Founded in Santa Cruz, California, in 2007 by college friends Ryan O'Donovan and Colby Barr, Verve Coffee Roasters was born from a shared passion for music, design, and coffee.The duo combined Ryan's coffee industry background with Colby's entrepreneurial spirit to build a brand focused on the third wave coffee movement. Their approach is rooted in direct trade partnerships through their Farmlevel Initiative, which emphasizes paying premiums for quality and investing in coffee-producing communities. They roast in small batches on vintage Probat roasters, aiming to craft a future for coffee that is equitable and innovative.