Unravel Merchants is a specialty green coffee company co-producing remarkable Ethiopian lots. Leveraging the combined production and processing experience of Steve Holt and Ashenafi Argaw, it offers direct access to the farm level and cater profiles to fit green buyer’s and roaster’s preferences. Headquartered in Denver, Colorado, Unravel Merchants is the second joint coffee venture of Steve Holt and Jim Deters through Deter’s parent company Gravity Haus. For more information follow us on Instagram @unravelmerchants.
Former associate and partner at Ninety Plus Coffee, a grower and producer of single origin, single-variety specialty coffee in both Panama and Ethiopia, Steve has spent over a decade building its brand, growing & producing taste profiles through fermentation formulas and fostering business relationships in over 40 countries. Former shareholder and brand strategist of Novo Coffee Roasters in Denver, Steve has returned to his roots by binding both disciplines of coffee agriculture and market experience by starting Unravel Coffee.
Ashenafi Argaw is a husband, father, author, CEO and coffee enthusiast. He joined the Sidama Coffee Farmers Cooperative Union in 2002 and served in different capacities. As an employee of Coffee Farmers, Ashenafi had worked with passion and commitment. In 2012 he joined Ninety Plus Coffee and played a key role as Global Sales, Global Logistics, and Operations Director. Ashenafi has over 15 years of experience in the coffee industry and currently he is publishing a book titled “Ethiopia: World’s Coffee Garden.”
Nicole focuses on developing relationships with roasters and connecting them with coffees from producers she knows. She is an SCA Certified Sustainability Professional who leverages her global business development and communications expertise to expand markets for green coffee from Ethiopia and El Salvador. Diefenbach has worked with people at all stages of the value-chain, consulting for producers, exporter/importers, government coffee boards, coffee roasters, and tech start-ups. She is also the co-founder of Roam Bravely, a producer-focused regenerative coffee subscription.
We started out with a simple goal: to unravel the coffee experience from the seed of a coffee tree all the way to the remnant in your cup. Building on our experience co-producing and importing coffee straight from Ethiopia, we have explored the world seeking out roaster partners in our journey to not only provide the most exciting raw flavor potential, but to use coffee as a force for good. That means bringing people and communities together, sharing stories about our farm families and experiences, collaborating with our project leaders on processing innovation, and reinvesting annually back into the farm. If this all sounds good to you, we would love to engage in a conversation. Please send us your name, email and a short message.