Valor Coffee Podcast

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Latest Episodes:

How to Actually Build Core Values Your Team Will Live By – Valor Coffee Podcast Ep. 178 Sep 21, 2026

Show notes

JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more:⁠ ⁠https://community.valor.coffee?utm_source=spotify&utm_campaign=ep178

A very special thank you to Chris for joining me on the pod!Why do your baristas stare at customers instead of engaging with them? Ross sits back down with Keys to the Shop founder Chris Deferio (almost 10 years into coaching coffee shop owners now) to dig into the real reason "hospitality" and "engagement" stay buzzwords instead of habits on the floor. Chris walks through why owners have to be the first example of the standard they want to see, how to actually write core values that aren't just a pretty Canva document nobody reads, and why trust has to come before any values rollout works at all. They get into the guilt a lot of owners carry about having authority in the first place, why imposter syndrome is basically just lying to yourself, and a practical, one-value-at-a-time way to change a culture that's already set in its ways. If you manage people in a coffee shop, or you're thinking about it, this one's worth the full listen!

*If you purchase something through one of our links, we may be entitled to a share of the sale*

A very special thank you to our incredible sponsors!

Heyday Coffee Accounting — bookkeeping built for cafes, carts, and roasters!

Get 10% off your first 3 months: https://heyday.cpa/valor?utm_source=youtube&utm_campaign=ep178

Local Eyes Growth — the SEO team behind Valor's catering growth.

Get 20% off any plan: https://localeyesgrowth.com/valor?utm_source=youtube&utm_campaign=ep178

Buy Valor Coffee: https://valor.coffee/shop?utm_source=youtube&utm_campaign=ep178

Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!

Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffee.

Want to revolutionize your catering business with a single hub for logistics, invoicing, estimates, and more? Flashquotes is changing the way Valor and other catering companies do business, leading to more bookings and better events.

Check out https://flashquotes.com/valor to learn more!

Follow the Valor Coffee Podcast on Instagram: ⁠⁠http://instagram.com/valorcoffeepod⁠⁠

Follow Valor on Instagram: ⁠⁠http://instagram.com/valor.coffee⁠⁠

Subscribe to Riley's YouTube Channel: ⁠⁠https://youtube.com/@rileywestbrook⁠⁠

Follow Riley: ⁠⁠https://instagram.com/rileywestbrook⁠⁠

Follow Ross: ⁠⁠https://instagram.com/rosswalters⁠⁠

Follow Ethan's Parody Account: ⁠⁠https://instagram.com/ethanrivers777

Why We Celebrate When Great Employees Leave – Valor Coffee Podcast Ep. 177 Sep 15, 2026

Show notes

JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more:⁠ ⁠https://community.valor.coffee?utm_source=spotify&utm_campaign=ep177

Tuesday POD!! Let's get it.We want our best employees to eventually quit, and we mean that. In this episode, we sit down with two former Valor baristas turned coffee shop owners and talk through why losing a great employee to their own venture isn't a betrayal, it's actually the whole freaking point. We get into the difference between an abundance mindset (pour into people while they're here, knowing they might leave sooner because of it) and a scarcity mindset (resent them for it), why the average employee only sticks around for about two years, and what it actually looks like to invest in someone's growth instead of just training them to make coffee. If you've ever felt like a good employee leaving to compete with you is a gut punch, this one just might change your perspective.

*If you purchase something through one of our links, we may be entitled to a share of the sale*

A very special thank you to our incredible sponsors!

Heyday Coffee Accounting — bookkeeping built for cafes, carts, and roasters!

Get 10% off your first 3 months: https://heyday.cpa/valor?utm_source=youtube&utm_campaign=ep177

Local Eyes Growth — the SEO team behind Valor's catering growth.

Get 20% off any plan: https://localeyesgrowth.com/valor?utm_source=youtube&utm_campaign=ep177

Buy Valor Coffee: https://valor.coffee/shop?utm_source=youtube&utm_campaign=ep177

Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!

Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffee.

Check out https://flashquotes.com/valor to learn more!

