Road Trip

Valor Coffee was founded in 2016 by Ross Walters, Riley Westbrook, and Ethan Rivers with a simple yet powerful mission: to create a place where guests always feel appreciated and cared for, rather than treated as mere transactions. The founders recognized a common frustration in customer service experiences and sought to build something fundamentally different—a space where every visitor is welcomed as a friend. The company's mission centers on uplifting people through coffee, viewing their role as more than just serving beverages but creating meaningful human connections. This philosophy extends beyond their cafe operations to encompass every aspect of their business, including relationships with wholesale partners and employees. Valor operates as an organization built on care and intentionality, staffed by individuals who are described as fun, genuine, and deeply invested in their work. The team shares a passion for serving others, viewing their roles through the lens of servant leadership rather than traditional customer service models. This commitment to uplifting experiences permeates both their cafe environment and wholesale partnerships, where they work to ensure that every interaction reflects their core values. Valor's approach recognizes that coffee serves as a vehicle for human connection, and they leverage this understanding to create experiences that leave people feeling valued and appreciated. The company's foundation rests on the belief that business can be a force for positive human impact, using the daily ritual of coffee consumption as an opportunity to brighten people's days and build genuine community connections through intentional service and authentic care.