There Grows the Neighborhood: Fire Roasted Coffee Heats Up London, Ontario
The Western Fair sellers financed the purchase, offering to let Cook pay it off over five years. The option was also left open for Cook to back out at any time, but he stuck with it, and it certainly worked out well. “I think a lot of people at that time would’ve walked away from that opportunity, because it was in a rough part of the city,” said Cook. “I think it was just the right offer to the right person at the right time.” Six years later, Cook and company continue wearing various hats beyond the Fire Roasted Coffee business, as they steer what has become one of the premier markets in the London, Ontario, region. Apart from their own cafes and clientele, they’re well acquainted with what it takes to coordinate roughly 200 vendors under one roof, attracting over 5000 shoppers per week.