Follow the Valor Coffee Podcast on Instagram: ⁠⁠http://instagram.com/valorcoffeepod⁠⁠

Follow Valor on Instagram: ⁠⁠http://instagram.com/valor.coffee⁠⁠

Subscribe to Riley's YouTube Channel: ⁠⁠https://youtube.com/@rileywestbrook⁠⁠

Follow Riley: ⁠⁠https://instagram.com/rileywestbrook⁠⁠

Follow Ross: ⁠⁠https://instagram.com/rosswalters⁠⁠

Follow Ethan's Parody Account: ⁠⁠https://instagram.com/ethanrivers777

The Biggest Divide In Specialty Coffee – Valor Coffee Podcast Ep. 176 Aug 31, 2026

Show notes

JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more:⁠ ⁠https://community.valor.coffee?utm_source=spotify&utm_campaign=ep176

Why does the exact same Instagram Reel, like "don't be on your phone behind the bar" or "give guests water during a rush," get read by one barista as empowering and another as exploitative? We dig into the abundance vs scarcity mindset divide that is currently splitting the coffee industry. We also talk through how post shift debriefs work day to day, why boundaries have swung too far in the industry's comments, and why an owner being the highest paid person on the team isn't automatically a red flag. It's not a takedown of anyone who disagrees, just an honest look at why the same message lands differently for different people. In our mind, abundance mindset wins every time.

*If you purchase something through one of our links, we may be entitled to a share of the sale*

A very special thank you to our incredible sponsors!

Heyday Coffee Accounting — bookkeeping built for cafes, carts, and roasters!

Get 10% off your first 3 months: https://heyday.cpa/valor?utm_source=youtube&utm_campaign=ep176

Local Eyes Growth — the SEO team behind Valor's catering growth.

Get 20% off any plan: https://localeyesgrowth.com/valor?utm_source=youtube&utm_campaign=ep176

Buy Valor Coffee: https://valor.coffee/shop?utm_source=youtube&utm_campaign=ep176

Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!

Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffee.

Check out https://flashquotes.com/valor to learn more!

Follow the Valor Coffee Podcast on Instagram: ⁠⁠http://instagram.com/valorcoffeepod⁠⁠

Follow Valor on Instagram: ⁠⁠http://instagram.com/valor.coffee⁠⁠

Subscribe to Riley's YouTube Channel: ⁠⁠https://youtube.com/@rileywestbrook⁠⁠

Follow Riley: ⁠⁠https://instagram.com/rileywestbrook⁠⁠

Follow Ross: ⁠⁠https://instagram.com/rosswalters⁠⁠

Follow Ethan's Parody Account: ⁠⁠https://instagram.com/ethanrivers777

Answering YOUR Toughest Questions About Your Coffee Shop's Instagram – Valor Coffee Podcast Ep. 175 Aug 17, 2026

Show notes

JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more:⁠ ⁠https://community.valor.coffee?utm_source=spotify&utm_campaign=ep175

How do you actually find time to post on Instagram when you're running a coffee shop? We sat down again with our social media manager Lynden to break down what's really working: time-blocking, why your logo isn't your brand, and why messy behind-the-scenes content almost ALWAYS beats polished production. We also take time to talk through what's been working with YOUR Instagram accounts, so a very special thank you to everyone who submitted for this episode! If you run a coffee business and feel behind on social media, this one's for you.

*If you purchase something through one of our links, we may be entitled to a share of the sale*A very special thank you to our incredible sponsors!Heyday Coffee Accounting — bookkeeping built for cafes, carts, and roasters!

Get 10% off your first 3 months: https://heyday.cpa/valor?utm_source=youtube&utm_campaign=ep175Local Eyes Growth — the SEO team behind Valor's catering growth.

Get 20% off any plan: https://localeyesgrowth.com/valor?utm_source=youtube&utm_campaign=ep175Buy Valor Coffee: https://valor.coffee/shop?utm_source=youtube&utm_campaign=ep175Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffeeWant to revolutionize your catering business with a single hub for logistics, invoicing, estimates, and more? Flashquotes is changing the way Valor and other catering companies do business, leading to more bookings and better events. Check out https://flashquotes.com/valor to learn more!

