Brewing Change: Alex Grimes of Thornfield Coffee on Business, Community, and Mental Health Advocacy

Nicole Fernandez • October 9th, 2024

Overview

Thornfield Coffee is a revolutionary coffee brand that focuses on mental health prosperity.

According to the owner, Alex Grimes, “Our vision is to become a leading coffee brand recognized not only for our superior products but also for our unwavering commitment to mental well-being. We aspire to create a world where enjoying a cup of coffee helps foster mental health awareness, support, and positive change, one sip at a time.”

Based in Reno, Nevada, Alex Grimes is working towards creating Thornfield Cafe, which is focused on building free support groups and education such as addiction, grief, LGBTQI+, sex education, and more.

Alex Grimes a licensed addiction counselor intern who dedicates her life towards helping those in and out of recovery, as well as an advocate for mental health initiatives in the Reno community.

Grimes is an influential figure in the recovery and LGBTQ+ communities, as well as a dedicated advocate for those going through sexual abuse.

Below is a full-length interview with owner Alex Grimes to see what motivated her to build this company, as well as deep, personal details of Alex’s life.

We will also explore Thornfield Coffee’s goals for the future, what Reno can expect in the coming months, and how someone can build their own business if they have the drive to help the community - one step at a time.

“Thornfield Coffee differentiates itself by combining premium-quality coffee with a social mission that directly supports mental health initiatives… We focus not only on creating exceptional coffee, but also on fostering connections and supporting accessible mental health care.”

- Owner Alex Grimes

Thornfield Coffee: What is it all about?

Can you tell us about the inspiration behind founding Thornfield Coffee? What motivated you to combine coffee with mental health initiatives?

I set out to create Thornfield Coffee with the goal of bringing people together, while generating enough revenue to support initiatives that address the gaps in mental health services.

I have personally experienced the challenges of mental health and substance use and I understand the importance of accessible care. The University of Michigan’s free counseling services were a lifeline to me during a critical time, and I’m not sure I would be here today without them.

Inspired by that experience, I am in the process of registering the Thornfield Foundation, which will focus on funding programs that provide essential mental health support, similar to those that helped me.

How does Thornfield Coffee differentiate itself from other coffee brands in the market?

Thornfield Coffee differentiates itself by combining premium-quality coffee with a social mission that directly supports mental health initiatives. Unlike other coffee brands, 10% of our proceeds are dedicated to funding programs that close the gap in mental health services.

By enjoying our coffee, customers participate in our goal of meaningful change in the community. We focus not only on creating exceptional coffee, but also on fostering connections and supporting accessible mental health care. This unique combination of purpose and quality sets Thornfield Coffee apart from our competitors.

What is the significance of donating 10% of proceeds to mental health initiatives, and how did you choose the specific organizations you support?

Donating 10% of proceeds to mental health initiatives is central to Thornfield Coffee’s mission of making a meaningful impact beyond just offering a great product. This commitment reflects our belief that all businesses have a responsibility to contribute to the well-being of the communities they serve.

The decision to allocate 10% of proceeds stems from a personal understanding of the importance of mental health support, with the goal of creating sustainable funding for organizations that make a real difference.

We carefully select the organizations we support based on their proven track record in providing accessible, effective mental health services.

These programs align with Thornfield Coffee’s values, focusing on underserved communities and closing the gaps in mental health care.

Our selection process includes a rigorous assessment of the impact, reach, and mission of each organization to ensure they align with our commitment to promote mental health and well-being.

“Thornfield Coffee isn’t just about selling coffee—it’s about creating a platform to raise awareness and funding for mental health initiatives.”

- Owner Alex Grimes

How has your personal journey influenced the mission and values of Thornfield Coffee?

My personal journey has profoundly shaped the mission and values of Thornfield Coffee. I forfeited a full-ride scholarship to Stetson University due to struggles with drug addiction, and significant challenges from sexual abuse and domestic violence.

I have seen the importance of accessible mental health support. These experiences made me realize how essential it is for people to have resources to heal, especially when they are at their most vulnerable.

Thornfield Coffee isn’t just about selling coffee—it’s about creating a platform to raise awareness and funding for mental health initiatives.

I know how isolating and overwhelming it can be to go through trauma without adequate support, and I want to ensure others have access to the care that helped me turn my life around.

The values of resilience, community, and support are embedded in everything we do, from our product, to the causes we support.

“I forfeited a full-ride scholarship to Stetson University due to struggles with drug addiction, and significant challenges from sexual abuse and domestic violence. I have seen the importance of accessible mental health support.”

- Owner Alex Grimes

Product and Brand Focus

Can you walk us through the sourcing process for your coffee beans? What do you look for in a partner?

Where our beans come from matters deeply to us, not just for taste and quality, but because our sourcing impacts lives. That's why we partnered with Hub Coffee Roasters.

