In the heart of Alberta’s thriving coffee scene, David Pierce, the owner and general manager of Hammer & Chip Roasting, has carved a niche with his small-batch artisan roastery. Serving a diverse clientele, from coffee enthusiasts to cafes, Hammer & Chip Roasting is known for its commitment to sustainable and speciality coffee options sourced from Central and South American smallholders.
What is your business called and what does it do?
We are Hammer & Chip Roasting, a small-batch artisan roaster. We serve coffee enthusiasts, cafes, and retailers across Alberta with freshly roasted coffees sourced from smallholders in Central & South America. Our focus is on introducing people to more sustainable and specialty coffee options, while also collaborating with fellow Albertan coffee businesses to create more intentional coffee experiences for their customers.
What made you want to do this work?
Curiosity and frugality sparked our business idea eight years ago. In university, I was looking for a more affordable way to enjoy coffee and discovered I could roast it myself using a vintage popcorn maker in my parents’ garage. My fascination continued when I worked for another roaster. There, I noticed issues within the coffee industry, particularly regarding transparency, wealth distribution across the supply chain, and the approachability of specialty coffee. The COVID-19 pandemic further fueled my desire to be part of the solution. With a shift towards home consumption, I saw communities forming around speciality coffee and an opportunity for more conversations about it.
What problem did you want to solve with the business?
As mentioned, there are many problems within the coffee industry, especially how it’s communicated. We need to invite more people into discussions about quality and sustainability without being pretentious. Everyone wins when people buy good coffee. The pandemic’s shift to home brewing highlighted this. Consumers weren’t just missing coffee; they also needed guidance on replicating and exploring new coffee experiences. As a marketing major, I saw this growing need and wanted to seize the opportunity.
We started primarily as a business-to-consumer (B2C) company, sourcing coffee from a local importer, sharing brewing tips online, and participating in farmers markets. We’ve since expanded to wholesale and hospitality markets, supplying cafes and other food establishments with everything from equipment and cups to syrups and lids, along with consulting and training services.
Who are your clientele/demographics?
We serve a variety of market segments, but speciality coffee typically attracts millennials and Gen Z. Our customers are looking for new, sustainable, and intentional coffee experiences that are affordable and fit into their busy lives. For our business-to-business (B2B) clients, we focus on new cafes, coffee-centric retailers, natural grocers, and offices looking to elevate their breakroom offerings.
How does your business make money? How does it work?
Our direct offerings include roasted-to-order coffee and home barista supplies, available for one-time purchase or by subscription. For businesses, we offer volume-tiered pricing options, support with creating new brands through private labelling, and wholesale cafe supplies like cups, lids, syrups, and milks.
Where in the city can we find your profession?
We operate out of a shared warehouse in southeast Calgary. Our main service areas are southern and central Alberta. You can find our coffee at, Q-lab cafe, Wild Rabbit Vintage, VHF Coffee and boutique retailers like Coffee Addicts and Market Spot. We’re also present at various farmers and night markets across the city.
What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.
There are many talented roasters in Calgary. The best question you can ask is:
“What sets you apart?”
For us, it’s our approachable flavour profiles, direct and responsible partnerships with producers and importers, and personalized service. We’re here to make things easy, whether that’s expediting your coffee order, providing emergency equipment maintenance, offering on-site training, or lending you equipment. Coffee and beverage service can be surprisingly complicated, and we’re here to take the stress out of it.
What is the best part about what you do? What is the worst part?
The highlight of my day is when our enthusiasm sparks curiosity in our customers. When we see the excitement on their faces and they start asking questions about where their coffee comes from, it reflects my own journey.
What is your favourite joke about your own profession?
Let me preface this by saying that coffee roasting is a noble profession. It requires a good understanding of supply chains, financial markets, branding, and real technical skills. But at the end of the day, caffeine is a psychoactive substance, so we are kind of glorified drug dealers.
Where can we follow you?
You can follow our journey on Instagram: @hammerandchip
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PAY IT FORWARD: What is another local business that you love?
I’d like to shout out Bowness Soapworks aka Melba Seto, she’s got so much personality, she’s a rainmaker in her community and has her hands in a lot of really exciting and diverse projects – she’s worth a follow: @bownessoapworks
