Reveille Trading Company CCCRS 086

Cross Country Coffee Roadshow

Reveille Trading Company
6595 Roswell Rd. Suite G-3066.
Atlanta, Georgia
30328
https://reveille.io/

Episode 86

Reveille” , called in French “Le Réveil” is a bugle call, trumpet call, drum, fife-and-drum or pipes call most often associated with the military; it is chiefly used to wake military personnel at sunrise. The name comes from réveille (or réveil), the French word for “wake up

How fitting a name is this for a retired military man to come up with for his coffee company …wake up! This week we talk with Calvin Harris, the Founder & Managing Director of Reveille Trading Company, a black- and veteran-owned direct trade coffee company focusing on empowering small farmers through business. They focus not on transactions but relationships…what a concept in today’s world. Although the company is in Atlanta Georgia, we caught up with Calvin in Florida to talk about his transition from the US Coast Guard to coffee.

Serving in the US Coast Guard for five years, planning on Officers Training School and then sidelined with medical issues, what is a retired veteran to do? Ask his father of course.
Oh you should be so lucky to get this kind of advice from your patriarch!!

Looking for a new mission in retirement and in the prime of his life, Calvin traveled the world opening his eyes to what abject poverty really meant. This led to the second great piece of advice his wise father gave him…are you sensing a theme here? This one put all the puzzle pieces in place for this amazing young entrepreneur.

What’s a guy to do when you wake up in Cambodia, with someone forcing fluids into you without your knowledge? And the fluids? Saline? Gatorade? How about vodka! Say a Cambodian Police Officer overhears your friend talking negatively about the Cambodia government, walks over, and hands you his gun, could the rest of this story possibly go well? No re-education camp for this guy.

From Bachelors, and Masters, to nearing the end of his PhD this man does not stop. It’s a good thing java lovers he has now focused his energies on coffee. Calvin is on a mission now to not only educate the public, and bring to the forefront the plight of the farmers who grow and produce the coffee we all love, but also to ensure a fair and equitable wage.
A short lesson in direct vs fair trade, the commodity index, and how Covid has affected this business. Sounds boring?? Trust me with Calvin it definitely is not!
For lovers of coffee everywhere, know what you are buying, and who you are supporting.
Where does your coffee come from?
Our next motto “drink responsibly”!
Remember if you have a question, or topic you want us to follow up on from this week, or any other episode of the CCCRS, we are happy to try to get that done.
https://crosscountrycoffeeroadshow.com/contact/

And for our road show listeners be sure to use the code: CCCRS2021 for a 50% discount. On your first order

Make sure to check out this week’s playlist for Reveille Trading company on Spotify, to hear musical selections from our guests.https://spoti.fi/340b2wv