Former Mattel Marketer Launches Modern Cowgirl Coffee

The brand, which launches with a direct-to-consumer model, centers on the company’s flagship Original Cowgirl Blend. Each bag is hand-roasted in small batches by Picacho Coffee Roasters in Las Cruces, New Mexico, and retails for $22. While the current focus remains on coffee subscriptions and individual sales, Herron plans to broaden the brand into a wider lifestyle category.

For Herron, the project represents a departure from large-scale toy marketing toward a more personal narrative. She credits her mother’s battle with stage 3 cancer as a defining influence on the company’s ethos of independence and resilience. By positioning the brand as a daily ritual for ambitious individuals, she aims to build a community that mirrors the independent spirit of the modern West.