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Viroqua · United States

Wonderstate Coffee

Since 2005 · Caleb Nicholes, TJ Semanchin, Denise Semanchin

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Overview

Wonderstate was founded in 2005 in Viroqua, Wisconsin's Driftless Region as Kickapoo Coffee — Caleb Nicholes started a small roasting operation, and TJ and Denise Semanchin joined within months after relocating from Minneapolis where TJ had spent seven years on the leadership team at Peace Coffee. The business operated under the Kickapoo name for 15 years before rebranding in July 2020, after recognising that taking the name of the Kickapoo Nation amounted to appropriation. The roastery transitioned to 100% solar power in 2015 and operates as a longtime member of the Cooperative Coffees fair-and-direct importing co-op. Cafés in Viroqua, Bayfield and Madison anchor the retail side; the company donates 5% of profits annually to rural agricultural community projects.

Known for

  • Founded 2005 as Kickapoo Coffee, rebranded to Wonderstate in 2020 after acknowledging Kickapoo Nation name appropriation
  • 100% solar-powered roastery since 2015
  • Founding member of Cooperative Coffees fair-and-direct importing co-op
  • Minimum-price-paid model — guaranteed double the Fair Trade price
  • 5% of profits donated annually to rural agricultural communities
  • TJ Semanchin previously seven years at Peace Coffee Minneapolis

Why it matters

Wonderstate's 2020 rebrand is one of the most public examples in the specialty industry of a company changing its name because it acknowledged the original was wrong — and doing so during the pandemic, with the cost and customer-confusion that entailed. That moral clarity, plus 100% solar power and the minimum-price-paid model, makes them a reference point for what 'values-led specialty' actually looks like operationally.

Production

roastery location
Food Enterprise Center, 1201 N. Main St, Viroqua, WI (100% solar-powered)

Café

Viroqua, Bayfield, Madison (multiple WI locations)

Recognitions

  • Cooperative Coffees founding-era member
  • 100% solar-powered roastery (since 2015)
  • Award-winning organic coffee roaster — multi-year USDA Organic

Sources

More roasters