We’re excited to introduce you to the always interesting and insightful Alyson Goforth. We hope you’ll enjoy our conversation with Alyson below.
Alyson, we’re thrilled to have you on our platform and we think there is so much folks can learn from you and your story. Something that matters deeply to us is living a life and leading a career filled with purpose and so let’s start by chatting about how you found your purpose.
Eden Coffee Co. is built on the love between a mother and daughter, and a shared passion for coffee.
Starting this business together has reminded us of the importance of staying true to our mission. It’s easy to get caught up in the financial side of things and lose sight of the purpose that initially drove us. There have been times when I’ve found myself waiting for the next job to bring a sense of success or purpose, especially in the wedding and corporate industries. But we consistently remind ourselves that God has blessed us with these gifts, this opportunity, and all the success we’ve achieved. True purpose is found when we create experiences that bring people together over a cup of coffee. It’s found when we have the chance to give back to causes and individuals we care about, because generosity helps us break free from a money-driven mindset.
We have the privilege of celebrating monumental moments with so many people, moments that will stay with them for a lifetime. Whether it’s hearing a couple or expectant mom share their story, or learning about the role coffee plays in their lives, that’s purpose. Serving a workplace and brightening the day of employees or teachers, that’s purpose. Eden is not only a bright spot in your day, but in ours as well.
Thanks, so before we move on maybe you can share a bit more about yourself?
Hello!
I’m Alyson Goforth, a 21-year-old business owner and non-profit manager. I co-own Eden Coffee Co. with my amazing mom, Jenn Hively. What started as a passion project in July 2024 with an Amazon kitchen island and a Breville machine has grown into something so much more. Both of us have always worked in non-profit events and shared a love for great coffee. However, one thing we noticed at those events, weddings, and offices was that the coffee never quite met our standards. We are passionate about ethically sourced, locally roasted beans, and that was hard to find.
We dreamed of bringing something we loved into spaces where people gather. Unlike a coffee truck that requires stepping away from the action, we want to be part of those special moments. We want to be there when connections are made during meetings, when friends share memories at weddings, or when a new mom enjoys a cup of coffee while opening shower gifts.
Coffee brings people together, and that’s why we started this journey. It’s been a rewarding process over the past 8 months, and we’re thrilled to be at a point where we can scale and take on more. Our custom cart is being built as we speak and will be ready in April. To celebrate, we’ll be hosting a launch party in May for family, friends, past clients, new clients, and anyone who wants a free coffee on a Saturday. We’re also looking to hire part-time baristas to help with events in the coming months!
There’s a huge need for coffee carts in St. Louis, and we want Eden Coffee Co. to be your first choice because we love celebrating your special moments.
If you had to pick three qualities that are most important to develop, which three would you say matter most?
1. You won’t be booked for every event, and that’s okay. I used to get frustrated when I saw other coffee carts being booked for events we would’ve loved to be a part of or felt we were a better fit for. But if you focus too much on the events you didn’t book, you’ll miss out on the joy of the ones you did. We won’t be the right choice for every couple, company, or celebration, and that’s perfectly fine. We trust that God will guide the people who value our product and the experience we offer, and we’ll pour our heart into every person who chooses us to be a part of their special event.
2. Be adaptable. Things will go wrong, mistakes happen, and challenges arise, but how you react in those moments matters. We’ve definitely had our share of spilled coffee or last-minute changes from clients, but being adaptable is key in the service industry. Our priority is always you, and we’ll do whatever it takes to make sure you’re happy and your event goes smoothly.
3. Be generous. It’s easy to get caught up in the next job or the next client, but when you let go of money and its hold on you, you find freedom. We believe in generosity, whether it’s pouring into organizations, people, or our church. We never regret offering a discount or doing a free event because we know money doesn’t control us. I’ll always hold myself to the standard of being a genuine and loving human being, and being selfless and generous in those moments keeps me grounded.
Who is your ideal client or what sort of characteristics would make someone an ideal client for you?
Our ideal client is someone who loves coffee the way we do. We get that some people would rather have a glass of wine, but for us, coffee is something deeper.
I’ve lost count of how many times a regular would come into the coffee shop where I worked, either having the best day or the worst. I’d make their coffee, sit with them, pray for them, laugh with them, or sometimes even cry with them.
Coffee has been a part of some of the biggest moments in my life. My barista friends made sure I had a good iced cinnamon latte on my wedding day. I’ve been given job offers while sitting in a coffee shop. In college, grabbing a coffee between classes was my little daily escape. I got coffee on the way to pick up our golden retriever, Waffles. No matter where I traveled, from Paris to Florida, I always searched for the best coffee spots. Coffee has been there through it all, bringing me so much joy.
The people who understand that feeling, who know coffee is more than just a drink, are the ones who will choose us. Because for them, like us, coffee is a part of their story and accompanies the big and little moments.
Contact Info:
- Website: https://edencoffeecocart.com
- Instagram: edencoffeecart
- Facebook: Edencoffeecart
- Yelp: Eden Coffee
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