The story of Rocté Coffee Company is, at its core, the story of our family. The name itself is a blend of our surnames: the Rockwells (Ted and Tina—we’re the parents) and the Nartés (Eli, Brystal, Caleb, and Ruby—our adult children). But long before Rocté became a business, it was a shared commitment to hold tight to one another through tragedy.
Several years ago, our family experienced a devastating loss: Our youngest son and brother, Micah, passed away in a tragic snowboarding accident at just 14 years old. Pivotal events like that tend to go one of two ways—they either tear families apart or pull them closer together. We are profoundly thankful that for us, it was the latter. That shared pain ultimately helped redefine our priorities and even inspired our oldest, Eli, and his family to move from Washington state and join the rest of us here in Dripping Springs.
Reunited in the Hill Country, we realized we wanted to pool our collective energy into a project everyone could contribute to. With MBAs and seasoned business backgrounds across the family, the entrepreneurial drive was strong, but we needed the right venture.
Hailing from the Pacific Northwest, specialty coffee was part of our everyday culture. While we immediately found a vibrant coffee scene across the Greater Austin area and became fans of several exceptional local roasters, we felt we had something distinctive to offer. Our goal was to fuse the craft of specialty roasts with the warmth of Texas hospitality, and what started as family conversations around the table gradually evolved into Rocté Coffee Company.
Building a brand from the ground up without a traditional brick-and-mortar storefront required strategy and a lot of patience. We spent nearly half a year focused on establishing key relationships with sourcing partners, finding the right co-roasting facility, crafting a brand identity that visually reflected our journey, and constructing a digital experience so customers could easily find us and purchase online.
Our stamp logo, which features a white rabbit in a field of bluebonnets, is an essential piece of iconography for understanding Rocté. While the stamp outline represents our departure from the Northwest and our arrival in Central Texas, the rabbit is deeply personal.
Shortly after Micah’s passing, white rabbits began appearing in unexpected places, though we were initially unsure of their meaning. It was only some months later that we made the connection: Micah was born on Easter, and his very first photo—taken the day of his birth—featured him in a crocheted bunny hat with the words “your baby bunny.” White rabbit sightings remain a comforting, regular occurrence. They are a profound reminder that, while he is no longer physically here, Micah is with us in more than just inspiration.
Translating such a deeply personal vision into a physical brand certainly came with its share of mistakes, but having just passed our one-year anniversary, we’ve gained invaluable perspective. And the lessons have reinforced our belief that coffee drinkers in Dripping Springs and surrounding areas deeply value authenticity, craftsmanship, and connection. They don't just want great coffee; they want to know the people and the purpose behind every bag.
Looking back on this first year, our overwhelming sentiment is gratitude. More than anything, it is the people and personal connections that bring true richness to our lives—our families, our longtime friends in Cle Elum, Washington, and the incredible new community we’ve built in Dripping Springs. Watching the youngest Roctévians, Asher and Aubrey, flourish at Dripping Springs Middle School, and seeing our eldest grandchild, Michael, start his freshman year at Montana State University, are beautiful reminders of our good fortune.
This sense of connection is at the heart of our work as well, and uniting our family in the business of coffee roasting is a vision made possible entirely by our customers. We are immensely grateful for the local support in our community, particularly those who have subscribed to our delivery service. We are also incredibly appreciative when folks outside our region take a chance on an unfamiliar brand. It is always a thrill when a first-time order comes in from places like Fort Worth, San Antonio, or even out of state.
As we look to expand in our second year, we remain guided by our core principles: Offer exceptional coffee, always do right by our customers, and give back. After Micah passed, we were overwhelmed by the number of people who came forward with stories of his generosity and selflessness. Rocté is very much a tribute to him, and we will continue to proudly support our community through sponsorships and giving to important causes such as animal welfare, food security, the protection of public lands, and veterans’ health services.
As Dripping Springs continues to thrive, our family is honored to grow right alongside this wonderful community—one roast, one delivery, and one cup at a time.
RocteCoffeeCompany.com | @roctecoffeecompany
“They don't just want great coffee; they want to know the people and the purpose behind every bag.”
“This sense of connection is at the heart of our work, and uniting our family in the business of coffee roasting is a vision made possible entirely by our customers.”