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Historic Noir Coffee Group: Three Men and a Dream

NNPA NEWSWIRE — Sixty-four percent of Americans have at least one cup of coffee a day. Of those surveyed (3000 people), 79 percent said they made coffee at home and 36 percent said they drink coffee at retail locations. According to Food & Wine, Americans spend more money on coffee each year than any other country. The average American spends $1,110 on coffee each year contributing to a $20 billion-dollar industry here in the states.

Published

6 years ago

March 27, 2019

Oakland Post

By Nsenga K. Burton, Ph.D. , NNPA Newswire Culture and Entertainment Editor

Historic Noir Coffee Group is coming to a grocery store near you. The brain child of Ricardo Richardson and his collaborators Deron Moreman and Christopher Brown, the three childhood friends got together to form The Historic Noir Coffee Group, LLC and launch Historic Noir Coffee Group in flavors that reflect the neighborhoods they grew up in as children in Atlanta.

Childhood Friends and Historic Noir Coffee Group owners Christopher Brown (l), Deron Moreman (c) and Ricardo Richardson (r) are interviewed by CBS 46’s Trayce Hutchinson. (Photo Credit: Christopher Brown)

There is Fourth Ward blend where Ricardo, the founder and CEO of the company, grew up, West End blend where Deron, the Vice-President of Sales, grew up and the Decatur blend, where Christopher Brown, President of Marketing and Distribution, grew up.

Brown explains Richardson introduced the idea to Moreman and Brown, initially wanting to supply high quality coffee at a reasonable price to various business and government entities. Working with a supplier in Senegal and wanting to grow the business and make a mark in an industry where there isn’t a lot of minority representation, Richardson approached his childhood friends with his idea. Thinking about his idea, the market and timing, Moreman and Brown signed on and the rest is history, or Historic Noir Coffee, LLC if you will.

If you’re wondering, “Why coffee?” of all of the businesses they could have started, Brown is very clear. “Gold, oil and coffee are at the top of the stock market at any given time,” says Brown. “Coffee is so profitable McDonald’s built a number of offerings around it and Dunkin Donuts changed it’s name to focus on coffee because it has a higher profit margin,” he adds.

Coffee is great business according to a 2018 report released by the National Coffee Association, which provides research data on U.S. coffee consumption through its annual National Coffee Drinking Trends (NCDT) survey.

Sixty-four percent of Americans have at least one cup of coffee a day. Of those surveyed (3000 people), 79 percent said they made coffee at home and 36 percent said they drink coffee at retail locations. According to Food & Wine, Americans spend more money on coffee each year than any other country. The average American spends $1,110 on coffee each year contributing to a $20 billion-dollar industry here in the states.

Even though coffee is a billion-dollar industry in the United States and is literally the crown jewel of many African, Caribbean and South American countries (Ethiopia, Jamaica, Brazil), very few African-Americans participate in supplying and distributing coffee.

There are a number of reasons for this problem, from issues around consumption (coffee will make you black) to challenges around access to resources stemming from slavery and hundreds of years of being economically disenfranchised.

In the article, “Strong Black Coffee: Why Aren’t African-Americans More Prominent in the Coffee Industry,” Phyllis Johnson, President of BD imports discusses the myriad of reasons you don’t find many black people in the coffee industry.

Historic Noir Coffee Group Blends (Photo Credit: Christopher Brown)

African-Americans choose coffee less due to stigma’s surrounding coffee’s impact on other health issues. Despite the fact that coffee is shown to have a positive impact on diseases like cancer, diabetes, stroke and heart disease, many still believe coffee is bad for your health.

Johnson states, “The NCDT consistently shows that, in comparison to other ethnic groups, African-Americans are less likely to choose coffee as a preferred beverage.” She believes there is a direct correlation between less consumption and less representation in the industry in other areas like distribution.

