The Snake River Roasting Co. Story

COFFEE INSPIRED BY JACKSON HOLE

FUELING LIFE’S ADVENTURES

A NOTE FROM MEKKI JAIDI

BEFORE THE FIRST LIGHT TOUCHES JACKSON

HOLE’S PEAKS IN THE QUIET EMBRACE OF DAWN, MY DAY BEGINS:

A CUP OF COFFEE.

This brew is more than morning fuel—it’s my compass. It has seen the birth of dreams, challenges met, and adventures taken. From the serenity of early mornings to bustling afternoons, it fuels both body and mind. It accompanies physical adventures, bringing balance and clarity, and has been at the heart of business ventures.

With every sip, there’s grounding, connection, and a bond with the community that enriches every moment. As you journey through these pages, I invite you to discover the tales, passions, and shared experiences of our corner of the world.

All starting, as every journey does, with a cup of coffee. Cheers.

TABLE OF CONTENTS

INTRODUCTION | 01

A NOTE FROM MEKKI JAIDI | 4–5

FROM GLOBAL ROOTS TO JACKSON HOLE BREWS | 10–13

THE FOUNDING SPIRIT OF SNAKE RIVER ROASTING COMPANY | 14–15

OUR TEAM | 02

ROASTED IN THE TETONS, INSPIRED BY ADVENTURE | 18–19

FACES BEHIND THE FLAVOR | 20–21

CLIENT & CUSTOMER TESTIMONIALS | 22–23

A LEGACY OF EXCEPTIONAL SERVICE | 24–25

OUR PROCESS | 03

OUR COMMITMENT TO SPECIALTY COFFEE | 28–29

BEANS WITH A BACKSTORY | 30–31

EMBRACING THE PRECISION OF 22-POUND ROASTERS | 32–33

HOW ALTITUDE ENHANCES OUR COFFEE | 34–35

THE ADVANTAGES OF OUR PROCESS | 36–37

OUR PROMISE | 04

A PROMISE IN EVERY POUR | 40–41

BREWING RELATIONSHIPS | 42–43

EPILOGUE: THE ROAD AHEAD | 44–45

OUR SPECIALTY ROASTS | 05

OUR ROASTS OVERVIEW | 50–51

MEET CAIT RIFKIN | 52–55

SPECIALTY BLENDS | 56–57

ESPRESSO & DECAF | 58

SINGLE ORIGIN ROASTS | 59

SEASONAL BLENDS | 60

FROM GLOBAL ROOTS TO JACKSON HOLE BREWS

MY PRELUDE TO JACKSON HOLE

Growing up, my home was a confluence of two distinct cultures: my father’s Moroccan heritage and my mother’s Filipina roots. Our gatherings, often around meals or drinks, epitomized how diverse backgrounds could unite, share stories, and forge a vibrant community. My parents, both immigrants, deeply instilled in me the value of nurturing connections and giving back. I’ve been fortunate to carry these lessons forward in every facet of my life—from fostering lasting relationships and building businesses to my dedicated nonprofit board work, all often punctuated by a memorable cup of coffee.

After my time at Columbia University, I transitioned into the fast-paced world of finance in New York. Despite the city’s relentless energy, my high school sweetheart, Jane, and I—now married— often sought out quiet escapes. We’d sidestep the bustling coffee chains, seeking the unique atmosphere of local coffee shops. There, it wasn’t just about the coffee itself, whether a brew or an espresso, but the pockets of community that stood as a serene counterpoint to the city’s hustle.

WESTWARD BOUND

In 2014, compelled by Jackson Hole’s vibrant community and promise of adventure, we relocated westward, where I established Outpost. It quickly ascended as the valley’s top vacation rental company, thanks in part to our commitment to exceptional customer service and a strong focus on local connections. A testament to this was our decision to offer guests Snake River Roasting Company’s specialty coffee. Outpost’s success and our flourishing relationship with the roastery hinted at a potential deeper collaboration in the future.

