Brewing Up Goodness
By Greg Lovell
Going from a humble home-roasting hobby to a full-fledged, award-winning roastery producing 500,000 pounds of coffee per year, Wonderstate Coffee has bloomed over its past two decades in Viroqua, Wisconsin.
From the beginning, that growth came about with a strong sense of purpose.
Wonderstate Coffee still abides by the mission statement that started it all: Earnest and extraordinary coffee in service to our collective future.
“We source, roast, and sell specialty coffee with a focus on quality, long-term relationships, and equitable pay for coffee producers,” said Lydia Corran, marketing manager at Wonderstate Coffee.
The result, according to Corran and a multitude of customers, is outstanding coffee in a sustainable system.
“We believe that extraordinary coffee is possible when the people and processes behind it are valued, supported, and given the opportunity to thrive,” Corran added.
Wonderstate offers a range of coffees, from blends to single-origin coffees and limited reserve lots that showcase exceptional producers, places, and processing methods.
Customers are drawn to Wonderstate for a number of reasons. Some are simply looking for a consistently good cup of coffee. Others are interested in knowing more about where their coffee comes from and how it was produced.
Starting From the Ground Up
Growing up in a big family who appreciated quality food, Wonderstate founder Caleb Nicholes was perhaps destined for the food and beverage industry.
After college, he began working while roasting coffee at home. He soon immersed himself in learning all the nuances of the craft and developed an appreciation for the combination of agriculture, craft, and flavor that goes into quality coffee.
Caleb moved to Viroqua with his family in 2005 and started Wonderstate shortly thereafter, bringing that same passion for coffee and a drive to produce the best of its kind.
He produced about 600 pounds of coffee that first year and began selling primarily to local cooperative grocery stores. Soon, TJ and Denise Semanchin joined the company. TJ had previously been with Peace Coffee in Minneapolis and brought with him a desire to help coffee farmers overcome longstanding inequities in the coffee supply chain. That commitment became an important part of Wonderstate's sourcing and its vision for the future of coffee
A Taste of Equity
Today, Wonderstate’s mission continues to guide how they approach coffee, especially as they grow and assume more responsibility in the marketplace.
“It means meticulous sourcing focused on relationships, quality, and equitable pay,” said Corran. “Every additional pound of coffee Wonderstate purchases helps support an infrastructure that can enable a future for coffee.”
Corran says coffee’s future depends on climate resilience, which is rooted in equitable pay for producers.
“Climate change is already having a profound impact on coffee producers, who often bear a disproportionate share of the risk in the global coffee supply chain.”
Wonderstate’s sourcing model ensures producers earn enough to grow exceptional coffee today while having the resources to invest in their farms for tomorrow.
The Mission Expands
Currently, Wonderstate Coffee includes a team of about 90 people and operates three cafes in Viroqua, Bayfield, and Madison. The main roastery remains in Viroqua, where green coffee is roasted and then shipped to cafes, stores, and online customers.
“We roast more than 10,000 pounds of coffee each week on two vintage, gas-powered Probat roasters,” said Corran.
Wonderstate coffees can be found at cooperative grocery stores and independent grocers throughout the Midwest and on the menu at many cafes and restaurants regionally and nationally. Coffee can also be purchased directly through Wonderstate's online store.
Newcomers may enjoy Wonderstate’s blends, such as their top-selling Driftless Blend. Blends are designed to be approachable, consistent, everyday coffees. For those who want to explore further, the Single Origin and Reserve Lot programs offer an opportunity to experience distinctive coffees from individual producers and regions, often highlighting unique varieties or processing methods.
Through it all, a strong leadership team keeps the roastery, organization, and order fulfillment running smoothly every day, while the cafes provide a direct way to share Wonderstate’s love of coffee with people where they live.
Wonderstate was also certified as a B Corporation in 2026, a distinction that recognizes a commitment to balancing business performance with impact on people and the planet.
That commitment extends to employees, too, through a range of company benefits and a profit sharing program.
Future Brews
According to Corran, meeting and working with coffee producers is one of the most rewarding parts of the work. Connecting with people who care deeply about creating a better future for coffee builds optimism and synergy.
“Our challenges are often tied to the same global system. Coffee is an increasingly volatile commodity, and there are significant gaps and inequities throughout the supply chain,” said Corran. “Navigating that volatility while continuing to make meaningful investments in producers, employees, and the future of coffee requires patience, creativity, and a long-term perspective.”
Looking ahead, Wonderstate aims to continue growing in a way that allows the company to deepen its impact rather than simply get bigger. Continued growth means the opportunity to source even more coffee from conscientious producers who are caring for both the coffee crop and the planet as a whole.
Building relationships and investing in producers in this way will ensure coffee is viable for generations to come.
This article is also available to read in our Fall 2026 edition of The Garlic Press!