Rhetoric Coffee

01/05/2026

After ten years of struggle, joy, and grief, I’m both relieved and heartbroken to share that Rhetoric Coffee is closing.
Rhetoric started as a small East Bay roaster built around carefully sourced coffee, small-batch roasting, subscriptions, and a belief that coffee could live at the intersection of craft, art, and community. We commissioned original artwork, paid artists directly, and tried to make every bag feel like a small, thoughtful object — not just a product.
You can still find our coffee over the next couple weeks in bags at Coro Coffee Room in Berkeley and at The Heartwood in Nevada City, where it will also be served as espresso and drip.
I put everything I had into this. I’m deeply grateful to the Hursts for supporting me like family through being unhoused in my twenties, school, and the long work of trying to build something real. Thank you to the Egenes's — especially Ron — for a lifetime of mentorship. And thank you to my mom, may she rest in peace, whose pride and constant encouragement carried me through exhaustion and doubt more times than I can count.
Thank you to every collaborator, coworker, artist, market organizer, pop-up host, and customer who made this possible. This wasn’t the ending I imagined — but Rhetoric was real, it mattered, and I’m proud of what we built.

01/05/2026

After ten years of struggle, joy, and grief, I’m both relieved and heartbroken to share that Rhetoric Coffee is closing.
Rhetoric started as a small East Bay roaster built around carefully sourced coffee, small-batch roasting, subscriptions, and a belief that coffee could live at the intersection of craft, art, and community. We commissioned original artwork, paid artists directly, and tried to make every bag feel like a small, thoughtful object — not just a product.
You can still find our coffee over the next couple weeks in bags at Coro Coffee Room in Berkeley and at The Heartwood in Nevada City, where it will also be served as espresso and drip.
I put everything I had into this. I’m deeply grateful to the Hursts for supporting me like family through being unhoused in my twenties, school, and the long work of trying to build something real. Thank you to the Egenes — especially Ron — for a lifetime of mentorship. And thank you to my mom, may she rest in peace, whose pride and constant encouragement carried me through exhaustion and doubt more times than I can count.
Thank you to every collaborator, coworker, artist, market organizer, pop-up host, and customer who made this possible. This wasn’t the ending I imagined — but Rhetoric was real, it mattered, and I’m proud of what we built.

06/16/2024

Get a 'spro from me at Temescal Farmers' Market. Almost the last time you can.

06/16/2024

📢 Important Announcement from Rhetoric Coffee

We have some significant updates about our beloved coffee cart, "Rhetoric Outside." Launched in 2019, the cart has been a crucial part of our business, bringing high-quality coffee to events, farmers markets, and catering, especially at the Temescal Farmer's Market in Berkeley, California.

After over a year, we finally have the cart operational enough to return to the market!

Unfortunately, after the second crash last year, the cart sustained severe damage, more extensive than the first incident. We've been diligently working with a welder and an espresso repair tech to piece it back together. Despite our efforts, tomorrow and next Sunday will be the last opportunities to catch the cart at the farmers market.

To mark this occasion, we will offer sales of five-pound bags at a slightly discounted rate. Additionally, we will be giving away some of the original screens from our early days of screen printing bags by hand to those who purchase a five-pound bag (while supplies last).

This transition marks a significant shift for us as we move away from retail and focus exclusively on wholesale over the next two years. If you have a subscription or pending digital orders, rest assured we will be catching up on back-ordered items over the next month.

We will continue to sell coffee online in amounts of five or more pounds for those who still wish to buy directly from our website.

Thank you for your continued support!

☕ Rhetoric Coffee Team

10/14/2023

Big shout out to all the hard work that's already been done and continued work on repairing the structural portions of our espresso cart. I want to say thank you to brendan from for introducing me to Vince from Vstudio on Gilman in Berkeley.

10/09/2023

Happy Indigenous People's Day.

10/08/2023

The times.

08/27/2023

A group of Australian engineers have devised a method to make concrete 30% stronger by adding spent coffee grounds that might otherwise be destined for landfills. For the research project, a team a…

08/25/2023

I am absolutely looking forward to the ps5 release of bg3. Slay.

08/17/2023

https://gofund.me/2958c176
State of the Rhetoric Address - 2023: A Path to Resurgence
Since the inception of this humble coffee venture in 2015, my every creative and intellectual spark has been poured into its growth. There have been moments when we hovered on the cusp of soaring more incredible heights. The journey thus far has been one of perseverance and evolution. The last address from 2017 outlined our progress amidst challenges, showcasing our unwavering spirit; this one is slightly different.
These past twelve months, however, have etched themselves as the most arduous chapter of all. The trials have been profound, testing the very essence of our existence. Our beloved farmer's market cart was beset by misfortune twice. In a genuine attempt to aid a struggling loved one, I extended myself and the company. Still, the shadows of opioid addiction exacted a toll that almost jeopardized both personal freedom and our business.
Amidst this turmoil, shifts within our core team unfolded, leaving me juggling numerous responsibilities. Managing a pop-up, overseeing weekend markets, and single-handedly undertaking roasting and production became my reality. Amidst these challenges, a personal crisis emerged as my mother's battle with cancer escalated to an advanced stage, culminating in hospice care. I dedicated countless days by her side during those final weeks, inadvertently impacting the business's operations.
After her passing, the formidable task of handling her affairs and rehoming her animals absorbed my energy. The effort to stabilize both my life and the business has been monumental. Finances stand on shaky ground, and the company, once flourishing, now grapples with adversity. Contemplation has gripped me as I ponder the divergence between my passion and economic stability.
In my reflections, one thing is sure: I yearn to rejuvenate the company, steer it toward growth, and perpetuate the delight of delivering exceptional coffee to exceptional souls. But this dream necessitates your support. I am launching a GoFundMe campaign to rebuild the cart, secure my rent for the coming months, and chip away at my debts. Your contributions or even sharing the message can bring new life into our endeavor.
Should monetary constraints prevent direct assistance, know that your understanding is cherished. Non-monetary support is also invaluable. Volunteers who lend their time to pack coffee or assist in land restoration in Nevada County are welcome allies. Wholesale references and opportunities continue to be sought, and those who envision partnership, employment, or investment in our coffee odyssey are encouraged to reach out.
As we stand on the threshold of this crossroads, I invite you to be part of this resurgence. Let's write the next chapter of Rhetoric Coffee, a story defined by unwavering camaraderie, shared dreams, and relentless determination.
With gratitude and hope,

-James

State of the Rhetoric Address - 2023: A Path to Resurgence Since the inception of t… Jimmy Parrish needs your support for Help Rhetoric Coffee stay alive...

06/15/2023

Just one left today...