The Story Behind Latitude

When we started building Conch Coffee, we wanted every detail to matter. We searched for real authenticity. A true reason behind what we did and why we did it. We spent hours on the small things—choosing the right coffees, picking the right packaging. Naming the roasts was no different.

Here’s a glimpse into how each name came to be. We hope the stories from our past make you smile and think of your own.

To borrow from Jimmy Buffett, if you change your latitude, you change your attitude. Sometimes all you need is a break. Latitude is just the distance north or south of the equator, but it means more than that when you’re looking to escape. Snowbirds know it well, heading south to avoid the cold, and I’ve always done the same when I needed to reset.

Whether it was chasing waves in Costa Rica or Nicaragua or fishing the islands in the Bahamas or Virgin Islands, the common thread was simple: my latitude dropped, and so did the weight of the world. Life piles on, and stress builds. That’s when a change in latitude, big or small, can be the key. It’s a chance to reset, to focus on what really matters. 

For me, that’s always been family and friends—those who love you, who push you to be your best. Sometimes even remembering those moments when you made a change helps you get through the rough times. And the thought of the next shift in latitude keeps you going when life gets busy.