The Snake River Roasting Co. Story

COFFEE INSPIRED BY JACKSON HOLE FUELING LIFE ’ S ADVENTURES

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H OWDY I ’ M S O G L A D YO U ’ R E H E R E !

Most days start with coffee around here. Sometimes it’s a quiet moment at home before the valley wakes up, sometimes I head straight into the roasting co., hair pulled up, chasing the perfect roast. Either way, that first cup always brings me back to why I love this work.

Coffee is connection. It connects me to the our producers.

Ethical, thoughtful, and passionate people doing the hard work at the origin. It connects me to our roasting team, who care deeply about every detail. And it connects me to you, our customer, who creates memories, fuels adventures, and uses a brew as the perfect excuse to catch up with an old friend.

At Snake River Roasting Co., we’re all about doing things the right way. We source intentionally, build real relationships, and believe in the power of a well-made cup to bring people together. Whether you’re brewing our coffee at home or grabbing a drink in our café, you’re part of that story.

Thanks for being here. We’re lucky to have you.

With gratitude, Cait Rifkin General Manager, Snake River Roasting Co.

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TA B LE O F CO NTE NT S WELCOME | 3

INTRODUCTION | 01 FROM GLOBAL ROOTS TO JACKSON HOLE BREWS | 8–11 THE FOUNDING SPIRIT OF SNAKE RIVER ROASTING CO. | 13

O U R T E A M | 02 ROASTED IN THE TETONS, INSPIRED BY ADVENTURE | 17 FACES BEHIND THE FLAVOR | 18 CLIENT & CUSTOMER TESTIMONIALS | 21 A LEGACY OF EXCEPTIONAL SERVICE | 23 MEET CAIT RIFKIN | 24–27

O U R P R O C E S S | 03 OUR COMMITMENT TO SPECIALTY COFFEE | 31 BEANS WITH A BACKSTORY | 33 OUR ROASTS | 35 EMBRACING THE PRECISION OF 22-POUND ROASTERS | 37 HOW ALTITUDE ENHANCES OUR COFFEE | 39 THE ADVANTAGES OF SMALL-BATCH ROASTING | 41 THE ADVANTAGES OF ALTITUDE ROASTING | 43

OUR PROMISE | 04 A PROMISE IN EVERY POUR | 47 BREWING RELATIONSHIPS | 49 THE ROAD AHEAD | 51

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INTRODUCTION

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OWNER, MEKKI JAIDI FROM GLOBAL ROOTS TO J AC K S O N H O L E B R E W S

MY P R E L U D E T O J AC K S O N H O L E Growing up, my home was a confluence of two distinct cultures: my father’s Moroccan heritage and my mother’s Filipina roots. Our gatherings, often around meals or drinks, epitomized how diverse backgrounds could unite, share stories, and forge a vibrant community. My parents, both immigrants, deeply instilled in me the value of nurturing connections and giving back. I’ve been fortunate to carry these lessons forward in every facet of my life—from fostering lasting relationships and building businesses to my dedicated nonprofit board work, all often punctuated by a memorable cup of coffee.

After my time at Columbia University, I transitioned into the fast-paced world of finance in New York. Despite the city’s relentless energy, my high school sweetheart, Jane, and I—now married— often sought out quiet escapes. We’d sidestep the bustling coffee chains, seeking the unique atmosphere of local coffee shops. There, it wasn’t just about the coffee itself, whether a brew or an espresso, but the pockets of community that stood as a serene counterpoints to the city’s hustle.

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W E S T WA R D B O U N D Drawn by Jackson Hole’s energy and adventure, I founded Outpost in 2014, quickly making it the valley’s top vacation rental company.

Our focus on local connections led us to feature Snake River Roasting Co’s specialty coffee in our rentals—a partnership that hinted at something more.

MERGING VISIONS As my bond with Snake River Roasting grew, I saw an opportunity to play a larger role. Owners Ruth Ann Petroff and Mark Barron, deeply committed to their craft and community, sought the right steward for their legacy. Sharing their passion, I felt called to continue their work.

In 2022, I opened Snake River Roasting’s first café near Town Square—not just a place for great coffee, but a reflection of Jackson Hole’s spirit. Every sip of every small-batch roast embodies our mission: “Coffee inspired by Jackson Hole, fueling life’s adventures.”