Follow the Valor Coffee Podcast on Instagram: ⁠⁠http://instagram.com/valorcoffeepod⁠⁠

Follow Valor on Instagram: ⁠⁠http://instagram.com/valor.coffee⁠⁠

Subscribe to Riley's YouTube Channel: ⁠⁠https://youtube.com/@rileywestbrook⁠⁠

Follow Riley: ⁠⁠https://instagram.com/rileywestbrook⁠⁠

Follow Ross: ⁠⁠https://instagram.com/rosswalters⁠⁠

Follow Ethan's Parody Account: ⁠⁠https://instagram.com/ethanrivers777

Follow Lynden: https://www.instagram.com/lyndenbelzer/

Specialty Coffee’s Biggest Lie: Co-ferments – Valor Coffee Podcast BONUS Episode Aug 11, 2026

Show notes

JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more:⁠ ⁠https://community.valor.coffee?utm_source=spotify&utm_campaign=ep174

What if the thing making your coffee taste like watermelon or peach isn't fermentation at all? I sat down with my business partner Ethan, our green coffee buyer, to talk through what might be specialty coffee's biggest lie right now: co-fermented coffee. We break down the real difference between true co-fermentation, infusion, and flavored coffee. This isn't us telling you what to buy; it's us being honest about what we now ask before we buy it ourselves.

This week's episode is brought to you by our friends at Odeko: Use our code VALOR10 for 10% off your first supply order! Hit the link below to sign up now:n https://portal.odeko.com/signup

*If you purchase something through one of our links, we may be entitled to a share of the sale*

Buy Valor Coffee: ⁠⁠https://valor.coffee/shop?utm_source=spotify&utm_campaign=ep174

Watch on Youtube: ⁠⁠https://youtube.com/valorcoffee16⁠⁠

Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!

Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffee

Want to get your business in front of more people? We partnered with Local Eyes Growth to grow our business through SEO and the results have been incredible. Local Eyes is offering a FREE backlink ($300 value) to Valor Coffee Podcast listeners who partner through our exclusive link.

Visit ⁠⁠https://localeyesgrowth.com/valor⁠⁠ to get the ball rolling!

Follow the Valor Coffee Podcast on Instagram: ⁠⁠http://instagram.com/valorcoffeepod⁠⁠

Follow Valor on Instagram: ⁠⁠http://instagram.com/valor.coffee⁠⁠

Subscribe to Riley's YouTube Channel: ⁠⁠https://youtube.com/@rileywestbrook⁠⁠

Follow Riley: ⁠⁠https://instagram.com/rileywestbrook⁠⁠

Follow Ross: ⁠⁠https://instagram.com/rosswalters⁠⁠

Follow Ethan's Parody Account: ⁠⁠https://instagram.com/ethanrivers777

Follow Lynden: https://www.instagram.com/lyndenbelzer/

How to Run a Coffee Shop Instagram – Valor Coffee Podcast Ep. 174 Aug 03, 2026

Show notes

JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more:⁠ ⁠https://community.valor.coffee?utm_source=spotify&utm_campaign=ep174

Lynden is the mastermind behind our social media at Valor, and this episode she finally breaks down how she does it. From posting store hours as an unpaid intern to building a brand that's pulled in 26k followers, Lynden shares what actually moves the needle on Instagram in 2026. We get into why the algorithm is rewarding lo-fi content over polished, why selling on your feed kills engagement, and whether a coffee shop even needs a "global brand" to grow. We talk trends, founder content, and some random content that outperformed every latte photo we've ever taken. If your coffee shop's Instagram feels like a chore or you are struggling to find a consistent workflow, this one's for you.

This week's episode is brought to you by our friends at Odeko: Use our code VALOR10 for 10% off your first supply order! Hit the link below to sign up now:n https://portal.odeko.com/signup

*If you purchase something through one of our links, we may be entitled to a share of the sale*

Buy Valor Coffee: ⁠⁠https://valor.coffee/shop?utm_source=spotify&utm_campaign=ep174

Watch on Youtube: ⁠⁠https://youtube.com/valorcoffee16⁠⁠

Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!

Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffee

Visit ⁠⁠https://localeyesgrowth.com/valor⁠⁠ to get the ball rolling!

