Our Story
At Four Virtues Coffee, we believe your morning brew should be more than a habit, it should be a bold step toward a better day and a better world.
We started this venture with a passion for coffee that goes beyond the cup: a commitment to single-origin roasts that capture the pure essence of exceptional beans from around the globe. No blends here, just the unadulterated story of one place, one harvest, one transformative flavor.
How It All Began
Picture this: at the end of 2025, in our cozy kitchen, we brewed what can only be described as the best cup of coffee ever: smooth, bold, and bursting with notes of chocolate-covered cherries. It hit us like a caffeine-fueled epiphany: "Why not turn this magic into a business?" And boom, Four Virtues Coffee was born. (Yes, we're that spontaneous, blame the beans!)
Over the years, as dedicated coffee drinkers (and now accidental entrepreneurs), we've geeked out on every brewing method under the sun. From the robust drama of the French press to the intense flair of the moka pot, and currently our sleek Chemex pour-over obsession. We've chased that perfect sip like treasure hunters. But it was that one legendary brew that pushed us over the edge, proving that great coffee isn't just a drink; it's a spark for something bigger.
Our Guiding Virtues
Our name honors the four timeless virtues that shape every decision we make, ensuring our single-origin roasts are as ethical and exceptional as they are flavorful:
- Courage: The daring to venture into remote, high-elevation farms and bring back bold, untamed profiles that challenge the ordinary.
- Temperance: The restraint to roast lightly and precisely, preserving the bean's natural balance for a harmonious sip that's rich without overwhelm.
- Wisdom: The insight to select partners who nurture the land sustainably, blending ancient farming wisdom with modern techniques for peak quality.
- Justice: The fairness in building direct, equitable relationships with growers—ensuring they thrive so your coffee does good from seed to sip.
These aren't just words; they're woven into our process. By focusing solely on single-origins, we highlight traceability and purity, making every purchase a vote for sustainable, character-driven coffee.
Meet the Founders
Joseph Erjavec, Co-Founder
Joseph Erjavec is one half of the dynamic duo behind Four Virtues Coffee. As a lifelong coffee enthusiast, Joseph's dedication to the brew began in his early days, turning casual sips into a deep appreciation for its nuances and rituals. Though this is his first venture in the coffee business, his background in finance, combined with years of experimenting with home brewing, has honed his eye for quality and innovation, applying analytical precision to sourcing and business decisions that ensure fairness and sustainability.
Joseph is an avid chess player, strategizing moves that echo the thoughtful planning in our roasts. His favorite ritual? A bold Courage roast to kickstart the day with energy and focus.
Ashley Erjavec, Co-Founder
Ashley Erjavec brings her unwavering passion for coffee to Four Virtues as co-founder and Joseph's partner in life and business. A dedicated drinker since her college years, where coffee fueled late-night studies and meaningful conversations, Ashley's entry into entrepreneurship marks a exciting new chapter. Her experience in IT has equipped her with a keen sense for problem-solving and digital innovation, essential for building our online community and streamlining the journey from farm to your cup.
Outside of the business, Ashley loves cozy mornings with a book and our Wisdom roast, or family time that grounds her in what's truly important.
Together, as husband and wife, Joseph and Ashley blend their strengths to make Four Virtues a family-driven pursuit of excellence, one single-origin roast at a time.
Join the Journey
When you choose Four Virtues, you're not just drinking coffee, you're embracing character in every cup. Explore our roasts, subscribe for fresh drops and origin insights, or follow us on social to share your own virtue-fueled rituals.