Governor Sarah Huckabee Sanders has announced Collin Whittington, founder of Roasties in Bentonville, as the July installment of the "Faces of Arkansas" series. This monthly initiative highlights Arkansans whose stories and portraits are displayed at the Governor’s office, emphasizing public service rooted in the state's individuals and communities. Whittington's entrepreneurial spirit transformed an overlooked coffee byproduct into an Arkansas-made business focused on innovation and sustainability.
Whittington's journey began with a simple question: why was coffee chaff, the papery skin separated from beans during roasting, routinely discarded? "It just had to have a use," he said. After years of contemplation, the idea for Roasties, an all-natural fire starter made from recycled coffee chaff and beeswax, took shape in 2021. Initial experiments in his kitchen, and later his home, led to the development of a product that burns just long enough to ignite kindling.
From humble beginnings, Roasties has expanded significantly, now carried in over 100 stores, including outdoor outfitters and Arkansas State Park gift shops. Whittington credits much of this growth to the supportive Northwest Arkansas outdoor recreation scene and programs like the University of Arkansas Office of Entrepreneurship & Innovation’s Greenhouse Outdoor Recreation Program (GORP). He remains committed to manufacturing in Arkansas, emphasizing the state's culture of resourcefulness.
Whittington hopes his story encourages others to look for potential in overlooked things, challenging the routine of discarding waste. "If you look at even a task that seems mundane—like throwing away a bag of waste—and challenge those things you don't think about every day...what's the task that I don't like doing the most? And how can I make that better?" he said. Despite the recognition and growth, Whittington continues to be hands-on, reflecting the persistent spirit behind his innovative company.