The Email That Brought War Into Corporate Boardrooms

August 30th, 2010

Some websites claimed it was fake.

And yet, shortly after 9/11, I was forwarded this email from multiple sources.  The email went like this:

“Guess I will not be drinking Starbucks any more.  Recently Marines in Iraq wrote to Starbucks because they wanted to let them know how much they liked their coffees and to request that they send some of it to the troops there.

Starbucks replied, telling the Marines thank you for their support of their business, but that Starbucks does not support the war, or anyone in it, and that they would not send the troops their brand of coffee.

So as not to offend Starbucks, maybe we should not support them by buying any of their products! I feel we should get this out in the open. I knwo this war might not be very popular with some folks, but that doesn’t mean we don’t support the boys on the ground fighting street-to-street and house-to-house for what they and I believe is right.

If you feel the same as I do then pass this along, or you can discard it and no one will ever know.”

As we move through this next month of September, we’re going to cover how we decided Newhall Coffee would break away from corporate America, and not be afraid of the war. Instead, we did something to support the people in it.

We showed how a freshly-roasted cup of morale goes a long, long way.

- Mitch.

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Giving Birth to a Coffee Roasting Company

August 24th, 2010

Exactly two years after I opened Mitch’s Java ‘n Jazz, there were already five Starbucks coffeehouses in town.

Competition was fierce and I needed to take action.  I made two decisions in the winter of 1995. First, I decided it was time to expand and open another location.  Due to the success of my first two years, I was able to sign a great lease in a prime location in the heart of Valencia.

That location was a dream because it already had plenty of foot traffic. No longer would I have to lure people to my destination, they would already be there. A large movie theatre, restaurants and high-end retail stores were within walking distance of the new location.

Second, I got my first bank loan and bought a coffee roaster for my coffeehouses. The purpose was to offer fresh-locally roasted coffee, a product Starbucks and other independent coffeehouses could not.

A business was born out of the need for competitive advantage and differentiation. In order to give the coffee its own special identity, I started a new business and named it after my hometown… Newhall Coffee Roasting  Company.

Now all I had to do was repeat the formula that worked so well at the original coffeehouse and showcase our unique, fresh and locally-roasted coffee.

- Mitch

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Your Most Powerful Weapon – Part 3

July 23rd, 2010

Earlier this week, Cliff McMullen — father, mentor and hero of Newhall Coffee founder, Mitch McMullen passed away. And without Cliff, Newhall Coffee wouldn’t be what it is today.

Cliff loved our espresso, and more importantly, he loved supporting our troops with the Patriot Blend — even bringing it on vacation with him.

This series of posts, entitled “Your Most Powerful Weapon” is being published in his memory.  We want to thank everybody for honoring him in his passing.

RIP Cliff. “Behold, I stand at the door and knock. If anyone hears my voice and opens the door, I will come in to him and will dine with him and he with me.” Revelation 3:20

Cliff on Entrepreneurial Spirit

I owe my entrepreneurial spirit to my dad.

When we used to have huge garage sales, my parents told me if I handled the garage sale from start-to-finish, I would get half the money we made.

It was at those garage sales that I realized the earning potential in the field of sales was limitless. I could earn as much as I could sell.  The harder I worked, and the more I sold, the more I made.

I asked my dad a lot of questions at an early age about his opinion on sales. And he told me about the highly risky and not-so-easy lifestyle of the salesman. That with great risk comes great reward, and as a McMullen, I should go for it. I should pursue a life of sales and let me own limitations control my potential.

My dad was a salesman first and a business owner second. He always taught me that sales must be my priority because nothing happens until something is sold.

A business is not a business unless it has customers. And acquiring those customers usually requires some level of sales.

But selling products or services is always best when you first sell yourself. People need to believe in you, in what you’re saying. If they perceive that you are trustworthy, they will listen to you.

If you are passionate and knowledgeable about your product, you will shine.

I hope all of you can see my dad through my passion for this business. This business and my drive are a direct reflection on all he taught me.

- Mitch.

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Your Most Powerful Weapon – Part 2

July 22nd, 2010

Earlier this week, Cliff McMullen — father, mentor and hero of Newhall Coffee founder, Mitch McMullen passed away. And without Cliff, Newhall Coffee wouldn’t be what it is today.

Cliff loved our espresso, and more importantly, he loved supporting our troops with the Patriot Blend — even bringing it on vacation with him.

This series of posts, entitled “Your Most Powerful Weapon” is being published in his memory.  We want to thank everybody for honoring him in his passing.

RIP Cliff. “Behold, I stand at the door and knock. If anyone hears my voice and opens the door, I will come in to him and will dine with him and he with me.” Revelation 3:20

Cliff on Opportunism

My dad was an alpha male.

With his stature, he commanded attention, anywhere, anytime, and didn’t even need to speak.

He had massive amounts of confidence and deservedly so.

