About Prima Coffee
About Prima Coffee Equipment
Cultivating the enjoyment of life by
providing easy access to products, resources, and services.
—Our Mission Statement
Our Story
Founded in 2009 and born from a long line of family-owned, locally-operated businesses in Louisville, KY, Prima Coffee started with the idea that everyone should have easy access to the products and resources that help make coffee great. That goal remains unchanged to this day and drives everything we do, from curating a catalog of the finest gear from across the globe, to developing content that empowers you to find the right equipment and make better coffee. You can see our Heartland roots in everything we do but most importantly in the way that we take care of people, still offering friendly and knowledgeable customer service provided by real people right here in our Louisville office.
Commercial or home, brewed coffee or espresso, Prima Coffee continues to learn, adapt, and grow right alongside the coffee industry that we get to call home.
Our Core Values
Entrepreneurial Spirit
An investment in our work characterized by an inquisitive, self-starter attitude, that is never satisfied with where things are. It cultivates an inner drive and dedication that takes personal responsibility for the job at hand.
Work With Integrity
A faithful and honest work approach to all we do. An ethic that stewards at the time and resources at our disposal for the good of the company and others.
Care For People
Seeking the good of all people–coworkers, customers, and manufacturers–treating therewith dignity, respect, and empathy.
Drive For Excellence
An ongoing desire to do everything well, seek the best in any situation, and enable others to do the same.
Check out what makes us the right choice for your coffee and espresso equipment needs: The Prima Edge
Our People
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Matt Averbeck
General Manager
"My coffee drink of choice is straight espresso or if I am in the mood to sip a little longer, I like a short americano at a 1 to 1 ratio of espresso to water. I especially enjoy Ethiopian and Kenyan coffees."
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Copley Allen
Customer Service Associate
"I think my favorite thing about coffee (besides drinking it!) is the simple joy it brings to others."
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Adriana Alvarez
Ancap Custom and Sales Manager
"I enjoy drinking a good cold brew on a warm summer day."
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Allie Dunn
Customer Service Lead
"I like my coffee like I like my friendships, warm and exotic."
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John Erler
Service Lead
"Just like a salad, the best cup of coffee is one that someone else makes for you."
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Wuendy Flores
Ancap Custom Decorator
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Ryan Felbinger
Product Manager
"I love complexity in my coffee and minimalism in my home brewing setup."
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Hannah Heffley
Photographer/Videographer
"Nothing tastes better than a well-photographed cup of coffee."
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Brian Hernandez
Fulfillment Team Member
I like my coffee just like me, pretty sweet.
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Jordan Kavuma
Director of Marketing
"Give me a cup of African coffee and I'll probably love it."
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Ragan LaTour-Kelley
Partnerships Manager
"Enjoy the simple pleasures of life, and then amplify them with coffee."
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Mike Miller
Pricing Analyst
"Hoping to find some long forgotten words from a book sipping a good African coffee."
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Gregg Potter
Business Operations Manager
"Specialty coffee allows me to enjoy agriculture from all over the world. Maillard is my friend."
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Bekah Reese
Customer Service Associate
"Decaf-drinkers are people too."
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Matt Stevenson
Director of Sales and Customer Service
"Enjoys room temperature coffee 1-2 hours after brewing thanks to his wild children."
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Nayeli Vieyra
Fulfillment Team Member