MERGING VISIONS

With my growing connection to Snake River Roasting Company, I considered a greater involvement in its trajectory. Ruth Ann Petroff and Mark Barron, deeply devoted to their business, its staff, and their clientele, were selective when envisioning the next person to guide its future. Their aspiration was that their coffee, a tribute to Jackson Hole’s iconic river, would continue to warm the hearts of the community. With a deep-rooted appreciation for Jackson Hole and a commitment to its people, I felt an inner pull to further their legacy.

In 2022, I opened Snake River Roasting Company’s first physical location right off Jackson Hole’s Town Square. More than just a place to savor exceptional coffee, it stands as a symbol of passion, community, and our mission: “Coffee inspired by Jackson Hole, fueling life’s adventures.” Here, the unique essence of roasting at altitude, the meticulous detail we invest in every small batch using our precision 22-pound roasters, and the spirit of Jackson Hole itself is palpable with every brew. When my wife, our three children, and I step inside, we’re not just entering a coffee shop; we’re joining a community where every sip, every greeting, reaffirms the deep connection between our family’s journey and the soul of Jackson Hole.

THE FOUNDING SPIRIT OF SNAKE RIVER ROASTING COMPANY

Born and raised in Jackson Hole, Snake River Roasting Company was more than a business to Ruth Ann Petroff and Mark Barron; it was an ode to Wyoming. With every bean roasted, they sought to capture the essence of Wyoming: its adventure, dynamism, and accessibility. Their coffee was crafted to be a versatile companion, equally at home amidst the grandeur of mountain trails and rivers as it was in urban coffee shops. For 14 years, they poured their passion and energy into the roastery, creating a brand that mirrored Jackson Hole’s spirit and culture.

As they looked to the horizon for the company’s next chapter, it wasn’t a transaction of just assets but of values, dreams, and legacies. Starting as a valued client, Mekki Jaidi’s relationship with Snake River Roasting was deep-rooted. Seeing his dedication to community and quality, Ruth Ann and Mark felt confident in entrusting their “child” to someone who understood and shared their vision.

Now, under Mekki’s watchful eye, the company is poised for growth while staying true to its Jackson Hole roots. The mission remains clear and unwavering: to offer a coffee experience inspired by Jackson Hole that fuels life’s many adventures, ensuring the spirit Ruth Ann and Mark infused remains the lifeblood of Snake River Roasting Company.

ROASTED IN THE TETONS, INSPIRED BY ADVENTURE

At Snake River Roasting Company, our identity stretches beyond crafting coffee. We’re a dedicated team, bound by our shared love for Jackson Hole’s wilderness and the adventures it offers. Whether we’re skiing, hiking, wakeboarding, or mountain biking, it’s our meticulously crafted coffee that fuels our passions. Our connection to this land and its array of adventures is reflected in every cup we brew.

FACES BEHIND THE FLAVOR

MEKKI OWNER

FAVORITE BLEND

Kirby’s First Tram

DRINK OF CHOICE Espresso Spritzer

CAIT

GENERAL MANAGER (ROASTERY)

FAVORITE BLEND

Roam Wyoming Blend

DRINK OF CHOICE

Cortado

CHUY

GENERAL MANAGER (CAFE) & DIRECTOR OF BARISTA RELATIONS

FAVORITE BLEND

Ethiopian

DRINK OF CHOICE

Black deep drip coffee

JEN

ADMINISTRATOR

FAVORITE ROAST

White Spider

DRINK OF CHOICE Latte

ROXANNE

ROASTER

FAVORITE ROAST

Guatemala Ella

DRINK OF CHOICE

Cortado with honey and cinnamon

ELLIE

CLIENT RELATIONS

FAVORITE ROAST

White Spider

DRINK OF CHOICE

Latte with chocolate milk

CLIENT & CUSTOMER TESTIMONIALS

“My sister, nephew and I visited Snake River Roasting Company’s coffee shop while traveling through Jackson Hole and we loved it! We’ve been to coffee shops in almost all 50 states and this one was by far a favorite. We had to order their beans to continue enjoying the coffee in the comfort of our own home!” — Jennifer J. (Coffee Shop Customer)