Johnson adds, “The absence of African-Americans attending coffee industry conferences, serving on boards and working in coffee in general goes hand in hand with lower levels of consumption. While targeted marketing programs may improve consumption, I believe employment and education will provide a greater return on investment. Greater engagement from African-Americans throughout the industry will provide more ideas and new ways to overcome challenges.”

Johnson’s research and observations about the coffee industry speak to Richardson’s desire to enter an industry that was viable and needed African-American suppliers and distributors. As luck would have it, a streak of seemingly bad luck yet great timing led the friends to take a shot at this opportunity.

In 2008, Ricardo and Deron had been laid off from their prior places of employment. Christopher took an early retirement and was involved in several entrepreneurial pursuits. After eight years of George W. Bush’s economic policies, the U.S. economy was depressed. Despite these precarious times, the three friends decided to take a shot, building on their faith (they grew up going to church together), ability to work as a team (they grew up playing sports together) and prior professional experiences.

Deron had previously worked for a company that sold water and coffee. He had the knowledge and organizational skills. Christopher had a pilot’s license and retired from working as an airplane mechanic, so he knew the travel industry. Ricardo had the vision and foundation in place. Eleven years later, the friends have built a supplier and distribution coffee business that is influenced, informed and run by people of African descent, which is where coffee originated. Talk about a full-circle moment on multiple fronts.

Brown says their success was in the cards. “We were crazy enough to believe we could do it. We saw the vision knew it would work,” he adds. They set off on their journey, educating themselves along the way and making sure they were building a viable business. “One of the most important things to us was taking the time to get it right,” says Brown. “We took time to get infrastructure, licensing, insurance – pretty much everything that was needed to build a viable company and made sure it was in place before we really got into supply and distribution.”

They tested theories and strategies and processes, analyzing, making necessary changes and continuing to move forward. When listening to Brown speak about the different types of beans and how they work together, one might think he’s a scientist with his vivid descriptions and ability to communicate complex information in an accessible way.

Historic Noir Coffee is now sold under different labels (Rosie’s Coffee) and can be found in grocery store chains like Sprouts and their online business is robust, with customers all over the world.

Brown is proud of their success and says one of their company goals is to give back to the community, so they do a lot of work with various charitable organizations. In fact, recognizing that most coffee is sourced and created from the labor of people of African descent, they developed the following mission:

Respect the coffee grower community, the environment and the customer. Conducting our business with honest practices and in an ethical manner is paramount.

The mission of Historic Noir Coffee Group, LLC dovetails with their vision, which is to develop strong relationships with their suppliers and to partner with the top importers and roasters based in the U.S., therefore providing the highest quality coffee products. To ensure this level of integrity, they made it policy to partner with “Fair Trade” coffee importers who are committed to respecting humanity and the environment.

Historic Noir Coffee Group, LLC is a company created and run by three black childhood friends from Atlanta, who care about the local and global community and ensuring that African-Americans get an opportunity to participate in a coffee industry that is truly a natural fit. Later this year, their coffee, which is currently whole bean, will be available in K-Pods and ground coffee.

When asked what’s next, Brown simply states, “Making sure we maintain the quality of our product, operate with high professional and ethical standards, and continue to grow while helping our community.”

This article was written by Nsenga K. Burton, Ph.D., entertainment and culture editor for Black Press USA. She is also founder & editor-in-chief of the award-winning news blog The Burton Wire which covers news of the African Diaspora. Follow her on Twitter @Ntellectual.

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EXCLUSIVE OP-ED: President Joe Biden Commemorating Juneteenth

BLACKPRESSUSA NEWSWIRE — “I’ve always believed that we need to be honest about our history, especially in the face of ongoing efforts to erase it. Darkness can hide much, but it erases nothing. Only with truth can come healing, justice, and repair.”

Published

4 days ago

June 20, 2025

admin

By Joseph R. Biden, Jr.
46th President of the United States: 2021—2025

The people of Galveston, Texas, have been commemorating Juneteenth since the Civil War ended. Yesterday, in honor of the 160^th anniversary, I went there to join them.

