Go Get Em Tiger Launches “Roasted At Origin,” Shifting More Of Its Coffee Program To Producing Countries

LOS ANGELES, CA — September 2026 — Go Get Em Tiger (GGET) today announced a new approach to its coffee program that moves a significant portion of roasting into the countries of origin.

As part of the Roasted at Origin initiative, GGET is reducing the amount of raw green coffee shipped to Los Angeles and partnering directly with producers to roast select coffees at origin, using roasting profiles developed collaboratively with GGET.

The company plans to move 20% of its total roasting to origin by the end of 2026 and 70% by the end of 2027, making Roasted at Origin a central part of GGET’s long-term coffee strategy rather than a limited release or seasonal initiative.
“Since the beginning, our coffee program has been built around a pretty simple promise: share the beautiful coffees of the world,” said David Yardley, CEO. “Roasted at Origin is a better way for us to deliver on that promise. It brings the coffee closer to harvest, keeps more resources and expertise where the coffee is grown, and creates a more direct connection between the people producing the coffee and the people drinking it.”

RETHINKING WHAT “FRESH” MEANS

Freshness in specialty coffee has traditionally focused on the amount of time between roasting and brewing.

GGET believes there is another timeline worth considering: the time between harvest and cup.

In the traditional model, green coffee may spend months moving through export, freight, warehousing and inventory before being roasted. Under the Roasted at Origin model, coffee is roasted closer to harvest and shipped as a finished product, with current transit times typically ranging from approximately 10 to 30 days.

The goal is straightforward:

Closer to harvest.
Closer to roast.
Closer to your cup.

“Roast date is still important,” said Yardley. “But it’s only one part of freshness. We want to think about the entire life of the coffee, from harvest all the way through to the person drinking it.”

KEEPING MORE VALUE AND EXPERTISE AT ORIGIN

Roasted at Origin also addresses a long-standing structure within the global coffee industry.

Coffee producing countries have historically exported raw green coffee, while much of the value added after export—including roasting, packaging and finished-product preparation—takes place in consuming markets.

GGET wants to shift more of that work back toward origin.

“We believe the people closest to the coffee know it best,” said Geoff Watts, GGET Board Member. “The people who cultivate it and manage the detailed processes behind the qualities we celebrate are the ones who deserve most of the credit for its greatness. They should have a bigger role in how the coffee is finished, and more of the work, value and expertise surrounding its production should stay where the coffee is grown.”

For GGET, the move is also a broader statement about sustainability.

Rather than treating sustainability primarily as a certification or marketing claim, the company sees Roasted at Origin as an opportunity to rethink how value moves through the coffee supply chain. In an industry that regularly talks about sustainability, GGET believes this shift is a meaningful next step toward building a specialty coffee industry that is more sustainable and more prosperous for producers.

BUILT ON EXISTING RELATIONSHIPS

GGET emphasizes that Roasted at Origin is not an outsourcing strategy.

The program begins with producer and origin relationships the company has already spent years developing.
Rather than sending coffee to anonymous third-party roasting facilities, GGET is working with established partners to develop and execute roasting profiles collaboratively at origin.

“These are real partners, not brokers,” said Yardley. “The relationships come first.”

As the program grows, GGET intends to expand Roasted at Origin across additional producing countries while continuing to roast select coffees in Los Angeles.

A MAJOR SHIFT IN GGET’S COFFEE PROGRAM

GGET’s target of moving 70% of its roasting to origin by the end of 2027 represents a significant change in how the company intends to operate its roasting program.

The goal is not to replace what GGET has built in Los Angeles, but to expand its definition of what a specialty coffee company can be—bringing more of the coffee-making process closer to the people and places responsible for the coffee in the first place.

Since the beginning, our coffee program at Go Get Em Tiger has been built around a pretty simple promise: share the beautiful coffees of the world. Roasted at Origin is the next step in delivering on that promise in a more meaningful way.
Our first Roasted at Origin offering, PRISM, will be available at all our Los Angeles coffee shops and online on National Coffee Day, Tuesday, September 29, 2026.

ABOUT GO GET EM TIGER
Go Get Em Tiger is a Los Angeles-based specialty coffee company dedicated to creating meaningful impact through hospitality, thoughtful sourcing, and beautifully crafted coffee. Since opening its first location in 2013, the company has grown into a beloved brand with cafés, roasted coffee, subscriptions, and wholesale offerings.

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