Red Bay founder, Keba Konte, never anticipated that he would one day use the retailing of coffee to raise awareness of the poor representation of black owners in this niche market. The coffee industry generates an estimated $81.16 billion annually, and is expected to rake in revenue close to US $95.58 billion in 2023, according to data firm, Statista.
According to Jose Garage Coffee, 400 million cups of coffee are consumed per day in the US; only a fraction of these cups are from black-owned coffee and snack shops. However, the harsh reality that is somehow overlooked, is the fact that a significant portion of coffee beans are grown by people of color.
This bothered Keba when he began paying close attention to the niche market, and wondered why the workforce that grew and harvested coffee did not have a visible presence in the sale and ownership of coffee shops. Born to an interracial couple, Keba appreciated the concept and difficulties of segregation and discrimination that black businesses have struggled with for centuries.
Though passionate to change the narrative of black representation in the niche market, he knew little about coffee-making. However, with his determination to control the narrative about black players in the industry, he began training himself to roast coffee beans via YouTube.
In 2014, he established Red Bay Coffee to push his agenda, employing only persons of color who were disabled, ex-convicts, or female. Women make up 65 percent of those in leadership positions in his company.
This has become a strong marketing proposition for Red Bay Coffee, contributing to the significant growth of its loyal customer base. When the covid 19 pandemic hit the markets, these were the very patrons who ensured the business continued to thrive despite the shocks.
The buy-black fever that swept across many black communities also gave the coffee shop a boost in its sales. The business witnessed a 350 percent jump in growth through the introduction of its e-commerce innovation to make its products accessible to its clientele.
So far, the Red Bay Coffee founder has been able to raise $7 million through crowdfunding, bootstrapping, and the venture capital market to support his business. Though the pandemic brought its downside to the way businesses operated, Keba has found strategic ways to ride on the wheels of success to place his coffee shop on a strong footing, according to Forbes.
