When Luke Schneider first began roasting coffee in a small strip mall in Rockford, Illinois, he did not expect his passion project would eventually be stocked in thousands of Walmart stores nationwide. What started as a modest side hustle with a five-kilo roaster has grown into a thriving brand that combines premium coffee with a meaningful social mission. Today, Fire Department Coffee (FDC) is gaining recognition from consumers, while contributing to a broader conversation on how purpose-driven companies can scale.

From Firefighter to Founder

Schneider’s journey began in the U.S. Navy, where he served as a shipboard firefighter before becoming a firefighter for the city of Rockford. It was in those demanding roles that he recognized the critical role coffee played in keeping first responders alert during long shifts. Coffee became more than just a beverage — it was a lifeline.

Together with his wife, Kate, Schneider started roasting small batches of coffee to share with friends and fellow firefighters. The enthusiastic response led him to create the Fire Department Blend, a roast designed to honor the fire service while delivering a bold, smooth cup. That blend gradually built a loyal following and became the catalyst for what would become Fire Department Coffee.

In 2016, Schneider officially founded the company. But those early days were far from glamorous. He and his small team roasted beans around the clock for months at a time, often sleeping at the roastery to keep up with demand. Fellow firefighters helped cover shifts to keep production moving. “We were running on fumes, but we believed in what we were building,” Schneider recalls.

Building a Brand With Purpose

From the start, Schneider knew Fire Department Coffee would stand for more than just caffeine. In 2018, he established the Fire Department Coffee Charitable Foundation, a 501(c)(3) organization dedicated to supporting sick and injured firefighters and first responders. For Schneider, this was not charity as an afterthought — it was the core focus of the brand.

“Every bag of coffee we sell is an opportunity to give back to the firefighter and first responder community,” he explains. “That mission keeps us grounded, no matter how much we grow.”

The foundation provides financial and product donations to firefighters and their families, many of whom face challenges after experiencing physical or mental injuries on the job. In 2024 alone, Fire Department Coffee contributed over $500,000 in product and financial support to departments and communities nationwide — from small-town fire stations to large-scale emergency response operations.

Scaling Through Retail Partnerships

The company’s big break came in 2023, when Fire Department Coffee secured distribution through Walmart. It was a sign of validation for both the product’s quality and the brand’s appeal to consumers. “Getting into Walmart gave us the platform to reach customers far beyond our hometown,” continues Schneider.

Since then, the brand’s footprint has expanded. Fire Department Coffee is now available in nearly 4,000 Walmart stores across the U.S. and Canada, and nearly 9,000 retailers in total, marking significant growth in just a few years. This growth was recently recognized by Walmart itself, which featured FDC in its national “Who Knew?” campaign. The campaign, which highlights small businesses making an impact, aired during the first professional football game of the 2025 season — introducing millions of viewers nationwide to the firefighter-founded brand.

“Being part of this Walmart campaign is a huge honor for us,” Schneider says. “When we started roasting in Rockford, we never imagined our coffee would be recognized on a national stage like this.”

Disrupting the Instant Coffee Market

FDC’s expansion hasn’t just been about placement on store shelves — it’s also been about innovation. In August 2025, the company launched its Skull Crushing Instant Espresso into 3,600 Walmart stores nationwide. The product aims to bring quality to the instant coffee category, which has historically been known for inconsistent flavor.

“We set out to make a product that could raise the bar in instant coffee,” adds Schneider. “While the category has not always been recognized for quality, we believed it could be bolder, smoother, and more satisfying.”

The single-serve pouches are designed for busy professionals, outdoor adventurers, and anyone who refuses to compromise on taste. Whether used to make lattes, iced mochas, or simply a strong cup on the go, Skull Crushing Instant Espresso offers coffee shop quality without the price tag or equipment.

Market timing has been strategically aligned with consumer behavior. As more people opt for at-home experiences, FDC is positioned to capture a growing audience of convenience-driven, value-conscious coffee drinkers. By delivering innovation that aligns with consumer preferences, the brand has demonstrated its ability to compete in categories historically dominated by legacy giants.

A Business Model Built on Impact

The growth of Fire Department Coffee shows how purpose and profit can reinforce each other, rather than conflict. The company’s thriving online community — now more than 20 million strong across platforms — helps amplify both its brand and its mission. Customers aren’t just buying coffee; they’re investing in a movement that celebrates first responders and fuels their work.

This alignment of values and commerce has been critical to FDC’s success. Schneider credits much of the company’s growth to its authenticity. “Our story resonates because it’s real,” he explains. “We’re firefighters making coffee, and we’re committed to supporting our own. People feel that.”

Looking Ahead

As Fire Department Coffee scales, Schneider remains focused on balancing growth with impact. The company continues to innovate its product lineup while ensuring its charitable contributions expand alongside its revenue. With distribution now reaching across North America and potential new markets on the horizon, FDC is positioned for continued progress.

But for Schneider, the mission will always come first. “We want to be known as a company that makes great coffee,” he concludes. “But more importantly, we want to be known as a company that takes care of those who take care of us.”

In an era when consumers are demanding more from the brands they support, Fire Department Coffee offers a model for how companies can scale without losing their soul. By combining entrepreneurial grit with community-driven purpose, Luke Schneider has brewed not just a coffee company, but a movement.