Exploring Life & Business with Steven Ellison of Roasted RINO

Today we’d like to introduce you to Steven Ellison.

Hi Steven , we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I started roasting coffee as a hobby. I actually love the process. It’s very relaxing; watching the raw beans rotate in a drum over an open flame, the sound, like a steady maraca keeping a hypnotic rhythm, the journey of four very distinct smells, from the raw beans that put off an earthy vegetable scent, changing rapidly to that sweet smell we love as the beans start to swell and darken eventually leading to the famous “crack” giving you an audible queue that the beans have reached their first stage in the roast. I could go on but it is something one should truly experience. That’s how it started for me, enjoying that process, I just kept doing it, right in my backyard to the point I couldn’t drink as much coffee as I was roasting. So, I started giving it to friends and family and as one might expect, they LOVED it! They loved it so much they would insist on buying it from me and honestly, I get it, the experience of freshly roasted coffee is second to none when it comes to a smooth hot beverage. People don’t even realize how much more they would be enjoying their coffee if it were fresh. Understanding this, I set out to share this experience. That’s why I roast every bag fresh to order.

Not to delve too much into the geeky aspect of coffee, but from the time it is roasted you have around fourteen days to enjoy the full complexities the beans have to offer and that is such a rare experience because most coffee companies don’t get their product to the patron until well after that window. I set out to change that and the response has been overwhelming. When someone orders a bag of coffee from me, I fire up the roaster, pour fresh organic beans into the hopper, and deliver that fresh roast to them within a matter of days, giving them plenty of time to experience the full arch of a bean’s evolution. The cup you brew on day three will be different from the cup you brew on day ten and each day in-between! Something else happened at the exact same time I was starting this new venture in my life…The 2020 Presidential Election.

Up until this point, I was forging straight ahead with the concept of how I would market my product to reach the consumer. Like most coffee companies I needed a niche, something that would set me apart, “Buy a bag, plant a tree?” Well, as admirable as that may sound, the concept was about as stale as my competitors’ coffee. It was just a few nights after the election, there was still a lot of confusion, perhaps even some disbelief and I’d be lying if I said I wasn’t irritated with how things turned out and the accusations that accompanied what would ultimately be the final results of 2020. A few days passed and one morning I popped straight out of bed and like a bolt of lightning the entire idea for Roasted RINO was born. “Coffee Unmasked, Coffee for TRUE Patriots, Sleepy Joe, Bag of Rights…” it was all there, pouring out of me. I was so excited, I got to work like a mad scientist, registering domains, creating logos, websites, bags, and slogans, I couldn’t get it out fast enough! I wanted to be part of the solution to keeping this country great! At the time we were in the process of moving from the train wreck that is, California, to the great state of Florida – Jacksonville to be exact! It took some time to get everything in order, from the facility to the equipment and all of the many things in-between that I’ve learned along the way. But soon enough I was up and running and just in time for the holidays.

With everything ready to go, I aired my first commercial on Newsmax and before I knew it I was sleeping on the floor of my roastery just to keep up with orders. We recently rebuilt our entire website and overhauled all of our merchandise, making everything right here in the USA, including our handmade mugs! And with the overflowing request for single-serving k-cups, we finally created Patriot Pods. I couldn’t be prouder of this company, where it’s located, and what it stands for. Here’s to brewing a better future!

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The road has been very bumpy. I can’t think of a day there has not been a new challenge to overcome. So many unforeseen obstacles; from equipment issues to shipping challenges, to freight delays to social media outlets make it very difficult for us to compete. I’d like to elaborate on the latter. As a company, we keep everything within the boundaries of civility, we are tongue-in-cheek but never vulgar or obscene. There’s nothing I would advertise or display that I wouldn’t let my own children see. Having said that, because we support Republicans as a company and believe in this country and everything it stands for, we get punished by social media. How so? We cannot post our coffee as a paid ad directly on Instagram. Everything we do must be done in a very specific way through Facebook and they force us to have a “sponsored by” insignia on all of our ads. This gives our ads a different look, as if we are endorsing a candidate and not selling coffee. When we do pay for ads it is obvious where they send our traffic and it is not to our customers. We had to find different ways to advertise, but we believe in what we stand for so it is worth it! We believe free speech is essential, even if you don’t like what the person is saying.

We’ve been impressed with Roasted RINO, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Roasted RINO is a fresh-to-order coffee company that supports True Republicans! All of our merchandise is made right here in the USA! I love bringing the freshest coffee possible to people who work hard for their money and believe in this country and everything it stands for. I couldn’t be prouder to own and operate this company from the great state of Florida!

What are your plans for the future?
We plan to stay an eCommerce company but ultimately our goal is to provide an online shopping experience like none other. Currently, we are working with a team to develop a VR storefront that will transport you into our roastery, Roasted Rino set in the winter of 1776. You’ll walk in from the snowy cobblestone street and enter the victorian shop greeted by the store clerk who has a likeness to Ben Franklin. The crackle of the fire from the wood-burning stove will keep you cozy as you look around the shop and select your favorite RINO blend. Ben will package it up nicely for you letting you know, no need to carry it in the cold and it’ll arrive at your doorstep just as he wrapped it for you!

Contact Info:

• Website: https://roastedrino.com
• Instagram: https://www.instagram.com/roastedrino
• Facebook: https://www.facebook.com/roastedrino
• Twitter: https://twitter.com/roastedrino