Maurice Contreras is founder and CEO of Volcanica Coffee, a specialty coffee roaster that imports 150-plus exotic coffees from volcanic regions around the world. While at the National Retail Federation Big Show in New York City earlier this week, Editor-in-Chief Joe Keenan spoke with Contreras about the company and his career background, the online shopping trends he's seeing in Volcanica's direct-to-consumer business, and how the online retailer is innovating to serve new customer demands. Contreras shares how the coffee roaster commits to sustainable initiatives across its business, from product to labor to logistics, as well as its grassroots efforts to identify new suppliers in remote regions around the globe. Lastly, Contreras discusses how physical retail might factor into Volcanica Coffee's future growth, how his team tells its brand story through authentic video and social media content, and its customer acquisition and retention efforts.