TIME TO ROLLOUT. Now known as Hiker Coffee, the local roaster has a fresh new look, cleaner brew, and will soon be available at a large retailer throughout the country. (All photos by Codi Leigh Photography)

Coming up on nearly a decade of business, Hikers Brew Coffee has been locally roasting in Eau Claire since the very beginning. After a production facility expansion in town last year, owners Zach Pecha and Addy Serum knew the time was right to start planning its official rebrand. This summer, the coffee roaster reintroduced itself as Hiker Coffee.

Hiker was always rooted in environmental sustainability – its original goal, back in 2016, was to be a brand that participated in and promoted the environmentally friendly movement while offering organic coffee – and that initial mission has never been more realized than it is right now. The coffee roaster’s rebrand was not just about how the branding looks, but down to the very bean.

We felt we needed to go above industry standard to do right by our friends, family, and customers. –Zach Pecha, CEO of Hiker Coffee

“The whole point of this project was to show that we’re a fully transparent company. We are going to tell you where the coffee comes from; it is all third-party tested; we are always sourcing the cleanest ingredients for our flavored coffee; and we are always working to improve,” Zach said in a recent interview. “When we learn better, we do better.”

Longtime supporters won’t be losing the chocolate-y, full-mouth notes and taste of Hiker’s coffee; the reformulation does not mean a complete 180º flavor flip but rather a recommitment to delivering an organic, clean coffee product.

After Zach and Addy were diagnosed with autoimmune diseases, their day-to-day lives were changed, and what they ate and drank became key to managing their health. With that shift, the duo knew it was time for their business to shift gears too – for the better.

“Our health journey caused us to learn a lot about what we were consuming, and the toxins that were affecting us,” Zach explained. “We found that coffee is really high in Mycotoxins – toxins created by mold – and that’s something not regulated by the FDA the same way in the U.S. that it is in other countries.

“Now, we third-party test every batch of beans,” he continued. “We felt we needed to go above industry standard to do right by our friends, family, and customers.”

Mycotoxin is a toxic compound that is naturally produced by some molds and is found on food like grains, dried beans, and more, including coffee. “With these toxins, what actually harms people is the spore, which you don’t see like you might see fuzzy mold on other food,” Zach explained. “It can’t be burnt off, like some roasters suggest, and can happen from improper growing or storage processes.”

After the tasking journey finding a lab that would ensure the above-average quality standards Zach and Addy were now requiring, Hiker is now officially USDA organic certified, always third-party tested, and is also free of seed oils.

Using cheaper seed oils to flavor coffee may be good for the pocketbook, but it isn’t on the body. “Our flavored coffee is really popular, and after digging into natural flavoring, we kept getting samples that contained seed oils. From having autoimmune diseases ourselves, we knew that seed oils can cause inflammation,” Addy explained. Hiker now uses organic MCT oil, derived from coconuts, instead.

Of course, it’s obvious the local coffee roaster has a new look for its brand and packaging, too. Coffee beans with smiles, illustrated trees with eyes, and other characters adorn Hiker packaging with a neutral color palette.

“We wanted Hiker to feel approachable for even more people. It’s a bit more of a fun and inviting look, and with these cartoon-like characters, it feels more playful,” Zach said.

“We felt the old branding was focused on the outdoors and felt really serious,” he continued. “It sort of cut off some people from enjoying it because it looked like you should only have it if you were on a camping trip or outside. Really, coffee is a daily experience for lots of people. Anyone can enjoy Hiker.”

There's one big retailer that Zach and Addy have long hoped to work with, and as of this fall, is finally bringing Hiker Coffee to its shelves: REI.

The rebrand has been embraced by new and longtime Hiker Coffee drinkers, including the health community – and large retailers.

Locally, you can find Hiker Coffee at Festival Foods, Hy-Vee, Menomonie Market, The Local Store, and elsewhere. But there’s one big retailer that Zach and Addy have long hoped to work with, and as of this fall, it is finally bringing Hiker Coffee to its shelves: REI. The longtime outdoors and lifestyle retailer will soon be carrying Hiker Coffee, launching it in 31 stores across the country.

Learn more about Hiker Coffee at hiker.coffee • Keep up with the local roasters on Facebook and Instagram