Behind every cup of coffee is a story waiting to be told. For Amelia Loftus of Hidden Fortress Coffee, that story begins in a Vermont hippie commune and weaves through fashion design school, Greenpeace activism, and a transformative 10-month journey around the world.

"It was on a veranda in Bali, looking over rice fields," Amelia recalls about her coffee awakening moment. "Just some fresh coffee...sitting there and enjoying that cup for like an hour." This simple yet profound experience, coupled with witnessing coffee roasting at an organic farm in Australia, planted the seeds for what would eventually become Hidden Fortress Coffee - a small, all-organic roasting company now celebrating its 13th season at Santa Cruz farmers markets.

The path wasn't straightforward. Amelia's journey included running an organic homebrew supply company where she first introduced coffee roasting, before eventually establishing Hidden Fortress at her North Monterey County farm. The pandemic dealt a devastating blow - a 70% loss in business when their Watsonville café's nearby office park emptied out. Yet that challenge led to their current downtown Santa Cruz location, where they continue to uphold extraordinary standards despite facing doubled coffee prices from tariffs and the challenges of a hidden storefront. What truly distinguishes Hidden Fortress is their commitment to organic processes and traditional methods - like their signature chai that takes three days to make from whole organic spices, using techniques passed down from Amelia's mother.

Discover the difference that passion, global perspective, and organic principles make in every cup. Follow Hidden Fortress on Instagram @farmfreshcoffee or visit their downtown Santa Cruz location to experience coffee with a story as rich as its flavor.