When entrepreneur Jay Beard discovered that founder Matt Herren was planning to close Goshen Coffee in 2011 after nine years of operation, Beard's eight-year morning coffee addiction drove him to purchase the entire company rather than find a new cup elsewhere. Their roasting philosophy centers around their custom-built fluid bed air roaster—a unique machine that bounces beans on cushions of heated air rather than tumbling them in traditional drums, achieving 90% greater energy efficiency while developing what they call "Good Shit Energy" through their cultivated trade approach that pays above fair trade pricing and builds lasting partnerships with growers.