Follow the Valor Coffee Podcast on Instagram: ⁠⁠http://instagram.com/valorcoffeepod⁠⁠

Follow Valor on Instagram: ⁠⁠http://instagram.com/valor.coffee⁠⁠

Subscribe to Riley's YouTube Channel: ⁠⁠https://youtube.com/@rileywestbrook⁠⁠

Follow Riley: ⁠⁠https://instagram.com/rileywestbrook⁠⁠

Follow Ross: ⁠⁠https://instagram.com/rosswalters⁠⁠

Follow Ethan's Parody Account: ⁠⁠https://instagram.com/ethanrivers777

Follow Lynden: https://www.instagram.com/lyndenbelzer/

Every Reason to NOT Start a Coffee Shop – Valor Coffee Podcast Ep. 173 Jul 20, 2026

Show notes

JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more:⁠ ⁠https://community.valor.coffee?utm_source=spotify&utm_campaign=ep173

So you want to open a coffee shop? Before you sign a lease, let us try to talk you out of it, or at least make sure you know what you're actually signing up for. In this episode we play devil's advocate on our own dream job: managing a revolving door of 20 somethings, why "I'll roast my own coffee to save money" is really just starting a second, harder business, and why permitting alone can cost more than your whole buildout depending on where you live. We get honest about the money, the messy math of business partners, and the gap between loving coffee and loving running a coffee shop. If you still want to open one after this, we'd genuinely love to help.

This week's episode is brought to you by our friends at Odeko: Use our code VALOR10 for 10% off your first supply order! Hit the link below to sign up now:n https://portal.odeko.com/signup

*If you purchase something through one of our links, we may be entitled to a share of the sale*

Buy Valor Coffee: ⁠⁠https://valor.coffee/shop?utm_source=spotify&utm_campaign=ep173

Watch on Youtube: ⁠⁠https://youtube.com/valorcoffee16⁠⁠

Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!

Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffee

Visit ⁠⁠https://localeyesgrowth.com/valor⁠⁠ to get the ball rolling!

Follow the Valor Coffee Podcast on Instagram: ⁠⁠http://instagram.com/valorcoffeepod⁠⁠

Follow Valor on Instagram: ⁠⁠http://instagram.com/valor.coffee⁠⁠

Subscribe to Riley's YouTube Channel: ⁠⁠https://youtube.com/@rileywestbrook⁠⁠

Follow Riley: ⁠⁠https://instagram.com/rileywestbrook⁠⁠

Follow Ross: ⁠⁠https://instagram.com/rosswalters⁠⁠

Follow Ethan's Parody Account: ⁠⁠https://instagram.com/ethanrivers777

How Our Coffee Cart Exploded in 2025 – Valor Coffee Podcast Ep. 172 Jul 06, 2026

Show notes

JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more:⁠ ⁠https://community.valor.coffee?utm_source=spotify&utm_campaign=ep172

Joey's been running our catering operation for a year and a half and has somehow not quit. In that time we went from 3 events a month to 30, hit $239k in revenue, and learned basically everything the hard way. We're breaking down real numbers, real pricing, permits, equipment, staffing, and how to actually get bookings. No fluff, just the stuff we wish someone told us before we started this epic journey. Come hang!

This week's episode is brought to you by our friends at Odeko: Use our code VALOR10 for 10% off your first supply order! Hit the link below to sign up now:n https://portal.odeko.com/signup

*If you purchase something through one of our links, we may be entitled to a share of the sale*

Buy Valor Coffee: ⁠⁠https://valor.coffee/shop?utm_source=spotify&utm_campaign=ep172

Watch on Youtube: ⁠⁠https://youtube.com/valorcoffee16⁠⁠

Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!

Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffee

Visit ⁠⁠https://localeyesgrowth.com/valor⁠⁠ to get the ball rolling!

