Q&A with Girls Who Grind Coffee Founder Casey LaLonde
This week, we’re catching up with Casey LaLonde, founder of Girls Who Grind Coffee, to talk about the story behind the brand and the drive to challenge a traditionally male-dominated industry.
Alongside the launch of our new hand blown Glass Espresso Cups and Milk Jug, and their latest Back To The Filter blend, we explore Casey’s journey into coffee, her experience as a female founder, and the importance of supporting women producers at origin.
Read on to discover more about the thinking behind Girls Who Grind Coffee, their approach to sourcing, and Casey’s daily coffee rituals.
How did the idea for GWGC come about?
I have always loved both coffee and gender politics. Girls Who Grind Coffee was born to challenge the status quo of a male-dominated industry. We saw a structural imbalance where women’s voices were silenced at the very source of the product we love. We didn't just want to roast coffee; we wanted to highlight unfair power dynamics, creating a specialty brand where female producers are the decision-makers, the experts, and the primary beneficiaries of their own hard work.
What has your experience been like as a female founder in the coffee industry?
Well, the coffee industry is notorious for being a ‘boys club’ I’ve felt that I’ve had to, and still have to, prove myself more than men in this industry. I’ve seen this at the cafe level where there are certain cafes, mainly run by men, that would never even consider using GWGC. Even very local places that pride themselves on serving local products haven’t even approached us as an option. I feel this has to do with certain people not taking us seriously. This used to lead to major imposter syndrome. The truth is, I’ve worked in coffee since 2006 and have been a Q Grader since 2018, and I’m confident in my own skills as well as the quality of our coffees. That’s the beauty of getting older and wiser and knowing how better to run a business. I’m a strong believer that coffee is for everyone, and if it ever makes you feel intimidated, that’s unacceptable, and that person/business doesn’t deserve your custom. Now I focus on working with people who believe in our mission and values, and that feels amazing.
Supporting women producers is essential to GWGC, how does this process work?
Yes, it is! It’s why we do what we do! We aim to draw attention to the gender imbalance by strategically sourcing only coffee from women. We believe it’s our job to do things right in an industry built on so much injustice. We bring about change by treating women producers the same as any other business woman. This is not charity. Women farmers are the experts of their own product. We don’t believe in romanticizing producer/roaster relationships. This is a business transaction, and until people start treating it like one, things will never change. We actively seek out women farmers in a variety of ways and sometimes they find us first! We’ve met producers over social media, email, and in person at events. Each coffee we buy comes with a different journey.
What positive changes have you seen in the coffee industry since you started?
There are more and more women visible in the industry now, not enough as business owners, but more! Most roasters now offer at least one coffee grown by women, which is amazing. Decaf is more accepted now, and gone are the days when you had to compromise flavour!
How do you usually start your morning and what’s your go to coffee?
I wake up pretty early and drink a cup of coffee with my partner on the sofa before the kids wake up. I usually start with a long espresso and then move on to an Aeropress if I have time, or wait for a flat white at the roastery.
Do you have a favourite mug or cup?
Oh absolutely. I feel very strongly about the mug I’m drinking out of! It depends on the mood I’m in as well. My mugs hold sentimental value to me. If I’m feeling homesick, I’ll drink out of my Adirondack mug. I drink espresso out of a hand-painted cup my daughter painted for me, and my pour-overs go in a lovely handmade cup that my partner bought me at a coffee festival.
What advice would you give to women who are thinking about starting their own business?
What are you waiting for? Go for it! It’s the most rewarding thing I’ve ever done. It’s also the hardest.
Remember to take care of yourself and start as you mean to go on. When I first started I wasn’t a businesswoman, I was a coffee professional, and that will only get you so far. I would recommend focusing hard on strategy and organisation. Get on those SOP’s and KPI’s! Running your own business is very challenging as well, so make sure you find a good work/life balance. Have dedicated time when you don’t check emails or take phone calls!
Discover more from Girls Who Grind Coffee [HERE]
Discover our New Glass 4oz Espresso Cups [HERE]