You can read about the events of Juneteenth, but there’s nothing quite like going to Galveston and seeing where it all happened.

After General Robert E. Lee surrendered at Appomattox Court House on April 9, 1865, Union troops marched across the South for two months, freeing enslaved people along the way. Their final stop was Galveston, an island off the Gulf coast of Texas. There, on June 19, 1865, Union troops went to Reedy Chapel, a church founded in 1848 by enslaved people, and posted a document titled simply “General Order #3.”

“The people of Texas are informed,” it said, “that, in accordance with a Proclamation from the Executive of the United States, all slaves are free.”

We can only imagine the joy that spread through Galveston – and across the state and nation – on that day and those that followed.

Yesterday, there was once again joy in Galveston, with a parade, picnic, and fireworks. There was also great solemnity, because Juneteenth is a sacred day – a day of weight and power.

The Book of Psalms tells us: “Weeping may endure for a night, but joy cometh in the morning.” Juneteenth marks both the long, hard night of slavery and subjugation, and the promise of that joyful morning to come.

As President, I had the great honor of signing the law declaring Juneteenth a federal holiday. It was our nation’s first new federal holiday since Martin Luther King, Jr. Day was created in 1983.

Our federal holidays say a lot about who we are as a nation. We have holidays celebrating our independence… the laborers who build this nation… the servicemembers who served and died in its defense.

And now, we also have a national holiday dedicated to the emancipation of enslaved Black Americans.

Signing that law was one of my proudest acts as President.

Yet for 156 years, Juneteenth was not written about in textbooks or taught in classrooms. Still today, there are those who say it does not deserve a holiday. They don’t want to remember the moral stain of slavery and the terrible harm it did to our country.

I’ve always believed that we need to be honest about our history, especially in the face of ongoing efforts to erase it. Darkness can hide much, but it erases nothing. Only with truth can come healing, justice, and repair.

I also believe that it’s not enough to commemorate the past. We must also embrace the obligation we have to the future. As Scripture says, “Faith without works is dead.” And right now, we Americans need to keep the faith and do the work.

In honor of Juneteenth, let’s help people register to vote.

For decades, we fought to expand voting rights in America. Now we’re living in an era when relentless obstacles are being thrown in the way of people trying to vote. We can’t let those tactics defeat us. In America, the power belongs with the people. And the way we show that power is by voting.

So let’s reach out to family, friends and neighbors – especially those who have never voted before. Remind them that with voting, anything is possible. And without it, nothing is possible.

Yesterday in Galveston, we gathered in Reedy Chapel to commemorate Juneteenth, just like people have done for 160 years and counting. We prayed, sang, and read General Order #3 again. The pews were full of families. How many people must have prayed for freedom inside those walls. How many must have sent fervent thanks to God when slavery finally ended.

I remembered the words of my late friend John Lewis. He said, “Freedom is not a state. It is an act.”

Juneteenth did not mark the end of America’s work to deliver on the promise of equality. It only marked the beginning. To honor the true meaning of Juneteenth, we must continue to work toward that promise. For our freedom. For our democracy. And for America itself.

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Cities Across the U.S. Shrink or Cancel Juneteenth Events as DEI Support Wanes

BLACKPRESSUSA NEWSWIRE — Across the country, Juneteenth celebrations are being scaled back or eliminated as public funding dries up and corporations withdraw sponsorship.

Published

4 days ago

June 19, 2025

Stacy M. Brown

By Stacy M. Brown
Black Press USA Senior National Correspondent

Across the country, Juneteenth celebrations are being scaled back or eliminated as public funding dries up and corporations withdraw sponsorship. In many communities, the once-growing recognition of the holiday is facing sharp resistance tied to the unraveling of diversity, equity, and inclusion efforts.

