When you step into Treeline Coffee Roasters in Bozeman, Montana, you feel it immediately—that rare blend of warmth, intentionality, and bold independence. It’s a reflection of founder Natalie Van Dusen, who didn’t just open a coffee shop—she carved out a space in the specialty coffee industry on her own terms. Recently, she sat down with San Franciscan Roaster Co’s Bill Kennedy for a conversation that offered both inspiration and practical insights for aspiring roasters and entrepreneurs—especially women who may be eyeing a space of their own in this male-dominated industry.
You can watch the video of our interview at the bottom of this article.
From Passion to Purpose: How Treeline Took Root
Natalie's story starts like many coffee stories do—with obsession. From her very first job in a coffee shop to a transformative trip through South America where she witnessed firsthand how coffee is grown and processed, Natalie found herself drawn deeper into the world of specialty coffee. After moving from California to Bozeman, she made a bold decision: to open a coffee shop built around a roaster.
“I wanted roasting to be the heartbeat of the business,” Natalie told Bill. Her first roaster, affectionately named Francis, marked the beginning. But it was the lessons that followed—about branding, growth, and community—that helped her scale Treeline into the respected name it is today.
Rebranding with Intention
Originally, Natalie launched under the name Little Red Wagon Coffee Roasters, a name rooted in whimsy and nostalgia. But as the business grew, she realized the name had limitations—length, complexity, and potential trademark issues among them. More importantly, it didn’t reflect the landscape or spirit of the brand she was building in Montana’s mountainous terrain.
So she rebranded.
The new name, Treeline, was simple, powerful, and rooted in place. Rebranding wasn’t just about choosing a new name—it was about clarifying the brand’s identity, values, and long-term direction. For other roasters considering a rebrand, Natalie’s advice is clear: “Make sure your new identity resonates with your customers and reflects who you are as a company.”
That clarity has paid off. Today, Treeline is not just a name—it’s a promise of quality, adventure, and authenticity.
On Being a Woman-Owned Coffee Roastery
When Natalie entered the coffee industry, she noticed the landscape was still heavily male-dominated—especially in roasting. But she didn’t let that stop her. Instead, she leaned into community, built strong networks, and made sure she invested in tools that could stand up to the demands of a growing operation.
“I encourage other women to get into roasting, even if it feels intimidating,” she said. “The equipment is big and loud, but you learn. And you find people to help you.”
It’s a sentiment that echoes across the industry: support, mentorship, and community are essential, especially for women breaking into leadership roles. Natalie’s path underscores the importance of having quality equipment—she emphasized roasters, grinders, and espresso machines—as well as the importance of sourcing excellent beans and staying nimble as your business grows.
Growth That Reflects Your Values
Treeline wasn’t built on viral hype or aggressive expansion. It grew slowly, intentionally—just the way Natalie wanted it to.
She spoke about the value of long-term relationships, both with customers and suppliers, stressing that growth should never come at the cost of your values. For Treeline, that means staying rooted in quality, community, and sustainability, even as the business scales up.
Natalie also spoke about her plans to grow Treeline’s impact—not just its footprint. She sees coffee as a force for good and wants her company to continue contributing positively to her community and the larger specialty coffee world.
A Final Word from Bill
As always, Bill used the conversation to encourage others—especially those just starting out—to dive into the specialty coffee industry. “There’s space for you here,” he said, noting that Treeline is a perfect example of what’s possible when you blend passion, purpose, and persistence.
And if you’re heading to the SCA Expo in Houston, stop by the San Franciscan booth, (Booth #731). You might just find your own version of Francis, and maybe—just maybe—you’ll start building the future you’ve been dreaming about.
Useful Links
- The Treeline Coffee Roasters website is here: https://treelinecoffee.com/
- Treeline Coffee Roasters use both the SF-6 and the SF-25
Here is the full interview
