L- Loyalty to clients, each other, and our values

E- Expertise- remain the premier subject matter experts in specialty coffee

A- Assist everyone, every time, anywhere in achieving his or her vision

D- Duty, fulfill all of our obligations with the utmost diligence and care

E- Educate all those whom we reach so they may be more successful

R- Respect others, their dreams and their goals

S- Selfless Service to our clients, their needs and their ideas

H- Honesty in word and deed, every time all the time

I – Integrity in everything we do and say