The motivation for bringing good coffee to the market is twofold for Jimmy Butler, “I feel like I’m a perfectionist and I want to be the best in everything,” he says, “coffee’s no different.” But there’s also a larger, more sentimental part to his mission. For a brand that began under cloistered, pandemic-forced circumstances, he sees coffee as a way to heal in a world post-isolation. “More than anything it’s about bringing people together. Forcing them to sit down a have a great cup of coffee, or a scoop of ice cream — find what they have in common, and show as much love as they can.”