Our roaster, Mark Trujillo, proudly co-owns three Colombian coffee farms and upholds strict ethical standards to support producers in enhancing their businesses and communities.

By choosing Thornfield Coffee, you can be confident in the positive impact your coffee has made from farm to cup.

When seeking partners for Thornfield Coffee, we prioritize individuals or organizations that align with our core values of community, resilience, and social impact.

We look for partners who share a genuine commitment to supporting mental health initiatives and who understand the importance of giving back. Integrity, transparency, and a passion for creating positive change are essential qualities we value in any collaboration.

Additionally, we seek partners who bring creativity, innovation, and a shared dedication to fostering connections, both through coffee and community.

It’s important that potential partners are aligned not just with our business goals but also with our mission of using Thornfield Coffee as a vehicle for promoting mental health awareness and supporting underserved communities.

What types of coffee products do you offer, and are there any unique flavors or blends that you would recommend?

Thornfield Coffee offers a range of premium products, including four signature blends: Happy Medium, Dark Humor, Espresso Depresso, and Caffeine Rehab. Each blend is carefully crafted to cater to different preferences, with Happy Medium being our number one seller, known for its smooth and balanced flavor.

“We ensure both quality and sustainability by working with trusted growers who prioritize ethical sourcing and environmentally friendly practices, focusing on fair trade partnerships and premium, sustainably farmed beans.”

- Owner Alex Grimes

How do you ensure quality and sustainability in your coffee production?

At Thornfield Coffee, we ensure both quality and sustainability by working with trusted growers who prioritize ethical sourcing and environmentally friendly practices, focusing on fair trade partnerships and premium, sustainably farmed beans.

Our small-batch roasting process allows us to maintain the freshness, flavor, and complexity of each blend, ensuring a high-quality product in every cup.

We also prioritize sustainability in our packaging, using recyclable or biodegradable materials whenever possible, and continuously seek ways to minimize our environmental impact, supporting both the environment and the communities involved in our coffee's production.

Can you share any customer feedback or stories that highlight the impact of your brand?

We’ve received incredible feedback from our customers, but one story that stands out is our involvement with Handbags for Hope, an organization that is near and dear to my heart due to my own personal experiences with domestic violence. More than 1.3 million women are assaulted every year, and every nine seconds, a woman is a victim of assault.

Handbags for Hope raises critical funds to support individuals and families affected by violence, and I’m proud that Thornfield Coffee was able to contribute by providing coffee at a wholesale price and donating Thornfield-branded bags to support their mission.

Customers have expressed how much they appreciate supporting a brand that not only delivers quality coffee but also contributes to impactful causes.

One of our customers mentioned how it made their morning coffee routine more meaningful, knowing that part of their purchase was helping survivors of assault through organizations like Handbags for Hope. This feedback underscores our mission to create a product that fosters community and drives positive change.

“More than 1.3 million women are assaulted every year, and every nine seconds, a woman is a victim of assault.”

- Owner Alex Grimes, sourced from The New York Times.

Mental Health Initiatives

How do you raise awareness about mental health through your brand? Are there specific campaigns or events you organize?

Although we've only been in business for less than a year, we are actively working on structuring the Thornfield Foundation, which will allow us to make an even bigger impact and raise awareness in the future.

In the meantime, we integrate mental health advocacy into our everyday operations by donating 10% of our proceeds to support mental health programs and partnering with organizations that provide vital services to those in need.

We also engage in social media campaigns that highlight the importance of mental health, sharing stories of resilience and recovery, as well as practical resources for our community.

Our involvement with Handbags for Hope is an example of how we connect our brand with causes that are personally meaningful, using events like this to spark conversations around domestic violence and the mental health struggles survivors often face.

As we grow, we will organize and participate in more events and initiatives focused on mental health awareness, ensuring it remains central to everything we do.

“…We integrate mental health advocacy into our everyday operations by donating 10% of our proceeds to support mental health programs and partnering with organizations that provide vital services to those in need.”

- Owner Alex Grimes

Can you share some examples of the mental health initiatives that benefit from your donations?

As we have only been in business less than a year, our donations have been modest. However, we have made meaningful contributions to several mental health initiatives, including Handbags for Hope, which provides essential resources to individuals affected by domestic violence, and The Reno Burrito Project, which supports those facing food insecurity, a significant issue that often intersects with mental health challenges.

Additionally, we have contributed to an anonymous organization focused on alcohol use disorder, which aims to provide support and resources to individuals seeking recovery.

Each of these donations reflects our commitment to making a positive impact in the community and supporting organizations that align with our mission to promote mental health and well-being.

As Thornfield Coffee continues to grow, we look forward to expanding our contributions to even more initiatives.

Why do you believe it’s important for businesses to engage in social causes, particularly mental health?

