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Las Cruces, New Mexico · Specialty Coffee Brand Deep Dive

Picacho Coffee Roasters

Editorial sacred-geometry artwork for Picacho Coffee Roasters; not a documentary photograph
IndependentRoasts its own coffeeSourcing: Farm level
TagsPicacho Coffee RoastersNew Mexico coffee roastersColombiaIndependentFarm levelRoasts in-houseCo-fermentationAnaerobic
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Picacho Coffee Roasters is a family-owned business based in Las Cruces, New Mexico, that has been roasting specialty-grade coffee since 2009. The company began when founder Chad Morris, a former musician, started experimenting with home roasting and sharing his results with colleagues. They are documented for their commitment to manual roasting on traditional drum roasters, intentionally avoiding automated profiles to rely on sensory evaluation. The roastery is recognized for its collaborative farm-direct sourcing model, which involves working closely with producers on custom fermentation projects and processing techniques.

Founded
2009
Roasting
Reported to roast in-house.
What it's known for
Family-owned small-batch roaster in Las Cruces working farm-direct Colombian lots, including Jairo Arcila's fruit co-ferments.
Sourcing countries
Colombia
Farm-level sourcing
The company documents its sourcing by highlighting direct partnerships with specific estates and farmers, often sharing detailed information about the producer, farm history, and unique processing methods for their single-origin and micro-lot offerings.
Notable coffees
  • — Jairo Arcila Banana Co-ferment
  • — Volcan Azul Geisha/Typica Red Honey Warm Anaerobic
  • — Embrujo Custom Anaerobic/Aerobic Natural
  • — The Sentinel Blend
  • — Pixie Double Fermented Washed Geisha
Documented coffee offerings

Coffees researched from Picacho Coffee Roasters

These are examples recorded during editorial research on Oct 26, 2026. They are not a live product feed. The coffee, lot, price, and availability may have changed. We have not necessarily brewed these coffees ourselves.

RATNAGIRI ESTATE, India Kere Patte Anaerobic Mossto Washed

Ratnagiri Estate, India · Anaerobic Mossto Washed

The cup features chocolate and cocoa notes that deepen and become more prominent with increased development.

Original roaster or listing source

Jairo Arcila Strawberry Co-Ferment

Santa Monica, Quindio, Colombia · Honey Coferment

The flavor profile is dominated by intense strawberry notes including strawberry jam, Turkish delight, and champagne.

Original roaster or listing source

Volcan Azul Geisha/Typica Red Honey Warm Anaerobic

Volcan Azul, Costa Rica · Red Honey Warm Anaerobic

This is a limited production microlot selection from farmer Alejo Castro.

Original roaster or listing source

External customer, cafe, marketplace, and class ratings are not comparable measures of the quality of an individual coffee. We do not convert them into original tasting scores or brand-wide star ratings. Our independent reviews are published separately after a coffee has actually been brewed and evaluated.

Verify original product sources

Retailer information: Picacho Coffee Roasters

Documented physical retailers
Picacho Coffee Roasters
Historical source note (not live inventory): The brand operates its own physical roastery and coffee shop located at 200 W Conway Ave in Las Cruces, New Mexico.
Physical
Documented online sources
Whole Foods Market
Historical source note (not live inventory): Carries the brand's House Blend coffee in 12 oz bags via their online grocery platform.
Website
Cherrybook
Historical source note (not live inventory): An online marketplace that features various coffee offerings and subscriptions from Picacho Coffee Roasters.
Website
Picacho Coffee Roasters's online shop
Historical source note (not live inventory): The brand sells its full range of specialty coffee beans and merchandise directly through its official website.
Website

I was able to verify the brand's primary physical location in Las Cruces and its presence on two major online retail platforms, but I could not find a comprehensive list of additional third-party physical grocery retailers beyond the specific Whole Foods product listing.

These references come from public store locators, retailer listings and brand materials — last checked Nov 8, 2026. They are research links, not proof of current stock or a buying recommendation. Verify availability, price and location directly with the source.
In the news

Recent news and media coverage about Picacho Coffee Roasters, as documented by outside outlets. We link to the original reporting and do not rewrite or endorse it.

2026-09-27 · Hoodline
Ex-Barbie Marketer Launches Modern Cowgirl Coffee with New Mexico Roaster

Modern Cowgirl Coffee, a new Southwestern-inspired brand founded by former Mattel executive Katie Herron, has partnered with Las Cruces-based Picacho Coffee Roasters to handle the roasting of its flagship 'Original Cowgirl Blend.' This collaboration pairs the new brand's lifestyle-focused marketing with Picacho's established craft-roasting expertise.

2026-03-02 · KRWG Public Media
Coffee documentary films in Las Cruces

Picacho Coffee Roasters was featured in the documentary series 'Coffee - The Universal Language,' with producers highlighting the roastery's commitment to quality and intentional sourcing. The segment underscores the roastery's reputation as a significant local business in the Las Cruces specialty coffee scene.

Sources used in this deep dive
Research disclosure — this profile was compiled from public online sources on 2026-10-15. This company overview is not a tasting review. Original tasting reviews are labeled separately when they exist. Ownership, roasting and sourcing details are attributed to documented sources. Added for the Coffee Innovation directory: verified US seller of the Jairo Arcila strawberry co-ferment lot.

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