While coffee giants battle for consumer attention with flashy pods and single-serve machines, Loring Smart Roast operates in a different universe. They build the industrial-grade roasters that fuel the global specialty coffee movement from Santa Rosa, California. This isn't a consumer brand—it's the invisible infrastructure of the coffee renaissance.

"Loring doesn't sell coffee—they sell the machines that make coffee worth drinking. That's a much smarter business model."

The company's tech stack tells the story of a practical, no-nonsense operation. WordPress powers their site, jQuery and Tailwind CSS handle the frontend, and Google Analytics tracks every visitor. This isn't a venture-backed startup burning cash on React and Web3—it's a profitable manufacturing business that invests in product, not hype. With 56 employees generating $17.8M in revenue, that's $318K per employee—remarkable efficiency for a hardware company.

• American-made in Santa Rosa, CA—rare in industrial equipment
• Patented clean-burning technology eliminates afterburners (energy savings up to 80%)
• Serves the specialty coffee market's top tier (roasters, cafes, chains)
• Direct sales model with zero reliance on marketplace platforms