Monte Vega: Rutherfordton

2021 NC Main Street Champion


Watch The Recognition Video


When passion for community embodies gatherings, the arts, entrepreneurship, and great coffee, it can only be described with one word, “joy.” Monte Vega displays and dispenses joy as the owner-operator of Small-Town Coffee Roasters in Downtown Rutherfordton. However, his passion extends well beyond providing a great cup of coffee. He has been the driving force in planning and hosting Rutherfordton’s FAB Fridays, a grassroots series of events focused on local food, art, and brews. Using his business as a platform to link local musicians, artists, restaurants, and food trucks, Monte has created wonderful events, all while navigating COVID-19 safety protocols.


Monte’s entrepreneurial spirit has also spurred him to connect people, through conversations over his marvelously crafted coffee, that have resulted in the growth of other local businesses in the community.


Rutherfordton is excited to honor Monte Vega as its NC Main Street Champion.

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