Who Would've Thought A Coffee Company Run by Firefighters Could Create A New Category of Consumer?

Just before the new year, I had the opportunity to host Luke Schneider, Founder of Fire Department Coffee , on the Dog Whistle Branding podcast.

FDC is a veteran-owned and firefighter-run coffee company committed to roasting high-quality coffee while supporting first responders and other heroes in need.

Luke, a navy veteran and retired firefighter, together with his wife Kate, started the company back in 2016. At that time, there was a stereotype among veterans that all we start are businesses selling coffee, beer, or apparel. I also forgot to mention gyms! Truth be told, the stereotype isn’t entirely wrong. Many veterans, including myself, love drinking coffee, hanging out with friends over a beer at a badass brewery, and rocking dope T-shirts.

The challenge with these industries is their oversaturation, especially coffee. I can easily name ten veteran-owned coffee brands, half of which I have on my shelf at home.

In Downtown Newark, where I live, we have three coffee shops within a 500 ft radius. So when I see a veteran-led startup focusing on coffee, I tend to be a bit skeptical, thinking about the low margins and high volume required to turn a profit in this highly competitive category, already dominated by veteran-led brands like Black Rifle Coffee. However, I must admit that Luke has proven me wrong.

What the FDC team has accomplished is nothing short of amazing, building a brand around a niche and untapped community, with the ability to provide massive brand credibility and distribution.

Fire departments are all across the country, each representing potential hubs of consumers and channel partners. I can’t think of a more trusted brand than that of firefighters.Last year, FDC secured distribution in Walmart nationwide after pitching the company in person at their headquarters in Bentonville, Arkansas. Needless to say, they're doing things right.

I had the chance to meet Luke and some of his team in person at the Military Veteran Startup Conference in San Francisco back in February of 2023.

I told him I was a huge fan and looked forward to hosting him on my podcast. It took a while, but we finally made it happen. I wanted to get the inside scoop firsthand on how Luke built the brand, saw the market opportunity around fire departments, and how he plans to grow and expand his category. You can listen to our full interview by clicking HERE.

I also want to encourage you to visit their website and purchase some coffee for yourself. As business owners, I believe each of us has a personal responsibility to support and nurture the entrepreneurial ecosystem. #LiftAsWeClimb

Saved Rounds

I’m heading to San Francisco next week to attend the third annual Military Veteran Startup Conference , hosted by Context Ventures .

This year, I have the privilege of moderating the panel "Lean Startups, Bootstrapping, and Distribution," featuring Sahil Lavingia , Founder of Gumroad and author of 'The Minimalist Entrepreneur: How Great Founders Do More with Less.'

'The Minimalist Entrepreneur' is my go-to recommendation for first-time founders. I've read it at least five times and used its principles to launch and grow IRONBOUND Boxing, IRONBOUND Media, and Flawless Acceleration.

As a proud bootstrapper well-versed in the indie space, I'm excited for Milvet and can't wait to see you all there. If you haven't bought a ticket yet, you can still do so at https://lnkd.in/drfT9aQ5 .

I’m still in the process of creating some notes for the panel. I actually meant to share them with you for this newsletter and on the podcasts, but need a little more time. My plan write now is to share them for this week’s FRAGO Friday so be on the lookout.

Listen To The Latest Episode of Dog Whistle Branding: A Coffee Company Run by Firefighters with Luke Schneider, Founder amp; CEO of Fire Department Coffee

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