Another round of trustworthy businesses is recognized.

Greg Ubert is not just roasting good coffee.

As he sees it, the mission of Crimson Cup Coffee & Tea is to brew better communities through coffee.

His passion for coffee-as-community-builder even drove him to write a book designed to help commercial customers. “Seven Steps to Success: A Common-Sense Guide to Succeed in Specialty Coffee” was first published in 2003, reprinted in 2011 and is shared with each employee and every new coffee house owner in the Crimson Cup community.

That kind of focus is part of what helped Crimson Cup win a 2017 BBB Torch Award. As judges noted, “Crimson Cup is intentional about creating alignment among their team.”

Ubert sums up his code of ethics in three principles that include:

• Develop and sell coffee, tea and coffeehouse products of the highest quality.

• Create mutually beneficial relationships with suppliers and customers.

• Give back to the communities in which we do business.

In its Torch Award application, the company notes its philosophy is captured in two trademarked acronyms. L.Y.F.E.® stands for Leave You Feeling Energized, a promise that Crimson Cup seeks to “energize everyone through awesome products, customer service, and coffee expertise and training.”

L.O.V.E.® stands for Leave Others Very Energized. Crimson Cup says it does that “through positive interactions and by giving back to the community.”

And it's all wrapped up in Crimson Cup's motto, “Coffee and Community,” reflecting its mission and philosophy.

“It is evident they have a higher calling and purpose through their implemented elements like L.Y.F.E. & L.O.V.E.,” note the Torch Award judges.

Their work with coffee shop owners through its Seven Steps to Success franchise alternative program “contributes significantly to the success and longevity of independent coffee shops,” the company says. A survey showed 85 percent who completed the program were in business five years or longer, compared to federal statistics showing half of all new restaurants—including coffee shops—closewithin three years.

Specialty grocers, colleges, and restaurants that sell Crimson Cup coffee get similar attention. Services are customized for each customer and may include marketing materials, point-of-purchase displays, promotional events, training and more.

“We truly believe in the power of community, so the majority of the customers we work with are local businesses in small towns. This is also the reason we are not a franchise; we want customers to know we have a vested interest in their success. We succeed only when our customers succeed,” he says. “Our concept of community has evolved beyond the borders of the small towns where our customers run their cafés, coffee houses and coffee shops to the small farming communities where our coffee is grown. Community encompasses our relationship from farmer to consumer and everything in between,” he adds.

Judges were also impressed that Crimson Cup aids the broader community through programs that help cancer patients and survivors, armed forces personnel and veterans.

The company earned a 2017 Good Food Award, a national honor recognizing social and environmental responsibility as well as great flavor.

Crimson Cup sums up its core business values in few words: Achieve results, give back, have fun! And Crimson Cup customers keep coming back for more.