Why We Do What We Do: The Heart and Hustle Behind Dear Diary
Hey friends, Litsa here.
When I first envisioned Dear Diary, I didn’t just want to open another coffee shop. I wanted to build a space that was kind—to our community, to our team, and to our planet.
But staying true to your values in business isn't always the easiest or cheapest path. I often get asked about the specific choices we make here, so I wanted to pull back the curtain and share a bit about what happens behind the bar, why we operate the way we do, and how every latte you buy ripples out into something bigger.
Keeping It Plant-Based (Even When It Hurts the Bottom Line)
Did you know that over a quarter of our planet’s land is dedicated to grazing livestock or growing feed crops? It’s a massive driver of deforestation, particularly in places like the Amazon.
On a local level, a typical independent coffee shop goes through about 40 to 60 gallons of milk every single week. From day one, I knew Dear Diary wouldn’t be contributing to that. We abstain from animal milk entirely, and we never charge you extra for plant-based alternatives.
To be completely transparent, this is an incredibly expensive business choice. Plant milk costs us about four times as much as cow’s milk. By being 100% vegan, we lose the ability to offset those costs with cheap dairy margins or luxury up-charges. But to me, the financial math doesn't matter compared to the ethical math. I know the reality of what happens to calves and their mothers in the dairy industry, and no amount of profit would ever make me feel okay with selling cow’s milk.
Homemade, Zero-Waste Syrups
Our sustainability mission goes beyond the milk carton. If you’ve ever loved the flavor in your morning cup, you’re tasting the hard work of our incredible baristas. They cook all of our syrups and blend our spices completely in-house.
By making our own flavors, we save 5 to 15 plastic bottles of commercial syrup from entering the landfill every week. Plus, we get to control the ingredients: we only use natural Mexican cane sugar, ensuring it's completely processed without animal bone char.
Upcycling & Supporting Local Creativity
Walk into Dear Diary, and you’ll see our shelves stocked with crafts and gifts from 25 local artists. We love showcasing our community's talent, and that passion for creativity extends to our own merch.
When our baristas came to me with the idea to hunt for t-shirts at charitable thrift stores and hand-stamp them with our logo using linocuts they carved themselves, I was immediately sold. Upcycling pre-loved clothing instead of buying new, mass-produced shirts is just another way we try to tread lightly on the Earth.
Rewarding You for Reusing
While we do have paper and plastic to-go cups available for convenience, we’d much rather see your favorite travel mug! To encourage you to bring your own, we offer a personal cup discount. And to make reuse accessible to everyone, we sell mason jars and growlers at super low price points so you don't have to break the bank to be eco-friendly.
Feeding the Earth (Literally)
We also hate seeing organic waste go into the trash. Our baristas carefully set aside all of our used coffee grounds and tea leaves every day. We partner with local gardeners who stop by to pick up these nutrient-rich materials for their backyard compost heaps. It’s a beautiful circle—what starts in the soil ends up back in the soil.
A Workplace Built on Shared Values
A lot of vegan folks love hospitality, but it is heartbreakingly difficult to find a workplace that aligns with your ethics. I’m incredibly proud that our baristas have a space where they never have to handle animal products.
But it’s about more than just what’s on the menu. It’s about how we treat each other. Our team knows their Earth-friendly ideas will always be supported here, and we back that up by paying a living wage and sharing our profits.
Running Dear Diary Coffee is a labor of love, and it fills my heart every single day. Ultimately, we exist because of you. The money from the neighbors who support us goes directly into the wages of the baristas who live right down the street. This little financial ecosystem is exactly how community should work, and I’m so grateful to keep sustaining it alongside all of you.
Next time you stop in for a coffee, know that you’re part of this story, too. See you soon!
With love,
Litsa