At a young age, his paper route in Chicago literally helped put food on his family’s table. In the U.S. Army, he learned to appreciate reading and a host of other things. In Van Nuys, while putting himself through college and helping my Mom raise three young boys he unloaded boxcars for General Motors.

He was dedicated.

When I was very young, my dad started selling car stereos and hi-fi audio systems. He realized then that his income potential was a lot higher in the sales field. The more he sold, the more he made.

He built up large national accounts and started making some real money until one day the manufacturer’s elected to save money by doing his job in-house.

The very next day, my dad founded the C.R. McMullen Company and never worked another day for anyone else in his life.

A few years later, a friend of my dad’s asked for his opinion on a potential new marketing concept called product placement.

My dad immediately saw the opportunity and went on to found the largest product placement agency in the world.  My dad was the one responsible for Tom Cruise’s Ray Ban placements in Risky Business and Top Gun. And overall, he had over 100 clients including GM, Levis, Coors, Evian, General Mills, Gatorade, Microsoft, McDonald’s and more!

My dad’s success and innovation are what continues to drive me today.

- Mitch.

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Your Most Powerful Weapon – Part 1

July 21st, 2010

Earlier this week, Cliff McMullen — father, mentor and hero of Newhall Coffee founder, Mitch McMullen passed away. And without Cliff, Newhall Coffee wouldn’t be what it is today.

Cliff loved our espresso, and more importantly, he loved supporting our troops with the Patriot Blend — even bringing it on vacation with him.

This series of posts, entitled “Your Most Powerful Weapon” is being published in his memory.  We want to thank everybody for honoring him in his passing.

RIP Cliff. “Behold, I stand at the door and knock. If anyone hears my voice and opens the door, I will come in to him and will dine with him and he with me.” Revelation 3:20

Cliff on First Impressions

My dad always told me that there is nothing harder to overcome than a first impression.

He told me this on many occassions – when I was trying out for a sports team, starting a new school year, going on a first date, going in for a job interview.

He used to say that people begin to form an opinion about you even before you open your mouth to say hello. You may only have five seconds to get someone’s attention. Whether you are on the phone, in person or in writing.

If you are dressed sloppily, you will be perceived as sloppy in everything you do. If you are well-groomed, well-dressed and knowledgable about your product, then you’re halfway there.

Be friendly, be yourself, and be persistent.

- Mitch.

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Independence Day, Newhall Coffee Style – Part 3

July 16th, 2010

This week, we’re following Alan Lewis, Newhall Coffee Roasting Company Chief Growth Officer on a 3-part series around the great state of California.

Morning brought breakfast at the “Breakfast Club” and we headed north up the 395 to Lee Vining and the East entrance to Yosemite, known as the Tioga pass.

Keep in mind that Dan and his girlfriend from Wisconsin are with me, and have never been to the Owens Valley and Eastern High Sierras.  With sunny California skies and seventy degree weather we proceeded to ascend over the Eastern High Sierras into the Yosemite Valley.

Most people enter Yosemite from the West and may never see the unbelievable granite rock formations, pine filled valleys, mountain meadows, streams, and lakes of East Yosemite.

We drove past hikers, backpackers, and mountain climbers, along with all other sorts of outdoor enthusiasts; all sharing the beautiful and spectacular national park ascending up to around 10,000 feet.

After taking a few short scenic hikes, and a lot of pictures, we headed West out of the Yosemite Valley on the long drive to Fresno.  As we descended we drove through California pine forests into the east edge of the central valley, which embodied the definition of the “golden state”.

Miles of golden grass strewn with ancient oaks, vineyards, and California farmland surrounded us as we sped South West towards Los Angeles.  We drove the Central Valley over the Sierra Madres through the Tejon Pass, and descended into Los Angeles as the sun set behind our backs.

The trip took us essentially on a long loop through about half the state, starting and ending in the Santa Clarita Valley.

When I dropped Dan and his girlfriend off at the airport on Tuesday, the Alliance between Coffeehouse.com and Newhall Coffee Roasting Company was solidified, and we felt like the weekend engendered more than a business relationship.  It engendered a lifelong friendship.

From the beach, to the mountains, to the fruited planes, this Fourth of July weekend captured the true spirit and essence of what it means to be a part of Newhall Coffee, the Shop Local Revolution, and to be a native Californian.

This weekend was special and unique, and can only happen here with Newhall Coffee and the Taste of California.

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Independence Day, Newhall Coffee Style – Part 2

July 14th, 2010

This week, we’re following Alan Lewis, Newhall Coffee Roasting Company Chief Growth Officer on a 3-part series around the great state of California.

While our out of town guests enjoyed a Saturday at Magic Mountain, I worked on camping and hiking plans over the summer in the High Sierras, and prepared to leave town for Mammoth Mountain on Sunday, after our Street Team guerilla mission at the City of Santa Clarita Fourth of July Parade.

Saturday night was spent at Salt Creek Grill with Dan and Company, along with Mitch over a great meal, good conversation, and bottle of Napa Valley wine. Sunday morning we arrived at the Rotary Club Pancake breakfast not quite sure what the day had in store.

