Counter Culture Coffee Names New CEO as Founder Brett Smith Transitions

Influential specialty coffee roasting company Counter Culture Coffee recently named Joe Prewett as CEO, replacing founder Brett Smith in the position.

With the change, which came into effect Aug. 1, Smith transitions into the role of executive chairman, where he will continue to help guide the North Carolina-based company’s mission and vision, according to an announcement shared last week.

“After thirty years of living and breathing Counter Culture, the time felt right to welcome a new leader who can build on our foundation and help us navigate the opportunities ahead,” Smith said in the announcement. “Joe’s experience and values align with our vision and commitment to quality.”

Joe Prewett. Courtesy photo.

Prewett, who has more than two decades of executive experience with food and beverage businesses, has served as an advisory board member to Durham-based Counter Culture since 2021. He most recently served as president and CEO of packaged puree producer Oregon Fruit Co. Prior to that, Prewett spent nearly a decade with the Tillamook County Creamery Association, where he ultimately served as executive vice president of brand and category growth.

From 2008 to 2012, Prewett was the vice president of marketing for Portland, Oregon-based Coffee Bean International, the longstanding specialty coffee company acquired by Farmer Brothers in 2007.

It was around that time that Counter Culture Coffee — founded by Smith and Fred Houk in 1995 — started growing its presence nationwide by establishing regional training centers for wholesale clients, public education and industry events.

Throughout the 2000s and 2010s, Counter Culture helped drive nascent specialty coffee movements such as long-term direct trading and transparency reporting, all while building a wholesale base and direct-to-consumer sales nationally.

The company continues to operate 13 Counter Culture training centers throughout the U.S., while maintaining annual transparency reports.

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