Anchor and Tree Coffee
For Donovan, the owner of Anchor and Tree Coffee in the heart of Midtown Sacramento, CA, coffee is more than a morning ritual—it’s a bridge to community, innovation, and sustainability. A family and LGBTQ-owned business, Anchor and Tree epitomizes the synergy between passion and purpose. Donovan’s journey with Bellwether Coffee demonstrates how technology and community focus can shape the future of roasting.
“There’s a Huge Difference in Flavor Right Off the Bat” - Unbeatable Freshness and Quality
Donovan’s dedication to quality is apparent not just in his processes but in how his customers respond to the results. "Our customers always tell us how smooth the coffee is," Donovan shares. The smoothness and clean cup profile of his beans stand out. "For every bean—from light roast to dark roast—there’s the same level of smoothness," Donovan notes. Another distinctive feature is the lack of oiliness. "There’s no oil on any of my beans. It’s a beautiful, dry bean," he adds, attributing this to Bellwether’s precise roasting technology and the unique cooling process that stops roasting immediately. "What you smell and see is what you’re going to taste." This commitment to quality and freshness has made Anchor and Tree a standout in Sacramento. "We have a huge client base who search us out specifically because they don’t get any of the added oil or heaviness," Donovan says.
Bellwether’s technology allows Anchor and Tree to experiment without fear, unlocking new flavor dimensions in their rotating co-fermentations like “25-day anaerobic red wine”, “passion fruit,” and “pink champagne.” "The degassing process is significantly different than on a gas roaster, and that opens doors for exploration," Donovan shares. He credits Bellwether’s precision for enabling consistency and quality, saying, "One of my favorite things is knowing that my Colombian [beans] will always roast a specific way because of their density and moisture activity–regardless of how cold it is in my shop."
“You Can Build a Whole Wholesale Business” - Streamlining Revenues with Low Costs
Anchor and Tree Coffee Co. have been roasting on Bellwethers since they opened doors, and Donovan emphasizes the capability of the roasters. "It’s not just a roaster to roast for your shop, and that’s going to get you by and make the coffee that you need for your shop. I am doing between 3000 and 4,000 pounds a month as a wholesale coffee roaster, and I still have extra time to roast,” he explains. “These roasters can go consistently for hours and hours. You can build a whole wholesale business, succeed and thrive, and have delicious, amazing coffee at the same time."
Donovan also appreciates the affordability of the Shop Roaster, which makes high-quality roasting accessible to small businesses. "The price point is a lot easier for new businesses to do right up front," he explains. "I’ll be honest, I wasn’t expecting the quality to be the same because it was smaller. But when you drink the coffee side by side after you’ve dialed in your profiles, it’s the same product for a fraction of the price." He adds, "It doesn’t break the bank, so it allows small businesses to put money into other things that they otherwise would have spent on a roaster that’s from $30,000 up to $70,000."
Another benefit Donovan highlights is the energy efficiency of the Shop Roaster. "The Shop Roaster only pulls 240V, so it only draws the amount of electricity that a standard espresso machine does," he explains. “My electricity bill has not skyrocketed having a Bellwether; it has remained consistent." He also notes, "There are local incentives and programs with electricity companies that can help offset costs further, which makes this an even better deal for small businesses." These benefits allowed Anchor and Tree to streamline production, reduce costs, and expand their offerings without sacrificing quality.
“Bellwether Lets Me Experiment Without Fear” - Empowering Accessibility and Innovation
As a growing wholesale micro roaster, Donovan appreciates Bellwether’s efficiency. "I can set it during the day before my team gets in and have barrels of coffee ready for them to bag," he says. With the Shop Roaster’s ability to handle small batches efficiently, Donovan’s team has been able to keep up with customer demand for unique blends. "I can roast what I need for specific orders—even as small as 6 pounds at a time—and scale up to meet demand," Donovan explains. "The ability to load only what we need and let it do its thing has been revolutionary," he adds. This approach has allowed Donovan to focus on scaling his business, building a team, and maximizing labor productivity while supporting over 40 local small businesses and featuring up to ten microroasters in his shop.
Anchor and Tree’s mission to foster local business growth as well as Donovan’s background in coffee roasting intelligence software aligns seamlessly with Bellwether’s accessible and empowering technology. "I think I knew I wanted a Bellwether before I knew I wanted a company," Donovan remarks. His experience as part of the Series 2 beta group and the Shop Roaster reflects his ongoing commitment to learning and growth. “Since then I’ve built such a beautiful relationship with Bellwether.”
This growth has not come without challenges, particularly around the perception of automation. Donovan addresses critics who argue that automation diminishes the artistry of roasting. "People say, 'You’re not a real roaster,' but I completely disagree. The progression of coffee over the last 20 years has been about using tools—like software—to enhance consistency and quality. Bellwether lets me experiment without fear while maintaining the integrity of the coffee," he explains. Bellwether’s intuitive software has been pivotal for Donovan’s experimentation. “By having the software, it gives you the ability to track and be more consistent, to have a consistent line in a brand.”
"I Love the Marketplace" - Simplifying Ethical Sourcing and Impact
For Anchor and Tree, sustainability is not just a feature; it’s a foundation. "We pride ourselves on being a sustainable and eco-friendly company from our roasting practices also to our bags which are going to be 100% recyclable, as well as upcycling a lot of our materials such as the burlap sacks as well as our grounds," Donovan shares. Bellwether’s low-carbon roasting solutions and transparent sourcing resonate deeply with these values. Donovan’s commitment extends beyond his shop, as he strives to inspire others to prioritize eco-friendly practices. “I'm still learning about it and doing my research, but there are so many platforms that can help people move to more of a sustainable eco-friendly option with having the Bellwether, and there are programs that will help support them in that.”
Bellwether’s Green Marketplace also plays a huge part in Donovan’s business. "My other favorite thing about the Marketplace is reading about the stories and the impacts," he shares. "Not only everyone can say, ‘I impact this farm because of this,’ but it has the true definition and verbiage and understanding of where that impact is coming from on the farm. For instance, one of the older Hondurases that you guys used to carry was phenomenal—the COMSA. I love the mission of the COMSA Women’s Collective, and now you guys have even more women’s coffee. So knowing that I’m supporting women-owned farms, diversity, equity, inclusion, and gender equality in coffee farming, without having to do hours of research, was phenomenal. All I had to do was log in, click on it, and read for about two minutes. That was awesome. That was fantastic." The Marketplace made it easier and simpler for Anchor and Tree to make decisions on who and how to support. "On top of that, I had the ability to donate to the Farmer Impact Fund—game changer, game changer. I love the Marketplace."
Building a Legacy Through Innovation and Community
Anchor and Tree Coffee’s story is a testament to what can be achieved when passion, innovation, and a commitment to community come together. By embracing cutting-edge technology, fostering meaningful connections with local businesses, and maintaining a steadfast dedication to sustainability, Donovan and his team are redefining what it means to be a modern coffee roaster. As Anchor and Tree continues to grow and thrive, their journey serves as an inspiration to others in the coffee industry and beyond.
