RubyMac Coffee

Santa Fe, NM

Joanna Becker was unsure about how to take her business to the next step, until her cousin, who launched her own business through WESST, recommended she reach out to our team. Joanna became involved with WESST in the winter of 2024, and says, “it has far exceeded my expectations – guiding, supporting, and helping me grow into the entrepreneur I’ve always wanted to be!” 

RubyMac Coffee, named after Joanna’s material grandparents, Ruby and Ranald “Mac” MacDonald, is a way for her to honor her ancestors and keep their spirit alive in her own endeavor. Bringing RubyMac’s Coffee to life meant adapting to unexpected challenges, like shifting from a mobile coffee trailer to a tent-and-table set up to managing inventory and balancing time and costs. Before Joanna came to WESST, she often felt stagnant and overwhelmed navigating entrepreneurship on her own.

Through a family member, I learned that WESST could help me build confidence as an entrepreneur and ultimately guide me toward launching my business. 

Joanna gained the skills to adapt to any challenge she faced with confidence, and she learned how to manage her cash flow, keeping track of festival income and sales, building a pricing model for her menu, and developing marketing strategies that attract customers.  

“By attending even a single WESST networking event, I was able to open doors to meaningful connections within the Santa Fe Community. Meeting business owners—whether seasoned professionals or fellow entrepreneurs just starting out—and exchanging knowledge, experiences, and encouragement has been invaluable to my learning process. That one event has both inspired and supported me, while deepening my sense of belonging in the local business community. I can’t wait to attend more!” 

In 2025, RubyMac’s became members of The Kitchen Table Santa Fe, worked her first festival, and launched nationwide shipping online. Joanna is excited to see what 2026 will bring to RubyMac. 

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