Notorious Coffee Roasting Company

Notorious Coffee Roasting Company is a specialty coffee roastery located in Marshall, North Carolina, within Madison County. The company operates as a small-batch artisan roaster, prioritizing the development of specific roast profiles designed to highlight the inherent characteristics of beans sourced from various global origins. Its operations are centered on a commitment to freshness, with a business model that emphasizes roasting to order and shipping directly to consumers.

The company was originally founded by Jeff Lowe, who established the roastery’s reputation for craftsmanship and its presence in the Western North Carolina coffee scene. Under Lowe’s leadership, the brand became known for its local engagement, including participation in regional markets such as the Weaverville Tailgate Market. The roastery has maintained a consistent physical presence at its facility on Little Pine Road in Marshall.

In 2025, the business entered a new phase of ownership when Heidi and Alex took over operations. This transition marked a strategic shift in the company’s approach to its product catalog. The new ownership simplified the coffee lineup, moving away from a large, rotating selection of beans to focus on a smaller, curated list of offerings. This change was implemented to ensure that the roastery could maintain higher standards of quality control and provide a more consistent experience for their customer base.

The sourcing philosophy of Notorious Coffee relies on partnerships with established green coffee importers. The company states that it prioritizes working with suppliers who emphasize transparency, sustainability, and quality in their supply chains. By focusing on these relationships, the roastery aims to secure high-quality green coffee that can be roasted in small batches to achieve specific flavor profiles, ranging from bright, complex single-origin coffees to balanced, rich blends.

In practice, the roastery’s workflow is designed to minimize the time between roasting and consumption. By roasting in small quantities and shipping fresh, the company seeks to deliver coffee that retains its peak flavor characteristics. This "roasted-to-order" approach is a core component of their operational identity, distinguishing them from larger-scale commercial roasters that may hold significant inventory.

Beyond its core roasting operations, the company has historically engaged with the local community through seasonal offerings and market presence. For example, the roastery has produced specific seasonal blends, such as a holiday blend featuring a combination of Central American and Indonesian beans, designed to provide a balanced, medium-to-dark roast profile suitable for colder months. These efforts reflect the company's focus on balancing traditional roasting techniques with the preferences of their local and online customer base.

Today, Notorious Coffee Roasting Company continues to operate as a North Carolina-based entity, maintaining its focus on small-batch production and direct-to-consumer sales. The transition in 2025 represents a commitment to refining the brand's identity, with the current owners aiming to uphold the established tradition of quality while streamlining the business to ensure long-term consistency and freshness for their subscribers and retail customers.