We had the good fortune of connecting with Shelby Torrese & Caden Kreuter and we’ve shared our conversation below.
Hi Shelby Torrese, what was your thought process behind starting your own business?
Our thought process behind starting Palm Shade Provisions was, and is, to do everything exceptionally well. Right now, we sell specialty cold brew and matcha in local farmers’ markets, grocers, and at special events. Founded by a cold brew connoisseur and a self-proclaimed matcha snob, we often find that coffee shops are either good at one or the other, but rarely both. We’ve mastered our cold brew, we’ve mastered our matcha. So, that’s what we serve! Where Palm Shade Provisions is now is not nearly the final product, and we think that’s the only way to stay motivated in our craft and remain exciting to customers–to never be complete. This is the journey, not the final stop. And to be honest, we hope to never be at our final stop! That’s when things get boring. Most people don’t think they can get their “dream” business going because they expect to hop directly from A to Z. Palm Shade has been successful because we went into it knowing it would be a marathon. Our hope is that whether someone is an O.G. customer or learns about us down the road, there will always be something new and exciting for them to experience.
Alright, so let’s move onto what keeps you busy professionally?
Caden and I have had an interested journey so far. He is a college and professional baseball player turned coach, and I’m sort of a jack of all trades, with an emphasis on copywriting. Despite neither of us being directly in the food industry, we’ve always wanted to open a place of our own. We’ve tried some of the best coffee and matcha in the world–in Japan, Bali, Costa Rica, the Dominican and more–and all we want is to bring it into our own neighborhoods for everyone to enjoy. Cade is the cold brew guy and I’m the matcha girl. For years, we were constantly compromising for each other on where we went to get our caffeine of choice. It was kind of silly, really, since our favorite drinks were the ones we made at home. I’ve been making my own matcha since high school, and Cade has been brewing his own cold brew for about 3 years now. We kept dreaming of our shop, but we’re quite nomadic, so having a brick-and-mortar shop isn’t really in the cards for us right now. Deep into 2020, we finally got sick of dreaming and wanted to start doing. We decided to get going in local markets while we save up for a shop that will live in our eventual hometown…(s), and we are most excited about all of the great people we’ve met (and will continue to meet!) along the way.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
We would have breakfast (and probably dinner) at Great White, get late night tacos from our favorite truck in Pasadena, eat fried chicken sandwiches from Crack Shack, devour a dozen doughnuts from Sidecar, ice cream from Salt & Straw, and if we weren’t drinking our own coffee and matcha, we’d go to Coffee Dose or Groundwork. We’d have to work it all off, of course, so we’d also spend our days biking or strolling along the beach, go hiking in Malibu, maybe kayaking. There are some great hikes in Pasadena, too, and if we’re up for a day trip we’d take them down to Newport or up to Santa Barbara. We’d have to hit a farmers’ market or two, drink some wine while the sun sets, and a bonfire with s’mores to top it off. After all that, I gotta say, the best food and drinks are in our very own kitchen. I make bomb Italian food, Cade makes everyone’s favorite tacos and guac, and of course, we have the best cold brew & matcha money can buy! Who else deserves some credit and recognition?
First, we’d like to give honorable mention to all of the shitty cold brew and matcha we’ve bought over the years. If we hadn’t, we would have no reason to be doing what we do. The real thank you goes to our parents, for sure. They have supported us in every way imaginable to pursue our coffee and tea dreams. From helping us with equipment and being our #1 fans on the ‘gram, to always tagging along with us on our hunts to find coffee shops in even the most rural of places. We could not have done any of this without them. Also, Aran from Common Room Roasters, Lauren from Mizuba Tea Co, Tovara from Equator Coffee, Kat from Palm & Ninth, all of our friends & neighbors for the constant taste testing, and last but certainly not least, the big man upstairs.
Other: Gab – @palmshadeprovisions
All photos are taken by us, but if you still want/need to put a name Shelby Torrese & Caden Kreuter works!