As the world’s largest marketplace of gourmet coffee, ROASTe is the one-stop shop for people who want the at-home gourmet coffee experience.  Launched in 2009, ROASTe connects coffee-lovers to the greatest variety and selection of award-winning, micro-roasted coffee, premium brewing equipment and accessories, original coffee content and a vibrant coffee community.  User-generated reviews, and intuitive search and recommendation features offer consumers an unparalleled ease of selection.  Coffee is shipped directly from the roasters, making ROASTe the next evolutionary step in the world of gourmet coffee consumption at home.


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November 28, 2010

My first client

In January 2010 I picked up my first client as a freelancer. ROASTe is an e-commerce site selling specialty, micro-roasted coffee and coffee-related products. Since launching in late 2009 they have become the largest marketplace for gourmet coffee  online or off.

Initially I was hired for social media implementation  to research and publish relevant, coffee-related content to their Facebook page and Twitter feed. Through fan & follower engagement, including holding interactive contests on both platforms, creating a gifting application and monthly poll on Facebook and retweets and #FollowFridays on Twitter, I was able to grow their fan-base almost 600% (as of October 2010) and more than double their number of followers on Twitter.

My initial project included authoring original blog posts, which I did under the heading biscotti (get it?). I chronicled my journey from coffee lover to coffee geek via weekly posts where I cupped a different single-origin coffee. Later, I reached out to the fifty micro-roasters who sell through the site and began posting interviews with a number of them.

In March 2010 my role expanded to include PR services. I created ROASTe’s online press room and began both media and blogger outreach. Coverage includes: Boston Herald, Thrillist, The Seattle Times, WBZ-AM (Boston), WGN-TV (Chicago), Specialty Coffee Retailer, The Gourmet Retailer, Fresh Cup Magazine and Internet Retailer.