Mitch Fierro, go get em tiger coffee on Roasted At Origin.

Role(s): VP of Sales & Marketing at Go Get Em Tiger
Location: Los Angeles-region
Find Online: https://gget.com/
What he drinks: Espresso, filter coffee, and a milk drink...if he's at a roaster.

Full video posted below, or watch and/or listen to Coffee People on:
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The cubicle life isn't for everyone. It certainly isn't for me, though I admittedly spend a lot of time working on this show in closets, which may effectively be considered the same. My new office is bigger than the old closet space, but it is still a repurposed closet. Somehow it feels different to me.

And for Mitch Fierro, it took a long and winding path to get to his new role as VP of Sales and Marketing at go get em tiger in Los Angeles. He's touched a lot of roles in and out of the coffee industry. When he was looking for a new role, it took someone else, MoonGoat Coffee founder and current GGET CEO David Yardley, to see the bigger picture of all of Mitch's experiences and how they naturally led to storytelling.*

Much of our chat revolved around the challenge of stepping into an established company and taking on a role as a voice of the brand. Fierro's strategy was to come in, listen, learn, and keep learning, as opposed to bullrush the team to ensure his stamp would be apparent.

Before moving forward, he looked backward. He speaks of listening to as many interviews with the GGET founders, Charles Babinski and Kyle Glanville, as he can find to understand the vision they had at the beginning, to incorporate that authenticity with the version of the brand that GGET has evolved into, and the blueprint the company has for the future as it incorporates new programs like Roasted At Origin into their operations.

It's a big challenge that he's approaching with a critical eye for mission drift. As he collects data from the past and makes plans for the future, he's always seeking the connecting thread for why gget used to do one thing and now maybe does another. Is there a reason or merely uncertainty surrounding the process? As the story gets longer, Mitch will be there affixing new threads to the old.

When you're done listening to or watching this podcast featuring David, check out the follow-up with GGET's CEO David Yardley.

*Mitch joined David at MoonGoat Coffee before joining him again as David transitioned to his new role at go get em tiger.

You can click the button below to buy your own Roasted At Origin sampler to try. Coffee People does NOT receive any sort of compensation for clicks or purchases through this link. It is merely for your perusal, should you choose.

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(Paraphrased) Be curious. Be a learner. Be cool. You and the industry don't know it all. You're both learning as you go. It isn't a competition. Specialty coffee is a small market in the grand scheme of business. Do you, and you'll find the people that like you and what you bring for you.

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