Episode 499: Steve and Shelley Schneider of Miss Cherry Coffee - Marysville, WA. A Ride From Vietnam to Your Cup. What [THE SMELL] is Behind the Beans? HANOI High Quality TART and FRUITY with Beauty.

In this inspiring episode of the JUSTIN AND THE [FOOD] ENTREPRENEURS Show, host Justin Bizzarro sits down with Steve and Shelley Schneider, the dynamic husband-and-wife team from Marysville, Washington, behind the artisanal coffee company, Miss Cherry Coffee. What began as a transformative trip to Asia, culminating in Vietnam, sparked a passion that would unexpectedly lead them down the path of entrepreneurship.

The Schneiders recount how their love for the unique, high-quality Vietnamese coffee they experienced in Hanoi led to a frustrating search back home. Unable to find the same authentic flavors, and with the encouragement of a home-roasting friend, they decided to take matters into their own hands. This set them on a journey from hobbyist roasters, sharing their creations with friends, to landing their first major contract and realizing they had a viable business.

Steve shares how his seemingly unrelated background as a Chinese Mandarin linguist in the U.S. Army gave him the confidence to navigate the complexities of international travel and sourcing, a crucial skill for their new venture. Shelley’s experience as a barista provided the foundational knowledge of what makes a great cup of coffee. Together, they delved into the art and science of coffee, from understanding the different processing methods—natural, washed, and honey—to the sensory nuances of the roasting process itself, where smell and sound are as important as sight.

Listeners will get a fascinating education on the world of coffee, from the journey of the coffee "cherry" from farm to cup, to the critical importance of freshness—a realization that Steve describes as a "my whole life's been a lie" moment. They explain why coffee roasted just days ago offers a peak experience that can't be matched by beans that have sat on grocery store shelves for months.

Beyond the beans, this is a story with a mission. The Schneiders shed light on the inequities within the coffee industry, where women perform the vast majority of the labor but hold a tiny fraction of the equity. This discovery drove them to partner with organizations like Cafe Femenino, sourcing their beans from women-led farms and contributing to programs that empower these communities. They also discuss the future of coffee, highlighting the potential of drought- and pest-resistant varietals like Excelsa to combat the challenges of climate change.

Join us for a rich and aromatic conversation that blends culture, history, and business. Steve and Shelley’s story is a testament to how a shared passion, a commitment to quality, and a desire for positive change can brew a truly remarkable entrepreneurial adventure.

 

IG: @misscherrycoffee

Address: https://misscherrycoffee.com/ 

 

Entrepreneur interested in being on the show: https://calendly.com/justin-bizzarro/podcast

 

Hosted By: Justin Ryan Bizzarro (IG: @justinbizzarro and LinkedIn: FOLLOW ME )

 

Who is Justin Ryan Bizzarro? – Justin Bizzarro is a serial food, restaurant, technology, media and marketing entrepreneur, who helped build a 24-year-old group of food and restaurant related businesses, he created with his father and business partners out of his family’s basement, in 1998. He is a highly desired business management, personal and athlete growth, free market, food diversity, and entrepreneurial leadership speaker. Justin’s expertise are in human growth, motivation, leadership and management development, health foods and beverages, global lean manufacturing facilities, vertically integrating businesses, food marketing and advertising, supply chain creation and management, direct to consumer fulfillment, transportation and distribution, personal brand building, restaurant development and construction, and entrepreneur acceleration. Justin received his BA in International Business and Management from Dickinson College, in 2002, and his MBA from University of North Carolina - Chapel Hill, in 2014. He is currently pursuing his Master of Divinity in Leadership from Denver Seminary. His leadership and entrepreneur podcasts have positively impacted millions of people across the globe.

 

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