At FEATURE, we believe the story behind every business is as important as the products they create. In this Hidden Gems series, we sit down with Jerad Jay, the founder and visionary behind Vesta Coffee Roaster, a staple in the Las Vegas coffee scene. What started as a passion project in Jerad’s home kitchen has blossomed into a thriving business known for its dedication to quality, community, and an employee-first approach. Join us as Jerad shares how Vesta continues to push the boundaries of coffee while staying true to its core values of creativity and consistency.

FEATURE

Vesta sources local and sustainable ingredients. How does that affect you guys?

Jerad 

We try to source local ingredients whenever possible, and always the best quality. It starts with sourcing the finest coffees, but we make sure that same focus on quality carries through our bread program, pastries, salads—everything. We’ve been lucky to find local vendors who provide us with eggs, greens for our salads, and herbs. It’s a challenge in the desert, but we do our best to make it happen. It’s always about a quality-first approach.

FEATURE

Vesta started as a passion project from your home kitchen. Looking back, what’s one thing from those early roasting days that still inspires your approach to coffee today?

Jerad 

Back in 2015, when I started roasting coffee in my kitchen, it taught me the importance of iteration. There’s always something to improve, and the best thing you can do is just keep moving forward—whether it’s making the next roast better or tweaking a food item. That mindset of constant improvement is still with me today.

FEATURE  

I saw on your website that you put your employees first. Can you tell me more about the employee-first approach?

Jerad 

At Vesta, we have strong values, and one of the key ones is putting employees first—before guests. We believe that if our employees are happy and well-supported, they can serve our customers better. If we take care of our team, they’ll be able to give that same level of care to the community and our guests.

FEATURE

What was it about specialty coffee that first captivated you? Was there a turning point that convinced you to dive fully into the world of coffee?

Jerad 

What excites me about specialty coffee is the wide range of flavors it offers. Most people don’t realize that coffee is a fruit, and it can have acidity, sweetness, and fruitiness. It’s not just about dark, burnt flavors—it’s a spectrum of tastes that we express through our shop and roastery. That discovery was the turning point for me, and I knew I wanted to dive deeper into this world.

FEATURE

How do you balance innovation with consistency when it comes to crafting your coffee?

Jerad 

At Vesta, creativity and consistency are two core values that we hold dear, but they’re also in constant tension. You can’t have creativity without consistency, and vice versa. It’s definitely a balancing act. We have structured R&D programs for creating new drinks and trying out new ideas, but we also know that our customers expect consistency. So, while we’re always exploring new things, we make sure that the quality is consistently excellent.

FEATURE

What’s the most surprising or memorable feedback you’ve received from a guest, and did it lead to any changes at Vesta?

Jerad 

We had an item called the Ninth Island Special that wasn’t selling—maybe one in two months. So, I thought, let’s cut it. Then, based on feedback, we changed the name to Hawaiian Benedict because people love a Benedict for breakfast. Now, it’s our number two seller! But what I really love is seeing someone take that first sip of coffee and just light up. That’s the kind of feedback that keeps me going every day.

FEATURE

What’s next for Vesta? Are there any new avenues you’re excited to explore?

Jerad   

We’re focused on doubling down on the customer experience and sourcing exciting coffees from around the world. We’re also expanding our online presence with a website redesign, making it easier to connect with customers directly in their homes. Most people make their coffee at home, so being able to provide them with the same quality products we’re excited about is a huge step for us.

Jerad’s commitment to quality, creativity, and community shines through every cup of coffee at Vesta. Much like FEATUREs dedicated to celebrating all things good, Vesta embodies the power of staying true to your roots while embracing innovation. Whether it’s through sourcing local ingredients or balancing consistency with creativity, Jerad’s approach continues to shape Vesta as a cornerstone of Las Vegas’ coffee culture.