What began as a means to an end for Bryce and Ashley Doyal has since become a passion – air roasting coffee beans.
The two are Simpson County natives and met in elementary while attending Simpson Central School. However, their first date happened after each graduated from Mendenhall High: first Ashley in 2008, then Bryce in 2009. The couple married June 1, 2013, and have two sons, Clark, 8, and Oliver, 5.
Five years ago Clark was diagnosed with autism after a year-long search for answers. Evaluation and testing began in Hattiesburg, where Clark’s special therapy took place. It became a Monday through Friday effort for Ashley to take Clark to and from Hattiesburg, a commitment that placed burdens on the family, though they were willing and eager to submit. “I can’t get a fulltime job. I’ve always had to take him where he needs to be, and I would rather stay home with my kids.”
Clark was enrolled in Canopy Children’s Solutions in Hattiesburg, where he received hours-long applied behavior therapy (ABA) by a licensed therapist. Clark was making good progress, Ashley said, spending much of each weekday with his therapist. Then Covid 19 hit and in personal therapy ended; zoom meetings began.
Significant changes occurred since the time spent with a therapist at this point was about 45 minutes to an hour via zoom with Ashley conveying therapy from the therapist to Clark. “I’m sure it made a huge difference with him. He was there all day with them, six hours. At home we were doing 45 minutes to an hour every morning. I have learned a lot, but I’m not a therapist,” Ashley explained.
Because Canopy had no time frame for a return to in-person therapy, Ashley began looking for other options. For the next two years she and Bryce tried different programs that were available. About this time Ashley also really began to ponder how she could contribute to offset the financial costs associated with daily travel to Hattiesburg.
She toyed with different ideas but believes God put the roastery idea together. “Bryce came to me and said, ‘I think I want to buy my own roaster and roast my own coffee beans.’ And it came out of nowhere to me!”
Bryce has always been a coffee connoisseur and enjoys making different kinds of coffees and drinking them. He is on TikTok and found a kindred spirit in Dan McLaughlin, who has 400,000 followers. “His company is Golden Triangle Coffee and I ordered his coffee. I followed him almost a year before we started doing this. I thought ‘if he can do this, I’m going to see if I can.’”
Clockwork Coffee was born.
Initially they purchased a small personal air roaster to test the waters of demand, preparing small batches for friends, family and church members. Bryce read books and watched YouTube videos to learn the craft. The Doyals were pleasantly surprised at the continued desire on the part of those participating in the market test. The roaster lasted only two months from August to October 2021 before it burned out.
In addition to the home testing market, Bryce sent a bag of his air roasted coffee to McLaughlin, sharing their story behind his desire, asking also for McLaughlin’s thoughts on his finished product. Bryce respected his friend’s knowledge and opinion. “On a live TikTok, Dan said “It smells amazing. If it smells good, it’s going to taste good.’ He tried it and he loved it!”
After burning up the first roaster in October 2021 the Doyals purchased a second one, also a personal model but this time a drum roaster. It, too, was short term in production as the demand was fairly large. The fan burned out on Christmas Eve 2021. But there were noticeable differences between the two types of roasters, the length of time to roast and especially the flavor outcome.
Bryce explained the main difference between the two. In a drum roaster the green coffee beans roll around in the cylinder beating the beans, often burning the chaff onto it, creating the bitter taste sometimes associated with coffee. With an air roaster hot air is blown into the chamber and the beans are jumping constantly, similar to popcorn in an air popper. In this process the chaff is blown off the bean rather than seared on to it; therefore, no bitterness.
Additionally, the drum roaster takes a significant number of hours to roast coffee beans, compared to 10 – 12 minutes with the air roaster.
“When you are roasting in a drum you’re going off your senses – sight, smell – that’s how you determine when you’re ready to drop and the roast cycle is over,” Bryce stated. Also, there are different phases throughout a roast. When it gets to a certain temperature it starts to pop; this is known as first crack. He uses temperature and a timer to achieve roasting levels with the air roaster.
The Doyals had enough demand for their beans so they opted to purchase a commercial machine. Both sets of parents were behind them. McLaughlin advised getting the air roaster, and the couple listened.
They put the company on temporary hiatus to allow for the time needed to build out their back porch for the necessary space to accommodate this new venture. The roaster takes up nearly the entire back wall allowing enough room for the different bins of coffee beans. A grinder and other equipment are needed to complete the process from start to finish. Bryce grinds nearly every Saturday and evenings too when required to fill orders.
The company was fully operational in April 2022 with sales really picking up before Thanksgiving. Bryce can roast nearly 1,000 pounds in an eight hour period with his Coffee Crafters air roaster. “It’s been awesome!”
When determining a name for the company Bryce wanted something different to stand out, to be meaningful and special. He came up with the name Clockwork Coffee as a nod to Clark’s obsession with clocks. He has a large selection in his room and about the house. He even takes some with him when he leaves their home. Clark especially likes grandfather clocks and pendulum clocks so he can watch the gears and see how they operate.
“I wanted to do this. It’s about Clark but it’s become a passion. At first I was doing it because I wanted money for Ashley to get to Hattiesburg for Clark. But I believe this is our calling. Eventually I want to this be our full time thing.”
