What's up with that propeller logo?

We chose the propeller logo for two reasons really.

First, since we try hard to buy most of our coffees from small private plantations, we thought that the propeller would nicely illustrate the small mode of transportation needed to travel to those more remote locations. A jumbo jet just didn't make sense.

Second, the two blade propeller is widely known among pilots to be used for Maximum Endurance and Extreme Cruise Efficiency. To us, that sounded very much like life with a cup of Storm Mountain Coffee!