DIRT Coffee - A Deep & Rich Conversation
Coffee. For many, it’s an integral part of our day. It gets us going in the mornings, provides a meeting spot for friends, or a quaint place to relax and bask in the flavor of our cup. Catharina Hughey and Jenna Franck are bringing us back to our roots (or beans) with an unique approach to the world of coffee, equity, and social responsibility.
Catharina Hughey, MSW, the Executive Director of DIRT, found her passion for community outreach after working in the foster care system for several years. She primarily worked in clinical work before deciding to switch gears and focus on the macro-lens of program creation and non-profit organization. Her specialty lies in creating innovative systems, with a focus on intersectionality of social enterprises and political effects in smaller communities.
Jenna Franck, MSW, is the Inclusive Employment Program Manager at DIRT Coffee. Her role is responsible for monitoring the active programming and services that the organization offers while also working to create new opportunities. Coming from a background in social work and special education, a significant portion of her work intersected with the neurodivergent community and led her to her current work with DIRT.
I had the opportunity to sit down with Jenna and Cat, over a cup of their delicious cold brew, to discuss their business, community outreach, and how DIRT began.
First Sip
DIRT Coffee, at its beginning, was an idea that originated through parents in the local community. Having children of their own that were diagnosed with autism, they wondered what the future would hold and how interdependence would look as their children grew older. After meeting with two behavioral therapists and assessing potential options, they finalized the idea of what would become DIRT. In 2013, DIRT opened up its doors as a coffee truck.
As Cat describes it, “It was brilliant because it really showcases the grassroots movement for a non-profit that could have only existed with community support”. It wasn’t long before the coffee truck raised enough money to open up a brick and mortar store in downtown Littleton in 2018 (5767 S Rapp Street). In 2022, DIRT opened up their Mosaic Community Campus location (1785 Quebec Street), increasing their community footprint around Denver and creating more open space for their various programs.
Bold Flavors of Change
Since establishing their physical locations, the company’s focus has shifted to sharing neurodivergent-programs locally in their stores and across the local community. Their strategies focus on building career skills while also balancing the goals of their interns. DIRT Coffee has evolved to include four initiatives, which I was able to discuss with them at length.
DIRT On The Road: The truck was put into (loose) hibernation early 2020, but still makes appearances at resource fairs and community gatherings around the greater Denver area. The truck’s focus has shifted to being present in underserved areas, where resources are limited for neurodivergent individuals. Cat and Jenna believe in the power of community and sharing knowledge while coffee is being served. This gives the team an opportunity to showcase their program and resources while answering any questions that people may have as they order coffee. For any information they may not specifically have, they have developed a deep network of individuals that the community can reach out to.
This summer, DIRT on the Road was seen at back-to-school events in Littleton Public Schools, PASCO’s Summer Picnic, The Center on Colfax, and a few others. They continue to add events onto the calendar for the remainder of 2023 and are looking forward to a larger slate in 2024.
DIRT Inclusive Employment Program: Internship The DIRT Internship is a workforce development program created in 2018. The three month paid internship assists neurodivergent individuals that want to gain foundational work skills. Interns spend their first four weeks trying out each position at the shop, including barista, cashier, back of house, and food preparation. After they have tried out each area of the shop, they then choose their ‘best fit’ (with assistance from their job coach) and work in that area for months two and three. At the completion of everyone’s third month, interns then have a graduation ceremony to celebrate their accomplishments. Interns must be above age 16, but many find themselves in the 18-25 age range (though older individuals are certainly welcome).
The leadership team has created a 14 point skill-assessment that coincides with individual goals based on what they hope to accomplish. Jenna and Cat, using their educational background, developed the programs to address gaps that case workers see when working across the neurodivergent community and where individuals can use the most practice when preparing for a job. The framework is meant to be individualized, focusing on the strengths of each intern and balancing their short or long term goals.
