11th Hour Coffee Run by 24-year-old Entrepreneur
Talk of the Bay

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Why did brothers Brayden and Joel Etsby name their coffee roasting company and coffee shop 11th Hour Coffee? What is the meaning of the 11th hour? Is it that time is running out, or that one should not delay one’s dreams, even if that means going out on a limb to found another coffee shop in Santa Cruz, a town known for its many cafes? Find out more in this Talk of the Bay interview.