Flight to Voloroco
Started as Flight Roasting Company, with a love for exceptional coffee, our journey began with a farmer's market popup on the edge of Sonoma County in 2023. Our focus is beans. Flight Roasting Company launched in the fall of 2023 at a weekly Sonoma County farmer's market. Our mission was simple: source exceptional top-lot, single-origin beans and roast them to perfection for coffee purists who drink it black. No sugar, no cream, no compromises.
We built a loyal customer base by expanding our farmers' market presence and focusing on expertly roasted beans tailored to the county. Relentless experimentation with natural versus washed beans delivered a dynamic, reliable, repeatable, excellent product. We then evolved Flight into Volo Roasting Company, inspired by the Italian word for 'flight.' We refined our branding, retaining our signature sparrow, star, and lightning bolts with a subtle punk edge. Voloroco means unique, customer-focused coffee and bold, memorable experiences in every cup.
Read more about Volo Roasting Company below
01
Building Beyond the Farmer’s Market
We knew slinging pour-overs for local farmers’ market patrons had an expiration date. After only 2 months, we launched straight into building a digital storefront to push bean sales beyond Sonoma County.
Given our limited brand awareness, I built our entire store experience from the ground up. This included UX/UI design, product detail pages, pricing strategy, and the establishment of backend commerce APIs. With my background in marketing analytics, I helped create transparency into our sales funnel to see exactly where customers dropped off.
For assets, we leveraged our distributor’s photography and descriptions to showcase our hand-selected, top-lot farms across North and Central America, South America, and Africa that give back to their communities by paying equal wages or funding children's and women's services. We want to communicate that every cup pays it forward.
Unlike competitors locked into static sourcing, we buy in-season beans that rotate quarterly. Our selection changes with the weather and harvest cycles, keeping our lineup fresh and at peak quality. We enhanced product pages with AI-generated assets through Adobe Firefly. These add vibrant color and context that stock photos couldn't deliver. The site is constantly evolving. Our next iteration will sharpen our brand messaging to make clear exactly why we beat local competition.
Visit Voloroco to learn more.
02
The Perfect Marriage: Coffee, Bikes & Community
What started as a work cycling challenge—qualifying for a 5-day epic from Zurich to Venice—became the partnership that would transform Voloroco. My semi-pro cycling partner clued me in to cycling's holy trinity: coffee, bikes, and solid food. Get all three right, and you've got a customer for life.
Volo Roasting Company and Bike Monkey, a professional cycling event company, found each other at the start line—we caffeinated their competitors and loaded podium prizes with our beans. When Bike Monkey offered us space at their headquarters, it was instant: Rollup was born, with the perfect name that bridges both brands and captures that moment when cyclists roll up, clip out, and settle in.
Like our website, Rollup is a coffee and cycling experiment in real time—we're learning as we grow. Six weeks in, we're already pulling 5-star reviews, but this is just the beginning. Once we clear this winter fog and cyclists start rolling through in force, Rollup will be the beating heart of Sonoma County's cycling community: the best coffee in town, bites from local vendors, and the kind of space where every rider feels at home.
03
Marketing That Moves: Events, Social, & Community Building
I've funneled decades of marketing experience into building Voloroco's voice across every touchpoint. I create punchy, conversational social media assets for posts and stories that our partners love to share. I design targeted email campaigns for new bean drops and subscription pushes pulled from our sales lists. I ensure we have cohesive bag labels that tell our story at a glance.
But the real breakthrough came on December 9th with our first-ever coffee-and-cycling event. It was a partnership with Bike Monkey and Canyon Bicycles that brought riders to Rollup for coffee and pastries from our menu. We sent them on an epic 22-mile gravel ride with pro cyclist Pete Stetina. When they returned, we welcomed them back with more coffee and sourdough baguettes from Revolution Bread. The energy was electric.
We're doubling down—women-only rides, advanced climbs for masochists who love Sonoma County's brutal elevation, and beginner rides for fresh faces discovering cycling. We're pushing way beyond what a "normal coffee shop" does to build an inclusive, ride-or-die community.
If you’re ever in Sonoma County and interested in exploring cycling, and of course coffee, we’d love for you to join our vibrant community. Visit here to learn more.