Local, family-owned business has tall order as Balloon Fiesta’s official coffee sponsor

ALBUQUERQUE (KRQE) – The two go hand in hand– mornings and coffee. With Dawn Patrol kicking off at 6 a.m., you can imagine how important Balloon Fiesta’s coffee sponsor is. Yet, after Folgers decided they didn’t want to sponsor the big event this year, a local company will have it’s chance to impress visitors and pilots from around the world.

“A lot of handcrafting goes into every part of our coffee from the coffee all the way up to the bags to the fill the bags to the roll down of bags,” said Piñon Coffee President Allen Bassett.

He says attention to detail is a top priority.

The Bassetts bought the 21-year-old business six years ago and they’ve been running it as a family ever since, one that has a lot of love for the Duke City.

“I was born here, my wife was born here, my mother was born here, all my family lives here. Despite growing up in San Diego, I would pick Albuquerque eight days of the week,” said Bassett.

It’s one reason why Bassett is so excited to earn the title of Balloon Fiesta’s first ever local coffee sponsor.

“Folgers didn’t take Balloon Fiesta for the great event it is,” Bassett said.

Bassett says they plan to go all out for this year’s fiesta– their own balloon, complimentary coffee in every official tent and two concession spaces.

This year, the company anticipates they’ll surpass one million pounds of coffee, 5,000 of which will be enjoyed at the Albuquerque International Balloon Fiesta.

“We’re expecting to do about 200,000 cups of coffee and hot chocolate,” said Bassett.

It’s a tall order for a family-owned, local business.

“A lot goes into planning. A lot of people have put a lot of time into planning every aspect of it to the logistics to the marketing to the concessions,” explained Bassett.

It’s why Bassett’s trying to focus on the task at hand.

“We’ll just get through it one day, one event at a time,” he said.

Yet, in exchange for the complimentary coffee, Piñon gets exclusive rights to market themselves as the official coffee sponsor for Balloon Fiesta, ensuring more people than ever will recognize their distinctive red bags.

“It’s going to be great,” said Bassett.

After Balloon Fiesta, Bassett says they plan to roll out their newest brew, a blonde roast.

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