During a November 2017 “Meet Your Neighbor” interview, local entrepreneur Curtis DeCora mentioned he had an idea of creating and selling his own brand of coffee.
DeCora’s mention of his dream didn’t make it in the article because, honestly, this reporter didn’t really understand how an individual from northern Wisconsin could do that.
Then on Thursday, Dec. 27, DeCora was in the Record office sitting behind several brown packets of premium coffee called Boozhoo.
Of course the first question was “How?”
But before discussing the how, DeCora wanted to talk about the why.
In October 2018, DeCora published a book called “Economic Evolution,” which highlights five pillars of sustainable economic development and how community members can get involved.
DeCora, who is a Lac Courte Oreilles tribal member, said the most thriving tribal communities are those where tribal-member owned businesses participate in local economic activities with retail locations, grocery stores, construction trades and technology/innovation, to name a few.
Creating a new coffee brand was not only DeCora’s way of putting the ideas of “Economic Evolution” inTO action but being a living entrepreneur model for his community.
“There’s this mindset many have that the tribe has to do something for them,” he said. “I want people to think differently, and think about what they can do themselves and how they can leverage themselves to bring sustainability and growth to their own community.”
For five months DeCora looked coast to coast to find a premium roaster who could provide a private label, while also filling made-to-order bulk orders with a fast turnaround time. He finally found one who provides certified organic and fair-trade coffee beans from Papua New Guinea, Brazil, Guatemala Tanzania, Kenya, Uganda and Ethiopia.
He came up with the brand name, Boozhoo, an Ojibwe greeting, to create a strong identification with the tribal community, but he also believes the name has a strong appeal to those outside the tribes interested in Native American culture.
The roaster sent DeCora blending kits so he could create his four offerings, from light to dark. DeCora, who calls himself a “discerning coffee drinker who likes good, premium roasts,” experimented until he created blends he would buy in a store.
The blend names also have strong identification to tribal culture: Boozhoo Blend is a light roast breakfast blend, Warrior Blend is a light to medium roast, Niijii (Ojibwe for friend) Blend is a medium and Pow Wow Blend is a dark roast. (In mid 2019, a fifth, unnamed blend will be offered that is infused with CBD oil, oil from the hemp plant.)
On Tuesday, Dec. 18, DeCora received his first shipment of small batch coffee from California and began selling on Facebook with two of the blends already selling out in a matter of nine days.
The coffee is also available via his website, www.Boozhoo-Coffee.us. Customers can order individual one-pound bags or a monthly subscription for two one-pound bags of their favorite roast. Orders are filled with made-to-order fresh roast and are shipped directly to the customer.
“When you order online, it is freshly roasted, whereas retail bags will not be as fresh and may sit on the shelves for a week or two,” he said.
And starting Jan. 2, Boozhoo premium coffee will be available in 17 retail locations across six different northern Wisconsin tribes, including Legendary Waters Casino in Red Cliff.
DeCora will also be considering new locations such as cooperatives, which rely on unique product lines to differentiate themselves from the big box dollar stores popping up throughout communities.
“I’m looking for niche markets that are missing the mark on the private label or they just have the regular Maxwell (House) roast or Folgers and they are looking for something unique that is premium blend and resonates with the local community,” he said.
When asked what he dreams for his new coffee brand, DeCora said what he had envisioned is already happening and he can very realistically see Boozhoo expanding well beyond tribal communities.
Information
The website for Boozhoo Premium Coffee is www.Boozhoo-Coffee.us. DeCora can be contacted at Curtis.DeCora@gmail.com.