After nearly two decades working in information technology, Rich Rogers wanted to focus on his next chapter. Knowing heâd have to do something after he left his job, he started roasting coffee on a whim, âand, man, it changed my life.â That spur-of-the-moment decision to roast his own coffee 20 years ago led to him starting a business selling his beans, naming it Mason Joe, 12 years ago. âThe more I gave it to people, the more they liked it, and then they asked, âWell, can you make coffee for me? Can you serve it?â And I would do weddings and we kind of got into that mode of serving coffee and making it instead of just selling beans,â Rogers said. âAnd what I discovered was the reward for me, obviously the money was a reward, but the real reward was the fact I could hand somebody a cup of coffee or a cold brew ... I loved the fact that I could hand a cup of coffee to somebody and get their immediate response to whether it was good or bad.