How I Got Rollin'

Meet Beth Offolter, owner and chef at High Rollin' Coffee, one of Cloudcroft's newest treats

[CLOUDCROFT FACES & PLACES]

For Beth Offolter, opening High Rollin' Coffee was a lifelong dream. The Cottonwood Canyon native returned to the Cloudcroft area with her young son just before the world shut down during COVID, wondering what she would do next. The answer: start a new business. 

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I dreamed of opening a coffee shop of my own years ago. As the idea developed, it became clear that I wanted to create a feeling of well-being, a place that felt warm and familiar, calming and uplifting, a momentary reprieve from the world, and when people left, they felt renewed.

I was here until I was 22 and then moved to Florida, where I worked at a coffee shop across the street from a maritime school, and I started meeting many people working on yachts. One day, I thought,' I should travel!' So I did that for 13 years, working as a chef on private yachts and traveling the world.  

Returning to New Mexico just before COVID, I figured I would be home for a few months and then move elsewhere. Once Covid happened and months passed, I realized, 'Well, I can't go back to yachting; I have my child, and the world is on lockdown.’ It got me thinking, 'I can't just work at the local little shops for minimum wages the rest of my life; what will I do?' So it's funny that now I have a business here.

I decided to start small with a coffee cart as a stepping stone and go from there. Then that idea turned into a coffee trailer where I would serve little bites of food — that's what I was working towards. One day, a gentleman I knew called me and said, ‘There's a cool location up in Cloudcroft; I think you should go check it out.’ So I came up here, met the landlord, looked around, and said, ‘Wow, this space is amazing.’

The location was fun to dream about, but I wasn't yet sure how to secure the funding in time because I had two months before they wanted to rent it. I kept my focus on getting this space even though I had no idea how to make it possible. But I got the money and asked, "Have you rented it yet?" And to my happy surprise, they said, ‘No, we were actually holding out for you.’ Then things just started rolling. It still feels like a dream. 

On April 15th, I rented the space and started working on the property in June. The next thing I knew, I was open on August 11th, and my whole purpose was beginning.

I wanted something for the locals because I know there's nothing on Mondays and Tuesdays. I’m so pleased, as I currently feel that about 90% of those who frequent my shop are locals. It warms my heart that people have embraced my little cafe. 

I love interacting with people the way I do in a coffee shop environment. I got my first job at a coffee shop when I was 20 and adored it. I worked at different coffee shops throughout my life. I'm about health and well-being, and happiness is a big part. 

I got thrown into cooking a few years ago, and for some reason, people loved the stuff I made. It's nice to share what I've learned in the culinary world with people, even on a simplistic level. The food menu is just a bonus for me in that, from my first moments cooking, I saw how beneficial good quality food, prepared with love, can be for the bodies and spirits of those sharing it.

Many people thought I was barking up the wrong tree, wanting to offer an organic, non-GMO, super healthy, vegetarian-based coffee shop. But I've been overwhelmed with gratitude and appreciation because everyone who has come in either return or says they'll be back. I love that it's all been word of mouth.  

I have the toast of the ‘day,’ made with fresh bread. Every week, I choose different toppings to put on the toast — a topping of the week. This past summer, I was doing fresh salads. This winter, I'm going between a grain bowl, like quinoa, with roasted sweet potatoes, a vegan-like cheese sauce, spinach, and egg, and then alternating between that and a soup every other week. It changes all the time. I use Wednesdays and Thursdays as my days to prepare everything for the coming week and hope  I make a big enough batch to last me the whole week.  

It's good if I sell out, but it's hard when I want to continue to have it for the rest of the week. Everything is made in-house, including all the baked goods such as muffins, biscuits, cookies, scones, and cinnamon rolls. 

There’s no time to be twiddling my thumbs, that’s for sure! I barely have enough time to get everything done. It’s good, though; I’m just figuring out the ropes. This is my first business, and I am learning a lot as I've never really cooked in this capacity either. Cooking on yachts taught me it might take a bit more time, but you can make everything yourself; I don't buy anything canned or pre-made if I can help it. It’s all from scratch.

Every job and experience I've had in my life has led me to this moment. After Covid, my first job was at a little bagel shop that had opened in town. Then I started working at the Apple Barn, then the Lodge, so it felt like a natural progression when this all happened.  

One of my favorite things about working in coffee shops is you get little glimpses into other's lives, but it's these five-minute conversations, and over time, you slowly get to know them. 

I'm only open until 1 p.m. on Mondays and Tuesdays because those are when I shop and get everything I need for the coming week. I'm very particular about the produce I get. I meticulously check the quality; it's something that I picked up working on boats, going and buying everything myself. 

I am so blessed to have the neighbors that I do. Being next door to Mad Jack’s, my customer base is growing, as those waiting in line realize, "Oh, you can go over there and get a snack or coffee while you wait." And so things keep picking up.  

Also, next door to me is Aspen & Ivy; Nicole, an owner, is an absolute gem. When I'm busy, she comes over to handle the register and keep the flow going. She's become a supportive and valuable friend. And we share many things in common, too — such as natural organic products, which she also handpicks.  

Cloudcroft is a special place. I have a little sticker on my register that says 'On Mountain Time.’ There's just a more relaxed feel here. It's small, and everybody knows each other.

Right now, I'm happy to say that if I were any busier, I wonder if I could do it. I'm reluctant to hire people because I'm still feeling it out for myself. I have this thing where I trust that the right people come into your life when the time is right.

I think I can make it through this slow season on my own. But I’m still waiting for the slow season. That has yet to happen. (Laughs.)

Interviewed October 2023

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High Rollin’ Coffee 
109 James Canyon Highway, Suite 2, 88317
highrollincoffee@gmail.com
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