Faces of the markets – The press


Bradley Van Laanen and Jackson Smith: Howler Coffee Co.

Howler Coffee Co., a local small-batch roaster, was started by owner/roasters Bradley Van Laanen and Jackson Smith, sparked by their mutual love for a good cup of coffee.

“We started with a love of coffee and a curiosity about roasting,” Smith said.

Van Laanen said the caffeine-loving couple, both full-time dental technicians for a dental lab, started Howler Coffee Co. in June 2019.

“Our roaster arrived in January 2019 and we started hobby roasting for friends and family,” he said. “We launched our site and delivery service in June 2019.”

The pair started small and were involved in all phases of the business.

Jackson Smith, left, and Bradley Van Laanen are the roasters and owners of Howler Coffee Co.

Van Laanen said it was a natural progression to set up shop at the downtown Green Bay Farmers’ Market on Saturday mornings, starting in 2020.

“With the arrival of COVID-19 in 2020, we were able to set up shop with bags of our coffee offerings and pre-bottled cold brew,” he said. “We’ve been serving hot coffee and nitro cold brew on tap since the start of the 2021 season.”

Van Laanen said Howler Coffee Co. focuses on single-origin specialty quality coffees – sourcing, roasting, packaging and delivering each batch themselves.

“We buy fresh beans and keep a rotating variety in the store,” he said. “We are excited that the next El Salvador is coming.”

Smith said on its website, Howler offers made-to-order roast options with free local delivery.

“At the market, we focus more on making our coffee,” he said. “We offer a simple good cup of coffee and 12 ounce bags of our beans. The (Farmers Market) community is great and it’s great to be a part of it.

As for the name, Van Laanen said he was a bit stuck.

“We were coming up with names and nothing really stuck,” he said. “Jackson’s sister is a graphic designer and came up with logo designs. We gave her some starting points and loved the design she came up with. »

Editor’s note: Throughout the summer months, there is no shortage of vendors at farmers’ markets in the Greater Green Bay area, each offering their own niche products and services.
Over the next few months, The Press Times will spotlight these same vendors to give readers insight into the people and passions behind the companies.
If you would like to be featured as part of the series, contact Heather Graves, Press Times editor, at [email protected]

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