Naysayer Coffee Roasters: from vision to an expanding Napa Valley business
By Tim Carl
NAPA VALLEY, Calif. — In 2019, when Chris and Beth Vecera founded Naysayer Coffee Roasters, their ambition extended far beyond the aroma of freshly brewed coffee. They envisioned a business that would tell a story in every cup — a story that honored the terroir of the coffee beans, the community that supported them and the craft of roasting that they deeply revered. Today, four years later, that vision has not only materialized but expanded in ways that echo across Napa Valley and beyond.
The beginnings: a philosophy rooted in craftsmanship
The Veceras were no strangers to the world of craftsmanship when they launched their specialty coffee business. Chris, a 2007 graduate of Justin-Siena High School in Napa, and Beth, originally from Rocklin, first met at Concordia University Irvine. While Chris studied philosophy and Beth focused on theology, Chris had worked at Bodhi Leaf Coffee Roasters and both had honed their skills in coffee-making and serving at Peet's.
"We always talked about someday owning our own place," Beth said. "We loved the product, but we also loved how we worked together."
After college the two married and started a family. Chris juggled teaching and coffee-roasting, while Beth worked at their local church. With young children — Jaicee and Seamus — the Veceras faced a choice: continue living in Southern California or venture into the uncertain world of entrepreneurship?
Ultimately they chose the latter, returning to Chris' hometown of Napa. Despite their ambitious GoFundMe campaign falling short, they secured a small business loan to fuel their dream.
"It wasn't an easy decision, but it was the only decision in the end," Chris said.
Leveraging their existing contacts in both Southern California and Napa Valley, they began building their dream from the ground up.
Expanding footprint and offerings
Initially Naysayer coffee beans were available only through online subscriptions, wholesale accounts and occasional popup locations such as the St. Helena Farmers' Market. After operating from a small warehouse on the southern outskirts of Napa, the couple soon felt compelled to expand due to a growing fan base.
Today they have a physical store situated in Food City on Old Sonoma Road and Jefferson Street in Napa, two espresso carts, and a presence at both the St. Helena and Napa Farmers' Markets along with a burgeoning team of 11 employees. Their offerings now include four core blends available year-round and three rotating single-origin coffees. Despite this expansion, the essence of their business remains unchanged.
"Things have changed a lot, mostly from being a vision into becoming a reality," Chris said. "But our priority remains the same: Serve the highest-quality coffee in the most unassuming environment."
Sourcing and roasting
Where many coffee roasters opt for heavily roasted coffee with strong, intense flavors, Naysayer's specialty blends are often lighter and more nuanced, offering complexity that allows the origin characteristics of the beans to shine through.
Chris said dark-roasted coffees can produce strong and intense aromatic profiles, but nearly anything reminiscent of the concept of "terroir" (the type of coffee beans and how and where they were grown) is lost in the process.
"Lighter roasts can have brighter fruit flavors and even allow floral or herbal aromas," Chris told me during an earlier interview. "It's akin to making a wine that is more an expression of the fruit's terroir versus a wine that has been picked overripe, excessively extracted or hit with tons of oak."
Their roasting process may have become more efficient with experience, but the philosophy remains the same.
"Like we tell the kids, 'practice makes better,'" Beth said. "We will forever be perfecting our craft, and we hope the coffee we roast is a reflection of that."
When it comes to sourcing, Naysayer works closely with small farms and producers around the world. They have maintained relationships with some of these farms since the beginning — a testament to the trust and quality they prioritize. The company's direct-trade model ensures a fairer deal for these producers, with Naysayer paying agreed-upon above-market prices.
"We see it as an investment in quality, much like wineries here in Napa invest in top-notch grapes," Chris said. "We have a few farms that we have had the privilege of buying from since year one, but we've added a few more, too. Our appreciation for the producers, the importers and the entire global coffee chain that makes our roasting possible has only grown."
Community resilience during tough times
The 2020 fires and the COVID-19 pandemic presented challenges for every local business, and that was especially true for a newly launched one. According to the Veceras, however, these events became an unexpected catalyst for community bonding, leading to strong ties and a dedicated customer base.
"These experiences have galvanized us," Beth said. "It felt like we had no choice but to be there for our community and keep the business afloat. And so many people were there for us during that time, especially. It really feels like Napa, as a community, got each other through really hard times. And now we have these lasting real connections with people that in many ways were cultivated during a pretty extreme situation."
Today Naysayer Coffee is available not only at its own locations but also at a variety of other local establishments. These include Cal Mart, Sunshine, Browns Valley Market, Hudson, Contimo Provisions, The Station, Clif Family, Loveski, Charter Oak, Indian Springs, The Four Seasons, Bottega, Kivelstadt and Sonoma's Best.
The journey forward
From the name “Naysayer” one could infer a defiance of convention, but Chris clarified that the moniker reflects a broader idea.
"There are a lot of naysayers out there, even in our own heads sometimes," Chris said. "We’re not here to say our coffee is the best; we're here to contribute to a larger dialogue — to let different voices be heard."
As Naysayer Coffee Roasters looks to the future, the commitment to quality, community engagement and the artistry of coffee-making remain their guiding principles. Whether you visit their brick-and-mortar store, see them at local farmers' markets or subscribe to their online offerings, the message is clear: Naysayer Coffee offers more than just a cup of coffee; it offers a story, an experience and a way to support a small family-owned business that has become a valued member of Napa Valley's artisan community.
Tim Carl is a Napa Valley-based photojournalist.
Love the story and love your coffee. I was first introduced to it at the St Helena Farmer's Market and now buy it there or at Sunshine! Keep roasting!!
So timely to know the backstory of this precious and heartfelt family. I just discovered their delicious coffee in their neighborhood coffeehouse while getting my car serviced at Selbachs European Repair shop. Baby strollers, doggies, neighbors gathering , laughter and greetings continuously shared amongst staff and neighbors created such a warm and genuine vibe!