For my wife, our four children, and me, it’s more than a coffee shop—it’s home.

Mekki Jaidi

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THE FOUNDING SPIRIT OF SNAKE RIVER ROASTING CO.

Born and raised in Jackson Hole, Snake River Roasting Co. was more than a business to Ruth Ann Petroff and Mark Barron; it was an ode to Wyoming. With every bean roasted, they sought to capture the essence of the state: its adventure, dynamism, and accessibility. Their coffee was crafted to be a versatile companion, equally at home amidst the grandeur of mountain trails and rivers as it was in urban coffee shops. For 14 years, they poured their passion and energy into the roastery, creating a brand that mirrored Jackson Hole’s spirit and culture.

Looking to the horizon for the company’s next chapter, Ruth Ann and Mark knew it wouldn’t be a transaction of just assets but of values, dreams, and legacies. Their confidence in this transition was strengthened by Mekki Jaidi’s deeprooted relationship with Snake River Roasting Co., which began when he was a valued client. Seeing his dedication to community and quality, they felt confident in entrusting their “child” to someone who understood and shared their vision.

Now, under Mekki’s care, the company is poised for growth while staying true to its Jackson Hole roots. The mission remains clear and unwavering: to offer a coffee experience inspired by Jackson Hole that fuels life’s many adventures, ensuring the spirit Ruth Ann and Mark infused remains the lifeblood of Snake River Roasting Co.

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OUR TEAM

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ROASTED IN THE TETONS , INSPIRED BY ADVENTURE

At Snake River Roasting Co., our identity stretches beyond crafting coffee. We’re a dedicated team, bound by our shared love for Jackson Hole’s wilderness and the adventures it offers. Whether we’re skiing, hiking, wakeboarding, or mountain biking, it’s our meticulously crafted coffee that fuels our passions. Our connection to this land and its array of adventures is reflected in every cup we brew.

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FAC E S B E H I N D T H E F L AVO R MEET OUR TEAM At Snake River Roasting Co., our team is a mix of expert roasters, creative thinkers, visionaries, and savvy business minds, all united by a love for exceptional coffee.

Here are their favorite blends and go-to drinks, and a chance for you to get to know the people who make your coffee truly special.

CAIT

MEKKI

OWNER

FAV O R I T E B L E N D Kirby’s First Tram DRINK OF CHOICE Espresso Spritzer

CHUY

ROA STERY GENER AL M ANAGER

C AFE GENER AL M ANAGER

FAV O R I T E B L E N D Roam Wyoming Blend

FAV O R I T E B L E N D Ethiopian

DRINK OF CHOICE Cortado

DRINK OF CHOICE Black Drip Coffee

ELLIE

MARGE

C L I E N T R E L AT I O N S M A N A G E R

CLIENT RELATIONS

FA V O RI TE R O A S T White Spider

FAVOR ITE R OAS T Brazil

DR I NK O F C H O I C E Oat Flat White

DR INK OF CHOICE Dark Roast Drip

ROX ANNE

DREW

ROASTER

ROA STER

FAV O RI TE R O A S T Guatemala Ella

FAV O R I T E R OA S T Ethiopia

D RI NK O F C H O I C E Cortado w/ Honey & Cinnamon

DRINK OF CHOICE Flat White 19

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CLIENT & CUSTOMER TESTIMONIALS

“My sister, nephew, and I visited Snake River Roasting Co.’s coffee shop while traveling through Jackson Hole and we loved it! We’ve been to coffee shops in almost all 50 states and this one was by far a favorite. We had to order their beans to continue enjoying the coffee in the comfort of our own home!” — Jennifer J. (Coffee Shop Customer)

“Customers comment all the time on how good Snake River Roasting Co.’s coffee is. As a coffee shop owner, this feedback validates my choice to partner with them. And when it comes to client services, they never disappoint — fast shipping and attentive support make them indispensable.

Simply put, their coffee isn’t an option — it’s a must-have for our success!” — Diane B. (Owner, Promised Land Bakery, Winnsboro, TX)

“We were first introduced to Snake River Roasting Co.’s coffee during a memorable stay at a hotel in Jackson Hole.

