Not Your Average Joe

Not Your Average Joe (NYAJ) was founded in 2019 in Oklahoma City by Tim Herbel. The company was established as a direct response to the social marginalization Herbel witnessed regarding his nephew, Braxton, who lives with a disability. Recognizing that over 75% of individuals with disabilities face unemployment or underemployment after high school, Herbel sought to create a business model where coffee service serves as a vehicle for social change, providing side-by-side employment, life skills development, and community integration.

Operating as a specialty coffee roaster and cafe, NYAJ focuses on high-quality coffee production while maintaining a core mission of inclusivity. The company operates under the umbrella of the Accept-ional House of Brands, a nonprofit structure that also oversees Stella Nova Coffee. This organizational framework allows the company to scale its impact, expanding its reach within the Oklahoma City coffee market and beyond.

In practice, the company functions as a professional training ground and workplace. Employees with varying abilities are involved in the creation of coffee beverages, working alongside staff in an environment designed to be encouraging and accessible. This model transforms the routine act of purchasing coffee into a social mission, aiming to shift public perception by demonstrating the capabilities of their staff in a high-standard service environment.

Growth and expansion have been key components of the organization's recent history. In March 2025, the company expanded its hiring initiatives through its association with Stella Nova Coffee. By December 2025, the Accept-ional House of Brands further solidified its presence in the local food and beverage scene by acquiring the Quincy Bake Shop, an established Oklahoma City bakery, to further integrate its mission of inclusive employment into the culinary sector.

While the company is distinct from the similarly named marketing campaign launched by Paramount Coffee in 2026—which used the phrase 'Not Your Average (Cup of) Joe' to promote a new line of ready-to-drink cold brew—the Oklahoma-based Not Your Average Joe remains focused on its nonprofit mission. The organization emphasizes that its coffee is 'exceptional' not only in quality but in the human impact behind every cup served.

Today, the company stands as a notable example of a social enterprise within the specialty coffee industry. By prioritizing the development of life skills and social engagement for its employees, it challenges traditional employment barriers. The organization continues to operate as a community-focused entity, using its platform to advocate for a more diverse and accepting workforce within the specialty coffee sector.