“Customers comment all the time on how good Snake River Roasting Company’s coffee is. As a coffee shop owner, this feedback validates my choice to partner with them. And when it comes to client services, they never disappoint — fast shipping and attentive support make them indispensable. Simply put, their coffee isn’t an option — it’s a must have for our success!” Diane B. (Owner of Promised Land Bakery in Winnsboro, Texas)

“We were first introduced to Snake River Roasting Company’s coffee during a memorable stay at a hotel in Jackson Hole. Captivated by the flavor, we’ve since made it a household essential, consistently replenishing our supply through online orders.” — Amy C. (Shopify Customer)

A LEGACY OF EXCEPTIONAL SERVICE

Guided by Mekki, Snake River Roasting Company is about more than just specialty coffee; it’s a dedication to an unparalleled customer experience. This commitment was honed during Mekki’s leadership at Outpost, the vacation rental enterprise he launched.

He anchored his business with a clear promise: “Big city work ethic in a small town environment.” More than words, it was a guiding principle. Rapid responses and forward-thinking service became the norm, ensuring clients always felt valued.

One Christmas Eve exemplifies this commitment. When a guest reported an uncomfortable mattress, many others would have delayed addressing the issue—but not Mekki. Together with his wife, Jane, they located a replacement mattress in Jackson Hole. Despite the wintry challenges, they delivered it personally, ensuring their guest’s comfort. Acts like these cultivated deep trust, leading clients to choose Outpost time and time again.

Incorporating these service principles into Snake River Roasting Company, Mekki placed the emphasis on valuing every customer. This ethos drives us and ensures our clients’ satisfaction is our foremost aim.

Our service is not just about coffee. It reflects our dedication, tenacity, and an unwavering drive to surpass expectations

OUR COMMITMENT TO SPECIALTY COFFEE

At Snake River Roasting Company, our dedication to you goes beyond service; it starts with the very beans we choose.

What is specialty coffee? It’s not just a grade, but a promise. Specialty coffee beans are top-tier, meticulously selected for their unique flavors and aroma. These beans pass the discerning evaluations of certified Q-graders (Quality graders)—professionals trained to identify the very best in coffee. Furthermore, they’re sustainably grown, ensuring both quality and a brighter future for the farming communities.

Choosing specialty coffee is our commitment to quality for our clients. Just as we leave no stone unturned in providing unmatched service, we settle for nothing less than the best in our brews. Each sip is an affirmation of this commitment—a taste of the exceptional.

In embracing specialty coffee, we’re not only offering an unparalleled brew, but also sharing our broader dedication to excellence in every facet of our relationship with you.

BEANS WITH A BACKSTORY

Our partnerships with coffee pioneers such as Daterra, the world’s only coffee farm with B-Corp certification (indicating rigorous social and environmental standards), and Café Femenino, an advocate for female leadership in coffee cultivation, reflect our deep commitment to both quality and ethics.

These partnerships provide more than just beans; they bring stories of innovation, empowerment, and sustainability straight from the farm to your cup.

While we sometimes source directly from esteemed farms like Daterra and Café Femenino, direct farmer contracts come with inherent risks. To assure an uninterrupted supply and service to our partners and customers, we strategically collaborate with intermediaries such as Coffee Holding Company and Onyx Coffee Importers. This not only safeguards against unforeseen supply challenges, but also introduces us to a vast network of farms, each with a unique narrative and commitment to quality.

This approach isn’t just transactional. It’s a commitment to nurturing relationships, upholding quality consistency, and endorsing ethically grounded practices.

EMBRACING THE PRECISION OF 22-POUND ROASTERS

In the world of coffee roasting, the equipment used profoundly shapes the flavor and quality of the final cup.

With our 22-pound roasters, our choice isn’t solely about scale, but also a deep commitment to excellence. These machines, a rarity for roasters of our production scale, grant our SCA-certified roasters unparalleled flexibility for precision and control, ensuring the beans’ unique characteristics shine brightly.

