The Origin
We named ourselves after the Norse god of winter — and we meant it.
Ullr is the Norse god of winter and skiing. We're based in Vail, Colorado, where we've watched our mountains change — shorter seasons, bigger fires, less snow. We started Ullr Coffee because we believe the places worth protecting are also worth fighting for. And that fighting doesn't have to mean sacrifice. It starts with your morning cup.
We named ourselves after Ullr as a nod to the seasons worth protecting — the cold mornings, the powder days, the rivers still cold enough to hold wild trout. That's what's at stake, and that's why we roast.
Jake Marasco founded Ullr Coffee in 2019 after spending years working at coffee shops and roasteries throughout Colorado. A Fort Lewis College graduate and lifelong outdoorsman, Jake watched the Vail valley he calls home change — shorter winters, bigger fires, rivers running warmer. He built Ullr around a simple conviction: doing something good for the planet shouldn't require sacrifice. Today, between running Ullr and managing the only rooftop bar in Avon, Colorado, he's still chasing that answer one bag at a time.
The Coffee
We're as serious about the beans as we are about the cause.
We only source specialty-grade beans graded above 84 by the Specialty Coffee Association, from farms committed to sustainable growing practices. Every bag is roasted to order and ships fresh — we never let coffee sit on a shelf.
The result is coffee that's worth drinking on its own — and happens to do something good while you do.
Our offerings change frequently — we're always chasing the freshest green coffee we can find, which means new origins and limited runs throughout the year. If something catches your eye, grab it.