American specialty coffee company Counter Culture Coffee has appointed a new Chief Executive Officer (CEO), effective 1 August 2025.
Joe Prewett has taken up the leading role at the North Carolina-based coffee company, with Co-Founder and former CEO Brett Smith transitioning to the role of Executive Chairman.
The leadership change aims to continue to build on the company’s 30-year legacy while positioning it for continued innovation and growth.
Prewett brings more than two decades of leadership experience across the coffee and food industries. He spent more than five years as Vice President of Marketing and Product Management at Coffee Bean International, where he drove brand strategy, coffee innovation, and growth in both retail and foodservice channels. He has served on the board of Counter Culture Coffee for the past four years.
“It’s an honour to join Counter Culture Coffee – a company I have long admired for its uncompromising approach to pioneering innovations in coffee quality, sustainability, and education,” says Prewett.
“I am excited to work alongside Brett and the talented team at Counter Culture as we continue to set the standard for specialty coffee and bring exceptional coffee experiences to more people across the country.”
Former CEO Smith highlights the excitement surrounding the new appointment.
“After 30 years of living and breathing Counter Culture, the time felt right to welcome a new leader who can build on our foundation and help us navigate the opportunities ahead,” says Smith.
“Joe’s experience and values align with our vision and commitment to quality. This marks an important and natural moment in the evolution of our company, and I am excited to have Joe leading the team.”
Founded by Brett Smith and Fred Houk in 1995, the specialty roaster has built a following for its commitment to sustainability, direct trade, and coffee education.
