Our Story, Still Brewing Strong
When we first began roasting coffee back in 1994, we had one simple goal: to capture the unique flavor of New Mexico in every cup. Our very first tagline, “Great Coffee is a Matter of a Piñon,” was more than just words—it was a reflection of where we came from. Rooted in the land, tied to tradition, and proudly New Mexican at heart.
Those early days were full of grit and heart. We weren’t trying to compete with big coffee brands—we just wanted to share something special, something that tasted like home. That tagline carried us through those beginnings, reminding us and our customers that coffee is more than beans—it’s community, it’s tradition, it’s New Mexico.
Growing Into Something Bigger
As the years passed, more and more people discovered our piñon coffee. What started as a local favorite became a daily ritual for families across the state and beyond. We began to realize that our brand needed to reflect not just the piñon nut, but the spirit of New Mexico itself—the warmth, the beauty, the magic.
We wanted to capture the way our coffee feels when you sip it on a crisp desert morning, or how it tastes when you share a pot around the kitchen table with loved ones. That feeling was bigger than a motto—it was the essence of our home.
Enter: The Taste of Enchantment
Our newest tagline, “The Taste of Enchantment,” brings it all together. It honors our New Mexico roots and the unique flavors that define us, while also speaking to the experience we hope every customer has when they open a bag of our coffee.
It’s more than coffee—it’s the smell of piñon smoke in the air, the colors of the desert sunset, the laughter of family and friends. It’s New Mexico, poured into your cup.
What Hasn’t Changed
While our look and words have evolved, one thing will always remain the same: our promise to roast coffee with care, community, and love for the place we call home. The Taste of Enchantment isn’t just a tagline—it’s who we are.
For over three decades, you’ve made New Mexico Piñon Coffee part of your lives. Every sip connects us back to the land, to each other, and to the enchantment of this place we all cherish. And as long as we’re roasting, we’ll keep bringing you that same taste of home—bold, warm, and unforgettable.
