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Cherry Coffee launches into whole-bean coffee roasting

By Rebecca ChristophersonFebruary 13, 2024No Comments

Cherry Coffee launches into whole-bean coffee roasting

Story and photography by Scott Nishimura

Katherine Morris is expanding her Cherry Coffee brand with whole-bean coffee roasting, selling five roasted coffees in her West Magnolia Avenue store and on the company’s website, which went live in late December.

The expansion for the Westside-based company puts Cherry into the wholesale market and comes 10 months after Morris bought Novel Coffee Roasters, a Dallas roastery in business for 10 years, to obtain its operation and equipment that she moved to Fort Worth.

“I feel really bullish about what we’re doing here,” Morris, who founded Cherry Coffee in 2021, said.

The coffee is available on the website in various quantities, ranging from 3.5 ounces to 5 pounds, and is available in whole beans and ground.

Novel has 15 wholesale clients, largely in North Texas, but also in Alpine and Oklahoma. Minimum orders for wholesale sales are $300.

While the new website,, opens the wholesale potential for Cherry, Morris said she wants to focus on consumer sales because of their higher profitability and visibility.

“I really want to focus on the B-to-C part of it,” she said.