Engaging in social causes, particularly mental health, is vital for businesses for several reasons. It demonstrates a commitment to corporate social responsibility, and helps to build trust and loyalty among customers who seek brands that align with their values.

By supporting mental health initiatives, businesses should contribute to breaking the stigma surrounding these issues and foster a culture of openness and support within communities.

Mental health challenges affect a significant portion of the population, and businesses can make a tangible difference by providing resources and support, which enhances individual well-being and creates a more productive work environment.

Furthermore, aligning a business's mission with social causes can boost employee morale and retention, as staff often feel more engaged when working for a company that prioritizes a positive impact in the community.

Ultimately, businesses that actively engage in social causes fulfill a moral obligation while cultivating stronger connections with customers, employees, and communities, driving sustainable growth and success.

Community Engagement

How has the local community responded to Thornfield Coffee? Have you seen an increase in interest in mental health discussions as a result of your initiatives?

The local community has responded positively to Thornfield Coffee, embracing our mission and values with enthusiasm.

Many customers appreciate not only the quality of our coffee but also our commitment to supporting mental health initiatives, fostering a sense of community around our brand.

This connection has encouraged patrons to share their own stories and experiences related to mental health, creating a supportive and open environment.

As a result of our initiatives, we have seen an increase in interest in mental health discussions within the community.

“We are actively exploring opportunities to collaborate with like-minded organizations that share our commitment to mental health advocacy.”

- Owner Alex Grimes

Are there any partnerships with local organizations or mental health professionals that you’re particularly proud of?

Currently, we are working to establish formal partnerships with local organizations and mental health professionals. We are in the early stages of establishing Thornfield Coffee, streamlining our processing and improving production efficiency.

We are actively exploring opportunities to collaborate with like-minded organizations that share our commitment to mental health advocacy.

We believe that partnerships will be crucial as we grow, and we look forward to connecting with local organizations that align with our mission to make a positive impact in the community.

What role does community engagement play in your business strategy?

Community engagement plays a central role in Thornfield Coffee's business strategy, as we believe that building strong connections with our local and extended communities is essential for fostering customer loyalty and creating a positive social impact.

Personal Insights

As a leader, how do you maintain a balance between running a business and advocating for mental health?

As a leader, my top priority is the mental health of those working with and for us, as well as my own. To balance running a business with advocating for mental health, I integrate mental health awareness into our company's mission, ensuring it is a fundamental aspect of our operations.

I prioritize self-care and create a supportive culture where open communication about mental health is encouraged.

Additionally, I engage with mental health organizations through volunteering and community events to stay connected with the cause.

By embedding these practices into our daily operations, I aim to create a harmonious balance between business success and social impact.

How do you practice self-care and mental well-being in your own life, and how does that influence your work?

I prioritize self-care and mental well-being by attending therapy bi-weekly, a practice I plan to maintain for life. It's crucial for me to identify areas where I'm struggling, and having a mental health professional assist me in assessing these challenges is invaluable.

Another significant aspect of my self-care journey has been pole sport. During a particularly difficult period in my life, I stepped out of my comfort zone and signed up for a class at Vertical Barre in Reno.

Whenever I faced struggles or suicidal ideation, I would book a class. I've never left a session feeling worse; instead, it consistently brings an instant shift in my mindset.

Pole sport not only challenges me physically and mentally but also connects me with a wonderful and creative community of individuals.

Future Vision

What are your future goals for Thornfield Coffee? Do you plan to expand your product line or initiatives?

Our future goals for Thornfield Coffee are ambitious and multifaceted. We plan to expand our brand regionally then nationally, reaching new audiences while continuing to promote mental health awareness, and support initiatives that align with our mission.

One of our key objectives is to establish the Thornfield Foundation, which will allow us to amplify our impact in the community by providing resources and support to mental health programs.

Additionally, we aim to open brick-and-mortar cafes, creating welcoming spaces for people to connect over coffee and engage in meaningful conversations about mental health.

We also envision opening our own production warehouses to further quality control and sustainability in our processes.

As we grow, we will explore expanding our product line, offering new blends and flavors that resonate with our customers while reinforcing our commitment to social causes.

“Start with a clear mission that reflects your values, BE AUTHENTIC and let your passion for social impact guide your entrepreneurial journey. With purpose at the core, you can create a thriving business that makes a meaningful difference in the world.”

- Owner Alex Grimes

What advice would you give to other entrepreneurs looking to combine business with social impact?

Start with a clear mission that reflects your values, BE AUTHENTIC and let your passion for social impact guide your entrepreneurial journey. With purpose at the core, you can create a thriving business that makes a meaningful difference in the world.

Follow for more updates

You can visit Thornfield Coffee’s website, as well as their Facebook, TikTok, and Instagram page for more updates and inspirational posts that will help you on your own journey to cultivate a meaningful, successful business.