Today we’d like to introduce you to Ginalen Soto.
Ginalen, we appreciate you taking the time to share your story with us today. Where does your story begin?
Roots Coffee & Co started from a dream to create more than just a coffee shop. We wanted to build a space where people could connect, slow down, and feel part of a community. After working in healthcare and marketing, we felt a pull to create something of our own that blended creativity, culture, and connection.
In 2021, we opened our first Roots Coffee & Co location in Salt Lake City. We poured ourselves into every detail, from the beans we sourced to the relationships we built. What began as one small shop has grown into multiple thriving locations, our own roasting operation, and a growing wholesale and events program.
Our success has been rooted in people: our team, our community, and our customers. Every cup we serve reflects that sense of belonging and purpose.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It has absolutely been a journey of learning and growth. Like any small business, we’ve faced challenges, but each one has pushed us to evolve in the best ways. From opening right after a global pandemic to scaling operations while staying true to our culture, every experience has strengthened our foundation.
We’ve learned to stay adaptable, lead with gratitude, and lean on our incredible team and community. Each challenge became an opportunity to refine our vision and build something lasting and that’s what makes this journey so rewarding.
Appreciate you sharing that. What should we know about Roots Coffee Co?
Roots Coffee & Co is so much more than a coffee shop. It’s an experience built around people, connection, and culture. We’re known for crafting high-quality coffee that’s roasted in-house and served with intention, paired with locally sourced pastries and teas that celebrate Utah’s creative community.
What sets us apart is our heart. Every detail, from our branding and design to the way we greet our customers, is rooted in creating a sense of belonging. We’ve built spaces where people come to gather, collaborate, and feel inspired.
We’re most proud of how authentic our brand has remained as we’ve grown. Whether it’s our coffee roasting, our espresso cart events, or our community markets, everything we do reflects our mission to connect people through meaningful experiences. We want readers to know that Roots Coffee & Co is a reflection of love, grit, and purpose, a brand that started local and continues to grow with heart.
Is there a quality that you most attribute to your success?
The quality that has driven our success the most is our unshakable commitment to connection. Every decision we make, from the way we train our baristas to how we design our spaces, is centered on creating genuine human moments. We believe coffee is just the beginning; it’s the spark that brings people together.
That relentless focus on people, paired with our passion for excellence, creativity, and community, has allowed Roots Coffee & Co to grow into something far bigger than we ever imagined. Connection is our secret ingredient, and it’s what keeps our brand thriving.
Contact Info:
- Website: https://rootscoffeeutah.com
- Instagram: https://www.instagram.com/roots.coffeeco/?hl=en
- Facebook: https://www.facebook.com/roots.coffeecoutah/
