Founded in 2005 in Viroqua, Wisconsin, by Caleb Nicholes, TJ Semanchin, and Bobbi Griffin, Wonderstate operates three cafes and employs 80 people. Producing 450,000 pounds annually, Wonderstate balances high volume with eco-friendly practices, showcasing scalability in sustainable roasting. Originally named Kickapoo Coffee, the company rebranded in 2020 after acknowledging unintended harm from its Indigenous-inspired name, reflecting its commitment to cultural sensitivity and ethical accountability. Their success stems from a dual mission: crafting high-quality coffee while prioritizing fair trade and environmental care. The company name reflects both its Wisconsin roots and the “wonder” coffee inspires, merging practical goals with a vision for positive social impact.
Judges praised their focus on sustainability, from sourcing beans ethically to supporting local communities. Wonderstate’s green coffee practices avoid exploitative trade, ensuring farmers earn fair wages. They also invest in employee well-being through a servant leadership model, where managers prioritize workers’ needs. This approach fosters loyalty and teamwork, which employees say drives the company’s innovation. Supporting small businesses and artisans directly enhances community connections through coffee gatherings.
*Roast*’s award criteria evaluate roasting skill, sustainability efforts, and community engagement. Wonderstate’s rivals, like Dear Green Coffee and Utopian Coffee, share similar values but lacked their scale. Utopian, for example, focuses on regenerative farming but roasts fewer beans. Wonderstate’s win proves that large operations can maintain quality while sticking to ethical principles.
Beyond roasting, the company promotes diversity and equity in hiring and partnerships. They’ve also supported neighborhood projects, aligning with their core values of service and gratitude. Industry experts note Wonderstate’s role in pushing competitors to adopt greener practices while expanding responsibly.
With the award, Wonderstate cements its reputation as a leader in specialty coffee. The recognition enhances their visibility in Wisconsin and nationwide, showing that profit and principles can thrive together. For coffee drinkers, it’s a reminder that every cup can reflect both craftsmanship and care for the planet.
