Holm: You kind of have a cult following — people really do follow you from shop to shop. Can you tell me a bit about your journey working in cafés?
Keefer:
Ha! That’s so nice. I don’t think I have a huge following, but there are a couple people I’ve served at other shops, and it’s always a joy when they find me again.
I’ve spent my whole career working in cafés in Revelstoke: first at the Modern Bake Shop, then at Terra Vita. I loved both, especially the casual aspect of cafés. You really get to know people because they come in regularly. I take service seriously because it’s all I know and I’m passionate about it, but I also love that cafés are laid back. I’m not a drinker, so the evening bar scene was never really my vibe. Cafés just make more sense, especially having kids.
When I applied to Holm last winter, I didn’t really know Simon and Izzy. I’d dropped resumes at a few places, but I didn’t want to be one of many at a bigger counter spot. When it finally dawned on me to reach out, I didn’t get my hopes up — but it turned out to be perfect timing.
Holm: Is this your first time working at a roastery — more on the business side of coffee?
Keefer:
Yeah, for sure. I’d ordered coffee at previous workplaces, but not like this. The wholesale side is very different. And the fact that we roast our own coffee is so sick — the product I’m working with is what Holm has created, not someone else’s.
It still blows my mind that there are seven different coffees on rotation at any time, all very different. When people ask, “Do you roast your own coffee?” it’s a given for us — but it takes a while for people to realize what’s happening here. I also feel like I get to share in the pride of the work that exists at Holm. That’s really cool.
Holm: How has your relationship with coffee changed after a year working in a roastery?
Keefer:
It’s definitely different. Before, I thought we just served people coffee. I didn’t think about single origins. I didn’t even really know what a blend was.
Holm’s emphasis on ethical sourcing has really changed things for me. I remember asking about a coffee that was really well received — whether we’d get the next harvest — and the answer was no, because it wasn’t a project Holm wanted to support moving forward. Even if it’s a nice coffee, there’s a clear set of values here.
Those conversations make me emotional, because I’m that way too. Holm is really in it for the right reasons, and that aligns with what I care about. I’m still only at the tip of the iceberg, but it’s incredibly inspiring.
Holm: We know you get excited about farmers and processing. What draws you in — and what’s the most interesting thing you’ve learned?
Keefer:
I love seeing the different beans — seeds — and how every bucket is different: processed differently, from a different place. Simon and Izzy know everything offhand; I’m still learning.
Elevation really fascinates me — how high a coffee is grown affects so much. There are so many variables: variety, density, processing. Two coffees can both be from Ethiopia and be completely different.
Learning about single origins has also been so cool. I love that people come here to see what’s new on rotation and are willing to pay for it. Holm makes it approachable, and it really wakes people up to the whole world behind coffee.
I also think we’re fortunate to have people here who value supporting local farms — whether at home or abroad.
Holm: Switching the vibe a bit — there’s often stigma around service work, like it’s not a “real career.” What’s your take?
Keefer:
I’ve been really lucky, and this is what I want to do. I remember being in Maui ten years ago thinking, Wouldn’t it be the dream to live here and work at this coffee shop? And now I’m living that dream in my hometown.
People sometimes seem confused when they find out I work in service — like, “Do you need extra money?” I think some people assume I’m younger than I am. But people who know me know this is what I do.
I’m a people person. Interacting with people day to day is my passion. I love making the coffees. I love when it suddenly gets crazy busy and we don’t know how we’ll manage — but we do. When you’re passionate about something, it becomes a profession. And it’s not “just coffee.” There’s so much more to it.
We also live nearby, so sometimes I start at 8 and my kids follow me over for hot chocolate — which they think is very cool. For me, this is the dream and I feel so fortunate.
Holm: Finally, a fun fact: you’ve been (more or less) off caffeine since you started working here. What’s your go-to drink now?
Keefer:
I still drink coffee socially and do cuppings — I just didn’t want to be dependent on caffeine to start my day.
So, decaf saved me. Quitting caffeine without coffee was brutal — then I realized I could drink decaf. My go-to now is a dirty cacao mushroom decaf. I love it. Maybe it’s the cacao or the mushrooms, but it just feels good. I still really look forward to it. Holm’s decaf here is my favourite I’ve tried.
