Jeff Fitch—Air Force veteran, firefighter, and the owner of Dirty Dozen Coffee Company—joined us to share a story that’s equal parts service, faith, and a really good cup of coffee. After a 20-year career in the U.S. Air Force, Jeff stepped into a new kind of calling as a firefighter, and along the way, a simple firehouse habit turned into something bigger: Dirty Dozen Coffee.
What started as conversations and encouragement from the guys around the station grew into a business built on the kind of values you can actually feel—integrity, transparency, and taking care of people. Since launching in 2020, Dirty Dozen Coffee has seen steady growth, and Jeff says the goal has stayed the same from day one: treat customers right and deliver a full pound of great coffee—no gimmicks.
But the heart of the story wasn’t just entrepreneurship—it was purpose. Jeff talked openly about how faith shapes his decision-making, why community service is more than a slogan, and how Dirty Dozen Coffee is meant to be something that adds value to Valdosta and beyond. Looking ahead, he shared exciting possibilities, including plans that could lead to a brick-and-mortar shop in Valdosta.
And maybe the best takeaway of the whole conversation: Jeff reminded us that in business—and in life—sometimes the most important move isn’t the next hustle. It’s learning to be still, listen, and let God direct the steps.
