Hub Coffee Roasters

Hub Coffee Roasters was founded in 2009 by Mark Trujillo, alongside his children Joey and Jessica, beginning as a small operation in a garage in the Midtown district of Reno, Nevada. The company was established with the explicit goal of introducing a specialty coffee culture to a region then dominated by traditional, darker-roasted, and commodity-grade coffee styles. Over the subsequent decade, the business expanded to include multiple café locations across Reno, including sites along the Truckee River and in the Reno Experience District, while maintaining its original focus on fostering local community connections.

The company’s operational philosophy is built upon a "seed-to-cup" sourcing model. A defining characteristic of this approach is founder Mark Trujillo’s direct involvement in the supply chain as a part-owner of three coffee farms in Colombia. This vertical integration is intended to provide the company with a high degree of oversight and connection to the production process, allowing them to maintain consistent quality standards while supporting the producers at the origin level.

In practice, Hub Coffee Roasters functions as both a retail café chain and a wholesale supplier. Their wholesale program leverages their history as a former wholesale customer of other specialty roasters, aiming to provide partners with equipment guidance, staff training, and custom blend development. The company emphasizes transparency and personal partnership in these business-to-business relationships, positioning itself as a resource for other businesses seeking to establish or refine their own coffee programs.

Their product offerings reflect a range of roast profiles, from traditional, chocolate-forward blends to unique, fruit-forward single-origin coffees from regions such as Ethiopia, Costa Rica, and Tanzania. The company utilizes these coffees across various brewing methods, including espresso, pour-over, and cold brew, and offers subscription services to reach customers beyond their physical café locations.

Beyond coffee production, the company integrates community engagement into its business model. This includes charitable initiatives, such as donating a portion of proceeds from specific coffee sales to the Renown Children’s Hospital. Their internal values emphasize hospitality, which they define as an ongoing dialogue with both the farmers who grow their coffee and the customers who consume it, aiming to create environments that prioritize customer education and employee well-being.

Today, Hub Coffee Roasters remains a fixture in the Reno specialty coffee scene. By balancing its direct-sourcing relationships in Colombia with its local community-building efforts in Nevada, the company continues to operate as a vertically integrated roaster that emphasizes the narrative of the producer alongside the final cup served to the consumer.