Portfolio Book
Trade Coffee
The Netflix of Coffee
We built Trade because third-wave coffee was having its craft-beer moment and the internet still treated it like grocery aisle sludge. Match people to the right bag. Ship it fresh from 55+ independent roasters. Replace the first bag free if we miss. Serious Eats ranked it #1 of 10 subscriptions tested. That's a receipt, not a slogan.
“Connect coffee people with bags worth finishing — and keep independent roasters in the feed.”
Making Headlines
Best Coffee Subscription (Ranked #1 of 10 Tested)
The Personalized Quiz Helps You Find Your Perfect Cup from Over 400 Roasters
Trade Raises $9M While at-Home Coffee Consumption Is Booming
This Subscription Is the Little Treat I Look Forward to Every Morning
Get the Coffee You Love as Often as You Need It
Backed by the Best
$9M
2020
JAB and Peet's came to us after picking up Stumptown and Intelligentsia. Third-wave was the craft-beer wave for coffee — but unlike beer, they believed the right channel was a trusted online marketplace, not another aisle. They brought coffee DNA, reputation, and roaster access. We brought consumer ecommerce muscle and a tech backbone. Marriage of insiders and operators. Trade was the kid.
What makes Trade Coffee special
7 Questions. 400+ Matches.
The quiz learns how you actually drink coffee — not how you perform coffee on Instagram — and pairs you with bags you'll finish. Miss on bag one? Free replace. No vibes-only refund theater.
55+ Independent Roasters
Hidden-gem small-batch operators who know their farmers. Trade is the marketplace layer — they roast, we route the right bag to the right mouth.
Roasted to Order
Roasted within 48 hours of shipping. You set the cadence. Fresh coffee shows up when you need it — not when a warehouse felt like clearing inventory.
Meet the Founders
Michael Schafler
Co-Founder
Strategy and ops — keeping the marketplace humming while the bags stay honest.
Ben Fischman
Co-Founder
Previously CEO of Rue La La.
Eric Girouard
Co-Founder
Later founded BRUNT Workwear.
Hugh Hunter
Co-Founder
Consumer brand builder.
Nick Gavronsky
Co-Founder
Product-focused entrepreneur.
See It In Action
Homepage hero with personalized coffee matching
Personalized quiz matching you with 400+ roasters
Browse 500+ specialty coffees from top US roasters
