our roots

Pronounced "Oool-er," Ullr is a figure from Norse mythology known as the God of Snow and the Patron Saint of Skiers. He is the son of Sif and stepson of Thor, the God of Thunder. Renowned for his skiing prowess, Ullr is said to glide around the world, blanketing the land with snow. We found this name fitting, as skiers pray to Ullr each year for fresh powder and abundantly white winters.

Ullr Coffee was founded in 2019 by Jake Marasco, a young student and climate change activist. Jake, a graduate of Fort Lewis College in Durango, Colorado, holds degrees in business administration and marketing. His passion for the outdoors, sustainability, and excellent coffee inspired him to start this business, aiming to give back to the planet and positively impact the climate while providing a great product.

Vail, Colorado, is a hub for outdoor activities such as skiing, biking, hiking, and climbing, attracting enthusiasts from around the world. However, the region faces diminishing snow, drier weather, and more intense wildfires, threatening these beloved activities. This is why Ullr Coffee supports non-profits like the Eden Reforestation Project and Protect Our Winters.

Jake's love for roasting and specialty coffee developed while working in local coffee shops and roasteries. He continues to work in food and beverage while running Ullr Coffee. When he's not biking, skiing, climbing, or roasting coffee, you can find Jake running the only rooftop bar in Avon, Colorado. Although we don't have a brick-and-mortar shop yet, we plan to open a store in the near future, built entirely from recycled and reclaimed materials.