Our Story
The Origin of White Whale Coffee
A New England coffee company built on bold ambition, deep roots, and a whole lot of heart.White Whale Coffee began not in a roastery or a café, but in the quiet realization that we were missing something.After years of building Rocket Insights, a thriving software agency, we—Joshua and Ashley—found ourselves longing for something more tactile, more personal. Something you could touch, smell, taste, and share. We had spent a decade creating digital products for clients. Now we wanted to build something physical, something communal, something rooted right here in New England.So we turned to coffee.
Coffee, for us, is more than a beverage. It’s the medium through which coworkers reconnect, old friends catch up, and strangers become neighbors. It's an everyday ritual that brings people together—and that’s exactly what we wanted to create: a brand that fosters real-world connection.
We named it White Whale Coffee, both as a nod to our literary heritage and as a declaration of intent. Starbucks may be named for the first mate in Moby-Dick, but we’re here for the whale itself—massive, elusive, and worthy of obsession. Our white whale is nothing less than building the most loved and respected coffee brand in New England.
We’re creating two things: a great-tasting, environmentally responsible coffee bean for home brewers—and a series of warm, beautiful cafes in the seacoast towns of New England. From our beans to our baristas, everything we do is about delivering quality and care. When you brew our coffee at home, we want the experience to be satisfying, educational, and even a little fun. And when you step into one of our cafés, we want you to feel immediately welcomed—like you’ve arrived in a place that knows you.
Yes, the coffee world is crowded. But we believe that great service, great product, and great storytelling still matter. Our brand is high-quality but never pretentious. Seacoast New England through and through. And our customers—our tribe—are people who value quality, independence, and community. People who want to support a local brand doing things the right way.
Our vision is long-term: in the next year, we’ll launch our beans and open our first café in Newburyport. Within five, we aim to become a New England institution—with successful cafés, a respected roastery, and a loyal following.
At White Whale, we believe that coffee is a catalyst. It brings people together. It creates comfort, belonging, and joy. And we believe that when you invest in community—whether through a cup of coffee or the company behind it—you help make the world a better place.
This is our white whale. And we’re chasing it with everything we’ve got.