Ashland Food Co-op buys Rogue Valley Roasting Company coffee house

By Damian Mann for Ashland.news

Ashland’s 30-year love affair with a cozy little coffee shop has sparked a new match with an equally loved 52-year-old Ashland organic grocery store.

The marriage of Rogue Valley Roasting Company to the Ashland Food Co-op became official this week.

When Dustin Way, who has owned the roasting company at 917 East Main St. for more than 16 years, began discussing the sale of his business to the Co-op, he realized it would benefit his 12-person staff and continue to serve his loyal customer base.

“What an awesome idea,” he said. “They said, ‘We see what you’ve built and we see what you’ve done for the community.’”

Way, who works in real estate, said he’s both excited and sad to say goodbye to the coffee shop, but he’s leaving behind a lot of memories.

Over the years, he said, various flirtations have brewed between customers and baristas, leading to five marriages.

“I’m one of them,” Way said. “I married a customer.”

Way took over the roasting company with his mother, Cindy Bernard, as his former partner, on the 13th anniversary of its opening.

“Running a small business is hard,” Way said. “But it is a successful business with good cash flow. Each year I’ve got enough to put out the latest fire.”

He said he has been pursuing a career in real estate for the past three years, easing himself away from the daily management of the coffee shop.

“I became the face of the business,” he said. “I realized at a certain point that that was a dangerous position.”

Way said he was particularly concerned about his staff, but the Co-op will now provide them with benefits, something he was unable to offer previously.

Also, baristas will now get a 15% discount at the Co-op, and Co-op employees will get a 15% discount at the coffee shop.

Way said he will miss the coffee shop and his loyal customers.

“The reality is, I love the coffee business,” he said. “I’d say 95% of sales are local customers.”

The Co-op will own the business, but Way owns the coffee shop building, though there have been discussions about the Co-op eventually purchasing it.

The Co-op plans to continue Way’s emphasis on locally produced baked goods, organic certified ingredients, wine and beer, and fair trade organic certified coffee beans that are roasted locally by the roasting company’s team.

Nick Hardee, general manager of the Co-op, said, “RoCo has the love of our community and the product standards that complement our Co-op values. Investing back into our community and small businesses just feels right to me.”

The Co-op is looking at creating a wholesale coffee line that would expand the roasting company’s offerings and feature made-to-order coffee drinks at the grocery store.

Tracy Fisher, manager of marketing and education for the Co-op, said Hardee, who lives close to the coffee shop, had been looking for ways to diversify.

The Co-op doesn’t have any plans to make significant changes at the coffee shop, though Fisher anticipates team meetings will sometimes be held there.

Also, some events could be held at the coffee shop in the future, though Fisher said the events would have to be mindful of noise that might affect the surrounding neighborhood.

Fisher said the Co-op wants to continue to support the artisan bakers who offer baked goods at the coffee shop. Some of the bakers already have their offerings available at the Co-op.

She said the store is updating its liquor license to provide beer and wine at the coffee shop.

Fisher said the Co-op will continue to feature coffees from other local roasting companies at the store.

So far, the community appreciates the new alliance between the roasting company and the Co-op.

“We’ve had positive feedback,” Fisher said. “They’re really happy the little coffee shop is going to stay.”

Reach freelance writer Damian Mann at dmannnews@gmail.com.