Katie Herron spent part of her career helping shape one of the most recognizable brands in the world. Now, the former member of Mattel’s Barbie Global Brand Marketing Team is building something of her own, one bag of coffee at a time.
Herron is the founder of Modern Cowgirl Coffee, a new Southwestern-inspired specialty coffee brand launching this month ahead of National Coffee Day on September 29.
The company enters the market with its Original Cowgirl Blend, a specialty-grade, fair-trade whole-bean coffee roasted in small batches by Picacho Coffee Roasters in Las Cruces, New Mexico. Bags are priced at $22 and available for individual purchase or through a subscription, with shipping throughout the United States.
For Herron, keeping the roasting operation in the Southwest gives some substance to a brand arriving at a moment when Western influences seem to be everywhere. Cowboy boots have moved well beyond honky-tonks, Western fashion has returned to runways and everyday wardrobes, and the imagery of the American West has found another generation of fans.
Modern Cowgirl isn’t simply interested in the wardrobe.
“Modern Cowgirl is about much more than a Western aesthetic,” Herron said. “To me, the modern cowgirl represents someone who is ambitious, independent, grounded and willing to create her own path.”
That idea took on greater meaning after Herron’s mother faced stage 3 cancer. Herron credits her mother’s perseverance with helping shape the philosophy behind the company and her decision to leave an established corporate career to build a brand herself.
Her experience at Mattel is still part of the equation. Herron worked on global brand marketing initiatives for Barbie, experience she is now applying to Modern Cowgirl’s identity, storytelling and plans for growth.
But branding can only get a bag of coffee so far. Modern Cowgirl is beginning with a deliberately small lineup and an established New Mexico roasting partner rather than launching with a sprawling catalog. The Original Cowgirl Blend is currently the centerpiece, with additional lifestyle products planned as the company grows.
It’s an appropriately modest beginning for a company built around independence and choosing your own direction. For Herron, that direction currently runs through Las Cruces, a bag of freshly roasted coffee and the first cup of the morning.