Steven Fonseca, born in Costa Rica, and Linda Juarez, born in Mexico, co founded Turtle Beans around 2022 in Bordentown, New Jersey, starting as an online operation from Fonseca's home before opening a permanent location. They source specialty grade beans from Kenya, Ethiopia, Guatemala, Mexico, and Costa Rica, with a preference for light to medium profiles that bring out tropical and fruity notes. Roasting happens on Sundays and shipping on Mondays. The business is tied to a conservation mission for endangered and vulnerable turtle species, with subscription packages named after turtle varieties. Fair pricing for farmers is a stated commitment alongside the environmental work.