When you think about success in roasting coffee, you will more than likely be concerned first and foremost with quality. While quality is critical, it is not the only factor. And success itself is more than a measure of your businesses profit, but how your business profits others. A new and more expansive view of quality and success is one of the things that characterizes today RoR guest. In this episode of Rate of Rise we are going to be talking with, David Lalonde of Rabbit Hole Roasters! David is the co-founder (along with biz partner Sophie) of Rabbit Hole Roasters in Montreal, Quebec. Roasting tasty coffee is obviously important for him, but challenging the coffee status quo is what drives him. By learning about coffee’s inequalities, building long lasting relationships at origin and centering small holder farmers, he hopes to change the narrative, one that is not based primarily on cup score. Rabbit Hole Roasters is known for hight quality coffee, accessible offerings, and a desire to create momentum for equity along the entire value stream.  Rabbit Hole is also the Roast Magazine 2023 Mirco-Roaster of the Year! In our conversation we will be talking about David's entry into coffee, starting rabbit Hole, and the mission to take on the important and hard topics of the coffee industry through conversation and through the operation of Rabbit Hole Roasters itself.  In our conversation we cover: Entering the coffee scene Developing the ethos and values choosing import partners crafting an accessible and impactful offering Longterm relationships and farmer commitments Why quality is not the most important thing Running a successful business  Developed coffee and expanding our marketing Asking the hard questions and giving a platform to needed conversations  Links: www.rabbitholeroasters.com Rabbit Hole Roasters in IG: @RABBITHOLEROASTERS Related Episodes: Sustainability Series #2 : Importing & Roasting RoR #17 : Evolving Our Approach to Cupping w/ Charlie Habegger of Royal Coffee 376: Career, Coffee Quality, and Advancing the Industry w/ Mat North, of Raw Material 393 : The Tyranny of Taste w/ Kosta Kallivrousis 223 : Building a Financially Resilient Business w/ Andrew Carroll RoR #6: Buying Less and Doing More w/ Ever Meister Visit our sponsor ROAST MAGAZINE and subscribe!