The GGBA was proud to have Helen Russell, Co-founder and CEO of Equator Estate Coffees & Teas, presenting at its third Talk of the Town Speaker Series on July 28th at Hotel Vitale on the Embarcadero. Having started with no more than a coffee roaster in their garage over 10 years ago, Helen and her partner have grown the business to the tune of $4.5 million per year in revenue. Her entrepreneurial story touches on the challenges and struggles it took to overcome obstacles and how they differentiated Equator from such giants that were already well established in the industry.
Quality, service, social responsibility and environmental sustainability are the core concepts of how Equator has managed to grow consistently 10-12% annually for over 12 years. During Helen’s presentation, she said that her company “sells success.” This is accomplished by creating partnerships with her customers to provide training on the coffee that Equator supplies and the know-how to consistently create the same experience for consumers. Creating these relationships has helped Helen not only retain customers, but grow her customer base by obtaining quality referrals from her clients. Helen further explained that her business relied on referrals and, although there was still sales involved, it was more of a pull than a push to get new customers.
Equator Estate Coffees & Teas is definitely a unique success story, as they have become a model for modern-day entrepreneurs to follow. By being able to tell their story to potential clients of the intricacies of how they select their beans, where they come from, how they fairly treat the farmers, how they choose sustainable ingredients and the nature of their company, they provide more than a product; they show a true passion for what they do. This makes their clients aware that they are doing business with more than a company; they are doing business with a group of people who take the time to proactively control their product on every level to ensure not only quality, but fairness.
For more information about Equator Estate Coffees & Teas, please visit their website. The Talk of the Town Speaker Series is proudly sponsored by Joie de Vivre Hospitality, Southwest Airlines and Wells Fargo Bank.
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For 35 years the Golden Gate Business Association has grown, promoted and increased visibility for San Francisco Bay Area LGBT & LGBT-friendly businesses. 
