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Rusty Nails Coffee Roasters (Grounds)

Rusty Nails Coffee Roasters runs a roastery in a residential district in the Czech city of Prague. Central to its business is wholesale for cafes and restaurants. The company also operates e-commerce for consumers and a small espresso bar called “Grounds”, built inside the roastery. The man behind Rusty Nails is René Královič, a native of Slovakia who co-founded the company with a friend. René, who stepped into the world of coffee after working as a flight attendant, is “never going to get enough of it,” he says. Through interviews, we tried to find out what coffee means to him – and what he wants to achieve through coffee. Attitude matters From simple, almost bland packaging design to SNS posts that appear to lack any marketing calculation, Rusty Nails seems to be declaring it’s not interested in sprucing up its public image. If that’s indeed the company’s attitude, then it is a reflection of René’s philosophy. “The specialty coffee industry is becoming highly competitive. But I don’t think it’s fair to trumpet how special or different you are. We do things our way, but there are also plenty of other great brands that are doing a great job.” Rusty Nails will soon mark the seventh anniversary of its foundation. But it has never done active sales or employed a salesperson. Relationships with all its wholesale clients started thanks to word of mouth and event participation. “All this time, we’ve tried to make our best effort to improve the quality of our products and customer service. If we find customers as a result, then we are lucky. I think it’s easier to build relationships and connect...

Rusty Nails Coffee Roasters

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