Brewing Better for 18 Years: TBC & the Community That Built It
Will & Joe, 2007
It's a milestone summer for the Trager brothers: 18 summers of intentional roasting, pouring from the heart, and building community around every pour. What started in an alley on “The Corner” of UVA’s storied grounds with a small espresso cart has evolved into something much larger: two local favorites born from connection and quality. From those early beginnings as Higher Grounds to today, TBC’s core pulse remains the same: coffee that truly feels like home.
Our Founding History: Then and Now
Will, Doug, & Joe, 1993
In 1993, brothers Will and Joe Trager, along with Doug Keller, embarked on a mission: to bring a bit of the vibrant Seattle coffee scene they grew up with to the East Coast and create a company anchored in community and well-crafted quality coffee. This company was Higher Grounds. 13 years later, Will returned home to hone his roasting skills back in Seattle before firing up their initial vintage Probat roaster on July 7, 2007, in the heart of Virginia’s Blue Ridge, in Nelson County. This was the day Trager Brothers Coffee was born—on a mission that’s remained constant ever since. From cupping tables and farmer’s markets to bustling cafés and pre-dawn roastery time, the focus was simple: great-quality, certified-organic coffee and relationships above all—relationships with each other, with growers, and with you. It’s that same enthusiasm that drives us today.
What's Special about TBC
Our 1945 Vintage Probat roaster at work.
Organic & Ethical Sourcing
Every bean we roast is organic and ethically-sourced from reputable farms with sustainability at their core. Clean coffee, clean conscience—that's our promise from day one—and it’s a commitment that will continue to inspire and drive our business.
Craft & Community
We roast on machines with character. We serve from the heart. And we gather 'round good coffee and great conversation. That’s TBC tradition.
Sustainability at Every Step
From building relationships with like-minded farms to eco-conscious packaging and energy usage, we keep pushing ourselves to protect the environment and incentivize those who cultivate our beans.
People Who Make It Happen
Our roots run deep: with the Trager brothers at the helm, leading the vision. Our baristas serve up more than caffeine—they offer warmth, welcome, and a sense of place with each cup. Our whole team shares the mission behind the Trager Brothers Coffee brand—the people.
From the team’s detail on roast profile, to community participation, and acumen for business, each roast reveals the brothers’ original intent. And from the front lines to the back of the roaster, our people are there for every batch, every customer, every day.
As we reflect on where we've come, we're just as eager about where we're heading. For TBC, the future is about extending our roots and expanding our coverage—new blends, new sites, and new methods of bringing people together around what matters most: real connection.
Coffee is more than a beverage. It’s a ritual. It’s a connection. It’s a cause for slowing down... Fundamentally, it’s that universal moment of catching up with a friend over a cortadito or stopping by for a latte on your way to work. It’s the comfort of a pour-over at our 1.0 location, rain falling softly around you as you settle into the covered sitting area—you are essentially part of something larger. You're fueling a movement rooted in sustainability, lifted by community, and carried forward by heart and soul.
And that’s why Trager Brothers Coffee keeps standing out.
So here’s to all of it...
The early mornings and all day roasts. The farmer's market handshakes and friendly nods at the café. Our neighbors who became regulars and our regulars who became family. You’ve helped shape who we are, and we’re honored to be part of your daily rhythm—the vibe, the ritual, the moment...
Thank you for brewing this story with us—for 18 years, and for many more to come.
With gratitude,
The Trager Brothers Coffee Team