Captivated by the flavor, we’ve since made it a household essential, consistently replenishing our supply through online orders.” — Amy C. (Online Customer)

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A LEGAC Y OF EXCEPTIONAL SERVICE

Guided by Mekki, Snake River Roasting Co. is about more than just specialty coffee; it’s a dedication to an unparalleled customer experience. This commitment was honed during Mekki’s leadership at Outpost, the vacation rental enterprise he launched.

He anchored his business with a clear promise: “Big city work ethic in a small town environment.” More than words, it was a guiding principle. Rapid responses and forward-thinking service became the norm, ensuring clients always felt valued.

One event exemplifies this commitment. One Christmas Eve, when a guest reported an uncomfortable mattress, many others would have delayed addressing the issue— but not Mekki. Together with his wife, Jane, they located a replacement mattress in Jackson Hole. Despite the wintry challenges, they delivered it personally, ensuring their guest’s comfort. Acts like these cultivated deep trust, leading clients to choose Outpost time and time again.

Incorporating these service principles into Snake River Roasting Co., Mekki placed the emphasis on valuing every customer. This ethos drives us and ensures our clients’ satisfaction is our foremost aim.

Our service is not just about coffee. It reflects our dedication, tenacity, and an unwavering drive to surpass expectations.

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M E E T O U R G E N E R A L M A N AG E R

CAIT RIFKIN MY COFFEE BEGINNINGS In the chilled mornings of Wisconsin, where winter’s breath fogs up the window panes, the aroma of coffee was a comforting constant in my childhood home. The scent of my dad’s favorite blend wafted through the air, a fragrant promise of warmth against the cold. These early memories rooted my love for coffee as more than just a beverage; it became a symbol of comfort, of family.

I set out on a life path directed by empathy and the wish to bring goodness into the world. I pursued a degree in social work and spent my 20s advocating for those with anxiety disorders. Between professional milestones, yoga practices, and hikes through Wisconsin’s woods, coffee punctuated my journey. It was the drink I shared with my best friend along Lake Michigan’s shores, the background note to college study sessions, celebrations, and stress relief. Each cup became a vivid highlighter, emphasizing moments that would turn into cherished memories.

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F R O M T H E M I D W E S T T O T H E M O U N TA I N S Five years ago, my heart pulled me west to Jackson Hole. It was not just a change in geography, but also a transformation of my aspirations. I sensed the need for a career pivot; a feeling I expressed simply to my now-husband, Dustin, as “something with coffee.”

I enrolled in a barista training course at Snake River Roasting Co. What I found there transcended my initial love for the drink; I discovered a cause, a community, a connection to the global journey of every bean. The company’s green buying initiatives resonated with me deeply, tying into my lifelong commitment to empowering others, particularly women.

S I P P I N G T H R O U G H MY W E E K Weekends for me are special, starting with a pour-over from Dustin, usually an Ethiopian blend. This is chased by a White Spider cortado, my weekend treat.

Weekdays offer variety. If I’m in the cafe for a meeting, I sample a random menu item, both for the joy of discovery and for quality assurance. After my first cup, my day features two or three decaf or half-caf lattes.

Team tastings and surprise cups of brewed coffee are sprinkled throughout my week, serving as little checkpoints of quality and passion.

I N E V E R Y C U P, A M E M O R Y A trip to meet coffee farmers in Guatemala provided me with an invaluable perspective on the nuanced struggles and triumphs of coffee cultivation. Now, every sip of my morning ELLA blend brings me closer not just to the person who brewed it, but also to the extensive chain of passionate individuals who bring each cup to life—from the farmers to the importers and our very own roasters at Snake River.

It’s this connection, this intimacy with the coffee process, that makes my role at Snake River Roasting Co. a dream fulfilled.

Each brew holds its own story and significance for me and my family. Roam, the coffee of my wedding weekend. Bluebird, a ritual before skiing adventures. Ethiopia, our trusted companion on backpacking journeys. Every cup grounds me in the moment; an embodiment of my gratitude for the simple, yet profoundly meaningful day-to-day experiences.

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OUR PROCESS

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OUR COMMITMENT TO S P E C I A LT Y C O F F E E

At Snake River Roasting Co., our dedication to you goes beyond service; it begins with the very beans we choose.

