A Michigan-based coffee roasting company, Madcap Coffee, has recently unveiled a sister brand named Dito Coffee. This new venture aims to reach a broader audience with its vibrant pink branding and more affordable pricing. By leveraging existing direct-sourcing relationships with producers, Madcap is able to purchase higher volumes of coffee beans for Dito, which generally score slightly lower on the Specialty Coffee Association's cupping scale. While these offerings may not possess the same level of complexity as Madcap’s premium selections, they are designed to be well-balanced and flavorful. Founder Trevor Corlett explained that the creation of Dito allows them to explore a wider range of specialty coffees and deepen their partnerships with producing partners.

The launch of Dito Coffee marks an innovative approach to expanding market reach while maintaining strong connections with coffee producers. The inaugural selection includes two blends, Weekend and Spark, sourced from Guatemala, Colombia, and Brazil. Notably, both blends incorporate beans from José Arturo Alarcón in Huehuetenango, a partner Madcap has worked with for three years. Looking ahead, Corlett plans to integrate coffees from Madcap’s longest-standing collaborators, the Rodriguez family in El Salvador, into the Dito lineup next year.

This strategy enables Madcap to buy deeper from current producing partners, offering an outlet for coffees that do not fit within Madcap’s primary offerings. As concerns rise over increasing green coffee prices across the U.S., Madcap remains committed to providing affordable options through creative back-end pricing structures. Corlett expressed gratitude for the opportunity to blend margins creatively, ensuring affordability for consumers. Although the duration of this model remains uncertain, it reflects Madcap's dedication to supporting both customers and producers.

Precedents for such ventures exist; in 2019, Passenger Coffee launched Necessary Coffee during a period of historically low commodity coffee prices, emphasizing higher-volume purchasing to support producers. At Madcap, founded by Corlett in 2008, the Dito brand aligns with efforts to engage customers further. With four thriving café locations post-pandemic, expansion possibilities are being considered. Additionally, listeners will soon enjoy “The Proper Cap: A Madcap Coffee Podcast,” featuring insights from Corlett and Madcap’s L&D Manager Josiah DeBoer.

Moving forward, Dito Coffee represents a strategic move by Madcap to broaden its customer base while enhancing producer relationships. By offering balanced, flavorful blends at accessible prices, the brand seeks to redefine accessibility in the specialty coffee market. This initiative underscores Madcap's commitment to innovation and sustainability in the ever-evolving coffee industry landscape.