Brett Rhodes, the manager of Zeke’s Coffee, shares the story behind the birth of this Baltimore-based roaster and cafe. In an interview with The News-Letter, he shares the inspiration behind their creative coffee names and the latest developments at this long-standing coffee house!
The News-Letter: Could you tell me how the coffee house got started?
Brett Rhodes: The business began in 2005. My uncle [Thomas], who had been in the coffee business before, decided to venture out on his own. He saw a need for local small-batch coffee roasters, and that’s how Zeke’s came to be.
N-L: Were there any challenges he faced at the start, and how did he overcome them?
BR: I’d say the biggest challenge was breaking into the market — by finding wholesale customers and getting the word out. Scaling up was also tough; things grew quickly, and finding reliable staff was definitely a challenge.
N-L: What made you want to join the family business?
BR: It was actually meant to be a temporary stop for me. I was in the golf industry at the time. But after the economic crisis in 2008-09, the golf business wasn’t doing well. I got laid off from my job in Philadelphia and needed something to pay the bills, so I came down to help Thomas. After a few months, I saw a lot of potential here, so I shifted gears and decided to leave golf for coffee!
N-L: In your view, how is the coffee business similar to and different from the golf business?
BR: In terms of similarities, they are both customer service-oriented. In golf, you’re organizing tournaments and interacting with either members or daily fee customers, depending on the setting. With coffee, I mainly deal with wholesale clients now, so it’s more about volume and less face-to-face interaction. At our cafes and farmers markets, we have smaller transactions and more direct customer interaction. In the early years, I was more involved in customer service, and it’s something I really miss.
N-L: What are some of Zeke’s most popular products, and why do you think they resonate with customers?
BR: We have a few best-sellers. Anything Baltimore-themed tends to sell well, like our Charm City blend. We also have two popular roasts: the Hippie blend, a lighter roast that’s been around since the beginning, and the Royal Blue blend, which is darker and named after a historic train. Both have remained customer favorites over the years.
N-L: Zeke’s has named its products in such creative and meaningful ways. How did you come up with those names?
BR: There are usually two approaches: either we come up with a catchy name first and then create the coffee, or it happens by accident, like when a roaster messes up a batch but ends up making something great. At one point, we had coffees from Bali and East Timor. When we put the bags next to each other, the names sort of looked like "Baltimore." So, we created the Bali-Timor blend. Just dumb luck! We try to keep our names relevant to Baltimore, given our focus on the local community.
COURTESY OF ZEKE’S COFFEE
One of Zeke’s Coffee’s popular blends is the Bali-Timor.
N-L: How has the local community shaped the way you run your business?
BR: We try to give people what they want. The community has been very supportive, and we take their feedback seriously. We’ve had to keep up with trends, like [introducing] K-cups (single-serving coffee capsules for Keurig machines) about 15 years ago or cold brew more recently. Many of us live in the neighborhood, so maintaining good relationships with locals is essential.
N-L: How do you feel Zeke’s Coffee contributes to the local community?
BR: I hope we provide something the community can be proud of! We’re based in Lauraville, and I’d like to think people see us as a positive part of the neighborhood. We create jobs, which definitely has an impact. For Baltimore as a whole, we aim to provide good coffee at a fair and accessible price.
N-L: What advice would you give to someone starting a small business?
BR: Don’t be afraid to make mistakes.
N-L: How do you stay connected with your customers and keep them engaged with your brand?
BR: Social media plays a big role, but we’re also very present in the community — whether through deliveries, farmers markets or our cafe on Harford road.
COURTESY OF ZEKE’S COFFEE
Zeke's Coffee is available year-round at the 32nd Street Market in Waverly!
N-L: Are there any exciting developments you want to share with the newsletter?
BR: We recently partnered with the Healthy Harbor Initiative, known for the Mr. Trash Wheel program, to create a Mr. Trash Wheel coffee. Last month, we also collaborated with Peabody Heights Brewing Company to develop Mr. Trash Wheel beer!
N-L: What has been your most rewarding experience with Zeke’s Coffee?
BR: The lifelong friendships and connections I’ve made. My kids are proud that their dad works for Zeke's, and that makes me happy.
