Wellborn Coffee & Clipper Coffee
Coffee is more than a beverage at Wellborn Coffee; it’s a story of innovation, sustainability, and connection. Based in the heart of the Bronx, New York, Wellborn Coffee is a beacon of community and craftsmanship. We had the pleasure of speaking with Aziz Colmenares and Cody Dennison, co-owners of Wellborn Coffee, and Peter Generi, the shop owner of Clipper Coffee. Clipper Coffee not only carries Wellborn Coffee but also hosts the Bellwether Shop Roaster at its cafe, making it a hub for high-quality, freshly roasted coffee.
For Cody and Aziz, bringing premium coffee to their neighborhood and supporting their farm in Colombia has always been their mission. With Bellwether’s transformative roasting technology, they’ve found a partner that empowers their journey to achieve quality, economic stability, accessibility, and sustainability.
“People Love That We Roast On-Site” — Freshness You Can Taste
At Wellborn Coffee, delivering an exceptional flavor experience is at the core of their mission. “People love the idea that it’s a local brand, roasted right here on-site,” Peter said. The freshness of the roast, paired with the quality of the beans, has become a hallmark of their success. “We’re using Bellwether’s Ethiopian and Brazilian beans right now, and people love it. They love the bespoke flavor and the freshness of the roast,” he shared. This immediate connection between freshly roasted coffee and customer satisfaction highlights the impact of on-site roasting.
Their reputation for quality extends far beyond their immediate community. Aziz noted, “There’s a lot of people that come here from Brooklyn, Queens, Westchester, even Manhattan. They’re just looking for the coffee. The Bellwether roasters give a very nice roast.” This widespread recognition highlights the exceptional quality Wellborn has achieved, drawing customers from all over New York State.
Additionally, the ability to roast on-site gives Wellborn flexibility to meet demand without sacrificing quality. “Before Bellwether, we had to time our coffee orders carefully, and we’d still run out sometimes. Now, we can adjust and roast as needed,” Aziz explained. This adaptability ensures that every customer enjoys their coffee at peak freshness, strengthening trust and loyalty. By focusing on flavor, bean quality, and the immediacy of roasting, Wellborn Coffee has built a reputation for delivering satisfaction in every sip. Combining cutting-edge roasting technology with their passion for excellence, Cody and Aziz ensure that each cup is a testament to the power of freshness and quality.
“We’re Getting Our Costs Down” — Brewing Savings
The coffee industry’s volatility can strain even the most resilient businesses, but Bellwether’s economic advantages provide a stabilizing force for Wellborn Coffee. “The Bellwether is solving a part of the volatility problem,” Cody explained. “It’s allowing us to handle the future market’s uncertainties.”
Before switching to Bellwether, Wellborn relied on sourcing pre-roasted coffee. Peter recalled, “We were sourcing from another company, and their coffee’s great, but it wasn’t on demand. We’d have to make sure we timed our orders with demand, and we’d run out every now and then.” The transition to roasting in-house brought immediate improvements. He added, “Once we switched over to Bellwether, I noticed it lowered our cost as a cafe. We cut a lot out. We’re trying to keep coffee costs under control, and at $20 a pound from our previous roaster we’d lose money on every pound that goes out and on every cup of coffee that goes out. With the Bellwether being able to source through different markets, we’re getting our costs down where I think we're able to bring a great cup of coffee to people. Everyone should deserve great coffee in life.” The Bellwether roaster allowed Wellborn to significantly lower their costs from paying $20/lb on roasted coffee to around $5/lb in green coffee; and reduce dependency on external suppliers while increasing profit margins by controlling their roasting process.
This shift also deepened their connection with customers. “What I noticed was that it connected with customers a lot better as well,” Peter said. The local roasting not only built customer loyalty but also drove retail sales, particularly among tourists who purchased bags of coffee as gifts. “It's driven more sales, and we do sell a lot more bags of coffee. A lot of people who come here from a tourist perspective and want to go home with something from the Bronx… and a Bronx roasting company bag is a good idea.” Additionally, the efficiency of the Bellwether roaster allowed Wellborn to scale operations without increasing labor costs. Aziz remarked, “It feels like we’re getting more bang for our buck, not just financially, but in how we manage our time and resources.”