In Jackson Hole, we honor the meticulous craftsmanship of our diverse community, from ultra-runners and big-mountain skiers to illustrators and coffee roasters. With our 22-pound roasters, we stand tall in this tradition, not just coffee, but also a work of art in every cup.

HOW ALTITUDE ENHANCES OUR COFFEE

At Snake River Roasting Company, we leverage the unique advantages that Jackson Hole’s altitude provides.

Higher altitude means thinner air, which affects both the boiling point of water and the way coffee beans roast. With a lower boiling point, water within the coffee bean turns to steam at a lower temperature, allowing the beans to roast at lower temperatures without sacrificing flavor development.

Additionally, the reduced oxygen level at high altitudes means slower oxidation, preserving the beans freshness and integrity for longer.

This, combined with the naturally lower moisture content in the beans, due to the dry mountain air, ensures a cleaner, smoother, and more vibrant cup of coffee.

ADVANTAGES OF SMALL-BATCH ROASTING

ADVANTAGES SMALL-BATCH ROASTING

LARGE-BATCH ROASTING ( 22-LB ROASTERS)

QUALITY ASSURANCE

PRECISION CONTROL

ADAPTABILITY

FRESHNESS

CRAFTSMANSHIP

Easier to maintain high quality and spot inconsistencies, ensuring premium quality in every batch.

Enhanced control over each batch, allowing for uniform and consistent roasts.

Quick adaptability to different beans or roast profiles. Flexibility for custom or limited edition roasts.

Beans are consistently roasted fresh, ensuring optimal flavor preservation and immediate distribution.

Emphasizes the artisanal touch, passion, and attention to detail in every batch.

Challenges in maintaining consistent quality across vast quantities.

Difficult to achieve the same level of precision across a larger volume.

Less flexibility due to the larger volume.

Beans may sit longer before distribution, potentially reducing freshness.

Process can be more automated, potentially losing some artisanal qualities.

ADVANTAGES OF ALTITUDE ROASTING

ADVANTAGE

ALTITUDE ROASTING

BOILING POINT

MOISTURE CONTENT

ROASTING TIME

OXIDATION RATE

RISK OF OVER-SCORCHING

CUP QUALITY

Lower boiling point allows beans to roast at a lower temperatures, preserving nuanced flavors.

Beans have consistent, lower moisture due to dry mountain air, leading to uniform roasting.

Extended roasting time allows flavors to develop more thoroughly.

Reduced oxygen levels slow oxidation, preserving the beans’ freshness and flavor, especially after roasting.

The ability to roast at lower temperatures reduces the risk of over-scorching beans, ensuring flavor preservation.

The combined altitude factors result in a cleaner, smoother cup with vibrant flavors.

STANDARD ROASTING

Higher boiling point can risk overextraction.

Inconsistent moisture can lead to uneven roasting.

Shorter roasting time might not extract flavors thoroughly.

Faster oxidation can affect flavor longevity.

Higher temperatures can risk scorching and uneven flavors.

Potentially less distinct flavor profile.

A PROMISE IN EVERY POUR

For Snake River Roasting Company, every cup of coffee is more than just a beverage; it represents our broader commitment to the Jackson Hole community. This dedication isn’t limited to the confines of our cafe or the digital realm, but it also permeates into the very fabric of the community.

Mekki invests time and energy into various local nonprofit organizations, reflecting a deep-seated passion for community upliftment. While the organizations are numerous, the common thread is a commitment to fostering growth, support, and unity in Jackson Hole.

Beyond personal involvement, our brand echoes this commitment. With every seasonal blend sold, a portion of the proceeds is donated to a local organization. This gesture isn’t just philanthropy; it’s an embodiment of our belief that businesses should play an active role in enriching their communities. It’s our promise to our customers and our community that with every sip, they’re not just tasting the flavors of Jackson Hole, but also forging connections, sparking conversations, and catalyzing change.

BREWING RELATIONSHIPS

While we cherish and celebrate our past and the present journey, we’re equally invigorated by what lies ahead. The lessons learned, the bonds formed, and the values we’ve anchored ourselves to light our path forward.

