What Time It Is

Growing up, everyone here heard "the eleventh hour" used one way. The deadline. The scramble. The last minute.

Somewhere between a farmers market cart and two cafes, we stopped believing that was the whole story. The eleventh hour is the present moment. It's the realization that, despite everything that's happened before now, there's still time. To start something. To repair something. To finally send the text.

Maybe you're not late at all. Maybe you're arriving exactly when you're supposed to.

The Origin

It started in 2017 with a coffee cart at the farmers market and an espresso machine in a barn. Two brothers, a plan that sounded brilliant at midnight and questionable by morning, and probably a hundred reasons it shouldn't have worked.

It worked anyway. That's more or less what the name means.

A man in a black shirt operates a large stainless steel coffee roaster, using a metal tool inside the chamber. The word 'DIEDRICH' is visible on the front of the machine, and roasted coffee beans are visible in the hopper below.

What We Do

We roast to order — every bag ships within 24 hours of leaving the roaster. The coffees come from producer relationships we've built across East Africa and Central America: farmers we visit, methods we understand, prices that reflect the care involved.

We don't impose a roast preference. If you want it darker, we roast it darker. If you want the fruit to sing, we preserve it. The coffee should match how you drink, not how we think you should.

Direct Trade Relationships

We know the people who grow your coffee. We work with producer partners across East Africa and Central America, visiting their farms, understanding their methods, and paying prices that reflect the care they invest.

We're transparent about origin, altitude, processing method, and tasting notes because coffee nerds deserve to know exactly what they're buying. Direct trade means a genuine relationship, not a transaction.

  • Nelin Guzman wearing a light blue polo shirt, photographed outdoors against a blurred green grassy background.

    Nelin Guzman

    Country: Honduras
    Process: Available in Honey or Natural
    Altitude: 1,400 meters above sea level

    SHOP HIS COFFEE 
  • Luiz Carlos Zanette wearing a straw hat and a light blue button-up shirt stands outdoors in a sunny farm setting with green plants in the foreground and a blurred landscape behind him.

    Luiz Carlos Zanette

    Country: Brazil
    Process: Natural
    Altitude: 1,000 meters above sea level

    SHOP HIS COFFEE 

Community Matters

For the cafe regular, it's the quiet minute before the day begins. For the subscriber, it's the box on the doorstep and five extra minutes on the porch. For all of us, it's a reason to gather.

People have met business partners, spouses, and lifelong friends at these tables. None of that was on the menu. Coffee got them in the room; we made sure there was room for the rest to happen.

We believe that changing how we do business means changing how we gather. So we built a cafe in Santa Cruz where you can taste what we roast, and a subscription model where we're part of your morning. Come as you are. We're here to listen as much as we're here to serve.