Kristi and Craig Ross are the co-founders of U3 Coffee. Kristi spent 30 years as a leading innovator in financial services, trading, and brokerage. During her rise to the top of her industry, coffee fueled Kristi through every early morning and late night. Her most recent venture was as co-founder of tastytrade, a technology and financial media empire, which was acquired in 2021. Kristi decided to leave in 2022 with the intention to completely pivot her financial services career to start U3 Coffee. Kristi has immersed herself in the coffee industry, soaking up everything from roasting and brewing techniques to farming practices and processing methods. She has found a fellowship of coffee entrepreneurs that have welcomed her with open arms. 

Craig has worked over 25 years in the healthcare industry, leading teams in the pharmaceutical and biological arenas, spending the majority of his time as an executive including in the home infusion and medical device industry. Craig has always enjoyed coffee and most of all, the bond that people form with one another over great conversations where coffee acts as the catalyst for the many productive and meaningful interactions. Relationships are an important big part of who Craig is, and there is nothing quite like consuming a great cup of high-quality coffee with others while deepening those relationships.

Kristi, Craig, and their three daughters all share a passion for coffee; U3 is a love letter to their daughters. U3 Coffee is designed to connect customers who appreciate the art and craft of coffee, like their family, with the best coffee from the best sources, and with the farmers and entrepreneurs behind each cup.