In the heart of rural Wisconsin, a small coffee roastery is redefining what it means to belong. Redwood Street Roasters in Edgar isn’t just a café—it’s a chemical experiment, a cultural hub, and a lifeline for a town where small businesses are the heartbeat. Founded by Francisco Guerrero and his wife, Crystal, along with her sisters, the shop blends the precision of winemaking with the warmth of local connection, proving that even in the Midwest, coffee can spark something bigger.
Guerrero’s journey from Chilean winemaker to Wisconsin roaster began with a simple realization: coffee and wine share the same alchemy. “The Maillard reaction—the browning process that creates flavor—is what turns green beans into something you can’t live without,” he explains. This science isn’t just about taste; it’s about control. Every roast is a dance between heat, time, and chemistry, unlocking notes of citrus, chocolate, or spice. The result? Coffee that feels like a revelation, not just a drink.
But the real magic happens beyond the beans. Redwood Street Roasters has become a social anchor in Edgar, a place where farmers, teachers, and retirees gather over cold brews and chalk art festivals. “You need a space where people can step out of their homes and feel part of something,” Guerrero says. His family’s efforts have resurrected the town’s spirit, turning a once-quiet corner into a vibrant meeting ground. Even the Farmer’s Market becomes a stage for their roasting, with customers lining up for the first sip of the day.
The takeaway? Coffee isn’t just about the bean—it’s about the ritual, the relationships, and the science that turns a simple cup into a community cornerstone. Whether you’re sipping in Wisconsin or anywhere, ask yourself: What local spot do you rely on to feel connected?
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Questions & Answers
How did the coffee roaster start in Wisconsin?
The roaster began as a small chemistry project, evolving into a community-focused business. It merged passion for coffee with local engagement, creating a unique rural coffee experience.
What makes this coffee roaster unique?
It combines chemistry expertise with community connection. The focus is on local sourcing, sustainability, and building relationships, setting it apart in the rural coffee scene.
Information sourced from industry reports and news outlets.
