Proudly Local Business: Camrose's G.O.A.T. Coffee Co.

When the snow’s falling and that winter chill settles into your bones, you want somewhere warm to go where the conversation’s good and the coffee’s hot. If you live in the Camrose area, you can find that at G.O.A.T. Coffee Co. When you think about Camrose, coffee culture may not be the first thing that springs to mind. But G.O.A.T. Coffee’s owner Sami Smith is quickly changing that. Her approach to business is all about connection and community. And it’s proving to be her secret to success.

The continuing growth of G.O.A.T. Coffee Co. and Sami’s savvy business sense give the impression that she’s a seasoned expert. Sami is the first to admit she’s learning skills like bookkeeping and business logistics as she goes. “I also have lots to learn in being a leader. I care a lot about being a leader that’s good and helpful to the people that I'm leading.”

Sami’s genuine care for people is her secret sauce; it’s the foundation for creating a community and culture through her coffee shop. Her focus on relationships isn’t surprising. In addition to being a small business owner, Sami is pursuing a Bachelor of Arts degree in counselling. It’s an ambitious workload, but Sami believes counselling skills and business skills go hand-in-hand. “Part of a counselling degree is that you're learning…how to be helpful in a mentorship role. And that’s so helpful for me as an employer, as somebody who cares about my employees and cares about my friends. Sometimes it’s a lot to balance, but it's so worth the juggle.”

By design, G.O.A.T. Coffee is a place that brings people together. The space is intimate at less than 300 square feet, inviting a genuine sense of connection. A similar sense of connection that a cup of coffee sparks, says Sami. “I’ve always loved the connection that coffee brings…It calms people down and slows people down…It’s a medium for connection and relationships.”

Under G.O.A.T. Coffee’s roof, that sense of connection brings the people of Camrose together. “It’s a community meeting place,” says Sami. “Because of the nature of the small space…it just has that feeling that draws you in…You’re a part of the conversation that's happening and part of the community that's being built.”

And that community is growing. G.O.A.T. Coffee has expanded into an adjacent space to accommodate special events, including their own Community Night. So far, they’ve hosted photography clinics, colouring nights and paint nights. They also support and showcase local talent through their popular open mic nights.

Staying on top of G.O.A.T. Coffee’s growth is important to Sami. It’s something she couldn’t do without her staff, a team of nine passionate individuals who Sami considers friends. Together, they ensure the small business operates smoothly day-to-day as they continue to build their own distinct culture and community. “By staying connected with what our vision is and not letting ourselves stray from that, we won’t become stagnant. That applies to everything: who works here, the types of products we're offering—even decisions about how we're decorating and how we're expanding,” says Sami.

But it’s not all about the big picture for Sami. Her caring nature extends to her craft and each cup of coffee is a labour of love. “We want to keep in mind that to that person, this may be the only cup of coffee that they're going to have that day. And even if we're making 200 cups of coffee, to every person, that's the one that matters. And every person is the one that matters too.”

G.O.A.T. Coffee Co.
3805A-48 Ave
Camrose, Alberta
Phone: (780) 781-1631
Facebook: https://www.facebook.com/thegoatcoffee/
Instagram: @g.o.a.t.camrose

Photos courtesy of Sami Smith