Sometimes, brand identity is so genuine; that it’s even obvious through the interwebs.  While I was busy talking myself out of the Downieville Classic this year, I was introduced to a potential substitute racer, Kris Simons.   Since I believe every person one is connected with, has an influence on one’s life – I wondered about this one.  I’m in Pittsburgh, he’s in Denver, and the race is in California.  What is the connection?

Apparently, a set of values and respect for hard work.  In the spirit of “Free Will”, Enterprenuer Simons made a pact to create fair working conditions in Peru for a handful of coffee bean farmers, while pursueing some of his own dreams.  After maxing out a credit card, the business was started with a couple of colleagues also interested in fair-trade and bicycle racing.  Now established, they are looking to embark on bigger projects, while maintaining those altruist set of values.

Free Wheel Coffee Organic Peru Blend

The coffee is some of the best I’ve had, too.  I use a french press or a moka pot for my morning fix, so I don’t miss any flavor – and I drink it black.  I tried both types of the coffee available, and later learned that the House Blend had such a successful run, that it ran out of production until cyclocross season starts!  Promising delivery from Peru within 32 hours, the Peru blend carries an almost liquor-like aroma when you open the bag.  This was perfect for gifting my own colleagues in the bicycle industry, whom I knew would appreciate it.  To inspire.  In this era of economic transition, it is a wise choice to surround oneself with shared values.  I look forward to seeing more about this company in the bicycle world.