Now, six years later, she is still serving up one of Taupo’s best cups of coffee and says while starting up her own coffee roasting business has been hard work, it’s definitely been worth it.
“I’ve learnt that operating a business is 80 percent persistence and 20 percent love. You have to love what you’re doing but commitment is key,” Jo says.
The successful Taupo businesswoman and mother of two founded the Lake Taupo Coffee Roasting Company, widely known as the brand Volcanic Coffee, in 2008.
She says the coffee business is a very competitive sector, but aggressive marketing and a great product has resulted in growing brand recognition.