BREWing Where You Are

Sam Kjellberg ’11
Major: Music Theory

SK Coffee was co-founded by Sam Kjellberg ’11 with the goal of delivering ethically sourced specialty coffee directly to the doorstep of consumers. What began on the stovetop of Kjellberg’s kitchen has now turned into one of the region’s best in-home coffee sources.

The mission of providing ethically sourced specialty coffee stems from Kjellberg’s own expectations for living his life.

“I had the desire to live more intentionally and authentically. However, I felt the expectations of living that intentional lifestyle were staggering,” Kjellberg said. “So I considered something small that I could begin to implement without breaking the bank or drastically adjusting my current lifestyle: coffee.”

While there are many coffee providers and services, Kjellberg noticed a disconnect in the way people consume coffee. He began by inviting people over for a fresh cup of joe roasted in his home in Boston. As he engaged with coffee lovers directly, he saw the opportunity to create an in-home coffee experience for consumers.

Kjellberg went forth providing a specialty coffee imported from farmers around the world. Soon, SK Coffee was born and the mission of the company was quickly established: “meeting you where you are.”

The mission of SK Coffee embodies Kjellberg’s expectations of being approachable to all. He created an accessible, specialty coffee for all caffeine lovers to be delivered right to their doorstep. Kjellberg established the subscription model to reach all consumers and create an inclusive and available brand.  

SK Coffee meets their customers primarily through their online services, having built their presence primarily through their website and social media channels. With help from his sister, Brenna (Kjellberg) Lightfoot ’15, SK Coffee has successfully branded itself across the digital world. However, Kjellberg had much to learn from his younger sister.

“In fact, she won’t mind me telling you that at first, she wouldn’t allow me to post on Instagram because I had no idea what to do! She was right but has trained me well,” Kjellberg said.

Now SK Coffee has an established online presence focusing on their subscription services selling ethically sourced coffee. Providing coffee drinkers specialty coffee at their doorstep is the heart of SK Coffee’s mission through their digital network.

Being primarily an online brand allows more freedom and opportunity for SK Coffee. Online resources allowed Kjellberg to move back to Minneapolis from Boston without losing any customers, all while still meeting consumers where they are. Aside from their online services, Kjellberg has been taking steps to generate direct contact with consumers.

“Now we have been hustling at farmers markets in order to get face to face with customers, dabbling in digital advertising, engaging with our fairly robust email subscribers, and have a few write-ups in Twin Cities journals and the roasting industry journal Roast Magazine’s Daily Coffee News,” Kjellberg said.

SK Coffee has opened pop-up cafes, attended farmers markets, and hosted tasting events to create a touchpoint for consumers to connect with SK Coffee. Just as important, those contacts are key for Kjellberg to get face-to-face time with consumers – time to truly communicate with customers all that SK Coffee has to offer. Communication is vital to the approachable and inclusive nature Kjellberg has founded SK Coffee on.

“We start by discussing our coffee in terms of characteristics: smooth, bold, sweet and unique. These are characteristics that all coffee drinkers are able to identify with. From there, we make suggestions,” Kjellberg said.

Creating an open dialogue with all coffee drinkers is the approach Kjellberg hopes will separate SK Coffee from competitors.

“Beyond the time constraints and long-winded schedules, the coffee industry is relatively saturated with fantastic roasters,” Kjellberg said. “While I believed we had a unique perspective, being able to project that is still a challenge. But we’re up for it!”

While it hasn’t always been easy, SK Coffee is in it for the long run. While Kjellberg hopes to see their coffee in homes across America, enhancing the coffee experience at home for his consumers is the motivating goal.

A goal that was generated on the basis of living an authentic and intentional lifestyle, which was shaped during his time at Concordia. Kjellberg recognizes the influence of his education in leading him in the direction of producing ethically sourced coffee.

“As an entrepreneur, my studies in philosophy at Concordia helped build a foundation of critical thinking; these were likely the most important courses I ever took. My studies in music at Concordia fostered an artistic and creative perspective,” he said.

Kjellberg offers advice to current and future Cobbers.

“Take all the critical theory courses you can! The liberal arts are crucial for creative thinking when faced with consistent, prevalent or new problems,” he said.

^{Published January 2019}