2024 Reflections - A Culmination
This year, like all the others, was a lot. If I’m being honest, it felt like the future was very bright and quite dim at other times. But more than anything this year was a culmination of the last 4-5 years of dreams and visions that I’ve had for both The Lev Co and Pomelo. Here’s why this year felt like a culmination:
Because of SCA in Chicago
I grew up outside of Chicago and went to college in the city. During the first few years of my time in Chicago, my life was turned upside down and the city helped to put it back together—along with coffee. Because I no longer live in Chicago, attending SCA here felt somewhat like visiting your parents house after college, like seeing an ex that you loved but you knew you weren’t right for and like a familiar recipe you no longer need to look up to make. I cried multiple times a day during SCA and the moments I shared with the ex-coworkers, coffee friends and my team were worth the investment.
Because Two Team Mates Came to SCA
The first time I went to SCA, I was with two teammates when I was working for a roaster in Chicago. The whole time I remember feeling that it was a mistake that our boss didn’t come with us to share the experience and build culture as a team. It was at that SCA, I decided that if I ever owned a company, I wanted to bring as many teammates to SCA as possible in the future. This year, I finally did that and we’ve already booked our Airbnb for next year!
Because TLC Submitted For Our First Ever Design Award
For years, I’ve wanted The Lev Co to be the go-to agency for coffee companies facing big challenges and needing strategic, high-quality design. For Long Miles’ 2023 Private Auction we were engaged to design and promote this auction and it felt like the first time a company fully trusted us to “do our best work.” While we didn’t win the SCA design awards, we proudly submitted for the award and we look forward to continuing to submit our best work for awards moving forward.
Because of The First Ever Drinks With Designers
At TLC & PCC, we love creating moments for our industry—a practice we call Moment Making. It was at SCA that we hosted a cocktail hour specifically for the designers behind some of the USA’s most influential coffee companies and it was a treat to share an evening with worthy rivals.
Because of 250-300 people
I’ve given the "5 Essentials" talk about half a dozen times around the country, with a maximum attendance of 60–70 people. I’m happy with that, because it’s less about the number of attendees and more about providing real value to those in the room.
My expectations regarding the number of attendees for my 5 Essentials talk were fairly low, to be honest. I thought 30-40 people might show up but to my surprise there ended up being about 250-300 people that came to my talk and about 30 people stayed after to chat. This to me felt like I had struck a chord with roasters' needs and challenges. This is all I ever hope to do…connect with roasters and help them.
If SCA was all we did the whole year, I could have died a happy man. However, everyone at The Lev Co & Pomelo stretched and pushed towards greatness in ‘24.
Because of the Pomelo Book
This year, I finished writing the Pomelo Book that I had been writing for 18 months and we’re in the design stage at this point so you can expect the book to be available by SCA in Houston this year. I never thought I’d write a book on how to help coffee roasters make more money and develop better processes in their company but here we are. Never say never friends!
Because of Junto
In June, I started an exclusive group for owners of specialty coffee roasters called Junto. I had the idea for years but never put pen to paper to make it real until a client asked me directly for a group like this.
Facilitating this group has been a formative reminder to me of why I do the work I do. It has also been beneficial in reminding me that I truly love to facilitate spaces for owners that allow for support, learning and growth as leaders, owners and people.
Thank you Andy, for pushing me over the cliff to build and start this!
Because of People
This year we worked with some great clients and folks that I’ve wanted to work with for quite some time. To you I say, thank you! It’s a privilege to get to work with you!
Without incredible people, incredible things are not possible. In all of my time in business, my team has never felt so synced up as we have this year. I attribute this to them being incredible people, talented strategists and acknowledging their contribution to The Lev Co and Pomelo for what it is–necessary, needed, and something only they could do.
I would like to personally acknowledge each team member for their contribution to our collective work:
Maria Meade - Overseeing Creative Direction - and reminding us to be fun
Chloe Troub Overseeing Social & Strategy - and bringing the vibes
Clay Yarborough Overseeing Graphic Design - and keeping us grounded
Thank you for making this the best year we’ve ever had and for being you.
Because of The Valleys
This was the first year where I had many moments where I didn’t see a way forward. I was unsure how I would pay for certain large expenses, there were challenges that I didn’t think I had the guts, the knowhow, or the gas left in my tank to get over the mountain we were climbing. This, I have come to learn, is simply part of being an owner and you aren’t really pushing yourself or the envelope enough if you’re not facing those conversations.
If you’ve read this far, you may be wondering why I’m ending on the negativity of the valleys instead of something positive and affirming…well the reason I’m ending here is because you, Dear Roasters and friends, need to know that you aren’t alone in the struggle. You aren’t the only one who considered throwing in the towel this year. You aren’t the only one who’s faced what feels like unovercomable (in entrepreneurship, that is a real word). To you Dear Roaster, I hope you hear that you are not alone. Those deep valleys you have and will continue to face are what makes the mountain tops worth the challenge.
A toast to 2025!
Here’s to 2025 being not just your best year, but a year that you check off dreams that you’ve had for yourself and your business for years. I hope you are reminded to dream bigger and that just about anything is possible.
Oh! And don’t forget that I and We believe in you!