“It’s like set it and forget it” — Technology That Bridges Accessibility
When Cody and Aziz integrated the Bellwether Roaster into their process, they discovered an unprecedented level of ease and precision. “I love the nature of the set it and forget it. We can do all 40 pounds and just set it and walk away,” Aziz shared, highlighting the automation’s impact. Bellwether’s accessible technology also fostered collaboration. “That roaster is literally powering three different brands from one place in this really beautiful part of the Bronx,” Aziz shared. This flexibility allowed Wellborn to serve a diverse customer base, reinforcing their role as a hub for coffee culture in the community. Even more importantly, the user-friendly interface made it possible for the team to quickly master the art of roasting. “It’s about making great coffee accessible to everyone, and Bellwether helps us do that,” Cody reflected.
This revolutionary change not only freed up valuable time but also ensured consistency in every roast. “Even if our beans aren’t the highest grade, we’re still getting a great cup of coffee,” Cody added, emphasizing how the Bellwether roaster allowed them to maximize flavor potential. Aziz also emphasized how Bellwether’s consistency became an essential factor in their success: “When we first bought the Bellwether, that was the main reason we bought it—just being able to plug it in and go. But then it became about repeatability. What do all the big brands do so well that people really respond to? It’s repeated. Everybody wants their cup of coffee the same way every morning, no matter what.” This reliability has helped Wellborn meet the high expectations of their customers every single day.
Beyond consistency, Bellwether’s ventless, electric design offered an advantage over traditional gas roasters. “We couldn’t have done it with anything else,” Cody admitted, referencing how local gas restrictions made traditional roasting impractical. “The struggle is with gas and the fumes. Not having to manage emissions—we couldn’t afford to build it out. We literally couldn’t.” This innovation allowed them to operate in a variety of settings while reducing environmental impact. By eliminating the need for complex installations, the roaster made in-house coffee production both accessible and sustainable.
“We’re Passionate About the Farm” — Sustainability at Its Core
Wellborn Coffee’s commitment to sustainability is evident in their direct connection to their Colombian farm. “We’re now self-managing that farm and moving toward sustainable practices,” Cody shared. This includes adopting biodynamic farming methods that enhance the land’s health and productivity. Bellwether’s environmentally conscious design complements this mission. Cody emphasized the environmental benefits of Bellwether’s electric roaster: “The gas that all the trucks use to go back and forth. The gas that's used for roasting—like, Bellwether is doing a service already with that. Never mind exhaustion and fumes. We’ve got to get off oil and gas. We just have to.” Cody concluded, “At the end of the day, we all enjoy this product all around the world, and we should do our part to enjoy it without damaging something along the supply chain.”
Aziz acknowledged their desire to deepen customer understanding of their sustainability efforts, “We want to do a better job of educating people and making them understand that it’s more than just a cup of coffee. It’s about helping people on the other end.” Cody emphasized the need for clear and honest communication: “We’re obviously passionate about the farm, and we’re very passionate about the people who come into Peter’s shop. But let’s face it, you can overwhelm someone with too much information—they have to lean in. How we do it is by telling the truth. The Bellwether allows us to tell the truth, and we have no problem explaining that other practices are not as truthful.”
By combining Bellwether’s technology with their values, Wellborn Coffee inspires their community to think about the impact of every cup. Aziz summed it up perfectly: “If you could make a great cup of coffee, at a good price, and then do something positive for other people, for the planet—environmentally and socially—I think that’s the perfect combo.”
“This Is Just the Beginning” — A Bright Future with Bellwether
Cody and Aziz’s partnership with Bellwether represents more than just roasting technology; it’s a platform for growth and innovation. “It’s almost impossible to fully capture what Bellwether has done for us,” Cody reflected. “It’s helped us scale and sustain our business in ways we couldn’t have imagined.”
As Wellborn Coffee continues to grow, they envision expanding their reach while maintaining their commitment to quality and sustainability. “This is just the beginning,” Aziz said. Their story serves as a powerful reminder of how technology, when paired with passion and purpose, can revolutionize an industry.
