse with the personality and energy that Pure Intentions is known for. “Come back in six months,” Yarmey shares with a friendly smile, hinting at the vibrant atmosphere that will soon populate the bare white walls. “We haven’t had a chance to give it our personality yet, but it’s coming!”
Why Move? Why Now?
The shift to the new location comes for a couple of crucial reasons. The first is space. After years of growth, their previous 10,000-square-foot facility was bursting at the seams! Yarmey laughed when he recalled how he had to buy not one but two shipping containers just to store everything. Secondly, rising rental prices near the city center are pushing businesses like his to seek more affordable options. “When I first moved to North End, lease prices were about $10 per square foot. Now, it’s nearly $30. It’s just not sustainable,” he explained.
Shaping Charlotte’s Coffee Culture
Charlotte’s coffee landscape is rapidly evolving, with both independent and corporate coffee shops popping up in neighborhoods all around the city. In the world of independent coffee roasters, Pure Intentions stands out. Yarmey’s roastery distributes to approximately 150 cafes and restaurants in the region, providing a crucial link between exceptional coffee growers and eager consumers. With roughly a dozen roasteries in the area, including notable names like Hex Coffee Roasters and Night Swim Coffee, the local industry is thriving!
Quality Meets Affordability
However, running an independent roastery isn’t without its challenges. As independent businesses, they constantly juggle the delicate balance of providing high-quality products while remaining accessible to customers. “The reality is, we want to make sure our products reflect quality without being out of reach for daily coffee drinkers,” Yarmey shares, as he references the “meaty middle” of coffee drinkers who appreciate craftsmanship without the inflated prices.
The Journey Behind the Brew
Now, let’s talk about the coffee itself. The roasting process is no small feat. It involves loading green beans into roasting machines, adjusting heat levels for different roast styles, cooling them, and finally, bagging the coffee. Yarmey emphasizes the hard work involved, not just on his end but also for the farmers producing the beans. “I wish people knew how hard it is to get that perfect cup of coffee. So much effort goes into it,” he says sincerely.
More Than Just Coffee
Then there’s the ethos behind the brand. Yarmey, along with other coffee roasters in the area, has often grappled with the question of whether to scale their operations. Fellow entrepreneur Tony Santoro, who co-founded Enderly Coffee Co. around the same time as Yarmey, echoes this sentiment. His commitment to the local community is evident as he discusses the importance of providing fair wages and sustaining direct-trade relationships with farmers. Santoro highlights a collaborative spirit among coffee businesses in Charlotte: “We build this city’s coffee economy together. The better we all do, the better it is for each of us and for our city.”
A Legacy in the Making
As Matt Yarmey walks through the nearly empty new roastery, he enthusiastically points out where everything will go. “This space will be filled with racking for our accessory products. Over there’s our new roaster, and this will be our production wall,” he tells me, clearly stoked about the future. “Moving and shaking, man!” he smiles.
Charlotte’s coffee culture is on an exciting upward trend, and Pure Intentions Coffee Roastery is poised to play a significant role in that journey. While they may still be settling into their new home, the passion for quality coffee and commitment to community is already palpable.
