A dependable, full-flavored coffee made for early starts, long shifts, and everyone who answers the call. Shop the half-pound House Blend bag and support a brand built from 28 years of fire-rescue service.
Make your event impossible to overlook with an authentic 103-foot aerial fire truck. RAT 9 creates a powerful centerpiece for company functions, grand openings, dealerships, parades, festivals, community celebrations, private events, and first-responder programs.
Guided apparatus walk-throughs and fire-service history
Staff-assisted guest photos and short-form video opportunities
A memorable attraction that builds attendance and brand visibility
Founder Kevin McGuire brings 28 years in the fire rescue service to a coffee company grounded in service, dependability, and community connection.
More than a name
“First Response” is a promise: show up prepared, treat people with respect, and leave the community stronger. That spirit guides our coffee, our event appearances, our vendor partnerships, and our race program.
“I value the communities I have worked with and the opportunity to help others.”— Kevin McGuire, 28 years in the fire rescue service
Our mission
Serve a better cup. Build a stronger community.
01
Quality people return to
Build lasting customer trust through dependable coffee, recognizable packaging, and a story worth sharing.
02
Service at every touchpoint
Treat shoppers, retail partners, race fans, and event hosts with the care expected from a first responder.
03
Growth with purpose
Scale from community events to retail partnerships while keeping service and authenticity at the center.
PHASE 1Win locally
Events, direct sales, sampling, and independent retail.
PHASE 2Expand regionally
Repeatable vendor displays, race marketing, and distribution.
PHASE 3Lead globally
Grow an internationally recognized service-first coffee brand.
Our Success Program is the roadmap toward our ambition: becoming a world leader in coffee by earning loyalty one customer, one retailer, and one community at a time.
Events
Turn a gathering into an experience.
Bring First Response Coffee’s unmistakable fire-service presence to community celebrations, corporate events, retail openings, race weekends, and parades.
Retail activations
Sampling, branded displays, product education, and fan photos built to drive store traffic.
Community events
A natural fit for first-responder appreciation, charity events, festivals, and public-safety gatherings.
Race weekends
Connect the coffee brand with motorsports energy through the No. 93 team and merchandise.
The No. 93 carries First Response Coffee from pit road to the grandstands, creating a moving stage for the coffee, the mission, and every retail partner who joins the journey.
A former Raleigh, North Carolina 103-foot aerial fire apparatus, RAT 9 brings authentic fire-service history, towering visual presence, and built-in guest engagement directly to your location.
Company functions, employee days, and grand openings
Parades, festivals, dealerships, and community celebrations
Guided walk-throughs, fire-service history, and close-up aerial-platform viewing
Staff-assisted guest photos, interviews, and event-content opportunities
First Response Coffee promotion and merchandise activation
103-foot aerial
A landmark attraction guests can see across the venue.
Authentic history
A real apparatus with a story rooted in fire service.
Built for engagement
Walk-throughs, guided photos, and memorable brand moments.
Why RAT 9 matters
RAT 9 connects the coffee to a real story people can see, touch, photograph, and remember. It gives retailers and event hosts a one-of-a-kind attraction while honoring the equipment, people, and communities of the fire rescue service.
Become a vendor
A coffee program built to stand out.
Choose a display footprint, tell us about your location, and our team will help shape the right launch plan.
COUNTERTOP
Quick-Start Display
A compact branded setup for cafés, gift shops, and checkout areas.
Small footprint
Bagged coffee assortment
Point-of-sale story card
FULL DISPLAY
RAT 9 Retail Center
A high-impact fire truck display with storage compartments designed as product shelves.
Photo-worthy centerpiece
Multiple coffee facings
Merchandise add-on space
EVENT
Mobile Activation
A branded event footprint for sampling, promotions, and community engagement.
Flexible event setup
Sampling-ready
RAT 9 appearance option
PROMINENT IN-STORE DISPLAY
Make First Response Coffee the centerpiece of your store.
This fire-truck-inspired display case gives retailers a bold destination for First Response Coffee products. Illuminated shelving keeps House Blend, French Roasted, Painted Black, and future First Response Coffee varieties organized, visible, and easy to shop.
High-visibility presentation designed to stop shoppers
Multiple shelves for coffee bags and featured products
Powerful fire-rescue branding and photo appeal
Ideal for supermarkets, specialty stores, cafés, and major retail partners
Vendor media center
Watch. Share. Download.
Approved First Response Coffee media for vendor screens, advertising, social posts, and promotional events. New videos can be added here as each campaign becomes available.
FEATURED VIDEO
Kevin McGuire — First Response Coffee
Play it directly on the site or download it for approved vendor promotion.
This space is ready for new YouTube-style features, product advertisements, RAT 9 event footage, and retailer promotions.
Coffee + merchandise
Fuel your day. Wear the mission.
Launch collection pricing is shown for planning. Final products, availability, shipping, and checkout connection can be confirmed before public sales begin.
Coffee with a purpose
We value every community we touch.
As First Response Coffee grows, we donate 3% back to fire departments and law enforcement. Every bag and every piece of merchandise helps us build a brand rooted in service, gratitude, and support for those who answer the call.
