Olsen and his partner, Kent Beidel, met up in Vail in the mid-2000’s, where they aspired to mimic a coffee shop/bar that Olsen knew of in San Francisco. They reimagined it for Vail and that company became the sister company of Thruline, and is still managed by Olsen’s brother.
Rococo Coffee Roasting was established in 2008, and when a trademarking roadblock necessitated a name change, Thruline became the official moniker. The company roasts its own beans, sourcing them throughout the globe. Family farms provide beans from Guatemala, Brazil, and elsewhere. “We develop a relationship with the farmers themselves and try to streamline the process,” says Olsen, giving due credit to Starbucks for popularizing this model. Coffee grows plus or minus 10° from the equator and it’s a finicky crop he explains. Passive organic farming methods are standard practice for the company’s beans, and Thruline uses all Arabica beans which have a smoother flavor, rather than the harsher Robusta.
If you’ve been inside the Thruline shop on Park Lane, you’ve seen the many images of people’s faces that decorate the walls. Olsen tells Kirkland Lifestyle, “They’re a nod to the community,” featuring regular customers, and current/former employees. This décor was inspired by caricatures on coffee shop walls in places like Chicago and New York.
When asked about whether the pandemic changed anything for Thruline, Olsen says that the wholesale business decreased and faced significant disruptions, “but we were able to weather the storm.” With regard to future plans, all Olsen will share is there is tremendous activity at the company and something to look forward to.
Olsen’s favorite coffee drink? An 8oz Americano with two shots of espresso in it – but he’ll only drink about half. “I consider it a treat.”