In Denver, Colorado, the annual Juneteenth Music Festival, one of the largest in the nation—was cut from two days to one. Organizers said more than a dozen corporate sponsors walked away from commitments, leaving them with a financial gap that almost canceled the event. Norman Harris, the festival’s executive director, said several companies “pulled back their investments or let us know they couldn’t or wouldn’t be in a position to support this year.” Harris credited grassroots donors and small businesses for stepping in when larger backers stepped aside.

In Colorado Springs, the local celebration was relocated to the Citadel Mall parking lot after support from previous sponsors disappeared. Organizers noted that where there were once dozens of corporate partners, only five remained. The downsized event was pieced together with limited resources, but community leaders said they refused to let the holiday go unacknowledged.

Scottsdale, Arizona, canceled its Juneteenth observance after the city council voted to dissolve its diversity, equity, and inclusion office in February. Without the office in place, the city offered no support for planning or funding, leaving residents without an official celebration.

In San Diego, the Cooper Family Foundation lost a $25,000 grant from the National Endowment for the Arts that had been earmarked for Juneteenth programming. Organizers said the decision forced them to personally finance key elements of the event, including cultural exhibits, performances, and youth engagement activities.

Bend, Oregon, called off its Juneteenth event entirely. Organizers cited political tensions and safety concerns, saying they could not secure the partnerships needed to proceed. A public statement from the planning committee described the current climate as “increasingly volatile,” making it difficult to host a safe and inclusive event.

West Virginia, which has recognized Juneteenth as a paid state holiday since 2017, will not sponsor any official events this year. State leaders pointed to budget constraints and recent decisions to eliminate DEI programming across agencies as the reasons for stepping away from public observance.

Austin, Texas, has also reduced its Juneteenth programming. While the city has not canceled events outright, organizers said diminished city support and fewer private contributions forced them to focus only on core activities.

“Thankfully, there was a wide range of support that came when we made the announcement that the celebration is in jeopardy,” said Harris. “But it shows how fragile that support has become.”

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Juneteenth and President Trump

BLACKPRESSUSA NEWSWIRE — Juneteenth is a day for African Americans in this nation to connect to their ancestry. It honors the end of slavery in the United States and is considered the longest-running African American holiday. The primary focus is freedom and the emancipation of enslaved people in the United States.

Published

5 days ago

June 19, 2025

Oakland Post

By April Ryan
BlackPressUSA.com Newswire Washington Bureau Chief and White House Correspondent

President Trump is set to proclaim the federal observance of Juneteenth as the White House is open for business on this holiday. The White House says the president will sign a “historic proclamation designating Juneteenth as a National Day of Observance, marking the 160th anniversary of General Order Number 3 in Galveston, Texas.” The declaration was that “all slaves are free.” This Trump proclamation, according to the White House, “will celebrate the Emancipation Proclamation, the Republican Party’s role in passing the 13th Amendment, and reaffirm the administration’s dedication to equal justice and prosperity for all.”

This proclamation comes as President Trump has denounced Diversity, Equity, Inclusion, and anything Woke. Juneteenth is a celebration of freedom from the tyranny of 250 years of slavery after the Civil War.

The Juneteenth celebration started when Union troops reached Galveston, Texas, and told the slaves that they were free on June 19, 1865, two years after the Emancipation Proclamation was created.

The Emancipation Proclamation, which is on display in the Lincoln Bedroom of the White House, was issued by President Abraham Lincoln on January 1, 1863. It established that all enslaved people in Confederate states in rebellion against the Union “shall be then, thenceforward, and forever free.”

Juneteenth is a day for African Americans in this nation to connect to their ancestry. It honors the end of slavery in the United States and is considered the longest-running African American holiday. The primary focus is freedom and the emancipation of enslaved people in the United States.

The Juneteenth federal holiday was signed into law by then-President Joe Biden on June 19, 2021. This Trump White House is in full swing today, with a press briefing by Karoline Leavitt, not taking the federal holiday off. Also, President Trump will receive an intelligence briefing in the morning and participate in a swearing-in ceremony for the U.S. Ambassador to Ireland.