ASHEVILLE, NC – Cooperative Coffee Roasters (CCR) has taken a significant step forward by launching its inaugural café, located directly above its roastery in Asheville, North Carolina.
Occupying a 2,000-square-foot space previously home to the Urban Orchards cidery tap room, the new café has undergone a vibrant transformation. The installation of windows and enhanced lighting complements a lively color scheme that reflects the company’s nature-inspired packaging.
“For years, coffee packaging and café interiors have leaned towards minimalism,” explained CCR Co-Founder Matt McDaniel in an interview with Daily Coffee News. “We’ve always aimed to challenge that by creating a bold, statement-making environment, both in our packaging and the café’s design.”
The formerly dark ceiling and rafters have been refreshed with sky-like teal and cloudy whites. Custom orange glass pendants illuminate a concrete counter embedded with specks of mica and semi-precious stones. Newly installed windows at the back of the space enhance natural light, creating a bright and inviting workspace for baristas.
“I’ve been involved in the coffee industry since I was 18,” McDaniel shared. “Having worked in numerous shops, I wanted to ensure our bar flow was intentional, smooth, and conducive to an efficient working environment for baristas.”
CCR’s commitment to its employees extends beyond workspace design. As a member of Just Economics of Western North Carolina, both the roastery and the café are pledged to pay at least the Buncombe County living wage of $22.10 per hour. Additionally, a profit-sharing system is in place for all employees.
“We strive to foster a culture of equity, fairness, and inclusion, despite Katie [McDaniel] and I being the sole owners at this time,” said McDaniel. “We remain open to exploring different organizational structures as we progress.”
While not a cooperative by definition, CCR has contemplated various models of cooperative structure or worker ownership since its inception as an LLC in 2019.
“Our discussions around worker ownership and transforming into a co-op have revealed some hesitations,” McDaniel noted. “Enjoying a great job is one thing, but committing to ownership and the associated risks is another. This has prompted us to reevaluate some of our initial assumptions.”
The McDaniels began their roasting journey with a 6-kilo machine from Roaster Dynamics in a modest 700-square-foot space in North Asheville, and have since upgraded to a 15-kilo Loring machine. The roastery and café are housed in a building constructed into a hill, providing convenient loading access at the back.
The property also features a “secret garden,” a shaded, dog-friendly 900-square-foot patio that leads to a 936-square-foot enclosed courtyard.
Looking ahead, CCR plans to expand its public education offerings and wholesale operations. However, there are no immediate plans for additional cafés.
“If the roastery can meet the needs of everyone involved and the café supports the staff and community, serving as a neighborhood hub, that’s enough for us,” said McDaniel. “We don’t feel the need for relentless growth. We’re passionate about coffee, not business for business’s sake.”
With a focus on community and a love for coffee, CCR continues to carve out its unique space in Asheville’s coffee scene.