Employee Spotlight: Noah Adams

What goes into a good cup of coffee or tea? Let's start with the basics: hot water and expertly roasted ingredients. Yet, the journey from these raw ingredients to you is a tale spun by unseen heroes. Embarking on a new venture, Fernson Brewing Co. faced the challenge of expanding beyond its brewery roots into a new arena of product offerings. At Fernson Coffee + Tea, Noah Adams has spent a lifetime in preparation to bring you a perfect cup.

A Day with Noah: 

As part of my onboarding process, I was shadowing every corner of Fernson, delving into the inner workings and exploring each section to gain a comprehensive understanding of the business. This led to the opportunity to spend some quality time learning all about Fernson Coffee + Tea. I had the privilege to share a meal and an afternoon with Noah; I was eager to hear all about his journey to Fernson. Before meeting him, Noah's chai lattes were office legend, and a fellow yogi declared him her favorite coffee maker in town. But how did he obtain such a reputation? 

Fernson Coffee + Tea's Offerings:

Before we dive deeper into Noah's story, let me give you a glimpse of what awaits you at Fernson Coffee + Tea. Our menu boasts a diverse selection of expertly crafted coffees and teas, each made with the finest ingredients to ensure a perfect cup every time. The menu also boasts a local Sioux Falls touch of vanilla, honey, and lavender. Whether you're a connoisseur seeking a rich and bold espresso or someone looking for a soothing herbal infusion, Fernson has something for every palate. Full open of the Coffee House will be on February 13. The full menu will be available from 7AM- 3PM Tuesday-Sunday.

Now, let's continue with Noah's remarkable journey that adds his unique flair to Fernson Coffee + Tea.

Humble Beginnings: 

Like any good story, let's start at the beginning. In my opinion, a person’s first job should be like baptism by fire and Noah’s was no exception. Through the course of high school and college, he found himself as the do everything person, juggling a myriad of tasks at his hometown Pizza Ranch in Orange City, Iowa. Early in life he felt called to do seminary and then thought social work was the path he was meant to walk. We had an instant connection due to career confusion and the feeling of wanderlust to leave your small town to go see the world. This desire took Noah and his family to Colorado for a few years, creating a chapter filled with diverse experiences. From there, Noah’s resume is a unique collection of management, food service, and social work. These skills have all had their time in the spotlight to be developed and improved upon, forming Noah Adams into the caring, insightful, delight of a person that he is today. 

Coffee a Lifelong Story: 

Coffee, a constant muse, never left Noah's thoughts. He recalled fond memories of a garage band like coffee shop that he was a part of in Orange City. A friend started the shop but similar to raising a child, it takes a village. The result was a co-op of friends working to run the shop, creating a tight knit community, and hosting events. Hearing him talk about that was incredible as he just took me back in time. I felt like I was a part of the crew flying by the seats of our pants figuring out how to run a coffee shop. Some moments in life you can only get back to through memories, I am so grateful that Noah shared that with me and we were able to go back to those carefree days for a bit. This time around, I am selfishly happy that I get to be a part of the crew that launches Fernson Coffee + Tea. 

Called Home: 

Life in Colorado was good, but a return closer to home was in order. Noah’s family made the decision to move to Sioux Falls after an opportunity with a national coffee company presented itself. Managing, developing, and creating a community became Noah's mission, similar to his roots in Orange City. Over time he came to enjoy the regulars and the team that had been crafted but no matter what you are doing, corporate life can be a drain. Burnout and the demands of the corporate machine led Noah to reassess his priorities.

All Roads lead to Fernson: 

His journey to Fernson parallels his professional career to that point, unconventional. A chance encounter between a Fernson founder and Noah, complete with a taste of his renowned chai lattes, opened the door to conversations with the Fernson leadership team. It seemed like luck or chance, but as Noah would attest, opportunities present themselves when you're prepared and open. Joining Fernson was a natural decision for Noah. His goals were in perfect harmony with Fernson's desire to expand to coffee + tea offerings in the downtown location. At Fernson, Noah has the chance to revisit the roots of those garage band coffee shop days, creating an inclusive community through coffee. New on the team, I asked Noah about the moment he realized the trust and creative freedom Fernson offered. His response highlighted the stark contrast to the corporate world—Fernson wasn't fitting him into a pre-existing machine; instead, they were asking how they could fit around him and allow him to do the best possible job. 

Life can lead a person in countless directions, yet Noah has remained true to himself, unafraid to pivot when necessary. A conversation with him reveals a person who is the culmination of every label, job, and experience that he has had in his life. Incredibly open and genuinely seeking to understand, Noah's focus remains on Fernson and the people who will be a part of the coffee + tea community. We held a conversation about ego and what that can do to a person but even when conducting an interview with him about his own blog post, he continued to bring the conversation back to Fernson and the people who will enjoy the coffee + tea. His vision for the space is to create a community through coffee, where inclusion is at the forefront.

So, what goes into a cup of Coffee? Well, Noah pours himself into everything he does before he fills up your cups. Come experience it firsthand at Fernson Coffee + Tea!

Words By: Cole Casper