Since its opening in 2007, The Coffee Ethic has offered house-roasted single-origin coffee sourced around the world. Owner Michelle Billionis and her team travel to find the best farmers to source their coffee beans and complete multiple trial runs testing the best ways to roast them. The single-origin coffee is sold wholesale and locally, locally, and through customizable monthly subscriptions. SBJ: Why did you decide to roast your single-origin coffee? Michelle Billionis: The profit is better because we’re taking that green coffee from its origin and there is nobody in between. The single origin makes it exciting for coffee lovers because you get unique flavors and tastes. SBJ: What is your goal with distributing this product? Billionis: To create more online awareness, so we can send it all over the United States and expand our online presence. We also want to get these coffees into higher-end boutique hotels, specialty independent businesses, chocolate companies and partnering with people who like the finer things. SBJ: How does production and distribution work? Billionis: We have a roasting facility in Springfield. We order the coffee – usually we know the farm and have visited them – so we know where it’s coming from and how it’s made. We sign a contract, we agree to buy a certain number of bags from the farmer, work with an importer to get it to us, and take the green coffee to sample roast. We try different variations of a roast to allow that bean to shine as best we can. Then, we get the roasted bean, and it goes into a big bucket. We roast twice a week, so everything is very fresh. SBJ: Sustainability is a company value; how did you approach that when designing the packaging of this product? Billionis: We discovered there are no bags we could recycle here in Springfield. We talked with the bag company we use, TricorBraun Flex. They used a different coating than is normally used that allows the bag to be thrown away and completely compostable. We knew it was a little pricey, but we bought a large amount, and we were one of the first companies in the U.S. to use a fully compostable bag. We used WestRock packaging as well, and they were able to sell us a box that could be recycled. We went with this option because of the idea that there would be the nice capsule feel of opening a box and the ability to recycle the box and throw away the bags to dispose of it properly. SBJ: How do you decide what farmers to use? Billionis: We get samples sent to us through our importers, and they’ll ask if we want to visit a farmer. We’ve had several farmers reach out to us through social media, word-ofmouth or someone we know. SBJ: How has this product helped the company grow financially and has it helped you expand your clientele? Billionis: With the new packaging, it reflects more of what we’re trying to do with higher-end specialty coffee. Single origin has given us the credibility of high-end coffee and quality is part of our mission, and basically, it’s given us the opportunity to serve a wide range of coffee lovers. We take a lot of care from the farm all the way to the customer. We like to highlight the work of the farmer, so it tastes like it was meant to taste. In 2024, I hope to see some progress and traction with a bigger online presence. We sell in Hy-Vee, we sell wholesale, and we’ve been making custom-branded blends for different companies like Rise, Cherry Picker and Hotel Vandivort. Interview by Editorial Intern Jillian Smith. FEB. 12-18, 2024 24 · SBJ.NET Owner: Michelle Billionis Employees: 14 Founded: 2007 Web: TheCoffeeEthic.com Instagram: @thecoffeeethic 2023 revenue:Would not disclose Product pricing: $14-$19 per bag Single-origin coffee Michelle Billionis After a cancer diagnosis in 2010, Shelly Davis of Fair Play started examining product labels and was astonished at how many included carcinogenic chemicals. She began purchasing all-natural, organic items for her family but found the products expensive. She started experimenting with recipes and in 2013 began selling four variations of bar soap. Today, through Tunetti Natural, she offers 63 products, including natural deodorant, body wash and personal care products. SBJ: Tell me about Jewelweed Bar Soap. Shelly Davis: This specific soap was requested by a local goat farmer who was unknowingly being exposed to poison ivy by working with the goats. It’s a must-have for people who like to be outside. The jewelweed is harvested locally and is often found growing near poison ivy and oak. The plant blossoms and leaves are crushed and diffused in water for several days. The infused water is then used to make the soap. Jewelweed has been used for centuries to relieve and prevent the effects of poison ivy and poison oak. Washing with jewelweed soap soon after being exposed to the plants will wash away the urushiol, the invisible oil on the plants that causes the rash and itch. The added patchouli and lavender essential oils help soothe and calm the affected areas. SBJ: How do you source the jewelweed? Davis: I harvest it locally – I just make sure I don’t get in poison ivy. Jewelweed grows in pretty big bushes. It only blooms in June, with orange blossoms that look like trumpets, and that’s when I harvest it, so I know I’m getting the right plant. I collect blooms, leaves and small stems and bring them back and diffuse them into water. Then I freeze it in jugs so I can make it all year round. SBJ: Was starting your business part of your cancer healing journey? Davis: I didn’t realize it at the time, but it did turn into a healing process for me. I felt like I needed to give back in some way. My emotions were still too raw to be a mentor at the cancer center. I did donate my wig and prosthetics and crocheted some chemo caps, but I wasn’t ready to experience it again with anyone. This is a way for me to give back – to provide a natural product for families to use that does not include carcinogens and to do it at a good price point where everyone can afford it. SBJ: Affordability sounds like a key principle for your products – right up there with the organic qualities. Davis: A lot of times natural products are more expensive. My tagline is, “Making natural affordable.” As long as I have an increase in sales over the previous year, that to me shows progress financially. SBJ: What are your plans for Tunetti Natural? Davis: I’m hoping to open up some type of storefront in Springfield within the next year. I definitely want to get into the Springfield market more. I do so well at Cider Days and at the Pickwick Street Fair – I almost sell out every time, so I know that’s my target market. While I do want to expand, I don’t want to get into a situation where I have to increase my prices, so a home-based business might be the ideal solution; I can live there and have my shop there. Whichever way I go, it’ll work out. I’m looking at summer. Interview by Reporter Karen Craigo. COOLEST THINGS Owner: Shelly Davis Employees: 1 Founded: 2013 Web: TunettiNatural.com Instagram: @tunettinaturalsoap 2023 revenue: Would not disclose Product pricing: $4.50 Jewelweed Bar Soap Shelly Davis TUNETTI NATURAL LLC THE COFFEE ETHIC LLC
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