JOE, LIKE A CUP OF JOE!

Currently, no one on our team is named Joe, but that doesn't stop the world from referring to all of us as Joe. Honestly, we don't mind!

We call our company Joe because we put real, delicious, small-batch roasted coffee in every bag. Effectively, a bag of Joe Chocolate is the caffeine-equivalent to two cups of joe. But creating naturally caffeinated chocolate is just a little bit of what we are all about. Our goal is to play a tiny part in your next big adventure.

Our Story

The idea for Joe Chocolate Co. began in an undergraduate class project at the University of Washington but our business really took shape when our buddy, Lucas, set foot on the Pacific Crest Trail. About 300 miles into Lucas' hike he sent us a text. He was loving the scenery, the people, the physical and mental challenges, but really missed having his daily cup of joe.

Determined to satiate his need for caffeine (and food), we started started turning our business-school idea into the perfect hiking snack: lightweight, all natural, caffeine-rich, and packaged so it could couldn't melt into his expensive hiking gear. What comes next (as we’re sure you’ve guessed), is the inception of our signature coffee-infused chocolate.

It didn’t take long before we realized that handmade, naturally caffeinated dark chocolate is a crowd pleaser. Whether you’re a thru-hiker walking 2,700-miles up the West Coast, a college student studying for finals, a parent shuttling kids to and from after-school activities, or a nurse working the night shift, a little bit of Joe can go a long way.

In just a few years we have grown from a two-man operation, making chocolate after hours in the back of Spud Fish-n-Chips, to an ever growing team with a wholesale operation in South Seattle and a retail shop and factory in Pike Place Market. Despite the growth and change, we’re still a group of friends who love good food, great conversation, and spending time outdoors (what can we say, we’re from the Pacific Northwest)!

In 2018 we decided it was time to give back to the community that helped us create our business: The thru-hiker dirtbags on the PCT. In honor of Lucas, we formed the Caveman Dirtbag Sponsorship (his trail name was Caveman). The C.D.S. is a collaborative sponsorship that aims to support and energize wild ambitions in the great outdoors. In our first year of the C.D.S., we worked with Lighthouse Roasters and Patagonia Seattle to sponsor two hikers on their Northbound thru-hike.

We had so much fun in the first year of the C.D.S. that we decided year two had to be even bigger and better. In 2019 we partnered with eight co-sponsors, received applications from over 100 prospective hikers from all ages groups from all over the world. In the end we selected four dirtbags who received cash, food, gear, and equipment shipped to them in eight care packages along the trail. If you or someone you know is interested in hiking the PCT but feels restricted by money or resources, apply to be the CDS! Application opens early Spring 2020.

Have fun out there!

-Sam, Peter, & The Joe Chocolate Co.

P.S. Lucas/Caveman is alive and well. That badass dude is living in Washington with his girlfriend who he met on the Pacific Crest Trail. Since 2016 he has hiked the Pacific Northwest Trail, portions of the Continental Divide, and he plans to hike an alternate route of the Continental Divide in Spring of 2020.


2019 C.D.S. Co-Sponsors

The 2020 C.D.S.

Supporting & Energizing Wild Ambitions in the Great Outdoors


Are you interested in hiking the Pacific Crest Trail in 2020 or is your business interested in co-sponsoring our 2020 Dirtbags? We would love to hear from you. Each of our dirtbags is supplied with cash, gear, equipment, and food to supplement a Northbound thru-hike in the starting between May 15th and June 5th, 2020.

Potential Dirtbags: The 2020 C.D.S. application will open in early spring.

Potential Co-Sponsors: Please contact us if you are interested in helping another class of dirtbags hike from Mexico to Canada. We request each co-sponsor contribute cash on top of any equipment, gear, and/or food that they specialize in.

Thru-Hiker PSA: Permitting rules have changed for the 2020 season due to overcrowding. Flip-flopping through the Sierras is no longer permitted. Please plan accordingly! Link for more information (HERE)

The Caveman Dirtbag Sponsorship

The Caveman Dirtbag Sponsorship Logo

2016 Original Dirtbag

Caveman: Lucas T., USA

2018 Dirtbags

Stuck on the Ground: Jamie T., USA

Trash Bath: Ben L., USA

2019 Dirtbags

Dip: Lauren H., USA

Tip Tap: Elina O., New Zealand

Speedy Gonzalez: Jeff S., Brazil

Papacorn: Avi F., Israel


Tip Tap's PCT Documentary