Vegan Coffee Shop Thrives in “Steak Country”

Amateur Coffee’s vegan drinks, milks, and waffles are luring curious customers in meat-centric Omaha, Nebraska.

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Vegan coffeehouse Amateur Coffee opened earlier this year in Omaha, NE. In an interview with media outlet Daily Coffee News, husband-and-wife owners Jasmyn and Jacob Wichert revealed that their vegan concept was sitting well with locals. “We weren’t sure how everything would be taken,” Jacob Wichert said. “We just took a leap of faith based on our own values. People love it.” The shop roasts its beans in-house and sells beverages made with oat-based milk alternative by Swedish brand Oatly. “Even among non-vegans,” Jacob Wichert said, “people are starting to step away from at least milk as a beverage.” Amateur Coffee also sells vegan gluten-free waffles, pastries made by vegan company Scratch Baking Co., and chia pudding topped with seasonal fruit. “I think because we’re in the beef state,” Jasmyn Wichert said, “people think that it’s not going to succeed, but if anything, now I’m realizing that it’s actually an opportunity.” Omaha is also home to Modern Love, opened in 2014 by acclaimed vegan chef Isa Chandra Moskowitz as the city’s first vegan restaurant.