To start a coffee brand in Wisconsin, lock down compliance, production, and distribution in this order: name clearance with WDFI, form an LLC, get an EIN, and register for a Wisconsin seller's permit with DOR; then secure a DATCP Food Processing Plant License for your roasting facility or contract with a licensed co-roaster/co-packer. Roast in a licensed commercial space (shared kitchen or your plant); home roasting for retail sale typically requires licensing and inspection. Build lot-coded, traceable, documented batches, keep water activity records, and follow GMPs; flavorings trigger allergen controls. Labels must show statement of identity (roasted coffee), net weight (oz/g), ingredients, business name and address ("Distributed by"), lot/date, and nutrition facts are usually exempt for single-ingredient coffee unless you make nutrient claims. Choose a 5-12 kg roaster, one-way valve bags, and nitrogen flush if targeting shelf life >6 months. Sourcing: contract with reputable importers (e.g., forward contracts, 1-2 bag MOQ), define roast profiles for Midwest palates, and price to a 60-70% gross margin after green, roasting loss (~15%), packaging, freight, and fees. Sales channels: direct-to-consumer (Shopify; collect WI sales tax on taxable items), wholesale (GS1 barcodes, $1-2M product liability, COIs), farmers markets (temporary retail license; sampling plan and handwashing).
