On Oct. 18, the UTRGV Athletics Department announced the launching of Vaqueros Roast in partnership with Reserva Coffee Roasters, making this product the university’s fourth consumable item.
About six months ago, Seth Jones, chief of staff and associate athletic director for revenue generation, said Michelle Quiroz, co-founder of Reserva Coffee Roasters, worked closely with Roberto Cantu, executive director of Business Auxiliary Services, to help connect her with the athletics department, in which they started the taste testing and design process.
Reserva Coffee Roasters described Vaqueros Roast flavor as dark chocolate, caramel and nutmeg. It is an organic, 12-oz. product sourced from Chiapas, Mexico, and available as wholebean or ground for the discount price of $14.95.
Jones said 12% of sales come back to the university as a royalty.
He explained the goal of the year long partnership.
“But our goal is much more community branding and making sure that we’re helping the Reserva brand, who’s a great local company, but also helping our department and the university grow in our community,” Jones said.
He said as the athletics department has grown in partnerships, it always starts local.
“And so anytime we can put a local business in front of our community and help them grow their brand, that’s super important to us,” Jones said. “Our goal is to make sure that we’re doing everything we can to help promote their business and grow their business, also while growing our brand. So, we see this as both ends winning.”
Mariajose Gonzalez, a Reserva Coffee Roasters employee, believes that when Vaqueros Roast can be purchased in-store, the store’s customers will increase.
“I think more people are going to be curious about what we’re offering, especially athletes,” Gonzalez said. “Especially with all the other Reservas that we have, I think the publicity will come more. I think it will do good, honestly, like, especially if we keep doing more advertising for it. People are going to be attracted in.”
In a UTRGV news release, Quiroz said she is “excited for the upcoming launch and hope that everyone can start their mornings with a cup of Vaqueros Roast coffee, celebrating our community’s passion for quality coffee together.”
Preorders for Vaqueros Roast can be made at ReservaCoffee.com. There is no additional cost for shipping, and the product is expected to ship by Nov. 15.
Vaqueros Roast is expected to hit the shelves in early November in all Reserva Coffee Roasters, which are located at 3400 W. Expressway 83, 5401 N. 10th St. and 4217 N. McColl Road in McAllen. The item will also be made available at the UTRGV School of Medicine in the Team Based Learning Center building on the Edinburg campus.
