CLARION, Pa. (EYT) — Dedicated local coffee lovers are finding fresh flavor with a side of liberating attitude in Clarion’s first ever locally roasted coffee from Sam Hill Coffee Co.

David Hollis, Jr., better known as “Davy,” has had two lifelong passions: movies and coffee.

Hollis grew up in Punxsutawney before moving to Clarion, where he has been living for over 20 years. He attended Clarion University and graduated with a Bachelor’s Degree in Communication with concentrations in marketing and filmmaking.

His original plan was to go into screenwriting and filmmaking.

“I have a script that’s probably sitting in some executives drawer somewhere. Nothing came of it,” Hollis said.

After college, Hollis worked a number of jobs, including meter enforcement officer, jeweler, salesman, factory worker, and truck driver, among others, but he says his love affair with coffee really took root when he was working late nights during his tenure as manager at Destinta Theater in Clarion.

He says it was the summer of 2015 when he realized something in his life needed to change.

“I found myself very angry and bitter at the world, bouncing from a string of dead-end jobs with this realization that the American dream isn’t real at all, or if it does exist you have to passionately rebel against the mediocrity of life in order to attain it,” Hollis said.

Hollis says that he and his wife had dreamed of starting up their own coffee company, so, with no major start-up money and little more than a wild idea, Hollis bought some beans and started experimenting.

“I taught myself the art of coffee roasting with a few bags of beans and a campfire,” he said.

“I burned quite a bit of coffee at first! It’s not as simple as holding the coffee over a fire. Coffee has a consistency like wood, so when it gets heated, it’ll keep burning from the inside. Timing is crucial, and keeping it moving is vital.”

Hollis took a local class on business start-ups to brush up on his business knowledge and to help him with filing the necessary paperwork for his new venture, but he also found that his background in marketing helped him when it came time to create his brand.

“I knew I was gonna be seen as different right away. What I was doing can be viewed as unconventional across the board, so I embraced that. That’s what I’m all about, the euphemism that is my company name, I want people to know it’s not only okay to ‘go Sam Hill’ (i.e. get crazy), but it’s a good thing. It’s liberating, and you should start this lifestyle with your coffee.”

Sam Hill Coffee Co. started out with a line of just four coffees, each with their own roast level. Then, during the 2017 Autumn Leaf Festival, Hollis also unveiled a line of flavored coffees, which he says have been a big hit. Sam Hill Coffee Co. also has its own line of merchandise and apparel.

Even with the expanded line of coffee and merchandise, Hollis has kept the company primarily a one-man venture, with some occasional help from his family.

“I fulfill every order, stamp every bag. My wife and oldest son like to help when they can.”

Though Hollis seems to enjoy being a one-man show, he does hope to continue growing his operation in the coming years.

“What I have right now is a cult following, and it’s that dedication from the small percentage who found me at flea markets and local events that needs to keep spreading and growing. I’m taking steps now to be a full-service operation, so my process will change a little, but I’ll be able to introduce more drinks and literally be at any event. Weddings included! Recently, business is actually growing to the point where I will be needing some outside help, which is exciting.”

Sam Hill Coffee is currently available online through the website, samhillcoffee.com, as well as through their Etsy page. Locally, you can find Sam Hill Coffee at Through the Woods in Cook Forest, and Sam Hill flavored coffee is also available at Dan Smith’s Candies during holidays and special events.

Hollis says there are a few other spots in Clarion he’s hoping to market through soon, as well.

He’s also working on a crowdfunding campaign to help expand his operation. He hopes to launch the campaign later this month. Updates about the campaign, products, and locations can be found on The Sam Hill Coffee Co. Facebook page.