EPILOGUE: THE ROAD AHEAD

In the chapters yet to be written, Snake River Roasting Company envisions a world where our coffee continues to inspire adventures, both within Jackson Hole and far beyond its majestic mountains. With an unyielding passion for excellence and a dedication to our craft, we’re excited to explore new horizons, innovate, and bring even richer flavors and experiences to our growing community.

OUR ROASTS

Our specialty roasts are a seamless blend of tradition and innovation. Originating from recipes by our cofounder Ruth Ann Petroff, we’ve also introduced new blends crafted by our skilled team. Our Lead Roaster, Amanda, vigilantly oversees each small-batch roast, ensuring optimal flavor and quality. From light to French roast, we cater to every coffee lover’s preference, consistently taste-testing to maintain the exceptional standards that make us unique.

SINGLE ORIGINS

Our single-origin coffees are sourced with the utmost intentionality to offer a truly exceptional experience. Each variety is carefully dialed in to stand out on its own, yet harmonizes perfectly when blended.

BLENDS

Our blends are more than just coffee; they’re a celebration of diverse flavors and profiles. By skillfully bringing together unique single-origin coffees, our blends offer both playfulness and richness. They stand as tried-andtrue favorites, consistently delivering a harmonious balance that elevates your coffee experience.

SEASONAL BLENDS

Seasonality takes center stage in our limited-time blends. Mindfully designed by our team to reflect the essence of each season, these roasts offer a distinct sensory experience. Imagine savoring a crispy fall roast during a morning walk, or a rich summer blend fueling your backpacking adventures. Winter brings a bright, chocolaty blend perfect for cherished sunny bluebird days, while spring introduces a lively blend that evokes the first trailside flowers.

MEET OUR GENERAL MANAGER

CAIT RIFKIN

MY COFFEE BEGINNINGS

In the chilled mornings of Wisconsin, where winter’s breath fogs up the window panes, the aroma of coffee was a comforting constant in my childhood home. The scent of my dad’s favorite blend wafted through the air, a fragrant promise of warmth against the cold. These early memories rooted my love for coffee as more than just a beverage; it became a symbol of comfort, of family.

I set out on a life path directed by empathy and the wish to bring goodness into the world. I pursued a degree in social work and spent my 20s advocating for those with anxiety disorders. Between professional milestones, yoga practices, and hikes through Wisconsin’s woods, coffee punctuated my journey. It was the drink I shared with my best friend along Lake Michigan’s shores, the background note to college study sessions, celebrations, and stress relief. Each cup became a vivid highlighter, emphasizing moments that would turn into cherished memories.

FROM THE MIDWEST TO THE MOUNTAINS

Five years ago, my heart pulled me west to Jackson Hole. It was not just a change in geography, but also a transformation of my aspirations. I sensed the need for a career pivot; a feeling I expressed simply to my nowhusband, Dustin, as “something with coffee.”

I enrolled in a barista training course at Snake River Roasting Company. What I found there transcended my initial love for the drink; I discovered a cause, a community, a connection to the global journey of every bean. The company’s Café Femenino initiative resonated with me deeply, tying into my lifelong commitment to empowering others, particularly women.

SIPPING THROUGH MY WEEK

Weekends for me are special, starting with a pour-over from Dustin, usually an Ethiopian blend. This is chased by a White Spider cortado, my weekend treat.

Weekdays offer variety. If I’m in the cafe for a meeting, I sample a random menu item, both for the joy of discovery and for quality assurance. After my first cup, my day features two or three decaf or half-caf lattes.

Team tastings and surprise cups of brewed coffee are sprinkled throughout my week, serving as little checkpoints of quality and passion.

IN EVERY CUP, A MEMORY

A trip to meet coffee farmers in Guatemala provided me with an invaluable perspective on the nuanced struggles and triumphs of coffee cultivation. Now, every sip of my morning ELLA blend brings me closer not just to the person who brewed it, but also to the extensive chain of passionate individuals who bring each cup to life—from the farmers to the importers and our very own roasters at Snake River. It’s this connection, this intimacy with the coffee process, that makes my role at Snake River Roasting Company a dream fulfilled.