After eating delicious strawberry and blueberry pancakes, we were recruited onto the Newhall Coffee Street Team to pass out free coffee and “I Luv the Taste of California” stickers.

Unbeknownst to them, Dan and his girlfriend were enlisted onto the Street Team, given Newhall Coffee apparel, and a bag full of goods.  Without hesitation we hit the street, passing out “American made Love” to our fellow residents.

We were greeted with positive recognition and smiles, and everyone was excited to have free Newhall Coffee and stickers.  It was also great running into friends and colleagues.

Once we ran out of coffee, and with a handful of stickers left, we jumped into my Yukon and headed north to the High Sierras, via Highway 395.

As we drove into the Owens Valley, we began to make detours to explore the unique geological features in the area. We explored Fossil Falls and Convict Lake, as well as the LA Metro YMCA High Sierra Base Camp.

We arrived in Mammoth, relaxed by the pool at the Village Lodge, then headed to Crowley Lake for the fireworks show, meeting up with an old friend from high school and his girlfriend. After enjoying an unbelievable high sierra fireworks celebration, we went back into town and partied the night away with Eddie, Lauren, Matt, and the crew from Mammoth Mountain Resort at Lakanuki in the Village.

As you may know, Newhall Coffee is the official coffee of Mammoth Mountain Resorts, and with a winter full of “very important deliveries” to the mountain by Mitch and myself, we’ve developed great relationships with our local friends.

The first round of tequila shots were on me, and the rest of the night is a fun filled blur.  Fortunately, I didn’t “black out”…

Join us Friday for Part 3 of this 3-part series.

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Independence Day, Newhall Coffee Style – Part 1

July 12th, 2010

This week, we’re following Alan Lewis, Newhall Coffee Roasting Company Chief Growth Officer on a 3-part series around the great state of California. Won’t you join us?

To say that the Fourth of July (American Independence Day) is special to a company built on the idea of entrepreneurship and the American small business dream may be putting it lightly.  This Independence Day weekend at Newhall Coffee was sublime.

While there were many people involved in this Independence Day celebration at Newhall Coffee, the story below is an example of one person’s journey.  This weekend, as described below, exemplifies what it means to be living the Southern California Lifestyle at Newhall Coffee. It began on Friday when I picked up

Dan Vilione the founder and CEO of Coffeehouse.com, and his girlfriend from LAX.  By way of some background, we’ve been in discussions since the beginning of the year on a strategic partnership. Coffeehouse.com is the online source for finding independent coffee houses, and is about to re-launch as the go to online portal for independent coffee house owners, suppliers, customers, and enthusiasts.

The synergies between Newhall Coffee and Coffeehouse.com were clearly apparent, and Dan flew out from Milwaukee, Wisconsin to join us for our Revolution Celebration, and to solidify our alliance. On Friday night we hosted our Revolution Celebration Kick-off BBQ, as the first in our “Summer of Love” series, at the Plant in Santa Clarita, CA.

Nearly two hundred local friends and family joined us for food, live jazz, a tour of our plant, and an introduction to www.newhallcoffeeforacause.com. In addition to having guests in from out of state, my entire family was present.

Sharing great Southern California weather, food, company, and energy at our Plant, it was clear this independence day weekend was going to be epic…

Join us Wednesday for Part 2 of this 3-part series.

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The Taste of California Visits Torrance!

July 8th, 2010

After a hugely successful four days at Sam’s Club in Santa Clarita, our team is taking the Taste of California Challenge Road Show to Sam’s Club in Torrance.

In fact, by the time you read this, we’ll likely already be there — where we’ll stay through Sunday with 8 amazing blends to sample from, including ice coffee!  And on a hot summer day, who doesn’t want a nice refreshing beverage?

Currently, we don’t have any road shows scheduled with regional Costco locations, so this may be your only chance to Mix ‘n Match for around $10.  So make sure you say hello before Sunday rolls around!

I know, some of you are thinking you can’t go because you don’t have a Sam’s membership.  But that’s no excuse.

Because now you can shop at Sam’s with this free one-day pass! So click here to print the pass, and we’ll see you at Sam’s in Torrance real soon!

The Santa Clarita show sold-out of the Taste of California Collection in just three days so make sure you drop by early.

- Mitch

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Exclusive Newhall Coffee Street Wear!

July 7th, 2010

In some of the recent photos and videos you may have seen some of the Newhall Coffee staffers and Street Team all sporting a new look.

Well, we’re thrilled to be able to offer that Street Wear collection to you too!

We’ve got a selection of black and pink t-shirts, black and pink hats, plus some killer mugs for you to show off your Taste of California pride!

Everything was designed and produced locally here in Santa Clarita (the shop local revolution!), and now, it’s all available to you at www.NewhallCoffee.com (Gifts & Apparel)!

PLUS, if you use coupon code “wakeup,” you’ll receive 10% off your online order!

Look forward to seeing photos of you and your gear!

- Mitch

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