DIRT Inclusive Employment Program: Workshops: DIRT focuses on the holistic goal of achieving employment by offering additional sessions for areas that individuals want to practice. Those who graduate from DIRT Internships often find themselves here in the next stage of their career development. Workshops focus on job coaching sessions, résumé building, finding leads, dress codes, or other areas that people may need assistance with.
DIRT Inclusive Employer Workforce Program: This program is dedicated to improving disability hiring practices and promoting the inclusion of neurodivergent individuals in the workforce. By providing individualized training, consultations, and informative sessions, employers gain the knowledge and tools to effectively hire, retain, and collaborate with neurodivergent employees, resulting in a more inclusive work environment.
Jenna and Cat have developed their programs around program participants and employers through survey data and case manager feedback. This ensures that workforce development programs are addressing any gaps that have been seen in the past. Their goal is to continually update the programs as the job sector continually changes, ensuring that individuals receive the most up-to-date information and are best prepared for future careers.
To date, DIRT has had over 200 graduates from their intern program, and aim to have 30 people a year. While the dates of their internships are set by seasonal cohort, admissions are rolling so that people can apply and then enter when they have the next opportunity.
A Blend of Data and Determination
Reviewing DIRT Coffee’s website, you’ll notice that they have something a bit different featured, their yearly impact report. Not only are they important for nonprofits in general and hold the organization accountable, but this report tracks additional information that makes you invested in their success.
The team follows a dashboard throughout the year to keep track of their progress, like any business, but specifically tracks the number of coffee cups sold each day for a special purpose. “One of the impact numbers is the coffee [sold], that’s so special for us because anytime a customer interacts and buys a cup of coffee, it’s 100% going back into our programming”.
Cat went on to discuss the effects she had seen post pandemic at the coffee shop. “People are being more intentional about where we are going” and how they want to spend their time. She sang the praises of DIRT customers, saying they loved the impact their coffee shop had on the area and were constantly eager to learn more. It turns out that each cup of coffee sold at DIRT is not just a reflection of their product becoming more popular, but indicative of their message resounding in the community around them. Their focus, in addition to serving the neurodivergent community, is also to provide intentional customer service and a spot where people can slow down, learn about their barista, and connect with those around them.
Brew-tiful Accommodations
Our conversation, as most do within the neurodivergent community, found a way to discuss accommodations. Jenna has worked hard to develop multiple strategies that accommodate customers, but also the employees. “I think the employee piece is what people don’t talk about [enough]... we build those [accommodations] into the culture of what we do so it’s beneficial to everyone.” At DIRT, this includes large print or braille menus, not charging extra for milk alternatives, visual Standard Operating Procedure (SOP) items, or simply writing color coded expiration dates on items in the fridge. The team has specifically reached out to different communities, asking them to come visit the DIRT in order to learn from their experiences.
“Accommodations allow people to ask questions, to be curious, and also state what they are looking for”
Our discussion then moved into how Cat, as a business owner, actively works towards creating workplace benefits for the employee. She went on to mention that despite being a non-profit, there is still the business aspect to run. “However, by not making strides to help or protect your employees, it ultimately costs more” she said. This takes the form of turnover, injuries, or employees being disgruntled with their job and not wanting to do their best every single day.
Espresso Yourself at DIRT
By this time, well over an hour had passed and my cold brew coffee was nearly at the bottom of the glass. Jenna and Cat accomplished what DIRT Coffee aims to do, it brought together a group of individuals who wanted to share a story. As I savored the last drops of my coffee, we walked back to the cafe. I took notice of the spot in heightened detail after our lengthy conversation. The shop felt warmer, more personal, as I knew more about the wonderful people that run the cafe.
If you are interested in learning more about DIRT Coffee, the programs they run, or their community outreach, you can visit them at https://www.dirtcoffee.org/. They are an active member of the CNDCC and can be found at our events. If you’re thinking about becoming a member of the Colorado Neurodiversity Chamber of Commerce, please reach out to the team and we can assist you.