Daily banding together, exploring our trade and rebuking bad coffee practices. We recruit open eyeballs with hungry brains to inspire better life together.


Well… not quite so far back as Lucas’ tale.

ROCC Coffee Company exported it's "home ops" (from the Pacific NW, USA) to a localized coffee roastery smack dab in the middle of China - back in 2012. 

As The Great Story began, ours too commences with a guy named Adam. No, Adam was not tempted by fruit, but by beans. As an atypical Michigan farmer, he began traveling the world. One day Adam landed in Central China and bumped into a multi-facetted artisan named Paul… another Michigander.

The two grabbed a cup of bad coffee together. Paul reminisced about home and casually mentioned, “I used to roast coffee.” Adam choked down a bitter gulp and declared, "Paul, we can roast better coffee than this!" (points to cup in hand)

(Affirmative high five) “Let’s do it!”

Months of hard work and Roasters of Central China was born. The rest we say, is history. But in a cool way, its history that you are helping us to write.

Welcome to the ROCC Dialectics.

"What's a dialectic?" you may ask.

01    MODERN - Keep on growing.
We strive to be simple, clean, technical and open. 

02    TRADITIONAL - Love the things that last.
We appreciate artistry, craft, storytelling and truth. 

03    ELITE - Move beyond the status quo.
We elevate competence, value learning and focus on quality. 

04    NATURAL - Embody deep personal rhythms.
We believe in healthy, organic and energetic living.

05    RIGID - Get ready to be challenged.
We ensure timeliness, organization and strength.

06    ACTIVE - Have fun or go home.
We embrace a fast, flexible and agile lifestyle.

07    EXOTIC - Reinvent yourself, be unique and bold.
 We encourage curiosity, confidence and inspiration. 

08    ACCESSIBLE - Extend a welcome hand.
We build a warm community that welcomes with big smiles.

"Dialectic  | ˌdʌɪəˈlɛktɪk  | Philosophy  |  noun 

1 the art of investigating or discussing the truth of opinions.
2 enquiry into metaphysical contradictions and their solutions.
• the existence or action of opposing social forces, concepts, etc.

The ancient Greeks used the term dialectic to refer to various methods of reasoning and discussion in order to discover the truth. More recently, Kant applied the term to the criticism of the contradictions which arise from supposing knowledge of objects beyond the limits of experience, e.g. the soul. Hegel applied the term to the process of thought by which apparent contradictions (which he termed thesis and antithesis) are seen to be part of a higher truth (synthesis).

ORIGIN late Middle English: from Old French dialectique or Latin dialectica, from Greek dialektikē (tekhnē) ‘(art) of debate’, from dialegesthai ‘converse with’ (see dialogue) ."    [Many thanks to Apple Spotlight Dictionary & the Oxford Dictionary of English]