n TASTE
Bing Kirk first invested in a
Diedrich IR-12 and started
roasting as a hobby in 2000.
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comstocksmag.com | October 201 8
“I had a vision of what it could be-
come with our product, café design,
logo and retail sales,” Vicari says. “I
thought about the type of chairs to have
in the café, cup design and food op-
tions.”
She began by setting up a coffee
cart in the roasting warehouse and
started baking a few scones — eight or
so a day — for people buying coffee.
She describes the former digs as “not a
cool location, off an alley with no other
businesses around.” Customers heard
about the business by signage, word of
mouth or via social media posts. She
started discussing a rebrand of the busi-
ness with her stepfather, and proposed
changing the name to further move the
enterprise forward.
“I had a hard time with it,” Kirk says.
“Given my history with the mountain
and the company, it was difficult to
think about changing the name.” Ulti-
mately, he “acquiesced and asked the
Holy Grail question: What will we call it?”