About Prima Coffee

about prima header, brewing gear

About Prima Coffee Equipment

Cultivating the enjoyment of life by providing easy access to products, resources, and services.
—Our Mission Statement

Our Story

Founded in 2009 and born from a long line of family-owned, locally-operated businesses in Louisville, KY, Prima Coffee started with the idea that everyone should have easy access to the products and resources that help make coffee great. That goal remains unchanged to this day and drives everything we do, from curating a catalog of the finest gear from across the globe, to developing content that empowers you to find the right equipment and make better coffee. You can see our Heartland roots in everything we do but most importantly in the way that we take care of people, still offering friendly and knowledgeable customer service provided by real people right here in our Louisville office.

Commercial or home, brewed coffee or espresso, Prima Coffee continues to learn, adapt, and grow right alongside the coffee industry that we get to call home.

Our Core Values

Entrepreneurial Spirit

An investment in our work characterized by an inquisitive, self-starter attitude, that is never satisfied with where things are. It cultivates an inner drive and dedication that takes personal responsibility for the job at hand.

Work With Integrity

A faithful and honest work approach to all we do. An ethic that stewards at the time and resources at our disposal for the good of the company and others.

Care For People

Seeking the good of all people–coworkers, customers, and manufacturers–treating therewith dignity, respect, and empathy.

Drive For Excellence

An ongoing desire to do everything well, seek the best in any situation, and enable others to do the same.

Check out what makes us the right choice for your coffee and espresso equipment needs: The Prima Edge

Our People

  • Matt Averbeck

    Matt Averbeck

    General Manager

    "My coffee drink of choice is straight espresso or if I am in the mood to sip a little longer, I like a short americano at a 1 to 1 ratio of espresso to water. I especially enjoy Ethiopian and Kenyan coffees."

  • Copley Allen

    Copley Allen

    Customer Service Associate

    "I think my favorite thing about coffee (besides drinking it!) is the simple joy it brings to others."

  • Adriana Alvarez

    Adriana Alvarez

    Ancap Custom and Sales Manager

    "I enjoy drinking a good cold brew on a warm summer day."

  • Allie Dunn

    Allie Dunn

    Customer Service Lead

    "I like my coffee like I like my friendships, warm and exotic."

  • John Erler

    John Erler

    Service Lead

    "Just like a salad, the best cup of coffee is one that someone else makes for you."

  • Wuendy Flores

    Wuendy Flores

    Ancap Custom Decorator

  • Ryan Felbinger

    Ryan Felbinger

    Product Manager

    "I love complexity in my coffee and minimalism in my home brewing setup."

  • Hannah Heffley

    Hannah Heffley


    "Nothing tastes better than a well-photographed cup of coffee."

  • Brian Hernandez

    Brian Hernandez

    Fulfillment Team Member

    I like my coffee just like me, pretty sweet.

  • Jordan Kavuma

    Jordan Kavuma

    Director of Marketing

    "Give me a cup of African coffee and I'll probably love it."

  • Ragan LaTour-Kelley

    Ragan LaTour-Kelley

    Partnerships Manager

    "Enjoy the simple pleasures of life, and then amplify them with coffee."

  • Mike Miller

    Mike Miller

    Pricing Analyst

    "Hoping to find some long forgotten words from a book sipping a good African coffee."

  • Gregg Potter

    Gregg Potter

    Business Operations Manager

    "Specialty coffee allows me to enjoy agriculture from all over the world. Maillard is my friend."

  • Bekah Reese

    Bekah Reese

    Customer Service Associate

    "Decaf-drinkers are people too."

  • Matt Stevenson

    Matt Stevenson

    Director of Sales and Customer Service

    "Enjoys room temperature coffee 1-2 hours after brewing thanks to his wild children."

  • Nayeli Vieyra

    Nayeli Vieyra

    Fulfillment Team Member

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