What is specialty coffee? It’s not just a grade, but a promise. Specialty coffee beans are top-tier, meticulously selected for their unique flavors and aroma. These beans pass the discerning evaluations of certified Q-graders (Quality graders)—professionals trained to identify the very best in coffee. Furthermore, they’re sustainably grown, ensuring both quality and a brighter future for the farming communities.

Choosing specialty coffee is our commitment to quality for our clients. Just as we leave no stone unturned in providing unmatched service, we settle for nothing less than the best in our brews. Each sip is an affirmation of this commitment—a taste of the exceptional.

In embracing specialty coffee, we’re not only offering an unparalleled brew, but also sharing our broader dedication to excellence in every facet of our relationship with you.

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In Guatamala, we got to meet the amazing Ella farmers, the Onyx team, and other US roasters. We’re proud to partner and work with the best in the business.

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BE ANS WITH A BACKSTORY

Our partnerships with coffee pioneers such as Daterra, the world’s only coffee farm with B-Corp certification (indicating rigorous social and environmental standards), reflect our deep commitment to both quality and ethics.

These partnerships provide more than just beans; they bring stories of innovation, empowerment, and sustainability straight from the farm to your cup.

We work closely with importers and producers to assure an uninterrupted supply and service to our partners and customers. To achieve this, we strategically collaborate with intermediaries such as Coffee Holding Company and Onyx Coffee Importers. This not only safeguards against unforeseen supply challenges, but also introduces us to a vast network of farms, each with a unique narrative and commitment to quality.

This approach isn’t just transactional. It’s a commitment to nurturing relationships, upholding quality consistency, and endorsing ethically grounded practices.

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OUR ROASTS Our specialty roasts are a seamless blend of tradition and innovation. Originating from recipes by our co-founder Ruth Ann Petroff, we’ve also introduced new blends crafted by our skilled team. Our General Manager, Cait, vigilantly oversees each small-batch roast, ensuring optimal flavor and quality. From light to French roast, we cater to every coffee lover’s preference, consistently taste-testing to maintain the exceptional standards that make us unique.

S I N G L E O R I G I N S | Our single-origin coffees are sourced with the utmost intentionality to offer a truly exceptional experience. Each variety is carefully dialed in to stand out on its own, yet harmonizes perfectly when blended.

B L E N D S | Our blends are more than just coffee; they’re a celebration of diverse flavors and profiles. By skillfully bringing together unique single-origin coffees, our blends offer both playfulness and richness. They stand as tried-andtrue favorites, consistently delivering a harmonious balance that elevates your coffee experience.

S E A S O N A L B L E N D S | Seasonality takes center stage in our limited-time blends. Mindfully designed by our team to reflect the essence of each season, these roasts offer a distinct sensory experience. Imagine savoring a crispy fall roast during a morning walk, or a rich summer blend fueling your backpacking adventures. Winter brings a bright, chocolatey blend perfect for cherished sunny bluebird days, while spring introduces a lively blend that evokes the first trailside flowers.

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EMBR ACING THE PRECISION OF 22-POUND ROASTERS

In the world of coffee roasting, the equipment used profoundly shapes the flavor and quality of the final cup.

With our 22-pound roasters, our choice isn’t solely about scale, but also a deep commitment to excellence. These machines, a rarity for roasters of our production scale, grant our SCA-certified roasters unparalleled flexibility for precision and control, ensuring the beans’ unique characteristics shine brightly.

In Jackson Hole, we honor the meticulous craftsmanship of our diverse community, from ultra-runners and big-mountain skiers to illustrators and coffee roasters. With our 22-pound roasters, we stand tall in this tradition, not only making coffee, but also a work of art in every cup.

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H O W A LT I T U D E ENHANCES OUR COFFEE

At Snake River Roasting Co., we leverage the unique advantages that Jackson Hole’s altitude provides.

Higher altitude means thinner air, which affects both the boiling point of water and the way coffee beans roast. With a lower boiling point, water within the coffee bean turns to steam at a lower temperature, allowing the beans to roast at lower temperatures without sacrificing flavor development.

Additionally, the reduced oxygen level at high altitudes means slower oxidation, preserving the beans freshness and integrity for longer.

