Odd Roots Coffee: From Corporate HR to Coffee Trailer in Austin, TX

When Veronica Ratcliff left her career in corporate human resources after nearly 20 years, she knew it was time to finally chase a lifelong dream. She had worked at companies like Airbnb, Merck Pharmaceuticals, and Under Armour, but deep down she always pictured herself owning a community-centered business.

This summer, that dream became reality. Veronica launched Odd Roots, a mobile coffee trailer in South Austin, inspired in part by outdoor adventures from her Northern California upbringing. Fueled by the business and barista training she received in Texas Coffee School’s 3-Day Coffee Business Master Class®, Odd Roots officially opened in August 2025.

From HR Executive to Coffeepreneur®

Opening a coffee business had always been in the back of Veronica’s mind. “I turned 40 and thought, it’s time to do something for myself—and to show my daughters that you can live out your dreams. It’s never too late,” she shares.

With an MBA and years of corporate leadership experience, Veronica had a business foundation. What she lacked was hands-on coffee business expertise. After researching training options, she enrolled in Texas Coffee School.

“I had the entrepreneurial drive and business knowledge, but I didn’t have any coffee experience. Texas Coffee School opened my eyes and gave me the confidence to take the plunge.”

By the time she wrapped up her corporate role, Veronica was already finalizing her trailer concept and preparing for launch. Within a few weeks of picking up the trailer that would become Odd Roots, she was ready to soft launch the business.

Why a Trailer Instead of a Café?

For Veronica, choosing a trailer over a brick-and-mortar café was all about starting smart and building sustainably.

“Brick-and-mortar felt like too much too fast. With a trailer, I could create a beautiful, approachable space with lower overhead, test my menu, and build community without taking on a massive lease,” she explains.

Odd Roots isn’t a roaming food truck—it has a permanent trailer location in a residential South Austin neighborhood just minutes from her home. That gives Veronica the best of both worlds: stability and a loyal neighborhood following, with the flexibility to grow into more trailers or eventually open a café when the time is right.

Her decision reflects a strategy she learned at Texas Coffee School: start with a model you can manage, then scale thoughtfully.

Building Odd Roots: A Coffee Camper with Heart

The name Odd Roots reflects Veronica’s philosophy on connection and individuality.

“Odd is a nod to the imperfect, the unconventional, the unexpected moments that shape us. Roots speaks to our heritage, memories, and the things that ground us,” Veronica explains. “Together, Odd Roots is about honoring unique stories while creating a space where everyone belongs.”

Her South Austin camper location is strategic. “I’ve lived here six and a half years, and there wasn’t a coffee shop nearby. Now neighbors tell me, ‘We’ve been waiting for this spot for years.’ That’s exactly the community I wanted to build.”

With nostalgic signature drinks like the Snickerdoodle Latte (“like a warm hug”) and the Coconut Bay Matcha (“takes you straight to the beach”), Veronica keeps her menu approachable and fun. Customers can also find house-made toasts and kid-friendly options like the “Little Camper” Nutella toast.

“We all come from different roots. We all have different stories, but coffee really has a way of bringing us together, and that’s the kind of space that I want to create,” she shares. 

Lessons from Texas Coffee School

Veronica says the biggest takeaway from Texas Coffee School was how to run a coffee business sustainably.

“The financial curriculum was huge. Learning cost of goods, how to set menu pricing, and creating a five-year financial plan—those tools were invaluable. I had my spreadsheets open daily while preparing to launch.”

She also credits the teachers with helping her think bigger. “At first, I only imagined one trailer. Texas Coffee School helped me see how I could grow to multiple trailers and eventually a brick-and-mortar. That shifted my whole perspective.”

Credit her HR background with her ability to take the curriculum and apply it. Today, Veronica manages a small team of baristas, balances operations, and is already preparing for future growth.

Brewing the Future in South Austin

For now, Odd Roots is serving the South Austin community from its fixed trailer location, with steady traffic from nearby neighborhoods and word-of-mouth marketing fueled by Instagram, TikTok, and local Facebook groups.

“I wanted to start small and smart, but ultimately I see two to three trailers in Austin and then a brick-and-mortar café,” Veronica says. “Odd Roots is about building community, and I can’t wait to keep growing that.”

Thinking About Starting Your Own Coffee Business?

Texas Coffee School has helped hundreds of Coffeepreneurs® like Veronica turn their ideas into thriving mobile coffee businesses and brick and mortar cafés. Whether your dream is a coffee trailer, cart, or brick-and-mortar shop, our classes give you the hands-on skills and business systems you need to succeed.

Explore Texas Coffee School Classes

Frequently Asked Questions

Q: Is starting with a coffee trailer smarter than opening a café first?

A: It can be for some people depending on vision, goals, and circumstances. A trailer lets you launch with lower overhead, less risk, and more flexibility. You can test menus, build community, and generate revenue without a costly lease. Many owners later expand into additional trailers or brick-and-mortar cafés once the model proves successful.

Q: How can Texas Coffee School help someone with no coffee experience?

A: The 3-Day Coffee Business Master Class® was built for any experience level, including beginners. It combines hands-on barista training with business planning, operations, and financial systems. Career changers leave confident and prepared to launch a profitable coffee business.

Q: What financial tools do I learn at Texas Coffee School?

A: You will learn menu pricing, cost of goods, inventory, financial forecasting, a five-year financial planning, plus more. These tools help you avoid costly mistakes, set realistic profit goals, and scale sustainably. See related guidance on costs here: How Much Does It Cost To Open A Coffee Shop.

Q: How much value does the Texas Coffee School 3-Day Coffee Business Master Class® provide compared to its cost?

A: Many students say the class was worth far more than they paid. It delivers step-by-step systems most new owners do not realize they need. Covering barista training through financial planning saves time, prevents errors, and accelerates success.

Q: What makes Odd Roots a good example of a first-time coffee business?

A: Odd Roots shows how a well-prepared and motivated student can transition from a corporate career into ownership. Applying Texas Coffee School lessons, Veronica launched a South Austin trailer, built community support quickly, and now has a clear path for growth.