It's "All About the Joe" and Community Connection at Shenandoah Joe

Darrell Pacheco at the Preston Avenue location

Note:  This blog post is part of an ongoing series that highlights UVA’s small, women-owned, and minority-owned local businesses.  Have a suggestion for a business we could feature?  Let us know! 

Since 1993, Shenandoah Joe Coffee Roasters has been an integral part of Charlottesville, embodying the true spirit of a small-batch coffee roaster and drawing crowds of locals in need of a good cup of joe and a cozy, welcoming place to relax and socialize. Established with a passion for coffee, this local business has grown from humble beginnings to a beloved community staple, offering over 15 varieties of specialty, small-batch gourmet coffees.

The secret to their success? The finest Arabica beans sourced from around the world, and a drive to be a place of comfort and connection for the surrounding community.

For Darrell Pacheco (aka DJ), the UVA Darden alum who bought Shenandoah Joe earlier this year, owning the iconic local coffee roaster is more than a business venture; it’s about being a vital part of the community. He describes their locations as “Charlottesville’s living room,” where running groups, church groups, students, artists and many more folks congregate.

With two bustling locations on Preston Avenue and Ivy Road, the business employs 26 local residents who share a common goal: to create the best coffee experience possible. The team roasts their beans in small batches using a San Franciscan roaster, blending and bagging each order by hand to ensure freshness and quality.

“Our shops are open and welcoming to all. We invite you to sit, take a deep breath, enjoy a sip of something amazing, and gather your thoughts…,” says Pacheco. His vision for the future includes growing the business to provide more opportunities for people, reinforcing his belief that “small businesses are a force for good in local communities.”

Refreshing options at Shenandoah Joe's

Shenandoah Joe’s dedication to supporting the local community goes beyond serving great coffee. Their impact also extends to helping other local businesses by featuring their products, fostering a sense of community and mutual growth. They source all their paper products and pastries from local suppliers and collaborate with a local Kombucha brewer.

The community involvement doesn’t stop there. Shenandoah Joe is a proud sponsor of Monticello Little League and has partnered with the local chapter of Kappa Alpha Psi Fraternity Inc. to provide scholarships to graduating high school seniors. Their contributions to local causes and organizations focused on helping young people succeed demonstrate their commitment to more than just the local economy.

Pacheco's journey to owning Shenandoah Joe is as inspiring as the coffee they serve. An immigrant to the United States from Trinidad & Tobago, he grew up in New York City. He attended Dickinson College where he majored in political science. Pacheco became the first college graduate in his family, later working as an investment analyst at The Vanguard Group before earning his MBA from UVA’s Darden Business School in 2023.

Shenandoah Joe Coffee Roasters is not just a coffee roaster; it’s a cornerstone of the Charlottesville community. Their dedication to quality, community support, and fostering local connections makes this small local business worth celebrating.