This, combined with the naturally lower moisture content in the beans, due to the dry mountain air, ensures a cleaner, smoother, and more vibrant cup of coffee.

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A DVA N TAG E S O F S M A L L- B ATC H R OA S TI N G

A D VA N TA G E S

S M A L L- B AT C H ROA STING

L A R G E - B AT C H ROA STING

Easier to maintain high quality and spot inconsistencies, ensuring premium quality in every batch.

Challenges in maintaining consistent quality across vast quantities.

Enhanced control over each batch, allowing for uniform and consistent roasts.

Difficult to achieve the same level of precision across a larger volume.

A D A P TA B I L I T Y

Quick adaptability to different beans or roast profiles. Flexibility for custom or limited edition roasts.

Less flexibility due to the larger volume.

FRESHNESS

Beans are consistently roasted fresh, ensuring optimal flavor preservation and immediate distribution.

Beans may sit longer before distribution, potentially reducing freshness.

CRAFTSMANSHIP

Emphasizes the artisanal touch, passion, and attention to detail in every batch.

Process can be more automated, potentially losing some artisanal qualities.

(22-LB ROA S TE RS)

QUALIT Y ASSURANCE

PRECISION CONTROL

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A DVA N TAG E S O F A LT I T U D E R OA S T I N G

A D VA N TA G E S

A LT I T U D E ROA STING

S TA N D A R D ROA STING

BOILING POINT

Lower boiling point allows beans to roast at a lower temperatures, preserving nuanced flavors.

Higher boiling point can risk overextraction.

MOISTURE

Beans have consistent, lower moisture due to dry mountain air, leading to uniform roasting.

Inconsistent moisture can lead to uneven roasting.

ROA STING TIME

Extended roasting time allows flavors to develop more thoroughly.

Shorter roasting time might not extract flavors thoroughly.

O X I D AT I O N R AT E

Reduced oxygen levels slow oxidation, preserving the beans’ freshness and flavor, especially after roasting.

Faster oxidation can affect flavor longevity.

RISK OF

The ability to roast at lower temperatures reduces the risk of over-scorching beans, ensuring flavor preservation.

Higher temperatures can risk scorching and uneven flavors.

The combined altitude factors result in a cleaner, smoother cup with vibrant flavors.

Potentially less distinct flavor profile.

CONTENT

OVERSCORCHING

CUP QUALIT Y

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OUR PROMISE

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A PROMISE IN EVERY POUR

For Snake River Roasting Co., every cup of coffee is more than just a beverage; it represents our broader commitment to the Jackson Hole community. This dedication isn’t limited to the confines of our cafe or the digital realm, but it also permeates into the very fabric of the community.

Mekki invests time and energy into various local nonprofit organizations, reflecting a deep-seated passion for community upliftment. While the organizations are numerous, the common thread is a commitment to fostering growth, support, and unity in Jackson Hole.

Beyond personal involvement, our brand echoes this commitment. With every seasonal blend sold, a portion of the proceeds is donated to a local organization. This gesture isn’t just philanthropy; it’s an embodiment of our belief that businesses should play an active role in enriching their communities. It’s our promise to our customers and our community that with every sip, they’re not just tasting the flavors of Jackson Hole, but also forging connections, sparking conversations, and catalyzing change.

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B R E WI N G R E L ATI O N S H I P S

While we cherish and celebrate our past and the present journey, we’re equally invigorated by what lies ahead. The lessons learned, the bonds formed, and the values we’ve anchored ourselves to light our path forward.

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THE ROAD AHE AD In the chapters yet to be written, Snake River Roasting Co. envisions a world where our coffee continues to inspire adventures, both within Jackson Hole and far beyond its majestic mountains. With an unyielding passion for excellence and a dedication to our craft, we’re excited to explore new horizons, innovate, and bring even richer flavors and experiences to our growing community.

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CAFE

ROASTERY

50 W BROADWAY | JACKSON, WY 83001

PO BOX 8999 | JACKSON, WY 83002

CAFE@SNAKERIVERROASTINGCO.COM

HELLO@SNAKERIVERROASTINGCO.COM

@SNAKERIVERROASTINGCO.COM

PHOTOS: TAYLOR GLENN & ELISE STERCK