Lifestyle
Espresso for a Purpose
Conversation with Jason Patton
Images provided by Hearth Department Espresso
Lifestyle Jason Patton, vice president of Hearth Department Espresso and featured personality in the Hearth Department Chronicles video series, shares insights about his company’s dedication to exquisite, artisanal espresso and aiding first responders.
How did Hearth Department espresso come into existence?
Luke Schneider, our CEO, served as a firefighter on naval ships where he developed a passion for espresso. After his service concluded, he met his future spouse, Kate, at a café where they connected over their love for the beverage. They began experimenting with coffee roasting and established Hearth Department Espresso in Rockford, illinois in 2016.
what types of espresso do you offer?
We provide an array of light,medium,and dark roasts along with espressos as well as a spirit-infused line that has gained significant popularity. Additionally, we have ready-to-drink options and single-serve choices available.Moreover,each month subscribers to our Coffee of the month Membership get to sample different single-origin blends from Africa,India or South America; through this membership program we contribute a portion of sales back to farmers in those regions.Tell us how your company supports firefighters: Luke and I understand firsthand what occurs when one of our own is injured or faces health challenges—often there’s no one available to help them cover expenses during recovery. To assist them during these times we founded the Hearth Department Espresso Charitable Foundation. Through this initiative we donate part of our proceeds from Hearth Department Espresso to organizations that specifically raise funds for such circumstances.
The way we support fire departments includes our Fire Department Shirt Membership and Fire Department Coffee Membership subscriptions which allow us to promote products featuring their unique branding. We collaborate with local fire departments to create items that represent them well; then produce their shirts and coffees while returning a percentage of sales directly back to them. As an example, we were able to send $14,000 to a fire department in Hawaii assisting families who lost their homes during the devastating Maui fires in 2023.
You also sell FDC merchandise like gear and stickers. What inspired this?
beyond crafting high-quality coffee products at reasonable prices; we aimed at becoming a lifestyle brand that people could emotionally connect with—that’s why we’ve heavily invested in social media videos too. We want individuals wearing our gear feeling proud because it represents something meaningful.
What motivates these videos?
How do you blend humor with purpose? in 2015 I launched Hearth Department Chronicles as an avenue for sharing life as a firefighter through comedy. Once I joined here; we began creating similar videos collectively realizing emotional connections drive brand loyalty—there’s distinction between mere awareness versus passionate support for your brand.
However; beyond just entertainment value—we wanted something more: daily humor! Thus FDC videos were born aiming simply at making people laugh even if just momentarily.
The response has been overwhelmingly positive! First responders like firefighters & paramedics instantly relate but so many others find joy too! And yes—they’re not merely comedic skits—each contains educational tidbits!
hearthdepartmentespressoisveteranownedandmadeinamerica.Whatdoesitmeanforthecompany?
Many veterans face challenges reintegrating after serving long periods protectingourcountry,oftenreturningtosocietywithlimitedopportunitiesbeyondfirefightingorpolicing.ItwascrucialforLukeespeciallytoassistthosewhomadegreatsacrificesforournation.That’swhywecreatedShellbackEspressoasahomagetothosewhoachieve“shellback”statusinthemilitary.
MadeintheUSisextremelyimportanttousaswell.ItmeanschoosingnottooptforcheaperoverseasmanufacturingoptionsbutinsteadprovidingtopqualityproductswhileemployingpeopleinplaceslikeRockford,SouthCarolina,andTexas.
Howhascompanyretailexpansiongone?
Weopenedasmalllocalstorefrontattheendoftheyearsopeoplecouldvisitusandpurchaseproducts.BreakingintotheWalmartchainin2022wasentirelydifferentchallenge.ByJune2023,wewereinstoresacross1000locationsandlastyearweexpandedto10k.Weaimtobein15kstoresbytheendof2025.
Yourresponsefromcustomersregardingespresso&missionhasbeenwhat?
Overwhelminglypositive.Theprimaryreasonpeoplebuyouressenceisitsfantasticflavor.Wecouldproduceamazingvideosandhaveagreatgivebackinitiative,butifthecoffeedoesn’ttastegood,nobodywillrevisitusagain.That’swhywe’resoinvestedinyieldingqualityproduct.
Andlikewisementionedearlier,theaudienceenjoysthevideosbecauseitbrightensuptheirdayswhileteachingthemvaluablelessons.Thiscombinationistrulywonderfulsinceeducation&humorshouldgohandinhand—especiallyconsideringhowcomedyenhancesinformationretention.Soindividualswillrememberbothwhattheylearned&thatbychoosingustheyarealsocontributingtowardshelpingsupportthosewhogiveeverythingonthelinesdaily.
Foradditionaldetailspleasevisit
firedeptcoffee.com