Follow the Valor Coffee Podcast on Instagram: ⁠⁠http://instagram.com/valorcoffeepod⁠⁠

Follow Valor on Instagram: ⁠⁠http://instagram.com/valor.coffee⁠⁠

Subscribe to Riley's YouTube Channel: ⁠⁠https://youtube.com/@rileywestbrook⁠⁠

Follow Riley: ⁠⁠https://instagram.com/rileywestbrook⁠⁠

Follow Ross: ⁠⁠https://instagram.com/rosswalters⁠⁠

Follow Ethan's Parody Account: ⁠⁠https://instagram.com/ethanrivers777

What Eleven Madison Park Taught Us About Running a Coffee Company – Valor Coffee Podcast Ep. 171 Jun 29, 2026

Show notes

JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more:⁠ ⁠https://community.valor.coffee?utm_source=spotify&utm_campaign=ep171

We just celebrated 10 years of Valor Coffee with a trip to New York and dinner at Eleven Madison Park AKA the restaurant behind two of the most talked-about hospitality books in the industry. In this episode we break down the full experience, what they did that nobody else does, and how it's shaping the way we think about our own cafes. If you're in coffee or just work in any form of hospitality, this one will be well worth your time.

This week's episode is brought to you by our friends at Odeko: Use our code VALOR10 for 10% off your first supply order! Hit the link below to sign up now:n https://portal.odeko.com/signup

*If you purchase something through one of our links, we may be entitled to a share of the sale*

Buy Valor Coffee: ⁠⁠https://valor.coffee/shop?utm_source=spotify&utm_campaign=ep171

Watch on Youtube: ⁠⁠https://youtube.com/valorcoffee16⁠⁠

Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!

Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffee

Visit ⁠⁠https://localeyesgrowth.com/valor⁠⁠ to get the ball rolling!

Follow the Valor Coffee Podcast on Instagram: ⁠⁠http://instagram.com/valorcoffeepod⁠⁠

Follow Valor on Instagram: ⁠⁠http://instagram.com/valor.coffee⁠⁠

Subscribe to Riley's YouTube Channel: ⁠⁠https://youtube.com/@rileywestbrook⁠⁠

Follow Riley: ⁠⁠https://instagram.com/rileywestbrook⁠⁠

Follow Ross: ⁠⁠https://instagram.com/rosswalters⁠⁠

Follow Ethan's Parody Account: ⁠⁠https://instagram.com/ethanrivers777

Is Specialty Coffee Ready for Automation? (w/ Project Zero) – Valor Coffee Podcast Ep. 170 Jun 22, 2026

Show notes

JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more:⁠ ⁠https://community.valor.coffee?utm_source=spotify&utm_campaign=ep170

What happens when two specialty coffee companies from opposite sides of the world sit down to talk about the future of coffee? In this extended episode, we're joined by Kirk Pearson from Project Zero in Australia to unpack one of the biggest conversations happening in specialty coffee today: automation. From pre-batched espresso and AI to hospitality, barista wages, and the role of craft, we explore what the next generation of coffee shops might actually look like. Whether you agree or disagree, we hope this conversation challenges you to think critically about where our industry is headed. Let us know your thoughts in the comments! We'd really love to hear your perspective.

This week's episode is brought to you by our friends at Odeko: Use our code VALOR10 for 10% off your first supply order! Hit the link below to sign up now:n https://portal.odeko.com/signup

*If you purchase something through one of our links, we may be entitled to a share of the sale*

Buy Valor Coffee: ⁠⁠https://valor.coffee/shop?utm_source=spotify&utm_campaign=ep170

Watch on Youtube: ⁠⁠https://youtube.com/valorcoffee16⁠⁠

Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!

Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffee

Visit ⁠⁠https://localeyesgrowth.com/valor⁠⁠ to get the ball rolling!

Follow the Valor Coffee Podcast on Instagram: ⁠⁠http://instagram.com/valorcoffeepod⁠⁠

Follow Valor on Instagram: ⁠⁠http://instagram.com/valor.coffee⁠⁠

Subscribe to Riley's YouTube Channel: ⁠⁠https://youtube.com/@rileywestbrook⁠⁠

Follow Riley: ⁠⁠https://instagram.com/rileywestbrook⁠⁠

Follow Ross: ⁠⁠https://instagram.com/rosswalters⁠⁠

Follow Ethan's Parody Account: ⁠⁠https://instagram.com/ethanrivers777

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