How it Started

The journey started in Lubbock, Texas where I was pursuing graduate degrees in Public Health and Public Administration. I had a desire to help communities and enjoyed the process of helping individuals better themselves. I was also a rather large coffee nerd and, like many students, frequented coffee shops. There was one shop in particular that was willing to put up with my incessant questioning. After enough visits, questions, and cuppings, they decided to put my curiosity to good use and offered me a job. From there, my interests took me to their roastery. My background in biochemistry drew me to the intricacies and artistry that came with taking a humble seed to the beverage we commonly know. My time at Gold Stripe Coffee Roasters showed me the amazing community and opportunity coffee could provide. I learned not only about coffee but also the process and how coffee brings people together, both locally and abroad.

Upon graduating in 2018, I moved back home to Dallas, Texas where I began my search for a job in healthcare administration. I kept my passion for coffee and found myself DJing and selling pour overs on Saturday mornings in parks around North Texas just to stay involved. It was during this time that “Vital Coffee” was born. I figured that I would eventually combine my passion for coffee with my desire to support others, but it wasn’t until I saw a job opening at Ascension Coffee Roasters that I found my opportunity. In 2019, I began working at Ascension Coffee Roasters, eventually becoming Head Roaster and aiding in the curation of their coffee program through roasting and sourcing coffee, earning recognition in 2020, 2021, and 2022 as Dallas’ top Roaster and Coffee House. It was there where I learned more about roasting, sourcing, pricing, and the international aspect of coffee.

After a few years, I got married and moved with my wife to the Northwest Arkansas area. I truly believe that businesses have the opportunity to impact others, and it was in Fort Smith, AR where I saw the opportunity to support a community and those within it through Vital’s mission. While I may no longer reside in Dallas, I am fortunate enough to maintain my work with Ascension while also venturing out on my own through Vital Coffee Roasters.

Alex Jacob, MPH, MPA
Q Arabica Grader
Founder of Vital Coffee Roasters