Bartholomew Jones
Brewing Culture, Craft, and Community: Bartholomew Jones on Reclaiming Coffee’s Roots with Cxffeeblack
What do hip hop, coffee, social justice, and entrepreneurship have in common? Bartholomew Jones, CEO and Founder of Cxffeeblack, is showing us how they can all blend together to brew something revolutionary.
In Episode 3 of Pitch Lab, Tom Frank and Classic sat down with Bartholomew to unpack how Cxffeeblack isn’t just selling coffee—it’s flipping the entire coffee industry on its head. From building the first all-Black coffee supply chain to dropping knowledge bombs on commodity markets and colonial histories, Bartholomew’s approach is equal parts creative movement and business strategy.
Let’s dive into how this rapper, educator, and cultural disruptor is using coffee to reclaim identity, reshape narratives, and reimagine what’s possible for communities of color.
From Bars to Beans: The Origins of Cxffeeblack
Bartholomew grew up in Memphis, Tennessee, a city known for its music legacy—and, thanks to him, now for its coffee renaissance. A self-described “nerd” with a love for anime, hip hop, and detail, Bartholomew found his creative voice in both music and education. As a rapper and former elementary school teacher, he used coffee as a metaphor for authenticity, creativity, and reclaiming cultural roots.
What started as a lyric—“No sugar, no cream, please, don’t cover my dreams”—turned into a movement. After releasing his track Coffee Black and seeing traction with his music, Bartholomew flipped the script and began selling coffee as merch, treating it like streetwear: limited-edition, exclusive drops tied to concerts and events.
One early release netted $3,000 in two hours, and that’s when he realized—this was bigger than music.
More Than a Brand: A Cultural Movement
Cxffeeblack was officially born in 2019, co-founded with his wife Renata Henderson, with a mission to return coffee to its African roots and empower Black communities across the globe.
At its core, Cxffeeblack is built on authenticity—not trying to be the cheapest coffee, not even necessarily the best in traditional terms, but the realest. Bartholomew’s goal? To make coffee what it was always meant to be: a seed of peace, creativity, and community.
Through their all-Black supply chain, Cxffeeblack sources coffee directly from Ethiopian and Afro-Colombian farmers, bypassing traditional colonial structures and middlemen. It’s not just commerce; it’s a reparative economic model rooted in connection, equity, and storytelling.
Coffee 101 with Bartholomew Jones: Commodity vs. Culture
Bartholomew schooled us on the three tiers of the coffee world:
Commodity Coffee (Cheap): Think Folgers, Bustelo, and community coffees—cheap, mass-produced, often laced with pesticides and even FDA-approved roach particles (yes, really). This market relies on scale and cost-cutting, often exploiting farmers.
Specialty Coffee (Best): Blue Bottle, Stumptown, and now Big Face by Jimmy Butler. This lane is about exclusivity and rarity. It’s a money game—who can afford the most exotic beans and pay the highest price.
Cxffeeblack (Authentic): Enter Bartholomew. His model doesn’t chase cheapness or exclusivity. Instead, he focuses on cultural authenticity and ethically sourced, high-scoring beans (86+ on a 100-point scale). Cxffeeblack’s product isn’t just good—it’s meaningful, just, and aspirational.
Breaking Barriers: The First All-Black Coffee Supply Chain
In 2021, Bartholomew crowdfunded $24,000 in 72 hours to visit Ethiopia and explore coffee’s origins. That trip birthed a documentary (which won Best Coffee Film), and more importantly, a deeper connection to the Oromo people, who see coffee as a seed of peace. Bartholomew was even named an honorary elder (abadada) by the community.
Through initiatives like the Pan-African Black Barista Exchange Program, Cxffeeblack brings Black baristas and farmers together from around the world to learn, share, and build a future-proof coffee ecosystem.
Strategy: Streetwear, Storytelling, and Scale
Here’s what sets Cxffeeblack apart:
Merch-as-Movement: Drops like Love Black People Like You Love Black Coffee sold 2,000 shirts, resulting in a $60K month and fueling the movement.
Partnerships: From Chance the Rapper in Ghana to collaborations with Vanderbilt University, Cxffeeblack is tapping into cultural capital and brand equity.
Recognition: Named World’s Most Notable Roaster, beating out Portland’s coffee titans.
Ready-to-Drink Expansion: Their Gold Brew (a coffee version of an Arnold Palmer) and Rose Gold Brew (with hibiscus and rose water) are entering the $495 billion coffee beverage market.
Future Plans: Bartholomew’s vision includes VR-based education on coffee farming, artist-led coffee collabs, and even redefining merch by offering coffee as recurring revenue for creators.
Coffee Meets Culture: Why It Works
Cxffeeblack thrives because it meets people where they are:
For coffee connoisseurs, it offers rare, ethically sourced beans with unmatched storytelling.
For everyday drinkers, it delivers flavor, culture, and aspiration.
For investors and partners, it’s a category disruptor with scalable infrastructure, loyal customers, and a future-ready strategy.
As Classic put it, “You’re what Earn Your Leisure is to stocks—you’re that for coffee.”
Where to Find Cxffeeblack
Shop Online: cxffeeblack.com (that’s coffee with an X, like Malcolm)
In Stores: Available at South Point Grocery (Memphis) and select coffee shops nationwide
Music + Content: Search Bartholomew Jones on all platforms—new music drops coming soon!
Pitch Lab is produced and distributed by Merrick Studios and hosted by Merrick Chief Creative Officer, Tom Frank, content marketer, storyteller, and brand strategist, William "Classic" Thomas and communications specialist, Jackie Hampton. Tune in to hear this thought-provoking brand discussion on Apple Podcasts, Spotify, YouTube, or wherever you catch your podcasts.
