Taylor Maid Becomes Taylor Lane Organic Coffee, Appoints Darleen Scherer CEO

Taylor Lane’s rebranding includes a new logo and packaging. Images courtesy of Taylor Lane Organic Coffee.

Longtime organic coffee roaster Taylor Maid Farms has rebranded to Taylor Lane Organic Coffee while appointing longtime specialty coffee professional Darleen Scherer as new CEO.

A former barista competition judge and executive committee member of the Specialty Coffee Association of America’s Roaster’s Guild (now the SCA Coffee Roasters Guild), Scherer is especially well-known in coffee circles as the co-founder of Gorilla Coffee, an upscale roastery that launched in 2002. In 2015, Scherer founded Supercrown Coffee Roasters in Brooklyn, New York. The roastery closed last December.

Scherer has taken the long trek west to Sebastopol, California, where Taylor Lane has been roasting coffee in Sonoma Country for the past 25 years, specializing in organic offerings. The company received a majority investment from the creative and sales group InHouse in 2016, and more recently has been ramping up for regional retail expansion.

“We think rebranding to a name that references the location where it all began is a great way to show our pride in the place we call home,” Scherer said in a recent announcement of the rebranding effort, which includes all new packaging and a new logo. “This is the perfect time to celebrate our heritage; not only is it our 25th anniversary roasting organic coffee, but we have plans to share our story and products to new markets throughout California.”

The company says it has established recent partnerships with Whole Foods Market that will involve Taylor Lane retail openings in San Francisco and Santa Rosa later this year, while an additional cafe in Rohnert Park’s Sonoma Mountain Village is slated to open by late summer. The company currently has two retail locations, in Sebastopol and in Petaluma.