Red Rooster Coffee Roasters

Red Rooster Coffee Roasters was established in 2010 in the small town of Floyd, Virginia, by founders Haden Polseno-Hensley and Rose McCutchan. Originally conceived to supply coffee for a local shop, the company has grown into a nationally recognized specialty roaster. Today, it operates out of a state-of-the-art facility in Floyd, employing nearly 50 people and serving as a significant economic and social anchor for the rural community of approximately 432 residents.

The company’s operational philosophy is built upon four core pillars: coffee quality, employee welfare, farmer relationships, and environmental sustainability. This mission-driven approach has earned the roaster numerous accolades, including multiple Good Food Awards and a victory in the 2016 'America’s Best Espresso' competition. Furthermore, the company has consistently demonstrated technical excellence, with over 50 of its offerings scoring 90 points or higher on Coffee Review.

Sourcing at Red Rooster is defined by a commitment to specialty-grade, small-lot coffees. The company emphasizes direct and transparent trade practices, aiming to pay premiums that support sustainable livelihoods for farmers and their families. By focusing on these relationships, the roaster seeks to move beyond traditional commodity trading, ensuring that the economic benefits of high-quality coffee production reach the producers at origin.

Internally, Red Rooster is frequently cited for its progressive labor practices. In an effort to support its workforce, the company provides unique employee incentives, most notably an onsite childcare facility. This focus on employee well-being has garnered national attention, including recognition as a top honoree in the U.S. Chamber of Commerce’s 'CO—100' list, which highlights small businesses that demonstrate exceptional community and employee support.

Beyond its roasting operations, the company maintains a physical presence in Floyd that serves as a hub for coffee education and community engagement. The facility houses one of the few Specialty Coffee Association (SCA)-certified training campuses in Virginia, reflecting the company's dedication to professionalizing the craft of coffee preparation and roasting. This educational component underscores their broader goal of fostering a culture of quality both locally and within the wider coffee industry.

As the company has matured, it has balanced its growth with a commitment to environmental responsibility, utilizing recycled and earth-friendly materials in its packaging and operations. By integrating these sustainable practices with a high-touch approach to sourcing and a deep investment in its local workforce, Red Rooster has established itself as a model for how rural-based specialty roasters can achieve national influence while maintaining a localized, community-focused identity.