BruTrek Coffee Brewing: Interview with CEO Jess Nepstad
The Camp Coffee Brewing Bundle by BruTrek is a dream-product for anyone who enjoys both coffee and camping. A Planetary Design, this expertly designed, high-quality- kit can brew coffee for up to six people. Priced at $210.30, this stainless-steel set is intended for outdoors lovers who also enjoy luxury comforts.
Established in 2018, Bruek aims to produce the highest-quality outdoor brewing gear. Helmed by CEO Jess Nepstad — who is a native of Montana and an outdoor enthusiast — Jess completed college at MSU in Bozeman and then moved to California where he spent more than thirty years working at Nestle in senior level positions. Having been in the coffee business since 1987, Jess purchased Planetary Design and moved back to Montana in 2016.
Jess recently discussed his experience heading a business and creating high-end products for those who love both the outdoors and caffeine.
Meagan Meehan (MM): How did you discover your love for coffee and how did that blend into your love of nature?
Jess Nepstad (JN): My first real joy of coffee was at my first job. Having coffee with the owner and his wife was a great way to start the day. Years later, just being by a camp along a river, a good cup of coffee never tasted better. I feel like our minds and bodies slow down when outdoors and our senses are more in tune to our surroundings. Food and coffee always tastes better outside for me.
MM: You have experience working at Nestle, so what was your favorite part of your experience with that company?
JN: The overall size of Nestle afforded the opportunity to have many different roles in the company — from product development to channel sales to senior sales management roles — so it really prepared me for running my own business. Of course along the way, I worked with some very incredible people too!
MM: Why is coffee such a special product for you?
JN: It is a worldwide product that brings people together much like music. Coffee can be quite complex allowing for discovery if you want or can be seen and enjoyed very simply as well.
MM: How did you first hear about Planetary Design and what inspired you to buy it?
JN: A longtime friend, Ned Becker, called with the opportunity. Ned said, this company is going to be for sale, it will be a quick sale for sure. I think we should buy this company — I know you could do a lot with their I.P. I was sent a few products and was really impressed. The company was in bad shape but had a good operations team and lots of untapped potential.
MM: Why did you decide to create a high-end and portable coffee making set
for campers and other outdoors enthusiasts?
JN: It was during COVID and people were enjoying camping, van-life and overlanding. Other forms of entertainment like trips and cruises were not as appealing. The camping bundle and our expedition kit provide everything they needed to enjoy their favorite coffee wherever their adventures took them.
MM: How long did it take you to develop this product and what were the trickiest aspects to its design?
JN: That is a tough question — some pieces came together quickly — however, developing a nice quality grinder in the desired price range took a couple years. Design, function, price and quality are a delicate dance you do all the time in designing new products. We want to provide innovative and quality goods at a very fair price.
MM: What are you most proud of regarding this product?
JN: The customer’s reaction when we show the product face to face at shows or events. The “WOW” is such a satisfying reward. Also, I am very proud of our team — everyone offers value in bringing our products to life.
MM: You moved from California and then back to your native Montana. How did the natural aspects of both states help you come up with the idea for the Planetary Design Brand?
JN: One thing people might not know is how big the Los Angeles and Los Padres national forests are around LA and a quick four-hour drive and you are in the Sierras. So, there is a lot of exploring and fun to be had in those areas. Of course, Montana’s mountains touch my heart and senses more since I grew up there. Enjoying both of these great outdoor states along with wanting to have a quality coffee experience keeps you motivated to find the perfect coffee set up.
MM: How did you find a manufacturer?
JN: Since we purchased the company, we have changed all of our manufacturing partners. Strategically, we wanted to be partnered with only the top manufacturers. We have a terrific consultant who lives in China who we’ve worked with for many years. His role in selecting partners is critical in this process as well.
MM: What kinds of feedback have you gotten about the set so far?
JN: We get feedback surrounding color choices and sizes as you do with most products. So, we are constantly aggregating this feedback and trying to improve. My favorite is when I hear folks say — this would make a great gift.
MM: What is the best part of being an entrepreneur?
JN: Two things: First, setting and nurturing a company culture which attracts fun, smart and caring people. It makes coming to work each day pretty darn good. Second, watching our employees develop their skill sets and growing into different roles within the company. It is very rewarding to know several of our employees who manage territories or aspects of our business came through our warehouse or print shop. These things might not be possible in a more corporate environment but since my partners and I are like minded — we can do these things because we own the company. Oh, and I have been told that I am a little competitive, so getting to keep score everyday comparing sales vs prior year or last month keeps my juices flowing.
MM: What are your ultimate goals for BruTrek and are you designing anything else at the moment?
JN: It would be a great reward to travel around the globe and see customers enjoying our products in their everyday lives. While attending the World of Coffee trade shows, we have had people say they have one of our products in their homes or campers in places like Budapest, Greece, Australia or South Africa and THAT always brings a smile to my face. We have a long way to go but are making some very good progress.
MM: What is coming up next for you and is there anything else that you would like to mention?
JN: We just launched an innovative way to store wine after you open it and also used some of the same IP for storing paint as well. 75M cans of paint are thrown away each year and we saw that as an opportunity. Around coffee, we are finalizing an upscale French press for home use. Also, in the middle of a collaboration with another MT based company in launching an electric travel coffee kit. Proud of the team regarding the pipeline of products we are developing for sure! Oh, we are moving into a beautiful new corporate HQ and warehouse along the Blackfoot River next month. It will be a great place to work and really fit our needs for the next 10 years as we continue to grow. Come visit us!