What's in a name / by Bryan Hibbard

When we started Fort Bend Coffee Roasters three years ago, my wife and I spent quite a bit of time agonizing over what name to give our little roasting business. We came up with lots of names to reflect our personality and voice. Many of them were already in use (I still think Back Porch Coffee would have been cool, but it was taken). There were many ways we could go. Conventional business wisdom says plan for the end game when you name your business. So we probably should have named it something generic but memorable so that our multi-national roasting empire would be relevant in any state in the nation. If you choose a regional name, you limit yourself.

In the end, we chose something that just seemed to fit, and that no one else had taken yet. As I look back, I am so glad we chose Fort Bend Coffee Roasters. Our name has become our mission. Our focus is simple, to roast coffee for the people of Fort Bend county. I am happy when our customers want to share our coffee with their friends scattered throughout our nation. But, I don't have illusions of grandeur. I want the people of Fort Bend County to be proud of our coffee, and I want it to become their coffee. So our name is not going to mean much to people outside of Richmond, Sugar Land, Katy, or Fulshear. But that's ok. We are proud of our little roasting company, and I hope you are too.

I was in Dallas last weekend soaking up the sights and smells of Coffee Fest. It was awesome to meet up with old friends in the industry and to learn about new ideas. But what it reminded me of more than anything is that there is an awesome coffee scene brewing in Texas (pun intended) and we get to be a little part of it. I am honored and still a bit bewildered by the enormity and simplicity of the task.