Hey.

This site is a personal experiment — a space to explore curiosity, document the process, and stay honest about the path forward.

I’m building a company I believe could be one of the most important coffee businesses in the world. Not because it’s the biggest. But because it might matter. Excelsa Coffee is about more than beans. It’s about climate resilience, farmer equity, and the belief that better-tasting, chemical-free coffee shouldn’t be rare.

OlinTheory is where I share the real version of what it takes to build something like that. The messy middle. The hard calls. The doubts, lessons, and small wins that don’t make it into polished brand stories. No map. No guaranteed outcome. Just the work.

If you’re curious about building something meaningful — something that serves people and the planet — I hope what you find here is useful. Or at the very least, honest.

Thanks for being here.