Pure Intentions Coffee

Pure Intentions Coffee was established in 2011 by founder Matt Yarmey, who began his journey into the industry by experimenting with a small home roaster. What started as a personal exploration of coffee roasting alongside his father and fellow enthusiasts evolved into a professional operation centered on the mission of creating high-quality, sustainable products while building an accessible community for coffee drinkers. The company is headquartered in Charlotte, North Carolina, where it operates as a specialty roaster and wholesale provider.

The company distinguishes itself through its commitment to third-party certifications, holding the distinction of being the first coffee roaster in Charlotte to achieve both USDA Organic and Fair Trade certifications. This focus on sustainability is integrated into their sourcing philosophy, which emphasizes environmental stewardship and the improvement of living standards for coffee producers. Their business model is built on the premise that the coffee supply chain should be both educated and sustainable, impacting every stage from the farm to the final cup.

In practice, Pure Intentions Coffee functions as a comprehensive beverage partner for a variety of clients, including cafés, restaurants, and grocery retailers. Beyond roasting and packaging coffee, the company provides turnkey beverage solutions that encompass equipment leasing, shop and menu consultation, and staff training. This service-oriented approach is designed to simplify coffee and tea programs for business owners while maintaining a focus on specialty-grade quality.

Their product catalog features a range of offerings, from flagship blends like the 'Black Hat' espresso—a staple since 2012—to rotating single-origin selections from various coffee-producing regions. The company also produces in-house cold brew, which has become a significant part of their retail presence. This product line is distributed across various national and regional retailers, including Whole Foods Market, Harris Teeter, and Walmart, as well as within the hospitality sector.

Brand development has played a key role in the company's growth. In 2022, the company collaborated with design partners to refine its visual identity and packaging, aiming for a balance between a sophisticated, modern aesthetic and an approachable, friendly brand voice. This rebranding effort was credited with helping the company achieve its goal of securing placement in major retail chains and supporting significant year-over-year growth.

Today, Pure Intentions Coffee continues to operate as a privately held entity, maintaining its focus on the Southeast while shipping products nationwide. The company remains active in the local Charlotte community, contributing to the regional craft coffee scene through education and collaborative partnerships. Their current operations reflect a decade of scaling from a home-roasting project into a multifaceted business that balances wholesale service, retail distribution, and a commitment to ethical sourcing standards.