Jacob Horton - Verb Coffee Roasters

In this episode, Luke interviews Jacob Horton, the co-owner and head roaster of Verb Coffee. Horton shares his journey from school that led him into the world of coffee, and ultimately leading to his co-ownership of Verb.

Jacob shares Verb’s philosophy and approach to initiatives such as starting their food program, hiring, and ensuring values alignment within the team. He emphasized the importance of investing in employees, believing that with the right people, anything is possible.

Verb's mission statement—valuing people while adding value to people—guides how they source coffee, interact with customers, and make daily decisions. Finally, Jacob leaves us and the industry with a challenge: to champion each other rather than build moats around ourselves and our businesses.