Each brew holds its own story and significance for me and my family. Roam, the coffee of my wedding weekend. Bluebird, a ritual before skiing adventures. Ethiopia, our trusted companion on backpacking journeys. Every cup grounds me in the moment; an embodiment of my gratitude for the simple, yet profoundly meaningful day-today experiences.

CASCADE CANYON

DARK BLEND

Tasting notes: Ganache, Passionfruit & Cinnamon

FISH’S MORNING CAST

DARK BLEND

Tasting notes: Dried Plum, Baker’s Chocolate & Nutmeg

GLORY BOWL

MEDIUM WINTER BLEND

Tasting notes: Berry, Lemon Zest & Gingersnap

JACK’D DARK BLEND

Tasting notes: Chocolate Nougat, Caramel & Sweet Cream

BIG KAHUNA

MEDIUM

BLEND

Tasting notes: Milk Chocolate, Caramel & Vanilla

KIRBY’S FIRST TRAM

DARK BLEND

Tasting notes: S’mores, Dark Chocolate & Melted Butter

LITHIUM LIGHT BLEND

Tasting notes: Honeyed Orange Zest, Huckleberry & Dark Cocoa

ROAM MEDIUM BLEND

Tasting notes: Lemon Scone, Blueberry & Milk Chocolate

G’S SUPAFLY MEDIUM BLEND

Tasting notes: Milk Chocolate, Malt Milkshake & Caramel

DEADMAN’S BAR

DARK ESPRESSO

Tasting notes: Bittersweet Chocolate, White Pepper & Peanut

S-TURNS

WINTER ESPRESSO

Tasting notes: Hot Cocoa, Clove & Fresh Powder

WHITE SPIDER MEDIUM ESPRESSO

Tasting notes: Salted Caramel, Brownie & Sweet Cream

WILD IRIS

LIGHT ESPRESSO

Tasting notes: Blueberry Muffin, Honey Blossom & Chocolate Chip

FALL CREEK DARK DECAF

Tasting notes: Campfire, Clove & Fudge

LAZY RIVER MEDIUM DECAF

Tasting notes: Baker’s Chocolate, Cream & Caramel

BRAZIL

DARK ROAST

Tasting notes: Dark Chocolate, Peanut Butter & Brown Sugar

ETHIOPIA

LIGHT ROAST

Tasting notes: Plump Blueberry, Stone Fruit & Orange Zest

GROS VENTRE

FRENCH ROAST

Tasting notes: Black Cherry, Brown Sugar & Campfire

SUMATRA

MEDIUM BLEND

Tasting notes: Honey, Graham Cracker & Dried Fruit

GUATEMALA ELLA

LIGHT ROAST

Tasting notes: Bing Cherry, Shortbread Cookie & Cocoa

HONDURAS

DARK ROAST

PAPUA NEW GUINEA

MEDIUM ROAST

Tasting notes: Nutmeg, Cinnamon & Cedar

Tasting notes: Peanut Butter, Jam & Thimbleberry

BLUE BIRD

MEDIUM SEASONAL BLEND

Tasting notes: Sugar Plum, Gingerbread & Fudge

HERO DIRT

MEDIUM SEASONAL BLEND

Tasting notes: Meyer Lemon, Apple Blossom & Cocoa Nibs

PADDLES UP

MEDIUM SEASONAL BLEND

Tasting notes: Huckleberry, S’mores & Easy Days

GOLDEN HOUR

MEDIUM SEASONAL BLEND

Tasting notes: Spiced Apple, Caramel & Shortbread

LABEL ARTWORK: Jackson Hole local, Haley Leeper

CAFE

50 W BROADWAY | JACKSON, WY 83001

CAFE@SNAKERIVERROASTINGCO.COM

ROASTERY

PO BOX 8999 | JACKSON, WY 83002

HELLO@SNAKERIVERROASTINGCO.COM