Coeur d'Alene-based videographer pivots to coffee roasting business during pandemic

After Max Lathrop was laid off from a wedding photography and cinematography company amid the coronavirus pandemic in April, he found a way to channel his creative side into a new business venture.

Lathrop, who has more than a decade of experience in videography and graphic design, launched Rebel Joe Coffee, a Coeur d’Alene-based artisan micro roaster, in December.

Since then, Lathrop has expanded Rebel Joe Coffee’s customer base nationwide through posting comedic video content on Facebook and YouTube to drive brand awareness.

“Originally, (Rebel Joe Coffee) was just going to be a business with local delivery and a pickup location,” Lathrop said. “But what happened was, I started

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