Today we’d like to introduce you to Dan Romeo.
Dan, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
TRVLR Coffee Roaster was launched at the end of 2017. Founder and Owner, Dan Romeo, left his corporate accounting job after realizing his dreams weren’t being found behind a desk looking at computer screens and spreadsheets. TRVLR is more than a brand; It is the personal quest of Romeo, and the actualization of his passion to embrace and enjoy life’s journey.
In short, I shouldn’t be doing this. I should be still working in the office somewhere. The corporate world wasn’t for me and I decided to risk everything to make this company happen. This unknown road I am on is TRVLR.
While young, the small TRVLR crew has been working tirelessly and passionately to the source, roast and deliver the freshest and most unique green beans on the market. We aim to stand out and do things differently by creating a strong and empowering brand that is first about the experience of life’s adventures, and second about the best coffee you’ve ever had.
Though we have no storefront, TRVLR maintains a fully operational warehouse, dubbed “The Roastarito,” in Mission Gorge, a rapidly growing area just outside of downtown San Diego, CA.
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Anything but smooth. I was hit early on with nearly a year of delays before I roasted one bean. I started TRVLR as a dream at the end of 2017. At the start of 2018 I signed a lease to have a retail space. That retail space never happened. Unfortunately, I had to break the lease because the construction of the building took over a year longer than expected. I did virtually nothing for all of 2018. So at this point, it is the start of 2019 and I finally got a break. A warehouse space became available that used to be leased by another local SD coffee roaster. I signed the lease and installed my roasting equipment. I went from a retail space with walking traffic to a warehouse which I would have to do wholesale at. That is a totally different business model but one I was up for the challenge to take on. So this TRVLR journey officially started at the end of Q1 2019 when I was given the green light to fire up my roaster. I have been slowly building the brand ever since. The last nine months have been the fastest nine months of my life. It’s been nonstop doing everything and anything I can to try to build this company and get more exposure. Through it all it’s been very rewarding and I couldn’t be happier.
The name “TRVLR” … comes from ‘Traveler” … It’s a journey we are on. That journey is filled with roads unknown and adventure. I want this to be anything but boring. TRVLR is my personal path and I hope everyone can experience their own path with or without a cup of my coffee. Do what you love. That is what I am doing now. That is what this brand is all about: enjoy the journey.
Tell us about your company. What do you do, what do you specialize in, what are you known for, etc. What are you most proud of as a company? What sets you apart from others?
TRVLR is more than coffee. It’s an adventure. It’s YOUR passion. I didn’t want to just build another coffee company… There are so many coffee companies. I want to ultimately build a lifestyle brand that people can relate with and that would drive people’s passions and energy in life. Everything I do is authentic and I hope people see that in all we do. If not, I have failed. I want the brand to resonate with people and connect with them. What is your passion? What is your journey? What is your life adventure? Do you. Let’s all enjoy the ride!
My dog, Bailey, has a big role in the company too. She is the unofficial-official brand ambassador. She works just as hard at getting out the TRVLR message to the masses. She is unpaid so it works for me financially! HA!
I try to roast in the smallest batches as possible. The smaller the batch the better it turns out. You lose quality when you increase the quantity. That is true in so many things we produce, in general. It’s my name on each bag… If it’s not perfect I won’t send it out the door.
So, what’s next? Any big plans?
I have big plans. I sit and dream each day where I want to take TRVLR. That is part of the fun adventure we are on. Anything is possible if you work hard enough at it. Obviously, I want to find a retail space and move into the biking side of the business… Coffee, Bikes and Goods! Right now, I just want to organically keep growing the wholesale business and build the brand through the quality and passion of what I do. There is more, but that is a secret. Stay tuned.
Pricing:
- All 12 oz coffee bags are $13 if purchased at the Roastarito!
Contact Info:
- Address: Roastarito is located at:
5839 Mission Gorge Rd
Unit D
San Diego CA 92120 - Website: www.trvlrcoffeeroaster.com
- Phone: 551-427-1916
- Email: dan.romeo@travelercoffeeroaster.com
- Instagram: trvlr.coffee.roaster
- Facebook: trvlr.coffee.roaster
Image Credit:
Gretchen Kamp
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